What shifted in your metrics focus once free users turned into paying customers?

High sign up volume feels like momentum, but revenue brings churn into sharp focus.

Often, cancellation reasons aren't about missing features — they come down to daily integration friction. Making your product fit seamlessly into someone’s existing workflow is far harder than shipping another shiny update.

For founders who’ve transitioned: Do you eventually get used to churn, or do you focus on building faster loops to analyze and fix integration friction?