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Cancellation Flow Report

Introduction​

Understanding cancellation flow​

When a subscriber initiates cancellation by toggling off automatic renewal in the subscription portal, they are guided through a multistep flow that encourages them to stay:

  1. Benefit Reminder: A popup shows the value of staying subscribed.
  2. Exit Survey: The customer selects a cancellation reason.
  3. Tailored Offer: Based on their answer, they may receive a discount, be offered a product change, or be encouraged to reach out to support.
  4. Outcome: The user either stays on auto-renewal or switches to manual renewal.

If a subscriber drops off during the process or accepts the offer, they remain on auto-renewal.

See Reduce churn with cancellation flows for more details.

Understanding Cancellation Flow Report​

The Cancellation Flow Report helps you understand how customers interact with the cancellation process, why they want to leave, and how effective your retention tactics are at keeping them subscribed. Use it to track cancellation outcomes, measure saved revenue, and identify areas for improvement.

Access the report​

To access the Cancellation Flow Report, go to the Analyze section of the web admin tool and select Cancellation Flow from the menu.

You must have Subscription Management 2.0 enabled and the cancellation flow feature activated. If you don’t see the report, reach out to your Client Experience contact to request access.

Information available on the Performance tab of the report​

The Cancellation Flow Report offers both high-level insights and granular data across two main tabs: Performance and Responses. Use the Performance tab to track outcomes, visualize customer behavior in the cancellation flow, and evaluate retention performance. Switch to the Responses tab for a detailed view of individual cancellations, including survey feedback and revenue data

By default, you will see the Performance tab of the report.

basic_view_performance

Key Metrics Overview​

key_metrics

At the top of the Cancellation Flow Report, you’ll see a snapshot of the most important metrics that help you evaluate how subscribers behave during the cancellation process and how much revenue is at stake.

  • Auto Renewal Cancellations: The total number of cancellation attempts during the selected period. Only the most recent attempt per subscription is counted.

  • Retained on Auto Renewal: The number and percentage of subscribers who remained on auto-renewal either by abandoning the process or by accepting a counteroffer.

  • Switched to Manual Renewal: Subscribers who completed the cancellation flow and successfully turned off auto-renewal.

  • Renewed: Subscriptions that have renewed (either manually or automatically) after the most recent cancellation attempt. Refunds are excluded from the revenue calculation.

  • Pending: Subscriptions that haven’t reached their next billing date yet and are still eligible to renew.

Each metric also includes the associated revenue to show the financial impact of each outcome.

Deflection Funnel​

The Deflection Funnel chart visualizes how subscribers move through each stage of the cancellation flow — and where retention efforts succeed or fail. This is a powerful tool for identifying which stages of the flow are most effective at deflecting cancellations — and where improvements can be made.

You can view this data by number of subscriptions or by estimated revenue. By default, the data is displayed by number of subscriptions.

deflection_funnel

The stages include:

  • Benefits Introduction Drop-Off: Subscribers who exited the flow after seeing the initial popup about the benefits of staying subscribed.

  • Survey Drop-Off: Subscribers who reached the survey but abandoned it without answering.

  • Offer Drop-Off: Subscribers who completed the survey and were presented with an offer, but exited without acting.

  • Accepted Offer: Subscribers who accepted the personalized retention offer and stayed on auto-renewal.

  • No Response: Subscribers who completed the cancellation process without selecting a reason in the survey.

  • Other Reason Provided: Subscribers who selected "Other" as their cancellation reason and provided custom feedback. No offer was presented.

  • Declined Offer: Subscribers who responded to the survey, were shown a counteroffer, and declined it.

Change the View​

Click the Revenue button in the top right corner of the tile, to see the data by estimated revenue.

Outcome After Cancellation Attempt​

This chart helps you evaluate what happens to subscriptions after a cancellation attempt — whether they stayed active, churned, or are still pending renewal. This way you can get insight into whether retention is holding long-term or just delaying churn.

You can view this data by number of subscriptions or by estimated revenue. By default, the data is displayed by number of subscriptions.

outcomes_after_cancellation

The report groups the outcomes by final cancellation result:

  • Retained on Auto Renewal: Subscriptions that remained on auto-renewal.

  • Switched to Manual Renewal: Subscriptions that turned off auto-renewal.

Within each group you can see the same three outcomes:

  • Renewed: Subscriptions that were successfully renewed.

  • Refunds: Subscriptions that renewed but were later refunded.

  • Pending Renewal: Subscriptions that haven’t reached their next billing date yet.

Change the View​

Click the Revenue button in the top right corner of the tile, to see the data by estimated revenue.

Auto-Renewal Cancellations & Retentions​

This timeline chart shows how cancellation attempts and retention rates evolve over time. It helps you identify trends, spot seasonal spikes, and evaluate the effectiveness of your cancellation flow on a month-by-month basis.

You can view this data by number of subscriptions or by estimated revenue. By default, the data is displayed by number of subscriptions.

autorenewal_cancellations_and_retentions

  • Auto-Renewal Cancellations (blue bars): The number of subscribers who attempted to cancel auto-renewal in a given month.

  • Retained on Auto-Renewal (green line): The percentage of those subscribers who stayed on auto-renewal after the attempt.

Example Insight:

A spike in November might indicate that pricing sensitivity during Black Friday season leads to more cancellations — but also more opportunities to retain users with special offers.

Change the View​

Click the Revenue button in the top right corner of the tile, to see the data by estimated revenue.

Cancellation Reasons​

This donut chart summarizes the most common reasons subscribers give for canceling auto-renewal. The data is based on responses to the exit survey and helps uncover the underlying causes of churn risk.

The chart includes following reasons:

  • Price: The product or service is considered too expensive.

  • Technical Issues: Problems with usability, bugs, or support.

  • Billing Control: Customers want more control over their payment timing.

  • Other Reason: A general or unlisted reason.

  • Change Product: Customers are switching to another plan or service.

Understanding the top reasons for cancellation can help you optimize offers, improve user experience, and reduce churn at the source. You can view this data by number of subscriptions or by estimated revenue. By default, the data is displayed by number of subscriptions.

cancellation_reason

Change the View​

Click the Revenue button in the top right corner of the tile, to see the data by estimated revenue.

The Deflection by Survey Responses table​

This detailed table shows how different cancellation reasons impact deflection and renewal rates. It helps you evaluate which responses are most likely to be deflected — and which ones might need stronger countermeasures.

deflection_by_survey_responses

Key columns include:

  • Survey Responses / Share %: Total number and percentage of responses per reason.

  • Retained on Auto Renewal / Retention %: Subscriptions that stayed on auto-renewal, either by dropping off or accepting an offer.

  • Accepted Offer: Number of subscribers who accepted a counteroffer.

  • Estimated Retained Revenue: Revenue expected from subscriptions retained at the time of cancellation.

  • Renewed / Renewal Revenue: Subscriptions that renewed, and the actual revenue generated from them.

  • Refunds / Refunded Revenue: Renewals that were later refunded, including their revenue impact.

  • Total Discount: The total value of discounts applied to renewed subscriptions.

This view is especially useful for identifying which survey responses result in low retention, so you can fine-tune your cancellation flow offers and messaging.

Responses Tab​

Click Responses in the top right corner to switch to the Responses tab. The tab provides detailed, subscription-level data about each cancellation attempt — allowing you to drill down into individual customer feedback and actions.

responses

The table includes the following details:

  • Subscription ID: Unique identifier of the subscription. Clicking it will take you to the Subscription Details page.

  • Survey Response: The reason selected by the subscriber during the cancellation survey. Possible values are:

    • Billing Control: The subscriber wants more flexibility or control over their payment schedule.

    • Change Product: The subscriber is looking for a different plan or offering.

    • Price: The subscription is too expensive or no longer perceived as worth the cost.

    • Technical Issues: The subscriber experienced bugs, glitches, or usability problems.

    • Other Reason: A general or unlisted reason. Often accompanied by a custom written explanation.

    • No Response: The subscriber skipped the survey or canceled without providing a reason.

  • Other Reason: Custom text response if the subscriber selected "Other Reason" in the survey.

  • Country: Subscriber's billing country.

  • Cancellation Outcome: The result of the cancellation flow — whether the subscriber remained on Auto Renewal or switched to Manual Renewal.

  • Current Renewal Type: The renewal status at the time of viewing the report. May differ from the cancellation outcome if the subscriber switched back.

  • Next Billing Revenue: The projected revenue for the next billing cycle, based on the subscription’s pricing.

  • Retained Revenue: Revenue already collected from a successful renewal after the cancellation attempt.

  • Refunded Revenue: Amount refunded for subscriptions that renewed and were later canceled or charged back.

  • Discount: Value of any discounts applied to renewed subscriptions (whether related to the cancellation flow offer or not).

  • Retention Status:

    • Renewed: Subscription has renewed.

    • Refunded: Renewal happened but was later refunded.

    • Pending Renewal: The next billing date hasn’t arrived yet.

  • Cancellation Date: The date of the most recent cancellation attempt.

note

Metrics like "Cancellation Outcome" focus on the result of the cancellation flow, while "Current Renewal Type" reflects the subscription's present state — which may have changed afterward.

Response Filters​

You can filter the response table by specific survey responses, cancellation outcomes, or retention statuses.

response_filters

Overall report filters​

Regardless of the chosen tab, you can filter the reported data by time range, client, currency, and several subscription characteristics. These filters help you narrow the analysis down to specific audiences or behavioral segments.

Adjust the time range​

Use the calendar picker to define a custom start and end date for your report. Only cancellation attempts within the selected period will be included.

date_picker

Other filters​

To refine your analysis further, use any combination of the following filters:

filters

Available filters include:

  • Client: Filter by specific client accounts you have access to.

  • Currency: Filter by the reporting currency, e.g. EUR, USD, GBP

  • Current Renewal Type: Filter by whether the subscription is currently set to auto or manual renewal.

  • Renewal Period: Filter by billing cycle frequency (e.g. Month or Year)

  • Interval: Filter by subscription billing interval index (0 = first interval, 1 = second, etc.). This is particularly useful for understanding behavior over the lifecycle of long-term subscriptions.

  • Payment Type, Subtype: Filter the report based on the payment method used for the subscription. This allows you to analyze trends or cancellation behaviors associated with specific payment channels.

  • Region, Country: Use this filter to limit your analysis to specific geographical locations. You can select from global regions and drill down into individual countries if needed.

  • B2B / B2C: Filter by customer type to distinguish between business and consumer subscriptions.


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