Analyse Cancel Flow Status Across Product Cohorts

Subscription > Subscribe to Cancel > Product

Summary

The report provides insights into how quickly customers cancel their subscriptions after signing up, helping identify trends and high-risk periods. Understanding when cancellations peak across different cohorts allows users to target retention efforts more effectively.

Questions the report answers

• How soon do customers cancel their subscriptions after the initial subscription creation?
• Are there specific periods after sign-up when cancellations peak?
• Which subscription cohorts are more likely to cancel early?
• How do cumulative cancellation rates progress over time, and when do cancellations begin to plateau?

How to read the report

Each row represents a subscription cohort, while each column represents the weeks following the subscriptions created. It provides insight into when customers are most likely to cancel, helping businesses identify high-risk periods and adapt their retention strategies accordingly.

1. Top-to-Bottom Analysis (Cohort Comparison):
   • By reading the table from top to bottom, you can compare different cohorts for the specific week helping you identify which groups are more likely to cancel early and identify the best and worst-performing cohorts. For example, if Product Category 10 shows higher early cancellation rates compared to other categories, this may signal a need for tailored retention efforts for that product.
2. Left-to-Right Analysis (Trend Analysis):
   • By reading the table from left to right tracks the progression of a single cohort across weeks, showing how subscription cancellations grow, decline, or stabilize across weeks. This view helps you understand typical cancellation patterns and pinpoint when customers are most likely to cancel.
   • By identifying the weeks with the highest cancellation rates, you can pinpoint specific intervals where customers are most likely to leave. For example, if the data shows a significant increase in cancellations around Week 4, this may signal a critical point where additional engagement or retention efforts are needed to prevent churn.

Switch between Metrics

Use the Select Metric dropdown to switch between available metrics, such as:

• Subscription: This metric shows the number of cancellations in absolute terms, showing the volume of customers who canceled.
• Subscription %: This metric shows the percentage of total subscribers from each cohort who canceled, helping you understand the cancellation tendency at each stage.
• Cumulative Subscription: Shows the running total of cancellations for a cohort, indicating when cancellations begin to slow down or accelerate over time.
• Cumulative Subscription %: Provides a percentage-based cumulative view, helping users gauge the long-term cancellation rate for each cohort.

Switch Between the Product Attributes

You can switch between different Product Attributes using the Show table by dropdown, such as

• Subscription Product Category
• Subscription Product
• Subscription SKU

Exploring Cancel Flow Status

The Cancel Flow Status provides insight into various subscriber interactions. The options include:

• Cancelled (default): Shows subscribers who terminated their subscriptions.
• Pause: Shows those who paused their subscriptions, possibly indicating customers considering cancellation but still on the pause.
• Saved: Shows subscribers who initially intended to cancel but ultimately remained subscribed, giving insight into the effectiveness of retention efforts.

Color Coding

The table uses color coding to help visualize the performance of different cohorts:

• Green: Indicates positive performance, such as a low percentage of subscriptions canceled.
• Red: Indicates underperformance, such as a high percentage of subscriptions canceled.

Glossary

Subscription

The unique count of subscriptions within a specific period.

Total Subscriptions

The total number of individual subscriptions within the specific period. It is calculated by counting subscriptions (including multiple subscriptions held by the same customer).

Subscription %

The percentage of total subscriptions within a specific period. It is calculated by dividing Subscription by total subscriptions.

Cumulative Subscription

The running total of subscribers who canceled up to and including the selected period.

Cumulative Subscription %

The percentage of total subscribers who canceled up to and including the selected period.

Cancel Flow Status

This refers to the status of a subscription after a customer initiates cancellation. Common statuses include Cancelled (subscription is terminated), Paused (subscription is temporarily halted), and Saved (customer intended to cancel but ultimately remained subscribed).