Analyse Reasons for Subscription Cancellations

Subscribe > Subscribe to Cancel > Cancel Reason

Summary

The report helps you understand why customers cancel their subscriptions, helping you identify common reasons and trends. Understanding these reasons allows brands to address potential issues and improve subscription retention efforts.

Questions the report answers

• What are the most common reasons customers cancel their subscriptions?
• How frequently do specific reasons contribute to cancellations?

How to read the report

The report is divided into two main sections: Cancel Flow Reasons and Cancel Flow Status.

1. Cancel Flow Reasons:
   • This section displays the top reasons customers provided when canceling their subscriptions. Each reason includes the total number of cancellations it contributed to, as well as its percentage share of all cancellations.
   • This view helps identify the primary drivers of churn, allowing brands to focus on specific issues (e.g., product dissatisfaction or service issues) that lead to higher cancellation rates. For instance, if a particular reason, such as “Reason 1598,” accounts for a significant portion of cancellations, this may indicate an area where targeted interventions (e.g., customer feedback or service improvement) could reduce churn.
2. Cancel Flow Status:
   • This section shows the various stages or outcomes of the cancellation process, detailing whether a subscription was fully canceled, failed to cancel, or fell under a merchant or compliance action.

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.

Glossary

Subscription

The unique count of subscriptions within a specific period.

% of Total

The percentage of subscriptions within a specific 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).