The Cancellations drill down in your Analytics Dashboard explores an overview of cancelled subscriptions. You can view total cancellations over a time period, cancellation reasons, and more.
1 - Subscriber cancellation rate across all products
The subscriber cancellation rate displays a daily percentage of cancelled subscribers, divided by the total number of subscribers. To qualify as a cancelled subscriber, a subscriber has to cancel all of their subscriptions.
2 - Subscription cancel rate
The subscription cancel rate displays a daily percentage of the subscriptions that have been cancelled, divided by all subscriptions. It is calculated as:
Cancellation rate (Percentage) = # of cancelled subscriptions / the number of active subscriptions
Some merchants evaluate their program performance based on cancellation counts. But as subscription numbers grow, whether it's an increase in active subscriptions or subscribers, cancellations will increase in proportion. The cancellation rate will take into account that growth and highlight if churn, the percentage of subscribers cancelling, is actually remaining stable.
3 - Cancellation counts chart
The cancellation count chart breaks down the number of daily cancelled subscriptions into three buckets:
- Within 24 hours: The number of subscriptions that were cancelled within 24 hours of placing the subscription. This value is usually looked at to understand any gaming of a subscription incentive or mistakes in a subscription opt-in.
- Before the first successful recurring order: The number of subscriptions that were cancelled after the initial order was received but before the first recurring order was successfully sent.
- After the first successful recurring order: The number of subscriptions that were cancelled anytime after the first recurring order was successfully received.
The breakdown of these counts can help you understand if customers are cancelling early in the opt-in process.
4 - Cancellation reasons chart
This chart sorts cancellation reasons based on the number of subscriptions that are cancelled under that reason in the timeframe. If you click into a cancellation reason, the cancellation counts chart and cancelled subscriptions table will filter down to only that cancellation reason.
5 - Cancelled subscriptions
The cancelled subscriptions table lists all subscriptions that were cancelled over the time frame. For each cancelled subscription, the chart lists:
- Product name
- Customer name
- Full cancel reason
- Created date
- Cancelled date
- Recurring orders received
- Subscription frequency