Guide
Cancellation Reason Reporting: From Raw Responses to Action
Reason reporting turns exit survey data into a weekly product and pricing signal. The goal is not a pie chart — it is a ranked list of why voluntary revenue left, weighted by MRR and segmented by plan.
Survey design: cancellation survey questions. Reason playbooks: SaaS cancellation reasons. Analytics hub: cancellation flow analytics.
Last updated October 23, 2026
Stable reason taxonomy
Stripe stores voluntary feedback in cancellation_details when you wire it; your in-app survey should use the same labels for reporting.
- Keep 5–8 primary reasons in the picker; bucket free text in review
- Map Stripe portal reasons and in-app reasons to the same internal codes when both exist
- Document owner per reason (product, pricing, success) in your reason playbook
Tables that drive decisions
| View | Question it answers |
|---|---|
| Reason × count (sessions) | Volume — what do people say? |
| Reason × lost MRR | Revenue — what hurts? |
| Reason × offer accepted | Levers — what works per reason? |
| Reason × plan tier | Segmentation — where to fix? |
Review cadence
Export and cohort methodology: customer churn analysis.
- Weekly: top three reasons by lost MRR and new spikes
- Monthly: reason→offer performance and copy changes
- Quarterly: taxonomy cleanup and playbook updates
Stripe-only teams
If customers cancel only in the portal, enable feedback collection and pipe codes into the same warehouse table. Setup: Stripe Customer Portal cancellation setup.