Subscription Glossary
Key terms and concepts for subscription retention and churn management
Cancel Flow
The retention experience shown when subscribers try to cancel.
Involuntary Churn
Churn caused by payment failures, not customer decisions.
Dunning
The process of recovering failed subscription payments.
Voluntary Churn
When customers actively choose to cancel their subscription.
Churn Rate
The percentage of customers lost over a given time period.
Revenue Churn
Recurring revenue lost from cancellations and downgrades.
Net Revenue Retention
How existing customer revenue grows or shrinks over time.
Customer Retention
The ability to keep existing subscribers over time.
Why These Terms Matter
Understanding subscription metrics is the first step to improving them. Whether you're measuring churn rate, optimizing cancel flows, or tracking net revenue retention, knowing what each metric means and how they connect helps you make better retention decisions.
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