Glossary
Save rate
The percentage of cancellation attempts that a save flow keeps as active subscribers.
Save rate is the yield of your cancellation flow. It should be measured on customers who clicked cancel and entered the flow, not on every customer in the base. A save rate above 25% is good; above 40% starts to look suspicious (often the flow is obstructing cancellation, which is a click-to-cancel compliance risk, not an improvement).
Formula
save_rate = cancellations_saved / cancellation_attempts_in_flow
Worked example
In April, 200 customers clicked cancel and ChurnStop showed them a save flow. 58 accepted an offer (discount, pause, skip, etc.) and remained active. Save rate = 58 / 200 = 29%.
Related terms
- Churn rate- The percentage of subscribers who cancel in a given period. Usually reported as a monthly percentage.
- Cancellation flow- The UI sequence a subscriber goes through when they click cancel — survey, offer, confirm, cancel.
- Click to cancel- The FTC rule (effective May 2025) requiring subscription cancellation to be as easy as signup. Applies to US businesses.
Related reading
Reduce churn with ChurnStop
Free WooCommerce Subscriptions plugin. Intercept cancellations with targeted offers, stay click-to-cancel compliant, report MRR preserved.
Download churnstop.zip