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The cancellation survey collects feedback from members when they cancel a subscription. Reviewing their responses can help you identify common reasons for cancellation and make informed changes to reduce churn. In this help article, we’ll show you how to configure the cancellation survey, review what members see, and analyze or export the results.

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Configure the cancellation survey

The cancellation survey is on by default. Go to Website → Cancellation Survey to toggle Show cancellation surveys on or off.
Show cancellation surveys setting
From this page, you can also preview the survey, edit its cancellation reasons, and control which reasons members can select.

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Edit cancellation reasons

Click a cancellation reason, then click Edit to change the text shown to members.
Edit a cancellation reason
For reasons that allow members to provide additional feedback, you can also edit the optional explanation placeholder.
Edit the additional feedback placeholder

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Show or hide cancellation reasons

Click the eye icon next to a cancellation reason to show or hide it.
Show or hide a cancellation reason
Hiding a cancellation reason also removes it from the cancellation survey results and CSV exports.

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Review what members see

When a member cancels a subscription, Memberful first asks them to confirm the cancellation.
Member cancellation confirmation
After confirming, the member can select a cancellation reason or skip the optional survey.
Cancellation survey shown to members
Members who select I chose another service that’s a better fit or Other can provide additional details.
Additional feedback field for a cancellation reason

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Review cancellation survey results

Go to Revenue → Cancellations to review survey responses. Cancellations completed by an admin or through the API do not appear in this section. The results are divided into two tabs:
  • Active: Subscriptions that have been canceled but remain active until their expiration date.
  • Expired: Subscriptions that have reached their expiration date.
When a canceled subscription expires, its survey response moves from Active to Expired.
Active and Expired cancellation survey tabs
The summary at the top of each tab shows the percentage of cancellations attributed to each reason.
Percentage of cancellations by reason
The table below the summary shows individual survey responses. In Active, the date column shows when the subscription was canceled. In Expired, it shows when the subscription expired.
Individual cancellation survey results
Select a cancellation reason from the dropdown to filter the results.
Filter cancellation survey results by reason
A dotted underline indicates that the member provided additional feedback. Hover over the cancellation reason to review their response.
Additional cancellation feedback shown on hover

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Export cancellation survey results

Click Export CSV to download the results as a file.
Export cancellation survey results as a CSV file
If a member cancels a subscription, allows it to expire, and later reactivates, the original cancellation may still appear in the expired cancellation survey export because it remains part of the member’s account history.The expiration date reflects when the original canceled subscription expired, not the renewal date of the member’s current subscription. However, the Subscription price column reflects the member’s current subscription price, which may differ from the price they paid before canceling.