# Retention performance Measure how your retention rules perform and understand why customers cancel. See how your [retention rules](https://docs.stripe.com/billing/retention/rules.md) affect *voluntary churn* (Voluntary churn is any subscription that a customer cancels themselves through your customer portal. It doesn't include cancellations from failed payments or other channels) in the [Performance tab](https://dashboard.stripe.com/billing/retention/performance) of the Dashboard. This tab shows the revenue and subscriptions your retention rules have saved, where customers abandon the cancellation, and why they cancel. Use these insights to evaluate your existing rules and identify opportunities to create new rules. ## Voluntary churn See the **Voluntary churn** section to view subscriptions that customers cancel through the customer portal. It excludes involuntary churn caused by failed payments and voluntary cancellations made through other channels. To view both voluntary and involuntary churn, go to the [Billing overview page](https://dashboard.stripe.com/billing) instead. ### Cancellation reasons View cancellation reasons to understand what reasons customers select when they cancel a subscription through the customer portal. Filter by product or price to see the cancellation reasons for specific subscriptions. The unfiltered total counts each completed cancellation once. However, when you view cancellations by product or price, a single subscription can appear in multiple results if it includes multiple products or prices. As a result, the numbers in the breakdown can add up to more than the total number of cancellations. Use the unfiltered total to see the overall number of cancellations. Use the product or price breakdown to identify which products or prices are associated with cancellations. Percentages in a filtered view are calculated from cancellations that match that filter, not from all cancellations. Archived products and prices remain in this breakdown because archiving doesn’t delete historical data. For multi-item subscriptions, however, the breakdown uses the subscription’s current items rather than the items it included when the cancellation occurred. If a customer removes an item after canceling, that item is no longer included in the breakdown for that cancellation. For example, a subscription might include “Product xyz” with both a monthly price and an annual price. If the customer later removes the monthly-priced item, the breakdown no longer shows the price of Product xyz for the cancellation. ### Cancellation themes `Cancellation themes` uses AI to group written cancellation feedback from customers into common themes. This lets you identify why customers are canceling without reading every individual response. For each theme, you can see a short label, a description, and the number of responses assigned to it. Select **View all** to see every theme together with its response count and share of responses. This chart is available only in live mode. It always shows responses from the past 90 days, even if you select a different date range elsewhere on the tab. To view a different time period, select **View all**, then choose one of these date ranges: past month, past 3 months, past 6 months, past 12 months, or year to date. Unlike `Cancellation reasons`, you can’t filter `Cancellation themes` by product or price. ## Retention rule performance See how your retention rules perform, from offer acceptance to saved revenue. > These metrics don’t yet account for [downgrade offers](https://docs.stripe.com/billing/retention/rules.md#offer-a-downgrade) (offers that switch a customer to a lower-priced plan instead of canceling). Only discount offers count toward `Save rate`, `Saved MRR`, and the retention funnel. ### Save rate *Save rate* (Save rate is the share of cancellation attempts that resulted in a save based on the subscriptions that tried to cancel while a retention offer was configured to show them, and the percentage that accepted the offer and were still subscribed after 7 days) is the share of cancellation attempts that resulted in a save. It’s the percentage of subscriptions that customers attempted to cancel while a retention offer was configured, accepted the offer, and remained subscribed for at least 7 days. It excludes cancellation attempts made when no retention offer was configured, and also attempts where the customer left the cancellation flow without accepting the offer or canceling the subscription. Each subscription counts only once, based on its first decision. If a customer cancels their subscription, reactivates it, and later accepts an offer, it still counts as a failed attempt. Only a new subscription can register a new attempt. When you read the **Save rate** chart, understand that recent numbers can change. Stripe counts a save the moment a customer accepts an offer, then reverses it if they cancel within 7 days. This means the save rate for any date within the past 7 days can still drop before it locks in. Treat that trailing 7-day window as provisional. ### Saved MRR *Saved MRR* (Saved MRR is the monthly recurring revenue of the subscriptions that retention rules saved during a selected date range) is the monthly recurring revenue, in USD, of the subscriptions your retention rules saved during the selected date range. Each save counts once, in the month it happens, and carries forward into later months within the range, so the chart shows a running total rather than an isolated figure for each month. For example, a subscription saved in July also contributes to August’s and September’s values, as long as the save hasn’t been reversed. Stripe recognizes this value as soon as a save is confirmed, rather than waiting for the subscription’s next invoice, so an annual subscription worth 1,200 USD counts as 100 USD of Saved MRR immediately. Understand the following when you read the **Saved MRR chart**: - **Recent numbers can change**: Stripe counts a save the moment a customer accepts an offer, then reverses it if they cancel within 7 days. This means last week’s `Saved MRR` can drop before it locks in. Treat the most recent week as provisional. - **Saved MRR can decrease**: If a saved subscription later cancels or downgrades, it pulls the total back down. This is intended, `Saved MRR` reflects revenue you’re currently retaining, not a lifetime total of everything you’ve saved. - **Saves outside the date range don’t carry in**: Only saves that happen within the selected date range count, even if the subscription is still active. For example, if you select August through October, a subscription saved in June contributes nothing, including its August MRR. ### Retention funnel The retention funnel shows where customers drop off across four steps: they attempt to cancel, see an offer, accept the offer, and remain subscribed after 7 days. Each step tells you something different: - The drop from **cancellation attempts** to **saw an offer** shows how often you had no offer ready to show. - The drop from **saw an offer** to **accepted an offer** shows how persuasive your offer is. - The drop from **accepted an offer** to **still subscribed after 7 days** shows whether your saves stick. The funnel counts every visit to the cancellation flow, not every subscription. A customer who attempts to cancel three times contributes three entries to the top of the funnel. Because of this, funnel counts won’t match the **Save rate** chart, which counts each subscription only once. Both numbers are correct, but they answer different questions. Attempts with no offer configured still appear at the first step, then drop out at the second step.