Data & Testing

Data & Testing

With Churn Buster data, you can track recovery, spot gaps, and make improvements to keep passive churn at a minimum.

Dashboard and Recovery Rate

Campaigns start as soon as failed payments are detected. These accumulate in the dashboard based on the month the campaign starts.

Monthly data generally summarizes near the end of the following month, when all campaigns have finalized.

Recovery rate calculates based on the monetary amount recovered divided by the total monetary amount of failed payments.


Campaigns end when the payment is either recovered or lost:

  1. Card Updates. Churn Buster improves the customer experience around resolving billing issues. Customizable emails matched to your brand, along with authenticated email delivery, boost customer trust and facilitates them taking action to update their payment methods.
  2. Retries. Overall with companies using Churn Buster, 60% of all recoveries come from retries — with 33% of those coming during the Retry Phase before customers are contacted at all.
  3. Active Churn. Customers who actively cancel while in dunning are included in your recovery rate. An abnormally high active cancellation rate could signal a weak element of your recovery process.
  4. Passive Churn. Customers who reach the end of the campaign without a successful recovery are classified as Passive Churn.

Note: Because Churn Buster provides an overall view of failed payment recovery, no distinction is made in terms of recovery source (for example, retries triggered by Stripe vs. Churn Buster). Specific source attribution can be verified in Churn Buster customer profiles and your subscription management tool.

Campaign Metrics

The campaign view shows performance at each step of the process:

Testing Guidelines

When conducting dunning tests, make sure proper methods are used to compare and interpret results.

Active cancellations

Active cancellations for customers in dunning are included in your Churn Buster recovery rate. Some systems do not include these in dunning calculations.

Recovery window

Churn Buster tracks recovery throughout the defined recovery window (by default: 25-28 days). Ensure analytics tools don't cut off tracking after a specific time (example here).

Adequate testing time

Early results after making a change may be attributable to the earlier process and customers running through overlapped processes, so build in sufficient transition time when testing changes to your dunning process.

Also make sure the test runs long enough to track statistically-representative results.

Natural variance

Even with the exact same process running, you'll see ups and downs in your recovery rate. Look at the big picture of how external factors influence recovery rate.

Data Export and Further Analysis

You can export campaign data from the Customers section to plug it into other data tools or conduct further analysis.

  • EXAMPLE: Passive Churn Cohort Analysis (Google Sheet). This spreadsheet shows an example of how to use the VLOOKUP formula to correlate Churn Buster data with data from your subscription management tool.
  • Pro accounts have access to custom export fields like product_name, decline_reason, customer_location, and more. Contact the Churn Buster team to add custom fields.

Continuous Improvement

Churn Buster is constantly evolving, incorporating industry best practices and optimizing your process over time. Your campaign can be optimized over time as customer feedback presents opportunities. Read more in Passive Churn Next Steps.