Webhook Data Reference

Churn Buster sends webhooks for six event types. Every payload has the same top-level structure, so one consumer can handle all of them.

Event types

Payload structure

{
  "event_type": "campaign_won",
  "event": {
    "customer": { ... },
    "campaign": { ... }
  }
}

The contents of event depend on the event type:

• Dunning events (campaign_started, campaign_won, campaign_lost) include campaign and customer.
• Cancel flow events (cancel_session_won, cancel_session_lost) include cancel_session and customer.
• email_bounced includes campaign, bounce, and customer.

Customer object

Present in all event types.

{
  "churn_buster_id": "uuid",
  "email": "customer@example.com",
  "processor": "stripe",
  "processor_id": "cus_000000001",
  "properties": {
    "first_name": "Sarah",
    "last_name": "Jones"
  }
}

• churn_buster_id (UUID): unique Churn Buster customer identifier
• email (string): customer email address
• processor (string): payment processor name, e.g. "stripe", "braintree", "recharge"
• processor_id (string): customer ID in your payment processor
• properties (object): custom customer attributes sent to Churn Buster; contents vary by account
• capture_url (string): shareable URL where the customer can update their payment method

Campaign object

Present in: campaign_started, campaign_won, campaign_lost, email_bounced.

{
  "amount": {
    "cents": 4999,
    "currency": "USD",
    "formatted": "$49.99"
  },
  "churn_buster_id": "uuid",
  "started_at": "2024-01-15T10:30:00Z",
  "finished_at": "2024-01-18T14:20:00Z",
  "processor": "stripe",
  "processor_id": "ch_000000001",
  "properties": {}
}

• amount.cents (integer): failed payment amount in cents
• amount.currency (string): ISO 4217 currency code
• amount.formatted (string): human-readable amount with currency symbol
• churn_buster_id (UUID): unique campaign identifier
• started_at (ISO 8601): when the campaign began
• finished_at (ISO 8601): when the campaign ended; only present in campaign_won and campaign_lost events
• processor (string): payment processor name
• processor_id (string): failed payment/charge ID in the processor
• properties (object): custom campaign properties

Cancel session object

Present in: cancel_session_won, cancel_session_lost.

{
  "amount": {
    "cents": 2999,
    "currency": "USD",
    "formatted": "$29.99"
  },
  "churn_buster_id": "uuid",
  "processor_subscription_id": "sub_000000001",
  "cancel_flow": "Default Cancel Flow",
  "started_at": "2024-01-15T10:30:00Z",
  "finished_at": "2024-01-15T10:35:00Z",
  "properties": {}
}

• amount.cents (integer): subscription amount in cents
• amount.currency (string): ISO 4217 currency code
• amount.formatted (string): human-readable amount with currency symbol
• churn_buster_id (UUID): unique cancel session identifier
• processor_subscription_id (string): subscription ID in your payment processor
• cancel_flow (string): name of the cancel flow that was presented
• started_at (ISO 8601): when the cancel session began
• finished_at (ISO 8601): when the session ended (offer accepted or cancellation completed)
• properties (object): custom session properties

cancel_session_won events also include an offer object. cancel_session_lost events also include:

• reason (string): the cancellation reason the customer selected
• feedback (object): feedback and sentiment analysis, if available; may be empty

Offer object (cancel_session_won only)

{
  "offer_id": "uuid",
  "offer_name": "10% Off Next 3 Months",
  "offer_type": "discount",
  "offer_variant_id": "uuid",
  "offer_variant_name": "Variant A",
  "discount_code": "SAVE10"
}

• offer_id (UUID): unique offer identifier
• offer_name (string): display name of the offer
• offer_type (string): one of: custom, skip, discount, swap, skip_and_discount, pause, presentation
• offer_variant_id (UUID): unique variant identifier (for A/B testing)
• offer_variant_name (string): display name of the variant
• discount_code (string): only present for discount and skip_and_discount offer types
• swap_variant_id (string): only present for swap offer types; the external product variant ID

Feedback object (cancel_session_lost only)

Present when feedback was collected. May be an empty object if the customer didn't provide feedback.

{
  "question": "How was your experience?",
  "answer": "It was great!",
  "sentiment": "positive"
}

• question (string): the feedback prompt that was displayed
• answer (string): the customer's response
• sentiment (string): sentiment analysis result: "positive", "negative", or "neutral"

Bounce object

Present in: email_bounced, alongside the campaign object.

{
  "bounced_at": "2024-01-15T10:30:00Z",
  "can_activate": false,
  "description": "The recipient's email server permanently rejected the email.",
  "details": "550 5.1.1 No such user",
  "email": "invalid@example.com",
  "inactive": true,
  "type": "Hard Bounce"
}

• bounced_at (ISO 8601): when the bounce occurred
• can_activate (boolean): whether the email address can be reactivated
• description (string): human-readable description of the bounce
• details (string): SMTP response details from the mail server
• email (string): the email address that bounced
• inactive (boolean): whether the email address has been deactivated
• type (string): bounce classification, e.g. "Hard Bounce", "Soft Bounce"

SQL query examples

These queries use PostgreSQL JSON operators (-> and ->>) to read fields from raw webhook payloads. If your warehouse tool flattens the JSON into columns (e.g. Fivetran's "Unpacked" format), reference those columns directly and skip the JSON operators.

To see your actual column names, run SELECT * FROM your_table LIMIT 5 after data starts flowing.

Monthly recovery rate and revenue

WITH monthly_campaigns AS (
  SELECT
    DATE_TRUNC('month',
      CAST(event->'campaign'->>'started_at' AS TIMESTAMP)
    ) AS month,
    COUNT(DISTINCT CASE
      WHEN event_type = 'campaign_started'
      THEN event->'campaign'->>'churn_buster_id'
    END) AS campaigns_started,
    COUNT(DISTINCT CASE
      WHEN event_type = 'campaign_won'
      THEN event->'campaign'->>'churn_buster_id'
    END) AS campaigns_won,
    SUM(CASE
      WHEN event_type = 'campaign_won'
      THEN CAST(event->'campaign'->'amount'->>'cents' AS NUMERIC) / 100
    END) AS revenue_recovered
  FROM churn_buster.events
  WHERE event_type IN ('campaign_started', 'campaign_won')
  GROUP BY 1
)

SELECT
  month,
  campaigns_started,
  campaigns_won,
  ROUND(
    100.0 * campaigns_won / NULLIF(campaigns_started, 0), 2
  ) AS recovery_rate_pct,
  ROUND(revenue_recovered, 2) AS total_recovered
FROM monthly_campaigns
ORDER BY month DESC;

Time to recovery

WITH campaign_lifecycle AS (
  SELECT
    event->'campaign'->>'churn_buster_id' AS campaign_id,
    event->'customer'->>'email' AS customer_email,
    MIN(CASE
      WHEN event_type = 'campaign_started'
      THEN CAST(event->'campaign'->>'started_at' AS TIMESTAMP)
    END) AS started_at,
    MAX(CASE
      WHEN event_type = 'campaign_won'
      THEN CAST(event->'campaign'->>'finished_at' AS TIMESTAMP)
    END) AS recovered_at,
    MAX(CASE
      WHEN event_type = 'campaign_won'
      THEN CAST(event->'campaign'->'amount'->>'cents' AS NUMERIC) / 100
    END) AS amount
  FROM churn_buster.events
  WHERE event_type IN ('campaign_started', 'campaign_won')
  GROUP BY 1, 2
  HAVING MAX(CASE
    WHEN event_type = 'campaign_won'
    THEN CAST(event->'campaign'->>'finished_at' AS TIMESTAMP)
  END) IS NOT NULL
)

SELECT
  DATE_TRUNC('week', started_at) AS week,
  COUNT(*) AS recoveries,
  ROUND(
    AVG(EXTRACT(EPOCH FROM (recovered_at - started_at)) / 3600), 1
  ) AS avg_hours_to_recovery,
  ROUND(
    PERCENTILE_CONT(0.5) WITHIN GROUP (
      ORDER BY EXTRACT(EPOCH FROM (recovered_at - started_at)) / 3600
    ), 1
  ) AS median_hours,
  ROUND(SUM(amount), 2) AS total_recovered
FROM campaign_lifecycle
GROUP BY 1
ORDER BY 1 DESC;

Cancel flow offer performance

SELECT
  event->'cancel_session'->'offer'->>'offer_type' AS offer_type,
  event->'cancel_session'->'offer'->>'offer_name' AS offer_name,
  COUNT(*) AS times_accepted,
  SUM(
    CAST(event->'cancel_session'->'amount'->>'cents' AS NUMERIC)
  ) / 100 AS total_mrr_retained,
  ROUND(
    AVG(CAST(event->'cancel_session'->'amount'->>'cents' AS NUMERIC)) / 100, 2
  ) AS avg_subscription_value
FROM churn_buster.events
WHERE event_type = 'cancel_session_won'
  AND event->'cancel_session'->'offer' IS NOT NULL
GROUP BY 1, 2
ORDER BY times_accepted DESC;

Top cancellation reasons

SELECT
  event->'cancel_session'->>'reason' AS cancellation_reason,
  COUNT(*) AS times_selected,
  ROUND(
    100.0 * COUNT(*) / SUM(COUNT(*)) OVER (), 2
  ) AS percentage
FROM churn_buster.events
WHERE event_type = 'cancel_session_lost'
  AND event->'cancel_session'->>'reason' IS NOT NULL
GROUP BY 1
ORDER BY times_selected DESC
LIMIT 10;

Email bounce monitoring

SELECT
  DATE_TRUNC('week',
    CAST(event->'bounce'->>'bounced_at' AS TIMESTAMP)
  ) AS week,
  event->'bounce'->>'type' AS bounce_type,
  COUNT(*) AS bounce_count,
  COUNT(DISTINCT event->'customer'->>'email') AS unique_customers
FROM churn_buster.events
WHERE event_type = 'email_bounced'
GROUP BY 1, 2
ORDER BY 1 DESC, 3 DESC;

dbt model examples

Staging model: flatten events

File: models/staging/stg_churn_buster__events.sql

{{
  config(
    materialized='incremental',
    unique_key='event_id'
  )
}}

WITH source AS (
  SELECT * FROM {{ source('churn_buster', 'events') }}
  {% if is_incremental() %}
  WHERE _fivetran_synced > (SELECT MAX(synced_at) FROM {{ this }})
  {% endif %}
),

parsed AS (
  SELECT
    {{ dbt_utils.generate_surrogate_key(
      ['account_uuid', 'event_type', 'event']
    ) }} AS event_id,
    account_uuid,
    event_type,
    _fivetran_synced AS synced_at,

    event->'customer'->>'churn_buster_id' AS customer_id,
    event->'customer'->>'email' AS customer_email,
    event->'customer'->>'processor' AS processor,
    event->'customer'->>'processor_id' AS processor_customer_id,

    CASE WHEN event_type IN (
      'campaign_started', 'campaign_won', 'campaign_lost', 'email_bounced'
    )
      THEN event->'campaign'->>'churn_buster_id'
    END AS campaign_id,

    CASE WHEN event_type IN (
      'campaign_started', 'campaign_won', 'campaign_lost', 'email_bounced'
    )
      THEN CAST(event->'campaign'->'amount'->>'cents' AS NUMERIC) / 100
    END AS campaign_amount,

    CASE WHEN event_type IN (
      'campaign_started', 'campaign_won', 'campaign_lost', 'email_bounced'
    )
      THEN CAST(event->'campaign'->>'started_at' AS TIMESTAMP)
    END AS campaign_started_at,

    CASE WHEN event_type IN ('campaign_won', 'campaign_lost')
      THEN CAST(event->'campaign'->>'finished_at' AS TIMESTAMP)
    END AS campaign_finished_at,

    CASE WHEN event_type IN ('cancel_session_won', 'cancel_session_lost')
      THEN event->'cancel_session'->>'churn_buster_id'
    END AS cancel_session_id,

    CASE WHEN event_type IN ('cancel_session_won', 'cancel_session_lost')
      THEN CAST(event->'cancel_session'->'amount'->>'cents' AS NUMERIC) / 100
    END AS cancel_session_amount,

    CASE WHEN event_type = 'cancel_session_won'
      THEN event->'cancel_session'->'offer'->>'offer_name'
    END AS accepted_offer_name,

    CASE WHEN event_type = 'cancel_session_won'
      THEN event->'cancel_session'->'offer'->>'offer_type'
    END AS accepted_offer_type,

    CASE WHEN event_type = 'cancel_session_lost'
      THEN event->'cancel_session'->>'reason'
    END AS cancellation_reason

  FROM source
)

SELECT * FROM parsed

Mart model: campaign performance

File: models/marts/fct_campaign_performance.sql

WITH campaigns AS (
  SELECT
    campaign_id,
    customer_id,
    customer_email,
    processor,
    campaign_amount,
    campaign_started_at,
    MAX(campaign_finished_at) AS campaign_finished_at,
    MAX(CASE WHEN event_type = 'campaign_won' THEN 1 ELSE 0 END) AS is_won,
    MAX(CASE WHEN event_type = 'campaign_lost' THEN 1 ELSE 0 END) AS is_lost
  FROM {{ ref('stg_churn_buster__events') }}
  WHERE event_type IN ('campaign_started', 'campaign_won', 'campaign_lost')
  GROUP BY 1, 2, 3, 4, 5, 6
),

final AS (
  SELECT
    campaign_id,
    customer_id,
    customer_email,
    campaign_amount,
    campaign_started_at,
    campaign_finished_at,
    CASE
      WHEN is_won = 1 THEN 'won'
      WHEN is_lost = 1 THEN 'lost'
      ELSE 'active'
    END AS campaign_status,
    CASE
      WHEN is_won = 1 THEN campaign_amount
      ELSE 0
    END AS revenue_recovered,
    EXTRACT(EPOCH FROM (campaign_finished_at - campaign_started_at)) / 3600
      AS hours_to_resolution
  FROM campaigns
)

SELECT * FROM final

Sample payloads

To see complete sample payloads for every event type, with your account's actual processor details, visit your webhook settings page:

Settings → Integrations → Webhooks → Webhook Sample Payloads

This shows the exact JSON structure for each event, including all nested objects and conditional fields.

Need help?

• Setup guide: Data Warehouse Integration Guide