Refunds & Churn
Not every sale sticks. Customers cancel, and sometimes you refund them. Signal Sparrow tracks these negative moments too — because a channel that brings customers who quickly leave isn't as valuable as one that brings customers who stay.
What gets tracked
- Refunded — when you issue a refund in Stripe, Signal Sparrow records it and subtracts that amount from the revenue credited to its source.
- Churned — when a subscription is cancelled, it's recorded as lost monthly revenue for that customer's channel.
Both are read automatically from Stripe — there's nothing for you to do.
Why this keeps your numbers honest
Imagine two ad channels that each bring $10,000 of new subscriptions. If one of them quietly generates twice the refunds and cancellations, it's really worth far less. By folding refunds and churn back into attribution, Signal Sparrow shows you the true, net value of each channel — so your ROAS and payback numbers reflect reality, not just the exciting first sale.
Because losses are counted, not ignored, your attributed revenue always matches your actual Stripe MRR. A channel can't look good on paper while quietly losing you money.
A note on sending these onward
By default, Signal Sparrow focuses on forwarding positive revenue events (like new subscriptions) to your ad platforms, since that's what teaches them to find more good customers. Whether downgrades, churn, or refunds are also sent onward is a choice you control per destination — you'll find those controls in the Destinations settings.