Dunning for your Source Medium dashboard means that a customer did not explicitly cancel their subscription but their credit card or payment method no longer works to pay for the subscription, therefore their account then goes into dunning.
A customer enters the Dunning state the moment a charge attempt fails. Whether they stay in the Dunning state depends on two scenarios:
- There is a max charge attempt limit
- The customer will exit
DunningIF they have a successful charge attempt before the max charge attempts are reached. - The customer will be considered passively churned IF they do not have a successful charge attempt before the max attempt limit is reached.
- There is no max charge attempt limit
- The customer will remain in
Dunningforever until there is a successful charge attempt.
Important Caveat
The entered dunning date is relative to the latest failed charge attempt. Assuming the following subscription has a max charge attempts of 3.
- July 1: Failed (Entered dunning)
- July 2: Failed
- July 3: Failed
- July 4: Success (Exit Dunning)
- July 5: Failed (Entered Dunning)
- July 6: Failed
- July 7: Failed
- July 8: Failed (Passively Churned, max charge attempts reached)
For this subscription, the Entered Dunning Date is July 5, Exit Dunning Date is none.
The subscriber is considered IN DUNNING between July 5 and July 8
Reminder: if you have any comments, questions, or concerns please feel free to reach out on our Shared Slack, via Email, or by submitting a support ticket from the top right of your Source Medium dashboard.