Automate Cancellation Feedback Collection with Stripe and Google Sheets

Who's it for This template is perfect for any SaaS business or subscription service using Stripe. Product managers, customer success teams, and founders can use this to automatically collect cancellation feedback without manual follow-up. Ideal for companies looking to reduce churn by understanding why customers leave. What it does When a customer cancels their Stripe subscription, this workflow instantly:

Detects the cancellation via Stripe webhook Fetches customer details from Stripe API Sends a personalized feedback survey email with embedded customer information Logs all cancellations to Google Sheets for tracking Receives survey responses via webhook Automatically routes feedback to different Google Sheets based on reason (pricing concerns, feature requests, or other feedback)

This organized approach helps you identify patterns in cancellations and prioritize improvements that matter most. How it works

Stripe triggers the workflow when a subscription is canceled Customer data is fetched from the Stripe API (email, name, plan details) Personalized email is sent with a survey link containing customer data as URL parameters Cancellation is logged to a Google Sheets "Cancellations" tab When the customer submits the survey, a webhook receives the response Feedback is routed to dedicated sheets based on cancellation reason:

Price Concerns → for pricing-related issues Feature Requests → for missing functionality Other Feedback → for everything else

Set up steps Setup time: ~20 minutes Prerequisites

Stripe account (test mode recommended for initial setup) Google account with Google Sheets Email service (Gmail, Outlook, or SMTP) Survey tool with webhook support (Tally or Typeform recommended)

Configuration

Stripe webhook: Copy the webhook URL from the "Stripe Subscription Canceled" node and add it to your Stripe Dashboard → Webhooks. Select the customer.subscription.deleted event. Email credentials: Configure Gmail, Outlook, or SMTP credentials in the "Send Feedback Survey Email" node. Update the fromEmail parameter. Survey form: Create a survey form with these fields:

Hidden fields (auto-populated from URL): email, customer_id, name, plan Visible fields: reason dropdown ("Too Expensive", "Missing Features", "Other"), comments textarea Configure webhook to POST responses to the "Survey Response Webhook" URL

Google Sheets: Create a spreadsheet with 4 sheets: "Cancellations", "Price Concerns", "Feature Requests", and "Other Feedback". Connect your Google account in the Google Sheets nodes. Survey URL: Replace [SURVEY_URL] in the email template with your actual survey form URL. Test: Use Stripe test mode to trigger a test cancellation and verify the workflow executes correctly.

Requirements

Stripe account with API access Google Sheets (free) Email service: Gmail, Outlook, or SMTP server Survey tool: Tally (free), Typeform (paid), or custom form with webhook capability n8n instance: Cloud or self-hosted

How to customize

Different surveys by plan: Add an IF node after getting customer details to send different survey links based on subscription tier Slack notifications: Add a Slack node after "Route by Feedback Type" to alert your team about price concerns in real-time Delayed email: Insert a Wait node before sending the email to give customers a 24-hour cooldown period CRM integration: Add nodes to sync cancellation data with your CRM (HubSpot, Salesforce, etc.) Follow-up workflow: Create a separate workflow that triggers when feedback is received to send personalized follow-up offers Custom routing logic: Modify the Switch node conditions to match your specific survey options or add more categories

Tips for success

Use Stripe test mode initially to avoid sending emails to real customers during setup Customize the email tone to match your brand voice Keep the survey short (2-3 questions max) for higher response rates Review feedback weekly to identify patterns and prioritize improvements Consider offering a discount or incentive for completing the survey