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Subscription upsells let you modify an existing subscription inside your funnel flow — upgrade it, cancel it, or swap it for a different offer — all without sending the customer through another checkout page. This is different from a standard one-click upsell, which charges the customer for an additional product. A subscription upsell changes the product the customer is already paying for.

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How It Works

A typical subscription upsell flow looks like this:
  1. Customer purchases a recurring product (e.g. monthly supplement subscription)
  2. Upsell page offers an upgrade — “Switch to the 6-bottle plan and save 40%”
  3. Customer accepts → The existing subscription is changed to the new SKU via API. No new charge, no checkout redirect.
  4. Next page offers a lifetime deal — “Cancel your subscription and get lifetime access for a one-time payment”
  5. Customer accepts → Subscription is cancelled via API, then a standard [UPSELL=lifetime_product] one-click purchase processes the new charge.
The key difference from a traditional upsell: steps 3 and 5 modify the existing subscription first, then optionally navigate to a purchase step. The modification is an API call (1–3 seconds), not a checkout redirect. 
Standard Upsell:       [UPSELL=product] → one-click charge → next page
Subscription Upsell:   ef.sub.upgrade()  → API modifies subscription → then navigate

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Tags

Two new bracket tags handle subscription modifications. They work with any supported gateway (ClickBank, NMI).

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Upgrade Subscription

[UPSELL_UPGRADE=old_sku, new_sku]
Generates a JavaScript call that upgrades the customer’s subscription from old_sku to new_sku. Use this in a link href — when clicked, it calls the server API to change the subscription product.
  • old_sku — The product code the customer is currently subscribed to
  • new_sku — The product code to switch them to
Spaces around the comma are allowed: [UPSELL_UPGRADE=15, 16] and [UPSELL_UPGRADE=15,16] both work.

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Cancel Subscription

[UPSELL_CANCEL]
Generates a JavaScript call that cancels the customer’s current subscription. Typically used before offering a lifetime/one-time purchase as an alternative. 
<!-- Upgrade button -->
<a href="[UPSELL_UPGRADE=monthly_basic, monthly_premium]">
  Upgrade to Premium
</a>

<!-- Cancel button (usually paired with a lifetime offer on the next screen) -->
<a href="[UPSELL_CANCEL]">
  Switch to Lifetime Access
</a>

<!-- Standard decline — skip this offer entirely -->
<a href="[UPSELL_DECLINE]">
  No thanks
</a>
These tags do not redirect to a checkout page like [BUY=] or [UPSELL=]. They execute an API call in the background to modify the existing subscription. If you need to charge for a new product after cancelling, combine [UPSELL_CANCEL] with a subsequent [UPSELL=lifetime_product] step.

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Template Functions

If you use the Backend Template Engine, you can generate subscription action URLs with template functions instead of bracket tags: 
<a href="{{ upsell_upgrade('monthly_basic', 'monthly_premium') }}">
  Upgrade to Premium
</a>

<a href="{{ upsell_cancel() }}">
  Cancel Subscription
</a>
These produce the same output as the bracket tags. You can also use them as filters: 
<a href="{{ 'monthly_basic' | upsell_upgrade('monthly_premium') }}">
  Upgrade to Premium
</a>

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JavaScript API (ef.sub)

For full control, use the ef.sub namespace on window.ef. This is available on any page where the merchant supports subscriptions (ClickBank or NMI). The script is loaded automatically.

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ef.sub.upgrade(oldSku, newSku)

Calls the server API to upgrade the subscription. Returns a Promise that resolves on success or rejects on error. No UI is shown — use this when you want to handle the result yourself. 
ef.sub.upgrade('15', '16').then(function() {
  // subscription upgraded
}).catch(function(err) {
  alert('Upgrade failed: ' + err.message);
});

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ef.sub.cancel()

Calls the server API to cancel the subscription. Returns a Promise. 
ef.sub.cancel().then(function() {
  // subscription cancelled
}).catch(function(err) {
  alert('Cancel failed: ' + err.message);
});

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ef.sub.upgradeThenNavigate(oldSku, newSku, url)

Upgrades the subscription, shows a loading overlay while the API call is in progress, then navigates to url on success. On error, the overlay is dismissed and an error message is shown. 
ef.sub.upgradeThenNavigate('15', '16', '/b?product=premium_annual');

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ef.sub.cancelThenNavigate(url)

Cancels the subscription, shows a loading overlay, then navigates to url on success. 
ef.sub.cancelThenNavigate('/b?product=lifetime_access');
The *ThenNavigate methods include a built-in loading overlay with a spinner and status message (“Upgrading your subscription…” / “Processing…”). You don’t need to build your own loading UI. The raw methods (upgrade, cancel) have no UI for cases where you want full control.

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Subscription Containers

Three page builder containers let you show different content based on the result of a subscription API call. Drag them from the Offer category in the block palette.
ContainerDefault stateShown when
Sub PendingVisibleHidden when any ef.sub.* call completes
Sub SuccessHiddenShown when the API call succeeds
Sub ErrorHiddenShown when the API call fails
These containers auto-toggle when ef.sub.upgrade() or ef.sub.cancel() completes. If they’re not on the page, the toggle is a no-op — you can always handle state manually with your own JavaScript.

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Multi-Screen Example

A common pattern is to show the upgrade offer first, then reveal the lifetime offer after the upgrade succeeds: 
<sub-pending>
  <h2>Upgrade to the 6-Bottle Plan and Save 40%</h2>
  <p>Your current monthly subscription will be switched immediately.</p>
  <a href="javascript:void(0)" onclick="ef.sub.upgrade('15','16')">
    Yes, Upgrade My Plan
  </a>
  <a href="[UPSELL_DECLINE]">No thanks, keep my current plan</a>
</sub-pending>

<sub-success>
  <h2>You're upgraded! Now unlock lifetime access.</h2>
  <p>Cancel your subscription and get lifetime access for one payment of $197.</p>
  <a href="javascript:void(0)"
     onclick="ef.sub.cancelThenNavigate('[UPSELL=lifetime_access]')">
    Get Lifetime Access
  </a>
  <a href="[UPSELL_DECLINE]">No thanks, keep my upgraded subscription</a>
</sub-success>

<sub-error>
  <p>Something went wrong. Please try again.</p>
  <a href="javascript:void(0)" onclick="ef.sub.upgrade('15','16')">
    Retry Upgrade
  </a>
</sub-error>
Flow: 
Page loads → <sub-pending> visible (upgrade offer)
   ↓ customer clicks "Yes, Upgrade"
ef.sub.upgrade('15','16') fires → loading overlay → API call
   ↓ success
<sub-pending> hides, <sub-success> shows (lifetime offer)
   ↓ customer clicks "Get Lifetime Access"
ef.sub.cancelThenNavigate() → cancels subscription → navigates to [UPSELL=lifetime_access]
   ↓
Standard one-click upsell processes the lifetime purchase
You can also build this flow entirely without containers — use the ef.sub.* API with your own JavaScript to show/hide elements, or use the *ThenNavigate methods to handle the full sequence in one click.

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Session Variables

After a subscription modification succeeds, session variables are set so the next page load (e.g. thank-you page) can display relevant information:
VariableTypeDescription
session.subscription_upgradedbooleantrue if an upgrade happened during this session
session.subscription_cancelledbooleantrue if a cancellation happened during this session
session.subscription_old_skustringThe product code before the change
session.subscription_new_skustringThe new product code (upgrade only)
Use these in Backend Template Engine directives on your thank-you page: 
@if(session.subscription_upgraded)
  <p>Your subscription has been upgraded to {{ session.subscription_new_sku }}.</p>
@endif

@if(session.subscription_cancelled)
  <p>Your previous subscription has been cancelled.</p>
@endif
The order display (<order> tags and getOrders() template data) also reflects the updated product after a subscription change — the session order data is updated when the API call succeeds.

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ClickBank Configuration

ClickBank subscription modifications use the ClickBank REST API (Orders API for upgrades, Tickets API for cancellations). This requires a Developer API Key in addition to the standard merchant setup.

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Step 1: Get Your ClickBank Developer API Key

  1. Log into your ClickBank account
  2. Go to Settings → API Keys (or Account Settings → Developer Keys)
  3. Create or copy your Developer API Key (also called Clerk API Key)
The Developer API Key is different from the Encryption Key you already configured. The encryption key secures postback data; the Developer API Key authenticates REST API calls for subscription management.

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Step 2: Add the API Key to Your Merchant

  1. In ElasticFunnels, go to Settings → Merchants
  2. Edit your ClickBank merchant
  3. Enter the ClickBank API Key (Developer/Clerk Key) in the credentials section
  4. Save

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Step 3: Configure Your Products

Ensure both the old and new subscription products exist in your ClickBank pitch flow and in your ElasticFunnels product list. The product codes used in [UPSELL_UPGRADE=old, new] must match the ClickBank item numbers exactly.

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How It Works with ClickBank

  • Upgrade (ef.sub.upgrade): Calls the ClickBank Orders API changeProduct endpoint to switch the customer’s recurring billing from one item to another. The customer’s billing cycle and payment method stay the same.
  • Cancel (ef.sub.cancel): Creates a cancellation ticket via the ClickBank Tickets API. The subscription stops at the end of the current billing period.
  • Receipt resolution: The system automatically uses the customer’s ClickBank receipt from the active session — you don’t need to pass it manually.

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ClickBank Postback Events

After a subscription change, ClickBank sends Instant Notification Service (INS) events that ElasticFunnels processes automatically:
ClickBank EventWhat Happens
SUBSCRIPTION-CHGConversion updated with new product code
CANCEL-REBILLConversion marked as subscription cancelled
UNCANCEL-REBILLConversion updated — subscription reactivated

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NMI Configuration

For NMI merchants, subscription management is handled internally by ElasticFunnels — no additional API keys are needed beyond the standard NMI merchant setup.
  • Upgrade: Updates the internal subscription record (BrandTransaction) to reflect the new product. The next billing cycle uses the new product’s price and terms.
  • Cancel: Marks the internal subscription record as cancelled. No further billing cycles are processed.

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Complete Flow Example

Here’s a full subscription upsell funnel for a supplement business: 
Main Sales Page
  └── [BUY=monthly_3_bottles] → Customer purchases 3-bottle monthly subscription
        ↓ On Purchase
Subscription Upsell Page
  ├── <sub-pending>: "Upgrade to 6-bottle plan, save 40%"
  │     ├── ef.sub.upgrade('monthly_3_bottles', 'monthly_6_bottles') → Accept
  │     └── [UPSELL_DECLINE] → Decline
  │
  ├── <sub-success>: "Now get lifetime access for $197"
  │     ├── ef.sub.cancelThenNavigate('[UPSELL=lifetime_access]') → Accept lifetime
  │     └── [UPSELL_DECLINE] → Keep upgraded subscription
  │
  └── <sub-error>: "Something went wrong" + Retry button
        ↓
Thank You Page
  └── Shows order with updated product info via session variables
Three possible outcomes:
  1. Upgrade + Lifetime: Customer upgrades subscription, then cancels it for lifetime access (best outcome)
  2. Upgrade only: Customer upgrades subscription but declines lifetime (good outcome)
  3. Decline all: Customer keeps original subscription unchanged

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Troubleshooting

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Upgrade/Cancel Not Working

  • Verify the product codes match exactly (case-sensitive)
  • For ClickBank: ensure the Developer API Key is configured in merchant settings
  • Check that the customer has an active purchase session (subscription upsells require a prior purchase)
  • Open the browser console — ef.sub.* methods log errors to the console

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Containers Not Toggling

  • Ensure the subscription script is loaded (check for ef-subscription.js in page source)
  • The script only loads for ClickBank and NMI merchants — other gateways don’t support subscription modification
  • Verify containers are using the correct custom tags: <sub-pending>, <sub-success>, <sub-error>

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Order Display Not Updating

  • Session variables are set after the API call succeeds — they’re available on the next page load, not the current page
  • If the order still shows the old product, the customer may have navigated directly to the thank-you page without going through the subscription modification step
  • ClickBank postback events update the conversion in the database asynchronously — there may be a short delay

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ClickBank API Errors

  • 401 Unauthorized: Developer API Key is missing or incorrect
  • 403 Forbidden: API key doesn’t have permission for the requested operation
  • 404 Not Found: Receipt or transaction not found — verify the customer has an active subscription
  • 409 Conflict: Product change not allowed — check that both SKUs are valid in the pitch flow