Most Ancestry cancellers had no later captured receipt
Observed outcome during the 12 months after cancellation among 1,869 U.S. e-receipt panelists who cancelled Ancestry from January through June 2025
Share of Ancestry canceller cohort
Source: YipitData U.S. e-receipt panel. Analysis conducted July 20, 2026. Competitor means 23andMe or MyHeritage; its 2.3% share is less certain because it is based on 42 panelists. Free services and non-email activity are not observed. Percentages total 100.1% because of rounding.
Chart data
| Series | Share of Ancestry canceller cohort |
|---|---|
| No later Ancestry or competitor receipt | 82.5% |
| Reactivated Ancestry | 15.3% |
| 23andMe or MyHeritage receipt | 2.3% |
What did we observe after Ancestry cancellation?
Most had no later captured receipt from Ancestry, 23andMe, or MyHeritage: 82.5% of the 1,869-person cohort. Another 15.3% reactivated Ancestry, while 2.3% had a 23andMe or MyHeritage receipt; that estimate is less certain because it is based on 42 panelists. A lack of later receipts from the three services was much more common than either observed outcome.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel on July 20, 2026. The cohort comprised 1,869 established panelists who remained active in our panel and whose most recent Ancestry signal from January through June 2025 was a cancellation. We classified the following 12 months as reactivated Ancestry, a 23andMe or MyHeritage receipt, or no captured receipt from those services. The last group does not confirm category exit because free services such as FamilySearch and non-email activity are not captured. The 2.3% competitor estimate is less certain because it is based on 42 panelists; percentages total 100.1% because of rounding.