Subscription Analytics

Subscription Analytics consolidates and visualizes the most important metrics to track your subscription business. To access subscription analytics, go to the main menu of our Web Admin Tool and click Analytics > Subscriptions.

For a glossary of all subscription-specific terminology, see Subscription Glossary.

Subscription Analytics Overview

The following video presents the new set of functionalities of this feature:

Key Terms

Key Terms	Description
Active Subscribers	Holders of at least one subscription with a minimum of one paid subscription item A subscription item is component of a subscription with its own set of attributes including price, description and feature set. per subscription. If a subscriber contracts a subscription that includes multiple subscription items, they are still registered as a single subscriber. In general, each unique email is counted as a single subscriber and this value is impacted indirectly by subscription items being added or removed by the subscriber during the customer An individual or business purchasing your product or service by placing an order through Cleverbridge. The customer is the end user of this product, as they are not allowed to resell the purchased products or services. ​ A customer is unique per client. If a customer purchases products or services from two different clients, there are 2 separate records of said customer.​ lifecycle. Example If a one-item subscription is canceled and it is the only subscription the subscriber has, then one active subscriber is removed from the subscriber count.
Active Subscriptions	Total number of active, paid subscription items at the end of a reported month. An active subscription is any subscription with at least one paid-for subscription item. Active subscriptions can contain an unlimited amount of subscription items and those may vary in quantity. In analytics, this value is impacted by subscription items being added or removed by the subscriber during the customer lifecycle. Active Subscriptions do not include trials.
ARPU	Average monthly recurring revenue across your active subscribers in a given time. The ARPU is the chief indicator of the profitability of your products.
ARR	Yearly representation of the monthly recurring revenue. With a stable customer base, the ARR provides a forecasting measure for future annual income.
Churn Rate	Rate at which subscription items didn't renew out of the total active subscription items in a given period. The grace period is considered, and trial subscription items are not included.
Churned subscriptions	All of the unrenewed subscription items during a given period. It is a scheduled renewal that did not occur shortly before or by the payment due date, which results in the loss of an existing subscription item.
MRR	Recurring revenue normalized into a monthly amount. Previous and current MRR provide a forecasting measure for future income and overall growth rate.
Net Revenue	Amount of revenue generated by subscribers based on the exchange rate at the time of the transaction. All discounts and shipping costs are subtracted from the net revenue, while Cleverbridge fees and affiliate An individual or a company that markets a product to potential customers. The Affiliate receives a commission on a specific action (also called event: e.g., sale, lead, click, visit etc.) previously agreed upon with you, the advertiser. Each action is tracked via a unique tracking link from Partnerize.​ ​An affiliate is also called a publisher. commissions are included in the net revenue.
New Subscriptions	Active and paid subscription items with the first payment having occurred in the selected period. In analytics, this value corresponds to the count of the initial billing interval for paid-for subscription items which is equivalent to 0.
Planned Churn	Planned Churn occurs when a subscription item has a hard-set expiration date, which means that the subscription item will automatically be canceled at the end of a contract period because of special circumstances like discontinuing a product or seizing business altogether with an embargoed country. The reasons for planned churn are the following: External Reason, Limited Renewals, and Bounced Mail.
Renewal Rate	Rate at which subscription items renew out of the total subscription items eligible for renewal in a given period. Grace period is considered, and trial subscriptions are not included.
Renewed subscriptions	Paid subscription items for the purpose of extending the access to a product or a service beyond the initial purchase. In analytics, this value corresponds to the count of the recurring billing interval for paid-for subscription items: (1,2,3…etc.)
Subscription Interval A subscription interval is the time period after which a recurring purchase is renewed and billed. The time period can be set in days, months, or years. One subscription can contain x products, all renewing on the same date.	A subscription interval is a period after which a recurring purchase is renewed and billed.
Subscription Item	A component of a subscription with its own set of attributes, including price, description, quantity, and feature set. A subscription item can be a recurring product or service that you offer your customers. Example If the subscriber purchases two of your subscription products in a single transaction and both those products have an identical interval length, this transaction translates into one subscription, and a single invoice is issued to the customer. All items are grouped under a unique subscription ID, however they can have different item statuses.
Subscription Items Churn Cohort	The Subscription Items Churn Cohort calculates the churn rate of subscription items over various subscription intervals in a given period. Cohort groups a set of subscription items by the time of their sign-up, the unifying factor being the month of the sign-up. Grace period is considered, and trial subscription items are not included in the calculation.
Voluntary Churn	Voluntary Churn occurs when a subscriber purposefully decides to discontinue the use of a subscription item. The reasons for voluntary churn are the following: Customer Cancellation, Manual Subscription, Offline Payment Offline payment stands for a group of payment options that do not involve online transactions like direct debit, wire transfers, and checks. With the order confirmation, the customer receives a link with information on how to make the payment. Ordered products are delivered as soon as Cleverbridge receives payment confirmation from the payment provider., Refund, and Chargeback.
Involuntary Churn	Involuntary Churn occurs when the payment for the subscription item is not received by the renewal date for an unavoidable reason often related to outdated payment information, failed account connection, or insufficient funds.
X-Parameter The x-parameter is a variable appended to a URL that allows grouping and tracking orders for later reporting purposes. It also enables you to pass through data that you want to capture in the order process. X-parameters can also be used to control design elements based on the value of the x-parameter. Class	The X-Parameter Class filter allows you to display and apply the x-parameters under the x-parameter class to the metrics. You can have a maximum of 5 x-parameter classes under which the various x-parameters are grouped.
X-Parameter	X-Parameters group the revenue and subscriptions in hierarchical classes. You can have up to 10 hierarchical x-parameters under each x-parameter class.

Subscription Analytics Pages

Subscription Analytics offers the following pages to help you analyze your subscription business:

Filters

In Subscription Analytics, the drop-down elements on the right-hand side and the three filters on top of the metrics allow you to filter the results.

You can also filter data by specific IDs using text search filters.

The applied filters are visible above the charts and can be cleared with the X sign.

You can filter the data by:

• Date Range: month-day-year
• Client: Cleverbridge client name/ID
• Currency: USD, EUR, or GBP
• Product: name/ID of the product
• Renewal Period: monthly, yearly, or other subscription running periods
• Interval: subscription item interval number
• Payment Type: payment type Consolidates multiple payment methods into groups by the type of payment the customer uses, for example, Credit Card as a payment type that encompasses Visa Credit Card, Master Card Credit, Amex, in short: all credit cards. used by a customer
• Payment Subtype: payment subtype used by a customer

• Region: world region as defined by Cleverbridge
Regions

Cleverbridge Region	Countries
APAC	Australia China Hong Kong India Indonesia Japan Malaysia New Zealand Philippines Republic of Korea Singapore Taiwan Thailand Vietnam
EUROPE	Albania Austria Belarus Belgium Bosnia and Herzegovina Bulgaria Canary Islands Croatia Cyprus Czech Republic Denmark Estonia Finland France Germany Greece Hungary Iceland Ireland Italy Latvia Liechtenstein Lithuania Luxembourg Macedonia Malta Monaco Montenegro Netherlands Norway Poland Portugal Republic of Moldova Romania Russian Federation San Marino Serbia Slovakia Slovenia Spain Sweden Switzerland Ukraine United Kingdom
LATAM	Argentina Bolivia Brazil Chile Colombia Costa Rica Ecuador El Salvador Guatemala Honduras Mexico Nicaragua Panama Paraguay Peru Puerto Rico Uruguay Venezuela
NOAM	Canada United States
ROW	All others

• Country: billing country
• Business Category: B2C or B2B
• MVT Multivariate testing (MVT) is a technique for testing two or more different variables in the checkout process to determine which variable creates more revenue or a higher conversion rate.: Multivariate testing campaign name / ID
• Partner: Another business that buys your products in a business-to-business (B2B) model. Partners purchase your products at a discount and then sell them to customers. Partners communicate directly with customers.
• X-Parameter Class: These are your predefined x-parameter classes. You can have a maximum of 5 x-parameter classes per client in the system. When you select an X-Parameter Class filter, it is applied to the metrics and the x-parameters under the x-parameter class appear in the X-Parameter filter drop-down, which you can further select to filter the metrics. You can select either one x-parameter class as a filter or all the available x-parameter classes.
• X-Parameter: X-Parameter represents origin of your revenue and subscriptions and there can be a maximum of 10 hierarchical x-parameters levels in the system. You can select X-Parameter filters to see the subscription/revenue reports. You can either select one x-parameter as a filter or all the available x-parameters. For more information on x-parameters, see Set Up X-Parameters, X-Parameter and Revenue Tracking Reporting, and Set Up Revenue Tracking.

Chart Features

Hovering over each chart’s title displays a brief explanation of the shown KPI and how it is calculated.

Hovering over any of the bars or lines in any of the charts above, gives you more detailed data. For instance, the Subscription Movements chart displays the following data for the month of February 2022:

You have the option to drill up in each chart and change the view from monthly to quarterly and to annually by hovering anywhere over the chart and then clicking on on top of the chart. If you want to go back to the quarterly or monthly view, click on .

The table at the bottom of the page shows the data used to calculate the KPIs of the charts. Clicking on any of the bars or a month in the line chart will hide the numbers of all other months in the table.