Subscriptions

Subscriptions is a dashboard that 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 Analyze > Subscriptions.

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

Important

You can access the performance analytics and subscription analytics embedded into our web admin tool once you complete the onboarding process successfully. For more information, contact Client Experience.

Tip

Like the Business Intelligence (BI) tool, the Transactions and Subscriptions dashboards provide data to be used as a reference and not for accounting purposes. If you want to generate reports for accounting purposes, use the clearing reports available in Commerce Assistant (CA). For more information, see Important Information about Business Intelligence Reporting.

Key Terms

Key Terms Description
Active Subscribers

Holders of at least one subscription with a minimum of one paid subscription itemClosed 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 customerClosed 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 don’t renew compared to the total active subscription items eligible for renewal in a given period. Trial subscriptions 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 paymentClosed Exchange of money for goods and services in an acceptable amount to the customer where the payment amount has been agreed upon in advance. The customer can only pay with an accepted payment method. Each payment has an individual payment cost. due date, which results in the loss of an existing subscription item.

Fixed-term Churn Occurs when the expiration date for the subscription item is prearranged after a specified contract period. This means that the subscription item has a rigid expiration date, or there may be unique circumstances leading to its termination, such as compliance regulations or the discontinuation of the product. The reasons for fixed-term churn are the following: External Reason, Limited Renewals, and Bounced Mail.
LTV Expected total revenue an average customer will generate for your business over their entire lifetime as a paying customer.
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 affiliateClosed 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.

NRR Net revenue retention is a cumulative revenue growth or decline from existing customers, reflecting changes in MRR due to expansion, contraction, and churn over a given period. NRR is a key indicator of the health of your subscription-based business.
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.

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 purchaseClosed An order made by a customer and the records associated with it.. In analytics, this value corresponds to the count of the recurring billing interval for paid-for subscription items: (1,2,3…etc.)

Subscription IntervalClosed 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

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, Refund, and ChargebackClosed A credit card chargeback, typically referred to as chargeback, occurs when a customer successfully disputes a transaction on their bank report. Unlike a refund, where Cleverbridge proactively returns the amount to the customer, a chargeback involves the customer's bank automatically withdrawing the amount from Cleverbridge's account. Cleverbridge can contest illegitimate claims, but the card organization makes the final decision. Successfully contested chargebacks still contribute to the chargeback ratio..

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, insufficient funds, or unsuccessful Offline PaymentClosed 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..
X-ParameterClosed 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.

Subscriptions Pages

The Subscriptions dashboard offers the following pages to help you analyze your subscription business:

Filters

In the Subscriptions dashboard, 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:

  • Region: world region as defined by Cleverbridge
  • Country: billing country
  • Business Category: B2C or B2B
  • MVTClosed 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.

Tip

To quickly find a specific campaign in a long list of entries in the X-Parameter field, utilize the search feature by typing in either the name or ID of the campaign for which you wish to filter the data.

Important

In the Subscriptions dashboard, you can apply X-Parameter Class and X-Parameter filters only to the following metrics. These filters appear when you open the metrics to which they are applicable by clicking on their respective boxes or on the metric name list on the left side.

  • Net Revenue
  • Subscription Movements
  • Renewal Rate
  • X-Parameter

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 Single arrow up icon on top of the chart. If you want to go back to the quarterly or monthly view, click on Double arrow down icon.

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.