Customer dashboards
The Customer dashboards are a feature within Recharge Analytics and provide insights into how customers are interacting with your business and their subscriptions.
These key performance indicators tell a story of your customers’ lifecycles, allowing you to pinpoint where to target your marketing efforts and provide loyal customers with discounts.
Access the Customer dashboards
- Click Analytics in your merchant portal.
- Select Customers and choose which report you want to review.
Customer Overview dashboard
The Customers Overview dashboard provides information about your active and churned subscribers. Use this dashboard to analyze subscriber growth and churn trends, and to gain insights into your current active subscriber base. This dashboard is available to all merchants.
Active subscribers are defined as customers with at least one active subscription.
Filters
The following filter options are available through the customer Overview dashboard:
- Use the Date Range option to set the time frame for your data.
- Use the product filter to filter metrics to specific products or variants.
- Use the Date Granularity option to group your data by days, weeks, months, or quarters.
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
| Total active subscribers | Total number of active subscribers at the conclusion of the reporting period. |
| New subscribers |
Number of new subscribers created during the reporting period. This is the net sum of each day's new subscribers. Subscribers who activate and churn within the same day are not counted. Subscribers who activate, churn and then reactivate again within the same day are counted as a single activation. |
| Reactivated subscribers |
Number of formerly churned subscribers who reactivated (activated at least one subscriber) during the reporting period. If a formerly churned subscriber subscribes to a different product than they previously subscribed to, they are shown as 1 reactivated subscriber and 1 new subscriber. This is the net sum of each day's reactivated subscribers. Subscribers who reactivate and churn again within the same day are not counted. Subscribers who reactivate, churn and reactivate again within the same day are counted as a single reactivation for the day. |
| Churned subscribers |
Number of subscribers who churned during the reporting period. A subscriber is considered to have churned when they have no remaining active subscribers. This is the net sum of each day's churned subscribers. Subscribers who churn and reactivate within the same day are not counted. Subscribers who churn, reactivate and churn again within the same day are counted once for the day. |
| Net gained/lost |
The net increase or decrease in your active subscriber count. This is calculated as [active subscriber count at the end of reporting period - active subscriber count at the beginning of reporting period]. A negative number indicates an overall net loss in subscribers during the period. |
| Active subscribers - avg active subscriptions | The average number of subscriptions your store's active subscribers have placed over the course of their lifetime as of the last day of the reporting period. |
| Active subscribers - avg orders | The average number of subscriptions your store's active subscribers have placed over the course of their lifetime as of the last day of the reporting period. |
| Active subscribers - avg active days | The average number of days your store’s active subscribers have been active, as of the last day of the reporting period. |
Legacy Customer Overview dashboard
The Overview dashboard provides information about your active and churned customers. This dashboard is available to all merchants.
Active customers are defined as customers with at least one active subscription with at least one queued order at the time of data population.
You may consider these metrics when implementing marketing campaigns, or when trying to increase the overall Lifetime Value of your customers.
Filters
Use the Date Granularity option to segment your data by days, weeks, months, or quarters.
Use the Date Range option to set the time frame for your data.
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
|
Total New Customers |
Reflects the number of customers who completed a checkout purchase within the date range specified. |
|
Avg Orders per Customer - Active Customers |
Displays the average number of orders completed by active customers. |
|
Avg Active Days - Active Customers |
Displays the average number of days a customer stays active. |
|
Total Active Customers |
Displays the total number of active customers as of yesterday. |
|
New Customers vs. Active Customers |
Displays a graph that compares the number of active customers (grouped by date) versus the number of new customers per date. |
|
Total Churned Customers |
Displays the number of customers that have cancelled and are considered inactive within the date range. |
|
Passive Churned Customers |
Displays the number of customers who are considered inactive due to a Passive Cancellation. A Passive Cancellation is when a customer’s subscription is made inactive due to a failure to process the charge (ie. a billing issue with the credit card). |
|
Churn Rate |
Displays the percentage of customers that churned within the specified date range. |
|
All-time Churned Customers |
Displays the total number of customers that have churned as of yesterday. |
| Churned Customers | The number of customers who churned each day in the time period set. |
Customer churn dashboard
The Customer churn dashboard provides insights into the rate at which subscribers churn, and the type of churn that occurs. This data allows you to make informed decisions and implement proactive retention strategies.
Filters
- Use the Date Range option to set the time frame for your data.
- Use the Compare date range option to set a time frame in the past to compare your data.
- Use the Display option to confirm if you'd like to view the data by daily, weekly, monthly, or quarterly groupings.
- Use the Product filter to view subscription churn per product
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
| Churn rate |
The percentage at which subscribers churned during the reporting period. The subscriber churn rate is defined as the percent of average daily active subscribers who churned within the period. For example, if a store started with 10 subscribers, added two new subscribers, and had one customer churn per day, the churn rate over five days would be 31%. |
| Churned MRR |
The monthly recurring revenue (MRR) lost to subscriber churn within the reporting period. MRR is calculated using the subscription recurring price and renewal schedule.
This metric specifically represents MRR lost due to full subscriber churn, on the day a subscriber churned. A customer is considered churned when all of their subscriptions are cancelled. |
| Churn by type | Review customer churn by type, either active, passive, or expired churn, to understand how customers are churning in your store. |
| Subscription churn over time - Rate | The rate at which customers churn over a specified period, displayed by churn type. |
| Subscription churn over time - MRR | The monthly revenue lost to churn, displayed by churn type. |
| Subscription churn over time - Count | The number of customers who churned, displayed by churn type. |
| Active |
Subscribers who churned as a result of proactive subscription cancelation. This could be a customer canceling their subscription, or having their subscription canceled for them. This does not include subscriptions that were canceled due to expiration or dunning process failure. |
| Active churn rate |
The rate at which subscribers actively churned during the reporting period. This metric is displayed as a percent of your average daily active subscribers for the period. See the Churn Rate metric definition for a detailed breakdown of churn rate calculations. |
| Active churned subscribers |
Subscribers who churned as a result of proactive subscription cancelation. This could be a customer canceling their subscription, or having their subscription canceled for them. This does not include subscriptions that were canceled due to expiration or dunning process failure. |
| Active churned MRR |
The monthly recurring revenue lost to active subscriber churn within the reporting period. This metric represents only the MRR lost due to active subscriber churn, on the day the subscriber churned. MRR is calculated using the subscription recurring price and renewal schedule.
|
| Passive |
Subscribers who churned as a result of unsuccessful dunning. These subscribers had their subscriptions canceled after their renewal charge could not be processed, and all subsequent charge attempts made during the dunning process failed. |
| Passive churn rate |
The rate at which subscribers passively churned during the reporting period. This metric is displayed as a percent of your average daily active subscribers for the period. See the Churn Rate metric definition for a detailed breakdown of churn rate calculations. |
| Passive churned MRR |
The monthly recurring revenue lost to passive subscriber churn within the reporting period. This metric represents only the MRR lost due to passive subscriber churn, on the day the subscriber churned. MRR is calculated using the subscription recurring price and renewal schedule.
|
| Expired |
Subscribers who churned as a result of an expired subscription. This transition occurs after the final charge is processed for regular subscriptions. |
| Expired churn |
Subscribers who churned as a result of an expired subscription. This transition occurs after the final charge is processed for regular subscriptions. |
| Expired churned MRR |
The monthly recurring revenue lost to expired subscriber churn within the reporting period. This metric represents only the MRR lost due to expired subscriber churn, on the day the subscriber churned. MRR is calculated using the subscription recurring price and renewal schedule.
|
| Expired churn rate | The rate at which subscribers passively churned during the reporting period. This metric is displayed as a percent of your average daily active subscribers for the period.
See the Churn Rate metric definition for a detailed breakdown of churn rate calculations. |
Actions dashboard
The Customer Actions dashboard highlights trends in the actions your customers take within their customer portal, SMS, Quick Actions, as well as actions taken by an admin. This dashboard is available to all merchants.
Gather more insights into customer behaviors
Click on any one of the eight data tiles to drill down into your store analytics.
Review a list of customer actions, and use the Original Value and New Value columns to understand the changes customers are making.
Filters
Use the Date Range filter to set a specific time frame for your data.
Use the Customer Signup filter to specify the customer cohort you wish to examine.
Filter your data by source using the Action Source option. You can use the following options as an Action Source:
Action source |
Example |
| API | Your developer used the API to bulk update the charge dates for over 1000 customers. |
| Quick Actions | A customer interacted with a Quick Actions email to add a one-time product to their order. |
| SMS | A customer responded to an SMS to swap their upcoming subscription product. |
| Customer portal | A customer cancelled their subscription through their customer portal hosted on Recharge. |
| Store Admin | You added an additional product to the customer's subscription. |
| Recharge Admin | A Recharge employee updated the charge date for an individual customer's subscription. |
| Other | Any action that does not belong in one of the above methods. |
Available metrics
Note: Prepaid Skips are not currently a supported metric and are not reflected in the Actions reporting dashboards.
Subscriptions by Action metrics (Click to expand)
Metric |
Action definition |
Metric definition |
| Swaps | Customers can swap an existing subscription product with another product available on your store. | The total number of times all customers swapped to a new subscription product. |
| Skips | Customers can skip an upcoming order, which sets the order date to the next available charge date depending on the subscription frequency (ie. if a customer skipped their monthly charge queued for April 2, 2021, the next charge would be scheduled for May 2, 2021). | The total number of times all customers skipped their upcoming orders. |
| Reactivations | Customers can reactivate and continue their subscriptions if they previously churned. | The total number of times all customers reactivated a previously cancelled subscription. |
| Add One-time | Customers can add individual products as one-time orders to their upcoming subscription orders. | The total number of times all customers added a one-time product to their subscription. |
| Apply Discount | Customers can apply price or percentage-based discounts to their upcoming orders. | The total number of times all customers applied a discount to their subscriptions. |
| Change Order Date |
Customers can modify their order dates to receive shipments based on their needs. Changing the order date works differently from skipping an upcoming order, as customers can set the specific date they wish to receive their next subscription order. Orders delayed through Recharge Quick Actions are included in this metric. |
The total number of times all customers changed the order date on their upcoming subscription. |
| Change Quantity | Customers can increase or decrease the number of subscription products they receive. | The total number of times all customers changed the quantity of their subscriptions. |
| Change Frequency | Depending on your frequency settings, customers can modify how often they receive their subscriptions. | The total number of times all customers adjusted their subscription frequencies. |
Subscriptions by Source metrics (Click to expand)
These dashboards provide information on effective source methods, giving you an insight into where your customers are most often interacting with their subscriptions. This information can be used to ensure that you're investing your resources in the right areas.
Metric |
Definition |
|
Active Subscriptions
|
Displays the source used to perform an action on active subscriptions. |
| Cancelled Subscriptions | Displays the source used to perform an action on cancelled subscriptions. |
Customers by Action metrics (Click to expand)
Data table options |
Metric |
Metric definition |
| Customer Count - Overview: Displays an overview of your customers who performed an action, versus the number of customers who did not interact with their subscription. | Actions | Displays Any Action to group customers together. |
| # of Customers with Actions | Displays the number of customers who performed the specific action out of all the possible customers in your store. | |
| # of Customers without Actions | Displays the total number of customers who did not perform an action in your store. | |
| AOV with Actions | Displays the average order value for customers who performed an action in your store. | |
| AOV without Actions | Displays the average order value for customers who did not perform an action in your store. | |
| ARPU with Action | Displays the average customer value for customers who performed an action in your store. | |
| ARPU without Actions | Displays the average order value for customers who did not perform an action in your store. | |
|
Customers by Action: Displays insights into customer actions per total customer count. This data provides helpful insights into your business, allowing you to determine if customer actions impact both the Average Order Value and the Average Revenue Per User. |
Actions | Displays the specific action a customer can perform on your store. |
| # of Customers with Actions | Displays the number of customers who performed the specific action out of all the possible customers in your store. | |
| # of Customers without Actions | Displays the total number of customers who did not perform that specific action in your store. | |
| AOV with Actions | Displays the average order value for customers who performed a specific action in your store. | |
| AOV without Actions | Displays the average order value for customers who did not perform a specific action in your store. | |
| ARPU with Actions | Displays the average customer value for customers who performed a specific action in your store. | |
| ARPU without Actions | Displays the average order value for customers who performed a specific action in your store. |
Cohort Performance dashboard
The Cohort Performance dashboard provides insights into key performance indicators (KPIs) across customer cohorts. This dashboard produces weighted averages for Month 1, 2, 3, etc. performance across all cohorts shown in the filtered range allowing you to view averages for cohort groupings beyond a single month.
Use this dashboard to explore many aspects of subscribers' subscription order behavior over time, including:
- Revenue over time (total by month, total cumulative for cohort, average per month, average per subscriber per month, average lifetime per subscriber)
- Orders over time (total by month, total cumulative for cohort, average per month, average per subscriber per month, monthly order placement rate per subscriber, average lifetime orders per subscriber)
- Skips over time (by month)
You can use the Cohort Performance dashboard to answer questions such as:
- What is the average lifetime subscription revenue generated by my subscribers within their first year?
- Is my retention rate among newer subscribers higher at month 3 than my retention rate among earlier subscribers?
- How do my subscribers acquired in Q1 2024 compare to my subscribers acquired in Q1 2023 in terms of average monthly revenue and order count?
- Which of my products had the highest retention rate last year?
The cohort performance report also features an alternative display setting with a visual line graph, allowing for easier comparison of individual cohorts against the overall cohort range average.
Additionally, this dashboard offers a Compare cohorts view that allows you to compare the weighted average of any given metric within a given range side by side for different products or segments. Using this view, compare up to 10 products across any cohort KPI.
Metrics dropdown
When you access this dashboard, it displays the Subscriber cohort retention by month by default. To view the other available metrics:
- Click the Metric dropdown.
- Click the metric you want to view, and select Apply.
Filters
Click +Add filter to filter your data. You can filter cohort reports by product to view the performance of subscribers who activated with a specific subscription product.
The option to filter by segment is available. Contact Recharge Support to enable this filter to view the performance of customers in specific segments.
Compare cohorts
Compare the weighted average of any given metric within a given range side by side for different products or segments.
To compare cohorts:
- Click Analytics and select Customers in your Recharge merchant portal.
- Select the Cohort Performance tab.
- Click the Compare cohorts dropdown.
- Select the products you want to compare and click Apply to confirm.
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
|
Subscriber retention by month |
Count/percent of subscribers in a given cohort who remained active at the end of each month |
|
Subscriber retention by order number |
Count/percent of subscribers in a given cohort who have placed their 1st, 2nd, 3rd, etc. subscription order |
|
Avg. total revenue per subscriber by month |
Average revenue generated by each subscriber in a given cohort within a given month. This metric divides the total revenue generated within the month by the number of subscribers in the cohort. Total revenue includes discounts, taxes and shipping, and does not subtract refunds. |
|
Avg. active subscriptions per subscriber by month |
Average number of active subscriptions per subscriber in a given cohort at the end of a given month. |
|
Avg. lifetime subscription revenue by month |
Average lifetime subscription revenue generated by each subscriber in a given cohort by the end of a given month. Total revenue includes discounts, taxes and shipping, and does not subtract refunds. |
|
Avg. lifetime subscription order count by month |
Average number of subscription orders generated by each subscriber in a given cohort by the end of a given month. |
|
Subscription order AOV by month |
Average order value of subscription orders placed by subscribers in a given cohort within a given month. |
|
Subscription orders by month |
Number of subscription orders placed within given month by subscribers in a given cohort. |
|
Subscription order placement rate by month |
Count/percent of subscribers within a given cohort who placed a subscription order within a given month. |
|
Subscription revenue by month |
Total revenue generated by subscribers in a given cohort within a given month. Total revenue includes discounts, taxes and shipping, and does not subtract refunds. |
|
Subscription revenue by month (cumulative) |
Total subscription revenue generated by subscribers in a given cohort by a given month. |
|
Subscribers - active subscriptions by month |
Total number of active subscriptions associated with subscribers in a given cohort at the end of a given month. |
|
Subscribers - order skips by month |
Number of times subscribers in a given cohort skipped at least one subscription item within a given month. Skips are recorded on the day they are initiated, and include skips from all sources (customer portal, merchant portal, API, etc.) |
|
Subscribers with skips by month |
Number of subscribers who skipped at least one subscription item within a given month. Skips are recorded on the day they are initiated, and include skips from all sources (customer portal, merchant portal, API, etc.) |
|
Subscription total revenue by order number |
Total subscription order revenue generated from subscribers in a given cohort on their 1st, 2nd, 3rd, etc. subscription order. |
|
Subscription total revenue by order number (cumulative) |
Total subscription revenue order revenue generated from subscribers in a given cohort by subscription order number (1st, 2nd, 3rd, etc.) |
|
Subscription order AOV by order number |
Average order value of orders placed by subscribers in a given cohort, by subscription order number (1st, 2nd, 3rd, etc.) |
Customer Cohort dashboard
The Customer Cohort dashboard allows you to gain insights into customer retention and if the customers are staying active after checkout.
You can further explore cancellation metrics, and gain an overview of the most popular cancellation reasons.
Filters
Configure the specific cohort you wish to investigate using the Cohort (Customer Signup) option.
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
|
Total Customers |
Displays the number of customers who signed up within the user-selected timeframe. |
|
Avg Charge per Customer |
Displays the average number of charges to date generated by the customers in the cohort. |
|
Avg Charge Value |
Displays the average total sales amount per charge by cohort. |
|
Churn Rate |
Displays the percentage of customers who cancelled within the user-selected timeframe. |
|
Customer Cohort Today |
Displays a breakdown of the specific customer cohort by charge status. |
|
Customer Cohort Over Time |
Displays the growth of each charge status within the specific customer cohort. |
|
Customer Cohort Today - Table |
Displays data on a more granular level, breaking down customers by churn classification and determining the percentage of customers per classification, as well as the total number of customers in each classification. |
| Cancellation Reason |
Displays the reasons why customers cancel their subscriptions. |
| Total Dunning & Dunned Subs |
The total number of subscriptions that are currently in the dunning process, or have been through the dunning process. |
|
% Dunning |
Displays the percentage of customers currently in the dunning process. |
|
% Recovered |
Displays the percentage of customers who have been through the dunning process in the past and remained active. |
|
% Cancelled |
Displays the percentage of customers who have been through the dunning process in the past and had their subscription cancelled. |
|
Subscriptions in Dunning |
Displays the number of subscriptions with charge-related errors grouped by the number of charge attempts. |
|
Subscriptions - Recovered |
Displays the number of subscriptions in the specific time period that had a charge-related error but remained active, as well as the charge attempts made. |
|
Subscriptions - Cancelled |
Displays the number of subscriptions in the specific time period that cancelled due to a charge-related error, as well as the number of charge attempts made. |
