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. |
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.
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| 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. |
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 |
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Subscriber retention by month |
Count/percent of subscribers in a given cohort who remained active at the end of each month |
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Subscriber retention by order number |
Count/percent of subscribers in a given cohort who have placed their 1st, 2nd, 3rd, etc. subscription order |
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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. |
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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. |
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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. |
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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. |
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Subscription order AOV by month |
Average order value of subscription orders placed by subscribers in a given cohort within a given month. |
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Subscription orders by month |
Number of subscription orders placed within given month by subscribers in a given cohort. |
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Subscription order placement rate by month |
Count/percent of subscribers within a given cohort who placed a subscription order within a given month. |
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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. |
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Subscription revenue by month (cumulative) |
Total subscription revenue generated by subscribers in a given cohort by a given month. |
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Subscribers - active subscriptions by month |
Total number of active subscriptions associated with subscribers in a given cohort at the end of a given month. |
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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.) |
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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.) |
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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. |
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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.) |
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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.) |
