Within Analytics reporting, you will find a set of reports designed specifically to address the information needs of our clients who sell recurring billing products, or subscriptions. There is a menu item on the left of the page named Subscriptions. Within that menu item, you will find 2 reports:  Subscription Trend and Subscription Details.

Subscription Trends

The Subscription Trend report allows you to view the sales trends for each component of the subscription (initial sale and rebill). This will enable you to see new customer acquisition (initial sales) separately from continuing subscriber data (rebills). We understand that these components should be separated because they impact different parts of your business operations.

In addition to sales, we are also adding other metrics that are critical to a subscription-based business. These metrics can also be trended over time in the chart.

Lifetime Average Subscription Age: This metric allows you to see how long your customers maintain their subscription, on average. It will measure the average number of days (starting with initial purchase date and ending with the canceled or completion date) each subscription stays active.

Net Lifetime Average Subscription Value: This metric answers the question: “How much is a customer worth?” The value can be charted over time and will provide valuable insight into how much you can afford to spend to acquire and/or retain customers. The subscription value is calculated by adding up initial sales and rebills for a subscription and removing refunds and chargebacks.

Average Active Subscription Count: This will tell you how many customers currently have a subscription product (i.e., a product that has not been canceled or completed).

Cancel Subscription Count: This tells you the number of subscriptions canceled on any given day. It can provide insight into possible events that caused cancelations.

Subscription Details

The Subscription Details report can be reached through Analytics by clicking in the Subscriptions menu item on the left, then selecting Details. Summary-level information about each of your subscriptions has been provided to help manage your recurring billing programs. This report summarizes the status, number of processed and unprocessed payments, and the contact information for each subscription.

The Subscription Details report has replaced the old Subscriptions report. A few new features have been added to the report. For each subscription, Subscription Value, Canceled Date and Subscription End Date have been added to the report. In addition, some filters have been provided to help show you subscriptions you may want to take action on. The filters allow you to view subscriptions that will be ending soon, and subscriptions that have been canceled in the recent past. The ending subscriptions may represent customers that could use more services. The recently canceled subscriptions may represent potential win-back opportunities.

Simply clicking the hyperlinked receipt in the subscription report will also retrieve the subscription detail.

The different statuses of a recurring billing transaction are:

  • Active: The terms of the transaction are not complete.
  • Completed: The terms of the transaction are complete.
  • Canceled: The transaction was canceled by the customer.
  • Authorization Failure: The last rebill was unsuccessful because the customer’s credit card failed to authorize. This could be due to insufficient funds. We attempt to address this issue via the payment failure process.
  • Validation Failure: The last rebill was unsuccessful because the customer’s credit card is invalid. We attempt to address this issue via the payment failure process.