> For the complete documentation index, see [llms.txt](https://docs.chord.co/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.chord.co/model-your-data/commerce-data-models/subscriptions/subscriber-journey-explore.md). # Subscriber journey explore ## Overview Customer-level lifetime view. * Grain: **1 row per subscriber** * Purpose: analyze **value, behavior, segmentation** ## When to use * LTV analysis * Behavioral segmentation * Cohort analysis (first subscription month) * Product affinity analysis * Identify high-value or at-risk users ## Key dimensions & metrics | Field | Description | | -------------------------------- | --------------------------------------------------------------------------------------------------- | | Cohort Month | First subscription month | | Is Active Subscriber | Currently active | | Is Churned | No active + has cancelled | | Is Winback | Churned then reactivated | | Is Paused Only | Only paused subs remain | | Behavioral Flags | Ever churned/paused/reactivated | | Active Subscription Count | Current active count | | Cancelled Subscription Count | Total cancelled | | Churn Count | Total cancellations | | LTV Gross Revenue | Lifetime revenue | | LTV Net Revenue | (ChordOMS only) | | LTV Order Count | Total orders | | Avg Order Value | Average across orders | | Days Since First Subscription | Tenure | | Days Since Last Order | Recency | | Primary Product First Subscribed | First product | | Distinct Products Ever | Unique products | | Current Products Subscribed | Active products | | Is Prepaid Subscriber | Customer has ≥1 prepaid (non-gift) subscription. ChordOMS only. | | Is Gift Purchaser | Customer has purchased at least one gift subscription. ChordOMS only — resolved via original order. | | Is Gifted Subscriber | Customer is a recipient of a gift subscription. ChordOMS only. | ## Example business questions * Average LTV by cohort * % of winback users * Highest LTV by first product * Top active customers ## Notes & caveats * One row per **customer per provider** * LTV Net Revenue only available for **ChordOMS** * Winback = full churn + later reactivation * **Subscriber Category is a current-state snapshot**, not lifetime behavior * Gift/prepaid fields are **ChordOMS-only** * **Gift Purchaser and Gifted Subscriber can both exist** for the same subscription (different users) * These flags **do NOT override Subscriber Category** ## Glossary | Term | What it Means | How to Interpret / Use | Where You’ll See It in Chord Analytics | | ------------------------ | --------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Active Subscription** | A subscription that is currently ongoing. Includes both fully active and paused subscriptions. | Use this to understand the **current size of your subscriber base**. Note that paused users are still counted. | Subscription Metrics Daily (Active Count), Subscriber Journey (Is Active Subscriber), Subscriber Journey Monthly (Is Active Subscriber EOM), Product & Bundle Explores (Active Subscription Count) | | **Churn / Churned** | A subscription that has been cancelled. Does not include pauses. | Represents **true customer loss**. Track this to understand retention issues. | Subscription Metrics Daily (Churned Count, Churn Rate), Subscriber Journey (Is Churned, Churn Count), Monthly (Is Churned EOM, Cancellations This Month), Events Enriched (Event Type = canceled), Movements (status\_cancelled) | | **Winback** | A subscriber who cancelled all subscriptions and later returned by subscribing again. | Indicates **successful re-engagement** after churn. | Subscriber Journey (Is Winback), Subscriber Journey Monthly (Has Reactivated By EOM) | | **Reactivation** | A previously cancelled subscription that becomes active again (subscription-level). | Measures **recovery of churned subscriptions**. | Subscription Metrics Daily (Reactivated Count), Movements (status\_reactivated), Events Enriched (Event Type = reactivated) | | **Net New** | Net change in subscriptions: New + Reactivated − Cancelled. | Indicates **overall growth vs decline**. | Subscription Metrics Daily (Net New Count) | | **LTV (Lifetime Value)** | Total revenue generated by a subscriber across all subscription orders. | Use to understand **customer value over time** and compare cohorts or segments. | Subscriber Journey (LTV Gross / Net Revenue), Subscriber Journey Monthly (LTV Gross Revenue EOM) | | **EOM (End of Month)** | Metrics calculated as of the last day of a month. | Used for **consistent month-over-month comparisons** (retention, LTV growth). | Subscriber Journey Monthly (all EOM fields like Active EOM, LTV EOM) | | **Solo Subscription** | A subscription that contains only one product. | Helps identify products that perform well **individually**. | Subscription Product Metrics Daily (Solo Subscription Count) | | **Bundle** | A subscription that contains two or more products. | Useful for analyzing **product combinations and cross-sell behavior**. | Product Metrics (Bundle Subscription Count), Bundle Metrics Daily (all bundle fields) | | **Movement** | Any change in a subscription’s state (created, cancelled, paused, resumed, reactivated, quantity/price change). | Use to understand **operational changes and trends** in subscriptions. | Subscription Movements Daily (Movement Type, Category), Events Enriched (Event Type) | | **Provider** | The system managing subscriptions (Recharge, ChordOMS, CustomOMS). | Important context — **data availability and detail vary by provider**, which affects analysis. | All Explores (Provider filter present everywhere) | --- # Agent Instructions This documentation is published with GitBook. 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