Subscriber Journey Explore

4 min

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 Looker
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)