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 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 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)