Subscriber Journey Monthly Explore

4 min

Overview

Monthly snapshots of subscriber state.

Grain: 1 row per subscriber per month

Purpose: retention + LTV progression analysis

When to use

Cohort retention curves

LTV growth over time

Monthly churn/reactivation patterns

MoM reporting

Key dimensions & metrics

Field	Description
Snapshot Month End Date	Month end
Cohort Month	First subscription
Months Since First Subscription	Cohort age
Is Active Subscriber EOM	Active at month end
Is Churned EOM	Churned at month end
Active Subscription Count EOM	Active count
LTV Gross Revenue EOM	Cumulative revenue
LTV Order Count EOM	Cumulative orders
Orders This Month	Monthly orders
Revenue This Month	Monthly revenue
New Subscriptions This Month	New subs
Cancellations This Month	Cancelled subs
Has Churned By EOM	Ever churned
Has Reactivated By EOM	Ever reactivated
Churn Count By EOM	Total cancellations

Example business questions

Retention curve by cohort

LTV growth curves

Monthly subscription revenue

Churn timing by lifecycle

Notes & caveats

EOM = End of Month

Rows only exist after subscriber creation

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)

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