Subscription Events Enriched Explore
Overview
Event-level lifecycle analysis.
- Grain: 1 row per event
- Purpose: analyze event sequences and churn drivers
When to use
- Identify events leading to churn
- Analyze time between events
- Study lifecycle journeys
- Understand post-event outcomes
Key dimensions & metrics
Field | Description |
|---|---|
Event Type | created, paused, canceled, etc. |
Event Date | Timestamp |
Event Sequence Number | Order in lifecycle |
Previous Event Type | Prior event |
Days Since Previous Event | Time gap |
Status Before | Status before event |
Next Event Type | Next event |
Days Until Next Event | Time gap |
Is Terminal Event | Last event |
Will Churn 30d / 90d | Forward-looking flags |
Days Until Churn | Time to cancellation |
Subscription Status Final | Final state |
Customer Event Sequence | Across all subs |
Is First Subscription Event | First-ever event |
Customer Subscription Count At Event | Active subs count |
Example business questions
- Events preceding cancellation
- Time from creation → churn
- Pause → resume vs cancel
- Churn probability after creation
- Event journey depth before churn
Notes & caveats
- Churn flags look forward from event
- Churn = cancellation only
- Event richness varies by provider
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) |