Subscription History Trend

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Summary

The report shows how subscriptions evolve, including subscriptions created, saved, and cancelled helping you understand the dynamics of customer engagement with your subscription services.

Questions the report answers

• How do subscriptions create, saved, and cancelled trends compare over time?
• Are current acquisition and retention strategies effective?
• Is there a potential churn issue in the subscription service?

How to read the report

The line chart at the top displays trends in Subscriptions Created, Subscriptions Saved, and Subscriptions Cancelled over time, allowing you to assess your subscription base visually:

• Spot Overall Trends: Observe the general direction of each line (upwards, downwards, or stable) to understand long-term trends in acquisition, retention, and churn.
  • Increasing Subscriptions Created suggests strong acquisition, potentially due to successful campaigns or demand growth.
  • Increasing Subscriptions Cancelled may signal dissatisfaction or areas where retention strategies could be improved.
  • You can determine whether your subscription service is growing or shrinking by analysing the Subscriptions Created and Subscriptions Cancelled lines.
  • If Subscriptions Cancelled consistently exceed Subscriptions Created, this suggests a churn issue that may require deeper analysis, such as understanding reasons for cancellations or addressing customer pain points.
• Identify Seasonal Patterns or Campaign Impact: Spikes in Subscriptions Created or Subscriptions Cancelled may correspond to specific campaigns, promotions, or external factors. For example, a spike in Subscriptions Created might indicate the success of a seasonal promotion, while an increase in Subscriptions Cancelled could correlate with service or product changes.
• Assess Retention Strategies with Subscriptions Saved: A rise in the Subscriptions Saved line indicates successful re-engagement efforts, possibly through retention campaigns or interventions at cancellation points. This metric highlights how well you are retaining customers who initially wanted to cancel.
• Monitor Intersection Points: Look for points where the Subscriptions Cancelled line crosses above the Subscriptions Created line. If cancellations exceed creations, this suggests that you’re losing more customers than gaining, signalling a potential issue with overall subscription health.

Glossary

Subscriptions

The total number of individual subscriptions within the specific period. It is calculated by counting subscriptions (including multiple subscriptions held by the same customer).

Subscription Created

The total number of new subscriptions initiated by customers within a given period.

Subscription Saved

The number of subscriptions successfully retained within the specific period, following an attempt to cancel.

Subscription Cancelled

The total number of subscriptions terminated by customers within the specific period.