The Subscriber Analytics dashboard provides you with a comprehensive view of your subscriber trends, helping you gain a deeper understanding of your audience's behaviors and preferences. By analyzing key metrics such as acquisition, retention, churn, and trial conversions, you can track the health of your subscriber base and optimize your growth strategies.
This dashboard includes four key report categories:
Overview: Track active subscribers, growth rates, new, reactivated, and churned subscribers.
Acquisition & Retention: Analyze new subscriber growth, reactivation rates, and retention trends.
Churn: Monitor churned subscribers and identify reasons for cancellations.
Trials: Evaluate trial performance, including conversion rates and ongoing trials.
Each report in these categories compares the current period to the same period in the previous time frame, providing valuable context for your analysis. In this article, we’ll guide you through the key features of Subscriber Analytics to help you track and manage your subscriber base effectively.
This dashboard is where you can track your subscriber trends and gain a deeper understanding of your audience.
Within the Subscriber Analytics dashboard, you will now have the option to view the following categories of reports:
Overview
Acquisition & Retention
Churn
Trials
Note: all values displayed in the reports are a comparison of the current period to the same period in the previous time frame. For example, if the time frame is filtered by “month” and the current date is August 14th, the current period will display data from August 1-14, which will be compared to July 1-14.
Overview
In the Overview category, you will see the following reports:
Active Subscribers: the number of current active subscribers. This should be close to what's shown on the People page.
Starting Active & Growth Rate: total subscribers active on the first day of each specified period and how much your subscriber base grew from one time period to the next.
Your growth rate is calculated by:
New, Reactivated & Churn: the number of new, reactivated, and churned subscribers you had over a specified time frame.
New: subscribers that subscribed for the first time in the period.
Reactivated: subscribers that subscribed again after having churned.
Churn: subscribers that stopped being a subscriber.
Migrated Subscribers: the number of subscribers that were migrated from other platforms over time.
Paused Subscribers: the number of subscribers who have paused subscriptions (available on the web and Android, when the feature is enabled). More details here.
Youtube Lead Generator: shows the top 10 channels that leads created via YouTube Lead Generator campaigns subscribe to.
Acquisition & Retention
In the Acquisition & Retention category, you will see the following reports:
New Subscribers: the amount of new subscribers by billing interval. Get insights on how acquisition campaigns impacted your acquisition numbers.
Reactivated Subscribers: the number of reactivated subscribers by billing interval. Understand if reactivation strategies were effective.
Note: "Other" includes "Quarterly" and "Semi-Annual" billing intervals.
Retention Cohort: each row of this chart represents a group of customers who started a subscription for the first time in the same month (cohort). The columns show the percentage of customers from each cohort who remained active, meaning subscribers had access to the subscription, in the subsequent months (months elapsed).
Use this chart to identify trends in customer retention, compare performance across different customer groups, and measure the impact of product changes or marketing campaigns.
Churn
In the Churn category, you will see the following reports:
Churned Subscribers: the number of subscribers that churned, which can happen due to them voluntarily canceling, out-of-date payment information, or subscription access being revoked by admin.
Note: "Other" includes "Quarterly" and "Semi-Annual" billing intervals.
Churn Rate: the percentage of the subscribers that were active but churned within the period.
This is calculated by dividing the number of churned subscribers by the number of subscribers that were active in the specified period.
Cancellation Reasons: the number of churned subscribers segmented by the reason replied on the cancellation survey.
Note: "No answer" means the subscriber did not answer the survey.
Trials
In the Trials category, you will see the following reports:
Trials by Status: the number of members on trial by status:
Ongoing: currently active trials;
Converted: trials that converted to paid subscriptions;
Expired: trials that ended without converting to a paid subscription;
Expired (on hold): trials that are awaiting payment.
Trial Conversion Rate: the percentage of all trials that converted.
Note: This is calculated by dividing the number of converted trials by the total number of trials (including ongoing).
Uscreen Analytics allows you to filter each of the reports above by time frame, date range, billing interval, and subscription plan.
Time Frame - see data within a specific measure of time (date, week, month, quarter, year)
Date Range - see data between two specific dates
Billing Interval - see data for a specific billing interval (monthly, quarterly, semi-annually, annually)
Subscription Plan - see data for a specific subscription plan.
MRR
In the MRR section, you will find the following metrics:
MRR: Monthly Recurring Revenue. A key metric for subscription-based businesses, MRR represents the predictable monthly income generated from existing customers.
How do we calculate MRR? Uscreen Analytics calculates MRR by taking the latest paid invoice amount for each member and dividing it by the number of months in their subscription period.
As an example, here is how MRR is calculated for one subscriber, based on an invoice of $120 for a yearly subscription paid on September 10, 2024: MRR = $120 / 12 months = $10 This will be this subscriber's MRR from September 10, 2024, until September 10, 2025.
Notes:
Subscribers who have not paid an invoice with a service period covering the selected date will be excluded from the calculation.
The MRR calculations consider all plan durations (monthly, quarterly, annual)
MRR is different from your actual revenue, you can learn more about that here.
MRR is a financial metric of business health, but it is not part of GAAP (Generally Accepted Accounting Principles), IFRS (International Financial Reporting Standards), or reported to a government entity.
Additional data in the MRR section
Growth Rate: the percentage increase or decrease in MRR compared to the prior period.
Current MRR by subscription plan: a breakdown of your current MRR by subscription plan.
MRR Breakdown:
New: MRR generated from new members
Expansion: MRR gained from members who have upgraded the monthly value of their plans
NOTE: A customer moving from an annual to a monthly subscription plan may result in Expansion MRR, as the monthly price of the subscription plan is often more than 1/12th of the annual price
Reactivation: MRR recovered from members who had previously canceled their plans (or had a gap in the billing cycles of their paid subscription invoices) and have returned
Contraction: MRR lost due to members who have downgraded their plans or are paying a lower amount (i.e. due to a discount)
Churn: MRR lost due to members who have canceled their subscriptions (or had a gap in the billing cycles of their paid subscription invoices)
Overall change: the net change in MRR resulting from New, Expansion, Reactivation, Contraction & Churn (Overall change = New + Expansion + Reactivation - Contraction - Churn)