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The Subscriptions 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.
✏️ How to Use This Dashboard
The dashboard is divided into key sections that help answer different business questions:
Overview
Get a quick snapshot of subscription health. Use this to monitor active subscriptions and growth trends.Trials
Evaluate trial performance, including conversion rates and ongoing trials.New
Analyze how many new subscribers you’re acquiring and how reactivations are trending.Engagement
See how subscribers interact with your platform.Churn
Identify retention issues and track cancellation trends over time.MRR (Monthly Recurring Revenue)
Track subscription recurring revenue over time for subscribers paying through Uscreen.Group (Add-on feature)
Summarize activity by subscriber groups. Only available for customers with the the Group Subscriptions add-on.Benchmarks
Compare your performance with other sites within your industry.
In this article, we’ll guide you through the key features of Subscriptions Analytics to help you track and manage your subscriber base effectively.
If you have questions about how specific terms are defined (such as Active, New, or Churned), check the Glossary at the end of this article.
1. Overview
In the Overview category, you will see the following reports:
Active Subscriptions: the number of current active subscriptions
In Trial: the number of currently active trials
Current MRR: the amount of the monthly recurring revenue from your active subscribers (based on available invoice history)
Active Subscriptions Created Via API: the number of active subscribers who were added to your platform through the API or Zapier integration.
Active Migrated Subscriptions: the number of active subscriptions that were migrated from other platforms.
💡 Please note: These five cards are meant to provide a high-level glance at your key subscription metrics at the present time and do not update with the date range and the origin filter.
Starting Active & Growth Rate: total subscribers active on the first day of each specific period and how much your subscriber base grew from one time period to the next.
When you hover over the "Starting Active" chart, you can also see the following metrics:
Active: Total subscribers who were active at any point during the period (this includes subscribers who churned during that time).
Ending Active: Total subscribers active on the last day of each specific period.
Your growth rate is calculated by:
New, Reactivated & Churn: the number of new, reactivated, and churned subscribers you had over a specified time frame.
Migrated Subscriptions: the number of active subscriptions that were migrated from other platforms over time.
Paused Subscriptions by Status: A time-based chart showing the number of pauses (available on the web and Android, when the feature is enabled - more details here), grouped by their current status:
Churned: Members who canceled after or during the pause period.
Saved: Members who resumed their subscription after the pause.
On Hold: Members who completed their pause but haven’t yet paid the following invoice, meaning they are on hold.
Ongoing: Members currently in an active pause period.
2. 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).
Cancellation Reasons: the number of cancelled trials segmented by the reason replied on the cancellation survey.
FAQ
Why is the number of "In Trial" members different in my Analytics report compared to the Subscriptions or People pages?
This difference can happen due to two factors:
Data Timing: Analytics reports only display data up to the last complete day, while the Subscriptions and People pages show near real-time data.
Inclusion Criteria: Analytics pages include only actual trials, whereas the other two pages page may also count:
Referral Rewards: Members who successfully refer a friend and receive one free month are marked as "Trialing" during this period.
Admin Adjustments: If an admin manually changes a member's next billing date, the member will appear as "Trialing" until the next payment date.
3. New
In the New category, you will see the following reports:
New Subscriptions: the amount of new subscribers by billing interval. Get insights on how acquisition campaigns impacted your acquisition numbers.
Acquisition Rate: calculated by dividing the number of new subscriptions by the number of active subscriptions in the period.
Reactivated Subscriptions: the number of reactivated subscribers by billing interval. Understand if reactivation strategies were effective.
Reactivation Rate: calculated by dividing the number of reactivated subscriptions by the number of active subscriptions in the period.
💡 Please Note: "Other" includes "Quarterly" and "Semi-Annual" billing intervals.
4. Engagement
The Engagement report helps you understand how subscribers are actively using your platform. These insights are designed to help you strengthen retention by identifying who's engaged, who's at risk of churning, and how users are interacting with your content and community.
All views in this report use the following definition of active:
A subscriber is considered active if they signed in, watched content, engaged with a video (favorited, commented, liked a comment, added to a playlist, or added video notes), or participated in your community (posted, commented, liked, participated on a challenge, or sent a direct message).
1. Active Users
The top card shows the number of active users and the percentage of total subscribers who were active in the most recent period of the selected timeframe (e.g., the most recent day, week, or month).
The bar chart below shows how the number of active users has changed over time within the selected timeframe. Use this chart to track:
DAU (Daily Active Users)
WAU (Weekly Active Users)
MAU (Monthly Active Users)
Quarterly or yearly engagement trends
💡 How to use this visualization:
Monitor engagement trends over time, assess the impact of content or marketing efforts, and detect early signs of disengagement.
2. Active Users (%) Over Time
This line chart shows the percentage of your total subscribers who were active during the selected period. Calculated as:
Active Users (%) = Active Users ÷ Total Subscribers
The chart also breaks activity down into categories:
Active Users (any activity)
Watched Content
Engaged with Content (favorited, commented, liked a comment, added to a playlist, or added video notes)
Active in Community (posted, commented, liked, or sent a direct message)
💡 How to use this visualization:
Identify what types of activity are driving engagement
Spot shifts in behavior (e.g. more watching, less community participation)
Tailor re-engagement and retention strategies to the type of usage that’s declining
3. Subscribers by Last Active Date
This bar chart shows a snapshot of current subscribers, grouped by the last time they were active. Segments include:
Active: activity in the past 7 days
Lapsing: active 8–30 days ago
Inactive: active 31–60 days ago
Dormant: no activity for over 60 days
Never Active: subscribers who have never had any activity
You can also:
Toggle benchmark data to see how your engagement compares to the industry
View an insight card that highlights how your performance compares to the average, with suggestions on how to approach each segment
💡 How to use this visualization:
Nurture active and lapsing subscribers to keep them engaged with content suggestions or community prompts.
Re-engage inactive users (31–60 days) with targeted outreach or campaigns.
Identify dormant users (60+ days) and approach them with care, as they’re at higher risk of churning.
5. Churn
In the Churn category, you will see the following reports:
Churned Subscriptions: 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.
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.
Average Retention Rate: shows the average retention in the selected period broken down by billing interval.
Use it to get a high-level view of overall retention. For deeper insight into trends and the effectiveness of specific changes, refer to the cohort chart above.
Cancellation Reasons: the number of churned subscriptions segmented by the reason replied on the cancellation survey.
Note: "No answer" means the subscriber did not answer the survey.
6. 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.
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)
FAQ
What is MRR?
MRR (Monthly Recurring Revenue) is a key metric for subscription-based businesses. It represents the predictable monthly income generated from active subscribers.
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.
Do price changes or discounts affect MRR?
Yes, price changes, discounts, and balances applied will affect MRR because they affect the amount paid by the subscriber, which is the metric used in the MRR calculation.
Do changes in fees affect MRR?
No, changes in fees do not affect MRR, since it is based on the amount subscribers pay—before fees are applied.
Are all active subscribers included in the MRR calculation?
As long as the subscriber has a paid invoice covering the selected period, even if the amount paid is $0, they will be included in the MRR calculation.
Does MRR consider all subscription plan types?
Yes, MRR calculations include all plan durations (monthly, quarterly, annual). The calculation adjusts according to the specific plan the subscriber is on.
Is MRR different from Revenue?
Yes, you can learn more about that here.
💡 Please Note: 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.
7. Groups
The Groups report provides a summary of subscriber activity by group. You can filter by date range and group subscription to view key metrics, including:
Sign-ins: The number of times the member signed in.
Watch time: The total amount of time the member spent watching content.
Content views: The number of video views.
Content engagement: The number of times the member interacted with content — including comments, likes on comments, playlist adds, favorites, and video notes.
Community interactions: The number of times the member participated in the community, including posts, comments, likes and direct messages.
The report also shows how long it's been since each subscriber was last active (signed in, interacted with the community, watched or engaged with content).
💡 Please note: this report is only available to customers with the Group Subscriptions add-on enabled. Learn more about this feature here.
8. Benchmarks
To learn more about the Subscription Benchmarks report, check out our detailed help article for insights on how to compare your subscription performance with industry results.
🔍 Filters
Subscription Analytics allows you to filter each of the reports above by:
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.
Group Subscription - filter the data to show only subscribers in a selected group subscription.
📖 Glossary
Here are the main terms you’ll see in Subscription Analytics:
Active Subscriber
A subscriber with an active subscription record. This includes:Subscribers in Pause, On Hold and Pending Cancellation status — even if immediately after signup.
Subscribers with an active subscription who are not billed through Uscreen (e.g., migrated subscribers or those created via API/Zapier).
💡 Please Note: This definition aligns with what you see in the Subscriptions and People tabs. However, you may notice slight differences because:
Subscriptions/People tabs update as soon as events occur.
Analytics reflects data up to the end of the last completed day.
New Subscriber
A subscriber is counted as new the first time they purchase or are granted access to a subscription.
💡 Please note: A subscriber is counted as new even if their first payment is overdue (On Hold status). If the payment isn’t completed, the subscriber will later be counted as churned.
Churned Subscriber
A subscriber whose subscription has ended, including those who canceled voluntarily, those who churned due to unpaid invoices, or those whose access was removed.Retention
The percentage of subscribers who remain active over a given period, showing how well you keep existing subscribers from churning.Reactivated Subscriber
A subscriber who previously churned and later purchased or was granted access to a subscription again.Current MRR
Monthly recurring revenue from subscribers with active invoices.Paused Subscription
A subscription in a temporary pause state. Learn more about this feature here.Growth Rate
The percentage change in a given metric compared to the previous period (e.g., starting active subscriptions or MRR).Active User
A subscriber that signed in, watched content, engaged with a video (favorited, commented, liked a comment, added to a playlist, or added video notes), or participated in the community (posted, commented, liked, participated on a challenge, or sent a direct message).