Subscription Cohorts Report
The subscription cohorts report gives you a better understanding of how your subscribers are retained over time. Similarly, it provides a visualisation into your churn for each cohort of subscribers who joined during a given month.
- How long after subscribing is a customer likely to churn?
- When customers reach a certain point in their subscription, are they likely to churn?
- When does churn stabilize for new subscriptions?
The % shown for each month indicates the amount of MRR (monthly recurring revenue) retained from the original start amount. So if the start value was $600 (MRR) and Month 6 said 50%, that means you've retained $300 of MRR by the 6th month.
Additionally, you can hover over a cell to see the numbers behind it:
With the above example, it would indicate that 34% of the cohort's start MRR remains, which is $844 in MRR. In the focused cell's period (Jul 2015), $11 of MRR ended.
On the top right of the report, you're able to switch from MRR to Subscribers, to see retention based off subscriber numbers.
You can also change it so instead of showing the % of the total start amount retained, it shows the % of the previous month retained, or the value itself retained:
At the bottom of the report, you'll find the weighted average retained %. This helps you see retention on average on a monthly basis for the included cohorts.
There are a couple things to keep in mind:
- Subscriptions that 'ended' in the same month (or somehow earlier) as they started are ignored.
- We only look at subscriptions with an 'end date' before the end of the current month. So if you are looking at the report on March 3rd, 2020, it only looks at subscriptions set to end before March 30, 2020.
- The 'end date' is:
- The date the subscription ended (or is set to end).
- If you consider on-hold subscriptions as churned (in the report settings here), we will try to use the date it went on hold as the 'end date'.