Discover how Cleeng’s Subscriber Movement feature helps track, analyze, and manage subscription changes effectively for better customer insights.
Overview
The balance between new subscribers and subscriber churn drives your growth. It is important to view both churn and acquisition as key components of subscriber movement.
You can find your subscriber movement analytics in the Subscribe step of the Retention Journey
Measurement
Subscriber Movement is the net balance between gained subscribers (including new subscribers and winbacks) and churned subscribers within the selected period.
Important: A subscriber will be counted as churned only if they have no remaining subscriptions. If a subscriber has two subscriptions and cancels one, they will be counted as having been downgraded.
Analyzing Your Subscriber Movement
The subscriber movement chart is crucial for tracking the impact of churn on your overall growth rates. Consider the following scenarios:
Scenario A
- Subscriber count in January: 10,000
- Average acquisition rate: 12%
- Average churn rate: 10%
- Subscriber count in December: 11,003 (+1,003)
Scenario B
- Subscriber count in January: 10,000
- Average acquisition rate: 12%
- Average churn rate: 8%
- Subscriber count in December: 14,324 (+4,324)
The key takeaway here is that reducing churn—even by just a couple of percentage points—can dramatically improve your overall growth rates and lead to much higher subscriber numbers over time. This highlights the critical importance of keeping churn under control to boost long-term growth.
Offer Subscriber Movement
Offer Subscriber Movement shows the balance between acquisition and churn for each of your offers. You can find it in the Offer Dashboard.