Discover how to boost retention, maximize CLTV, and grow MRR by understanding your Average Subscriber Lifecycle.
Overview
Average Subscriber Lifetime (ASL) also known as Average Days Retained, is a crucial metric for understanding subscriber behavior in your base. It provides insight into both active and churned subscribers and can be found on the Retain and All Purchases Overview dashboards.
ASL measures the number of days a subscriber stays with your service, whether they are still active or have churned. This metric, developed by Cleeng, helps subscription-based businesses optimize their customer retention strategies.
Growing the length of time subscribers remain active directly results in higher Customer Lifetime Value (CLTV) and Monthly Recurring Revenue (MRR), ultimately improving the return on acquisition efforts.
Measurement
The Average Subscriber Lifetime calculates the average number of days from the start of a subscription to either the current date (for active subscribers) or the churn date (for churned subscribers). This metric includes all subscribers, providing a comprehensive picture of the overall retention rate and lifecycle duration.
Note: Unlike previous versions, the metric now includes both active and churned subscribers. This change provides a more accurate representation of the entire subscriber base, allowing for a better understanding of typical retention behavior.
Key Insights
- Retention Duration: How many days are my subscribers retained for on average?
- Churn Risk Timing: At what point in their subscription do subscribers become more likely to churn?
- Churn Risk Reduction: After how many days does the risk of churn significantly decrease?
- Engagement Timing: When should I intensify my engagement messaging to maximize subscriber retention?
- Subscriber Categorization: How can I categorize a given subscriber as new, average, or mature based on their retention duration?