(3 min read)
The new subscriber metric is one of the most essential metrics to monitor for any subscription business. It can be viewed in the Subscribe step of the Retention Journey.
Measurement: The total number of new subscribers acquired during the selected time period.
Note that the creation of a new subscription by a currently active subscriber will not be included in this calculation. That action will instead be captured as a subscriber upgrade or downgrade. Trial subscribers will be included unless you set a filter to exclude them. You should also remember that a new annual subscriber will be counted just once.
In the subscriber evolution chart, the new subscriber count for each data point is calculated using your time aggregation type. Take the example of a 6 month time period aggregated by months. Each new subscriber chart point will show the number of subscribers acquired between the beginning and the end of that 1 month increment.
Analysing your New Subscriber Trend
Your new subscriber count has relevance for both long- and short-term analysis. In the longer term, you should use the trend to spot seasonal volatility and your overall acquisition trend.
In the short term, the new subscriber metric should be used to measure the outcome of recent investments in acquisition. These investments may be in content, feature development, advertising campaigns or any number of other product attributes.
As important is the outcome of investment in retention. The relationship between the new subscriber and active subscriber trend is useful heuristic for assessing whether acquisition or retention is stronger within your business.
Try to identify any of the following 3 trends:
An upward curve in the new subscriber trend-line relative to the active subscriber trend-line reflects relatively stronger acquisition performance
An upward curve in the active subscriber trend-line relative to new subscriber trend-line reflects a relatively stronger retention performance
Closely aligned active/new subscriber trend-lines reflect a relative balance between performance in these two areas