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Your engaged subscriber metrics measure the intensity of product engagement across your entire subscriber base. It is a key measure of product-market fit, and an important health indicator for your subscription business as a whole.
The SRM Dashboard counts engagement at the level of individual days. If a subscriber accesses content, they are counted as having engaged on that day. This data is based on entitlement checks sent to the Cleeng platform.
In the SRM Dashboard you will find 3 metrics that you can use to track engagement intensity, daily, weekly, and monthly engaged users.
- Accounts with engagement yesterday: The average number of unique subscribers engaging with your content in a calendar day
- Accounts with engagement in last 7 days: The average number of unique subscribers engaging with your content in week
- Accounts with engagement in last 30 days: The number of unique subscribers engaging with your content in a 30 day period
Analysing your engaged subscriber metrics
The first step for using your subscriber engagement metric appropriately is to fit it with your business. The SRM dashboard is designed to make this as simple as possible There are 2 steps:
- Quantify the target usage behavior for your product
- Measure the level of alignment with this model based using current statistics
1. Soccer Inc. provide highlight shows from the top European soccer leagues. They have 100,000 subscribers. Based on the core product strategy, the primary user behavior model is focused on weekly, not daily engagement. However, daily engagement is also targeted to identify customers who are prospects for higher value subscriptions.
The target engagement level is 80% of subscribers engaged weekly, and 20% of subscribers engaged daily.
2. The actual engagement levels are 77,145 engaged weekly (77.15%), and 7,201 engaged daily (7.2%).
Soccer Inc. have a weekly engagement gap of 2.85%, and daily engagement gap of 12.8%. We can also see that they have an inactive cohort of almost 4%.
These engagement gaps serve as measurable, relevant, and clearly defined targets for planning actionable engagement strategies. For Soccer Inc, the weekly gap of 2.85% suggests the working user behavior model is a good fit.
The daily engagement gap of almost 13% suggests a poor fit. Either the usage model should be revised, or efforts to drive daily engagement should be intensified
Some additional factors should be considered here. The first is seasonality. The same engagement models may not be appropriate for all points in the year. The second is the churn risk associated with different engagement levels.
While churn risk should not determine your engagement model, it will determine the urgency of closing your engagement gaps. To learn how to understand your engagement-churn relationship, click here.