Track, predict, and act on churn with the Retain Dashboard. Analyze churn rates, subscriber behavior, and retention trends to reduce cancellations.
Overview
The Retain Dashboard allows you to track, predict, and act on subscriber churn patterns. Here are some of the important metrics you will find on this dashboard:
- Monthly and Annual Churn Rates: Analyze short- and long-term churn trends.
- Subscriber Cancellation Reasons: Understand why customers leave.
- Upcoming Subscription Renewals: Monitor renewal performance.
This dashboard gives you a clear picture of the health of your subscriber base.
Overview Tab
This tab provides the following insights:
Summary:
- Subscribers Churned This Month: Number of customers who have churned their subscriptions in the current month.
- Churn Rate This Month: Percentage of your overall subscriber base that has churned so far this month.
- Average Subscriber Lifecycle: The typical duration a subscriber remains active.
- Average Lifetime of Churners: The average duration subscribers remain active before churning their subscriptions.
Recent Activity:
- Churned Subscriptions Daily: Tracks subscriptions churned over the past 30 days, categorized into:
- Voluntary churn (customer-canceled).
- Involuntary churn (payment failures).
- Churn Reasons Submitted: Displays reasons provided by customers for canceling subscriptions, including specific cases like "broadcaster churn." This occurs when a publisher independently churns subscribers due to reasons such as withdrawing an offer or correcting an issue where entitlements were mistakenly granted without payment. Vague responses like "other" are excluded.
For deeper churn insights per offer and distribution channel, visit the Offer Dashboard.
Evolution Tab
This tab offers a historical view of retention trends:
Visualizations:
- Monthly Churn Rate: Tracks churn for free and paid customers.
- Annual Churn Rate: Provides a broader view of churn trends.
- Retention Rate: Cohort retention analysis showing the percentage of subscribers active X months after signing up.
- Cohort Retention: This metric tracks the percentage of active subscribers within specific time-based groups (cohorts), such as customers who joined during the same month. In Cleeng, the cohort retention metric specifically measures the percentage of subscribers who remain active in a given month.
Insights:
Cohort retention analysis helps uncover trends by identifying how subscriber behavior evolves over time. By tracking retention across different cohorts, you can pinpoint when churn occurs most frequently, evaluate retention strategies, and better understand the customer lifecycle. For example, if retention drops significantly after the second month, it signals the need for engagement initiatives during this critical period.
Understanding when subscribers are most likely to leave helps focus retention efforts on critical lifecycle stages. For instance, if 50% of churn occurs within the first two months, prioritizing engagement during this period can significantly improve retention.
Cancellation Tab
This tab focuses on tracking and understanding subscriber cancellation behavior, particularly early termination requests, where subscribers initiate cancellation but retain access until the end of their billing cycle. These events, often overlooked, are critical for identifying customer intent to churn, providing a window of opportunity for proactive retention efforts.
Key Features:
Clear Metrics: Visualize key cancellation data, including early requests and final churn events, in an accessible format.
Segmented Insights: Analyze cancellation trends by subscriber profile, region, or subscription type to uncover actionable patterns.
Retention Performance Tracking: Measure the impact of retention strategies like targeted campaigns, discounts, or communication touchpoints.
Additional Metrics:
- Total Cancellations: The count of all cancellations within the selected timeframe.
- Cancellation Rate: The percentage of cancellations relative to the total active subscribers.
- Retained after Cancellation: The number of subscribers retained after initially canceling.
- Cancellations by Channel: The count of cancellations segmented by subscription acquisition channel.
- Cancellations by Offer: The count of cancellations for the top 10 offers with the highest cancellations.
- Cancellations Trend: The daily count of cancellations over time.
- Cancellation Reasons Trend: The count of cancellations by reason provided by users (excluding 'No reason given').
How it can help you:
Identify At-Risk Subscribers: Spot patterns, such as cancellations at mid-cycle or during price changes, to prioritize at-risk cohorts.
Track Trends: Monitor cancellation rates over time to understand the influence of internal changes or external market factors.
Evaluate Interventions: Compare pre- and post-campaign performance to assess the success of retention initiatives.
Facilitate Collaboration: Centralized and shareable insights help align teams across marketing, customer support, and product for cohesive retention efforts.
By bridging the gap between early cancellation signals and actionable strategies, the Cancellation Tab empowers decision-makers to act quickly, optimize retention plans, and reduce subscriber churn effectively.
By leveraging the Retain Dashboard's predictive insights and targeted actions, you can proactively enhance subscriber retention and optimize revenue growth.