Understanding the Retention & Churn Analytics Tab

The Retention & Churn drill down in your Analytics Overview explores an overview of cancelled subscriptions. You can view total cancellations over a time period, cancellation reasons, and more.

1 - Cancellation Chart

The Cancellation Chart displays a daily percentage, or raw number, of cancelled subscribers or subscriptions compared to the total number. You can customize the chart to display either Subscriptions or Subscribers, and a raw number or a percentage.

To qualify as a cancelled subscriber, a subscriber has to cancel all of their subscriptions.

We calculate cancellation rate using this formula:

Cancellation rate = number of canceled subscriptions (or subscribers) ÷ number of active subscriptions (or subscribers)

2 - Cancellation by Source Chart

The Cancellation by Source Chart displays a daily breakdown of all cancelled subscriptions. All cancelled subscriptions are split by where the subscription was cancelled from, including:

• Subscription Manager: Cancellations made directly by subscribers within the Subscription Manager.
• Customer Service (CSA): Cancellations made through Ordergroove’s Admin Customer Service Agent (CSA) page.
• API: Cancellations triggered via a cancellation request sent to Ordergroove’s API endpoint. These may result from custom code, a headless subscription manager, or an integration such as Gorgias.
• Other:
  • Disengaged: Cancellations due to passive churn, based on your configured threshold for Disengaged Subscription Concierge settings.
  • Prepaid Completed: Cancellations that occur when a prepaid subscription reaches the end of its term and does not auto-renew.
  • Product Discontinued: Cancellations resulting from a discontinued product. These may occur with or without subscriber notification, depending on your settings for silent cancellations.
  • Custom Cancellation: Cancellations made by an internal Ordergroove process or script at the request of the merchant, likely a one time circumstance.

3 - Cancellation by Reason Chart

The Cancellation by Reason Chart organizes all cancellations in the time frame based on the cancellation reason given by the customer's financial institution.

4 - Cancellation by Retention Chart

The Cancellation by Retention Chart breaks down the number of daily cancelled subscriptions based on how long the customer was subscribed:

• After the first successful recurring order: The number of subscriptions that were cancelled anytime after the first recurring order was successfully received. 

• Before the first successful recurring order: The number of subscriptions that were cancelled after the initial order was received but before the first recurring order was successfully sent.

• Within 24 hours: The number of subscriptions that were cancelled within 24 hours of placing the subscription. This value is usually looked at to understand any gaming of a subscription incentive or mistakes in a subscription opt-in. 

The breakdown of these counts can help you understand if customers are cancelling early in the opt-in process. 

5 - Cancelled Subscriptions Table

The cancelled subscriptions table lists all subscriptions that were cancelled over the time frame. For each cancelled subscription, the chart lists:

• Product

• Subscription ID

• Customer name

• Customer email

• Cancel reason

• Cancel date

Cancel Flow Analytics

1 - Started Cancel Flow Chart

The number of subscriptions that start the cancellation flow with the cancel button in the subscription manager.

It can display total number, percentage, or revenue impact. The percent represents the total number of cancel flows started divided by the count of active subscriptions.

2 - Completed Cancellation Chart

The number of subscriptions that completed the cancellation process after subscribers started it in the subscription manager. The percentage represents completed cancellations divided by the total number of cancellation flows started.

3 - Cancel Flow Metrics Table

This table shows how many subscriptions entered the cancellation flow and what action subscribers took:

• Date: The start of the timeframe (by week, day, or month)
• Started: Subscriptions that entered the cancellation flow
• Saved: Subscriptions where the subscriber chose an alternative action (such as pausing or skipping) instead of canceling
• Completed Cancellation: Subscriptions that completed the cancellation process
• Abandoned: Subscriptions where the subscriber closed the cancellation flow without taking any action

4- Cancellation Saves Chart

This chart shows a breakdown of subscriptions that were saved when subscribers chose an alternative to canceling:

• Paused: Subscriber paused their subscription
• Skipped: Subscriber skipped an upcoming order
• Swapped: Subscriber switched to a different product
• Discount: Subscriber accepted a discount offer
• Benefits Reminder: Subscriber chose to continue after reviewing their benefits

Note: Some options may show zero if they aren't enabled in your subscription manager.

5 - Subsequent Order Status After Save Table

This table tracks what happens to subscriptions after they were saved, helping you assess whether save offers actually retain revenue.

The table shows the outcome of the next order for each save action:

• Subscription saved: Total subscriptions saved through this action
• Pending: Orders that haven't processed yet
• Cancelled: Subscribers who cancelled before their next order
• Successful: Orders that successfully processed

Example: In the table below, 12 subscriptions chose to skip a shipment. Of those 12, 9 orders are still pending, 3 subscribers cancelled anyway, and 0 orders have successfully processed. This suggests that offering skip as a save option may not be effectively retaining revenue. You might consider running an experiment where you disable the skip option to see if it improves retention.

Customer Actions View

1 Customer Action

The Customer Action dropdown lists the available actions you can track, along with the total number of times each action was performed during the selected time frame. Including:

2 Action Chart

The Action Chart breaks down the total number of your selected customer action over the selected time frame. The default view is a bar chart, and you can toggle to a line chart:

1. Bar chart: Breaks down the customer action by where it was performed:
   • Subscription Manager: Actions performed by customers in their Subscription Manager
   • Customers (CSA): Actions performed by the merchant in Ordergroove's CSA (customer management) section
   • API: Actions performed via API, which can include third-party integrations like customer service CRM platforms 
   • Other: One-off actions performed by Ordergroove at your request in a support ticket, such as moving orders or performing 1-click actions
2. Line chart: Breaks down the number of customer actions over time in days, weeks, months, or years, based on your settings at the top of the page

3 Action Metrics

The metrics table breaks down the data used in the action bar chart. You can view a week-by-week breakdown of how many actions were performed and where they were performed.