The Customer Actions view gives you a detailed breakdown of the key actions your subscribers take — and what those actions reveal about their behavior. Use it to go beyond aggregate counts and understand the direction, magnitude, and patterns behind what your subscribers are doing, so you can adjust to their behavior.
Customer Actions Overview
Customer Actions is a tab within the Analytics > Retention & Churn section of your Ordergroove Analytics. It's organized around individual subscriber actions, each with its own dedicated view. Selecting an action from the Customer Action dropdown at the top of the page filters the entire view to that action and loads a set of charts specific to it.
In addition to action-specific charts, every action includes a shared Action Chart and Action Metrics table that break down when and where each action was performed. This article covers each available action and what its dedicated view shows.
Customer Action Dropdown
The Customer Action dropdown lists every available action you can track, along with the total number of times each was performed during the selected time frame.
| Event | Description | Can be triggered more than once for a single order? |
|---|---|---|
| Order date changed | Triggered when an order's scheduled date is modified. | Yes |
| Subscription SKU Swap | Triggered when the product associated with a subscription is changed. | Yes |
| Order send now | Triggered when an order's scheduled date is moved to today, causing the order to be placed as soon as possible. | No |
| Subscription frequency change | Triggered when a subscription's delivery frequency is modified. | Yes |
| Subscription quantity change | Triggered when a subscription's quantity is modified. | Yes |
| Order skipped | Triggered when an order is skipped. The order is canceled and will not be placed. | No |
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:
-
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
- 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
Action Metrics
The metrics table breaks down the data used in the Action Chart. You can view a week-by-week breakdown of how many actions were performed and where they were performed.
Event vs. Subscriber view
The Action Chart and Action Metrics table can be toggled between two views. Event (default) counts every time an action was performed, so a single subscriber can contribute multiple counts. Subscriber counts each subscriber only once, regardless of how many times they performed the action.
Here is an example of the Order Date Changed Action Chart and Action Metrics, along with the Event-Subscriber toggle:
Order Date Changed
The Order Date Changed view shows you whether subscribers are pulling their orders forward or pushing them out — and by how much. This helps you identify patterns like seasonal rushes, last-minute delays, or habitual reschedules that may signal dissatisfaction.
Order Date Change Direction
A donut chart that breaks down all order date changes by direction:
- Changed later: The order was rescheduled to a future date
- Changed earlier: The order was moved to an earlier date
- Unchanged: The date change event was triggered but the date did not change
Order Date Changed Later
A bar chart showing the distribution of how far out subscribers push their orders, broken down by number of days. Use this to understand whether subscribers are making small adjustments or significantly delaying their next order.
Order Date Changed Earlier
A bar chart showing the distribution of how far forward subscribers pull their orders, broken down by number of days. High volume in shorter intervals can indicate strong demand or low inventory anxiety.
Subscription SKU Swap
The SKU Swap view shows you which products are swapped most frequently and whether subscribers are trading up or down in price. Use this to identify products with high swap-out rates, spot emerging preferences, and understand how SKU swaps may be affecting revenue.
Subscription SKU Swap Price Change Direction
A donut chart that breaks down all SKU swaps by their price impact:
- Increased: The subscriber swapped to a higher-priced SKU
- Decreased: The subscriber swapped to a lower-priced SKU
- Unchanged: The swap involved a SKU at the same price point
From/To SKU Swap
A table listing every swap pair recorded during the selected time frame. Each row shows the SKU subscribers swapped from and the SKU they swapped to, along with the total number of times that swap occurred (Swap #), what share of all swaps it represents (Swap %), and the average revenue impact per swap (Swap $). Use this to see exactly which product combinations are driving swaps and whether those swaps are helping or hurting revenue.
Subscription Frequency Change
The Frequency Change view shows you whether subscribers are moving to more or less frequent deliveries, and which delivery intervals they're switching to most. Use this to understand whether your default frequency is meeting subscriber needs and where your most popular intervals cluster.
Subscription Frequency Change Direction
A donut chart that breaks down all frequency changes by direction:
- Increased: The subscriber moved to a more frequent delivery schedule
- Decreased: The subscriber moved to a less frequent delivery schedule
- Unchanged: The frequency change event was triggered but the interval did not change
From/To Frequency
A table listing every frequency pair recorded during the selected time frame. Each row shows the interval subscribers changed from and the interval they changed to, along with the total number of times that change occurred (Action #) and what share of all frequency changes it represents (Action %). Use this to pinpoint exactly which intervals subscribers are moving between and whether they're generally compressing or extending their delivery cadence.
Subscription Quantity Change
The Quantity Change view shows you whether subscribers are increasing or decreasing their quantities, and by how much. Use this to identify high-value growth signals (subscribers upping quantities) as well as early warning signs of disengagement (subscribers scaling back before canceling).
Subscription Quantity Change Direction
A donut chart that breaks down all quantity changes by direction:
- Increased: The subscriber increased their quantity
- Decreased: The subscriber decreased their quantity
- Unchanged: The quantity change event was triggered but the quantity did not change
Subscription Quantity Increased
A bar chart showing how many units subscribers added per change event, grouped by increment (e.g., +1, +2, +3). Use this to understand the typical scale of upsell behavior and whether most increases are modest adjustments or larger volume changes.
Subscription Quantity Decreased
A bar chart showing how many units subscribers removed per change event, grouped by decrement (e.g., -1, -2, -3). Clusters at smaller decrements may reflect routine adjustments, while larger decrements can be an early churn signal worth monitoring.
From/To Quantity
A table listing every quantity pair recorded during the selected time frame. Each row shows the quantity subscribers changed from and the quantity they changed to, along with the total number of times that change occurred (Action #) and what share of all quantity changes it represents (Action %).
Order Skipped
The Order Skipped view lets you explore patterns in how your subscribers skip orders. Use it to understand how skip behavior is distributed across your subscriber base and identify whether repeat skipping is concentrated among a small segment.
Subscribers by Order Skips (Past 12 Months)
A horizontal bar chart showing how many subscribers have skipped a given number of times over the past 12 months. Each bar represents a skip count (0 skips, 1 skip, 2 skips, and so on), with the number of subscribers and their share of your total subscriber base. Use this to understand how common skipping is and whether high-frequency skippers represent a meaningful portion of your base. Click See all to expand the full distribution beyond the default top rows.
Note: This chart is currently in Beta. Ordergroove is actively iterating on this view — you can share feedback by scheduling a feedback session directly from the chart.
Order Send Now
The Order Send Now view tracks instances where a subscriber moved their scheduled order to today for immediate processing. This action cannot be triggered more than once per order.