Customer Actions View

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.

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

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.

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 Payment Updates

The Subscription payment updates view shows you how often subscribers update their payment method, and how those updates relate to rejected orders and successful recovery. You can use it to understand whether subscribers are keeping their payment details current and how effectively payment updates are turning failed orders into successful ones.

A payment update is triggered whenever a subscriber updates their payment method, from either the Subscription Manager or the CSA. Because a subscriber is associated with a single payment method but may have multiple subscriptions, a single card update is proliferated across all of that subscriber's subscriptions. For example, updating one card can register as a payment update on 10 subscriptions. Keep this in mind when toggling between the Event and Subscriber views.

Note: Prior to May 2026, payment updates were not broken down by source. For time frames that include dates before this change, the chart displays these earlier updates as gray bars, since the source could not be distinguished. This historical data cannot be backfilled. To see the source breakdown, adjust your time frame to a more recent range (the view defaults to a single month).

Payment Updates on Rejected Orders

A line chart showing the share of rejected orders that received a payment update afterward, over the selected time frame. Toggle between the count (#) and percentage (%) views using the control in the top right of the chart.

Payment Updates on Rejected Order Metrics

This table breaks down rejected orders by rejection reason. Each row shows the rejection code (Rejection code) and message (Rejection reason), how many orders were rejected for that reason in the time frame (Rejected orders), how many of those subsequently received a payment update (Reject orders with payment update), and the resulting Payment update rate.

1st Successful Order After Payment Update

This table follows rejected orders through to recovery. Each row is keyed by the previous rejection code (Previous rejection code) and message (Previous rejection message), and shows how many of those orders saw a payment update after the rejection (Update after rejected order), how many are still Pending, how many were Cancelled, and how many placed successfully (1st successful #), along with the revenue recovered (1st successful $) and the success rate.

Note that a payment update does not guarantee a successful order. A subscriber might update their card and then cancel, skip, or pause the order, or they might update with another card that also fails (for example, due to insufficient funds). This is why the pending, cancelled, and successful counts won't always sum to the number of updates.

Payment Updates During Retry

A line chart showing the share of orders in retry status that received a payment update during the retry window, over the selected time frame. When an order is rejected, it enters a retry status with a pending window during which subscribers are encouraged to update their card. As with the rejected-orders chart, you can toggle between the count (#) and percentage (%) views.

Successful Retries After Payment Update

This table shows how orders in retry recovered after a payment update. Each row is keyed by the initial rejection code (Initial rejection code) and message (Initial rejection reason), and shows how many orders were in retry (Orders in retry), how many were updated during the retry window (Updated during retry), how many then placed successfully (1st successful #), the revenue recovered (1st successful $), and the Success rate. Because retry timing varies, an updated card may need to wait for the next retry attempt, so recovery is not immediate or guaranteed.

Frictionless Card Updates

Note: This chart is part of Early Access and is tied to the Frictionless feature. You'll only see this data if you have Frictionless Payments enabled. If you're not sure whether you have it, check out Frictionless Payments.

This view shows how many payment updates occurred through the Frictionless flow, and (when toggled to percentage) what share of total updates came through it. Frictionless updates are recorded under the API or Email source, depending on how the subscriber arrived at the form.

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.