Subscription Cohorts

16 Cohort Analysis subscription metrics coming from direct integrations with Recharge and Bold platforms

16 subscription cohort analysis metrics calculated with data coming from subscription platforms (Bold, Recharge + Smartrr + more coming son) You must connect your Subscription platform to be Peel in (go to your account and click Data > Datasources to add)

All of the following metrics also many segmentations available.

All segmented by Locations (cities, countries, states), Products (Product Types, Products, SKUs, Variants, Vendors), Subscriptions (Cancellation Reason, Day of the Month, Day of the Week, Order Frequency, Pre-paid)

See more below.

Cohort Metric

Description

Active Subscribers per Cohort

The number of active subscribers on any given day.

Active subscribers have subscriptions which are not cancelled or expired in any way. We currently do not temporarily decrease the count of “active subscribers” to omit skipped orders or paused subscriptions.

This metric shows your retention of your subscribers over time. You are able to see if a particular cohort month has a different retention pattern or if there are patterns with acquisition and churn.

Active Subscriptions per Cohort

The number of active subscriptions on any given day.

Active subscriptions are not cancelled or expired in any way. We currently do not temporarily decrease the count of “active subscribers” to omit skipped orders or paused subscriptions.

This metric shows your retention of your subscriptions over time. You are able to see if a particular cohort month has a different retention pattern or if there are patterns with acquisition and churn.

Cumulative MRR per Subscriber

Monthly Recurring Revenue divided by active subscriber, normalized into a monthly amount.

It is cumulative, so it looks at the amount of Monthly Recurring Revenue since the beginning of the Subscribers first subscription.

For example, if Month 1, the MRR is $20 per Subscriber and then on Month 2, the Cumulative MRR is $40, that is cumulative and the MRR earned is $20 per Subscriber. You can look at the MRR per Active Subscriber if you want to see the non cumulative analysis.

It’s important to notice that MRR is an indication of the monthly-equivalent revenue (think of subscriptions shipping every 6 weeks for example) and not an actual amount charged.

Cumulative MRR per Subscription

Monthly Recurring Revenue divided by active subscription, normalized into a monthly amount.

It is cumulative, so it looks at the amount of Monthly Recurring Revenue since the beginning of the Subscribers first subscription. Cumulative means it shows you the current Monthly Recurring Revenue, not each month's monthly recurring revenue - there is the non cumulative metric available for that analysis.

It’s important to notice that MRR is an indication of the monthly-equivalent revenue (think of subscriptions shipping ever 6 weeks for example) and not an actual amount charged.

Earned Profit per Subscriber

Cumulative earned profit per subscriber cohort across all of their subscriptions = MRR equivalent minus COGS revenue attributed to each month, per subscription. ie. If a customer pays for a 3-month subscription upfront, 1/3rd of the amount is added each month, unlike LTV that would display all profit on the month the charges occur on.

This is divided by the number of Subscribers in the Cohort.

Available only for Recharge

Earned Profit per Subscribers Cohort

Cumulative earned profit per subscriber across all of their subscriptions = MRR equivalent minus COGS revenue attributed to each month, per subscription. ie. If a customer pays for a 3-month subscription upfront, 1/3rd of the amount is added each month, unlike LTV that would display all profit on the month the charges occur on

This is the amount for the entire cohort.

Available only for Recharge

Earned Profit per Subscription Cohort

Cumulative earned profit per subscription = MRR equivalent minus COGS revenue attributed to each month, per subscription. ie. If a customer pays for a 3-month subscription upfront, 1/3rd of the amount is added each month, unlike LTV that would display all profit on the month the charges occur on.

This is the amount for the entire cohort.

Available only for Recharge

Earned Profit per Subscription

Cumulative earned profit per subscription = MRR equivalent minus COGS revenue attributed to each month, per subscription. ie. If a customer pays for a 3-month subscription upfront, 1/3rd of the amount is added each month, unlike LTV that would display all profit on the month the charges occur on.

This is divided by the number of Subscriptions in the Cohort.

Available only for Recharge

LTV per Subscriber

LTV is the lifetime profit from the subscribers.

LTV total revenue from subscribers, and subtracts, costs, refunds, discounts and divides that by the total number of subscribers in the cohort.

It is a cumulative metric

Available only for Recharge

Looks at actual revenue, so if someone paid for a 3 month subscription upfront. The revenue will be counted in the first month. Look at Earned Profit metrics where that revenue is dispersed according to contract value.

LTV per Subscriber Cohort

LTV is the lifetime profit from the subscribers in a cohort.

LTV total revenue from subscribers, and subtracts, costs, refunds, discounts. It is the cumulative amount for the entire cohort of subscribers.

It increases when customers come back and repurchase.

This is the amount for the entire cohort.

Available when charges data includes products (Recharge, Rodeo, Bold v2)

LTV per Subscription

LTV is the lifetime profit (net sales - COGS) from the subscriptions in a cohort.

LTV total revenue from subscribers, and subtracts, costs, refunds, discounts and divides that by the total number of subscriptions in the cohort.

It is a cumulative metric

It increases when customers come back and repurchase and spend more money each time.

This is the amount for the entire cohort divided by the number of subscriptions.

Available when charges data includes products (Recharge, Rodeo, Bold v2)

LTV per Subscription Cohort

LTV is the lifetime profit from the subscriptions in a cohort.

LTV total revenue from subscribers, and subtracts, costs, refunds, discounts. It is the cumulative amount for the entire cohort of subscriptions.

It increases when customers come back and repurchase and spend more money each time.

This is the amount for the entire cohort.

Available when charges data includes products (Recharge, Rodeo, Bold v2)

Lifetime Revenue per Subscriber

LTR is the lifetime revenue (net sales) from the subscribers.

LTR total revenue from subscribers, and subtracts, refunds, discounts and divides that by the total number of subscribers in the cohort.

It is a cumulative metric

Available when charges data does not include products (Bold v1)

Lifetime Revenue per Subscriber Cohort

LTR is the lifetime revenue (net sales) from the subscribers in a cohort.

LTR total revenue from subscribers, and subtracts, refunds, discounts. It is the cumulative amount for the entire cohort of subscribers.

It increases when customers come back and repurchase.

This is the amount for the entire cohort.

Available when charges data does not include products (Bold v1)

Lifetime Revenue per Subscription

LTR is the lifetime revenue (net sales) from the subscriptions in a cohort.

LTR total revenue from subscribers, and subtracts, refunds, discounts and divides that by the total number of subscriptions in the cohort.

It is a cumulative metric

It increases when customers come back and repurchase and spend more money each time.

This is the amount for the entire cohort divided by the number of subscriptions.

Available when charges data does not include products (Bold v1)

Lifetime Revenue per Subscription
Cohort

LTR is the lifetime revenue (net sales) from the subscriptions in a cohort.

LTR total revenue from subscribers, and subtracts, refunds, discounts. It is the cumulative amount for the entire cohort of subscriptions.

It increases when customers come back and repurchase and spend more money each time.

This is the amount for the entire cohort.

Available when charges data does not include products (Bold)

MRR per Active Subscriber

Monthly Recurring Revenue divided by active subscriber, normalized into a monthly amount.

MRR per cohort is a non-cumulative metric. It drops each months as the number of inactive customers drop too.

MRR is an indication of the monthly-equivalent revenue (think of subscriptions shipping ever 6 weeks for example) and not an actual amount charged. For that we have recently updated the LTV per subscriber cohort metric and Life time revenue which is a cumulative sum of actual charges, grouped by cohorts.

MRR per Active Subscription

Monthly recurring revenue (MRR) for each subscriptions in the cohort

MRR per cohort is a non-cumulative metric. It drops each months as the number of inactive customers drop too.

MRR is an indication of the monthly-equivalent revenue (think of subscriptions shipping ever 6 weeks for example) and not an actual amount charged. For that we have recently updated the LTV per subscriber cohort metric and Life time revenue which is a cumulative sum of actual charges, grouped by cohorts.

MRR per Subscribers Cohort

Cohort metric as a sum of MRR for subscribers in the cohort

MRR per cohort is a non-cumulative metric. It drops each months as the number of inactive customers drop too.

MRR is an indication of the monthly-equivalent revenue (think of subscriptions shipping ever 6 weeks for example) and not an actual amount charged. For that we have recently updated the LTV per subscriber cohort metric and Life time revenue which is a cumulative sum of actual charges, grouped by cohorts.

MRR per Subscriptions Cohort

Cohort metric as a sum of MRR for subscriptions in the cohort

MRR per cohort is a non-cumulative metric. It drops each months as the number of inactive customers drop too.

MRR is an indication of the monthly-equivalent revenue (think of subscriptions shipping ever 6 weeks for example) and not an actual amount charged. For that we have recently updated the LTV per subscriber cohort metric and Life time revenue which is a cumulative sum of actual charges, grouped by cohorts.

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Subscriber Cohorts & New/Returning Customers:

Subscriber Cohorts
Most subscription services that offer analytics often reference a customer as "New" from the time they've placed their first subscription order.

Peel, on the other hand, references all of your store orders and counts customers who have placed their first order in their respective cohort group regardless if it's a subscription order or one-time purchase.

New/Returning Customers
This same logic applies for how subscription services categorize "New" and "Returning" customers.

For subscription services, the first subscription is often a "New" customer. Peel, being connected to your store, may have seen a one-time order as their first order and counting them as "New", then a subscription purchase as the second order, marking it as "Returning".

Segmentation

All metrics above are computed around the subscriptions, so Peel segments by as many parameters available:

  • Product – shopify_product_id
  • Variant – shopify_variant_id
  • SKU – sku
  • Day of the month – order_day_of_month
  • Day of the week – order_day_of_week
  • Interval unit – order_interval_unit (days, weeks, months)
  • Interval duration – order_interval_unit and order_interval_frequency (combined both)
  • Cancelation reason – cancellation_reason