Activation Insights Subscription Performance Board
The Subscription Performance Board is designed to evaluate and understand the value of subscription businesses managed in VX, with a focus on retention, passive and active churn, and the VX site licensing feature.
The content is organized into four main analytical use cases:
Overall Subscription Revenues and Value: Analyze the value of newly acquired and retained subscriptions. This page also identifies the growth of the subscription base and the revenue share from long-term vs. short-term subscriptions (e.g., annual vs. monthly plans).
Passive Churn Details: Understand why renewal payments fail and uncover opportunities to reduce passive churn using data-driven decisions.
Active Churn Insights: Gain data on subscribers turning off auto-renewal or canceling subscriptions, and evaluate Active Churn experiences in Composer.
Site Licensing Insights: Evaluate subscriber statistics related to site licensees and contracts.
The board defaults to a time period of the past 7 days, with period comparison enabled.
Overview tab
KPI tiles
The KPI tiles highlight key data on subscription management performance.
Subscription revenue overview: This set of KPIs provides insights into revenues managed via VX. For clients with multi-currency revenues, the Turnover metric automatically converts revenues into a default currency. Learn more about how the automatic exchange rate works in the documentation.
VX turnover as the value of total revenues including the new and renewal revenues
New VX turnover as the value of revenues obtained from new payment conversions
Renewal VX turnover as the value of all renewal payments for subscriptions
Subscription overview: Analyze the growth or decline of the subscription base with metrics such as:
Active subscriptions are a daily snapshot of all subscriber types across various terms, including Payment, Dynamic, Linked, Site Licensing, Gift, and External.
New subscriptions as the value of new subscriptions created in VX, upgrades are excluded from this number
Lost subscriptions represent the value of churned subscriptions.
Subscription revenue over time
Analyze revenue trends, spikes, or drops over time. Adjust the chart to view New VX Turnover or Renewal VX Turnover using the metric dropdown. To predict revenues or analyze anomalies, switch to the AXON chart type. More about AXON charts can be found in its documentation.
Active subscriptions over time
Understand subscription base growth or analyze new and lost subscriptions over time. The default metric is Active Subscriptions, which can be switched to New Subscriptions or Lost Subscriptions using the dropdown.
Subscription revenue by billing period over time
Identify revenue shares from short-term and long-term billing periods.
Revenue by term
To understand revenues as Total VX turnover or New VX turnover or Renewal VX turnover by term, please use the following charts. There are displayed top 10 terms and if you need to see the whole list, please expand the chart tile and use the table.
Revenue by resource
To understand revenues as Total VX turnover or New VX turnover or Renewal VX turnover by resource, please use the following charts. There are displayed top 10 resources and if you need to see the whole list, please expand the chart tile and use the table.
Passive churn
Passive churn represents the failure to renew subscriptions upon renewal due to various payment processing issues. The Passive Churn board page focuses on describing the volume of passive churn in existing subscriptions, providing detailed insights into the reasons for these failures, with an emphasis on annual and monthly subscriptions. The board is designed to help you understand how the Passive churn feature should be set up in VX.
Passive churn - Subscriptions with renewal failure
To understand the total volume of subscriptions that had renewal failure within the analyzed period see the initial charts on the Passive churn page.
Passive churn recovery rate - Subscriptions
To understand the volume of revenues impacted by passive churn but still recoverable because the subscriptions are in the grace period, refer to the following tiles. These are differentiated by the length of the billing period - monthly and annual.
If you need to see data for different billing periods, please use the tile filter to select a specific period.
Passive Churn - Subscriptions with renewal failure by terms
If you are wondering about the volume of passive churn in relation to specific terms, see the next charts. If you do consider setting up the Passive churn prevention scenario or targeting subscribers in grace via the C1x segment Expiring subscribers, this chart should help you to understand the specifics of passive churn per term.
Passive churn- Subscriptions with renewal failure by payment methods
To deep dive into details of payment methods that are attributed to passive churn use the following charts.
Passive churn- Subscriptions with renewal failure by payment errors
A payment error represents a decline code processed by the payment provider upon a failed renewal. The Passive Churn feature allows you to customize the renewal failure email based on the specific error message.
Passive churn- Subscriptions with renewal failure by retry attempts
The logic of retry attempts is tied to the length of the grace period. The charts help analyze the volume of failing subscriptions at various levels of retry attempts.
Active churn
Active churn is an essential aspect of retention. In the context of subscription businesses, it refers to proactive subscription cancellations or the customer disabling subscription auto-renewal. To optimize active churn, it is important to understand its volume, identify the factors driving it, and evaluate strategies that help to reduce it. The board page focuses on the evaluation of active churn, provides insights into the C1x segment Likelihood to Cancel, and offers the evaluation of the Active churn prevention feature.
Active Churn - Subscriptions Turning Autorenewal Off
Active churn evaluation relies on VX subscriptions. In VX, a subscription can either be canceled with immediate effect, or the customer can disable auto-renewal, allowing the subscription to expire at the next renewal date. It is important to monitor active churn events and to understand the volume of subscriptions that are still active but set to expire upon the next renewal because such subscribers can be targeted in Composer as C1x segment Expiring subscribers.
Active Churn - Subscriptions Turning Autorenewal Off by Billing Period
To understand differences in active churn by billing periods or to identify any time series anomaly, use the next chart. There are two default metrics to be used: “Expired subscriptions” and “Cancelled subscriptions”.
Active Subscriptions With Autorenewal Off by Term
If you are interested in the current subscription base which has auto-renewal turned off to identify an opportunity to win these subscribers back, see the next charts by a specific term. If you want to see the full list of terms, expand the chart tile.
Prediction Model - Likelihood to Cancel
The Likelihood to Cancel category of segments leverages Piano’s LtC algorithm to segment subscribers based on the likelihood they would cancel their subscription, allowing you to identify the biggest factors driving cancellation and target high and low-cancellation-risk subscribers individually. Models output a probability score between 0 to 100 for each subscriber based on their likelihood to cancel. Subscribers are then broken into 10 segments that can be targeted using Composer, with 0-9 as the least likely to cancel and 90-100 as the most likely to cancel.
Active Churn Prevention Experience
Active Churn Prevention is a feature that allows you to engage subscribers when they are on the verge of cancellation. Reacting to their actions in My Account with responsive and interactive Composer flows, you present targeted messaging, special offers, and feedback mechanisms stimulating user retention. The following section of the Active churn page in the subscription board focuses on the most important churn prevention KPIs to understand the ratios of customers exposed to churn prevention templates or upgrade offers.
Active Churn over Time
To understand the evolution of active churn and long-term trends, see the next chart with Active churn prevention exposed users and Subscribers prevented churn.
Active Churn - Churn Feedback Form
If you are collecting the churn feedback via Composer Show Form action, you can find key KPIs with collected responses in the last two tiles of the Active churn page. To see the full list of collected responses, expand the KPI tile.
Site Licensing
Site licensing is a VX feature that allows you to create a Licensee with your partners to redeem access to your site by visiting a landing page and registering. "Licensee" is the term for a group that you have a licensing agreement with, such as another company or a university.
Active Site Licensing Overview
The main KPIs show how many seats are managed in the Site Licensing feature, and what is the volume and ratio of redeemed site licensing accesses.
Active Site Licensing Users over Time
To see the trend of site licensing subscribers see the next chart.
Top 15 Site Licensing Terms & Activated Seats Rate for Top 15 Terms
To understand the top Site licensing contracts which are represented in data as terms, see the next charts.
Site Licensing - Details
The last table on the Site Licensing page on the board provides detailed insights into each Licensee and Site licensing contract. The KPIs available in this table are the following and a full list of contracts and licensees is available in expand tile mode.
Total site licensing seats: It is the maximum setup in VX if the maximum of seats is not defined, then it is empty
Active site licensing users: Number of users who redeemed the access and have the status “Active”
Pending site license users: Number of users with the status “Pending”. Pending status represents the user who has been invited but has not yet redeemed access.
Revoked site license users: Number of users whose access was revoked by a member of the client team.
Invalid email site license users: For email-based site licensing contracts - The user has an incorrect email.
Site licensing activated seats rate: Calculation: Active site license users / Total site license seats.
