Within this dashboard, you are able to view your customer count, the charges per customer, and the average sales per charge. The Customer cohort dashboard allows you to gain insights on customer retention and if the customers are staying active after they checkout.
Before you start
This dashboard is only available to merchants with Enhanced Analytics. For more information about the feature, visit ReCharge Enhanced Analytics.
Customer cohort dashboard overview
The three primary data points included in the Customer cohort dashboard:
- Cohort count – Number of customers who signed up within the user-selected timeframe.
- Charges per customer – Average number of charges to date generated by the customers in the cohort.
- Sales per charge – Average total sales amount per charge by cohort.
- Total canceled % - Percentage of customers who canceled within the user-selected timeframe.
It is important to note that this view segments on new customers that entered the active state during the selected timeframe. The analysis helps you look at how that new customer segment performed over time.
ReCharge considers the sign-up date of a customer based on the very first sign-up event. If a customer has multiple subscriptions, they will always be grouped into a signup cohort based on their first signup date.
ReCharge does not capture status changes if a purchased item is canceled and reactivated. For example: if a customer has one subscription, and that subscription goes from active to canceled to active again, we will see sign up as the first activation date, and will see them as having an active subscription during this whole time period.
Overview and Customer Churn
Both of these dashboard charts look at the latest charge for each customer (latest charge as of the complete day prior) and classifies that charge based on some or all of the following criteria:
- Number of Active Subscriptions
- Charge Status
- Charge Error Type (applicable only if charge status is an error)
- Charge Error Type Parent Category (applicable only if charge status is an error)
- Error Retry Flag (is this error an error type that will be retried?)
The different combinations of values in the categories above then results in the following churn classifications:
|Active Customers - No Credit Card Risk||These are customers who have at least 1 active subscription and whose latest charge status is partially_refunded, refunded, success, skipped, or queued without any errors. Basically, these are active customers with no immediate payment processing ambiguity.|
|Active Customers - Credit Card Risk||These are customers who have at least 1 active subscription and whose latest charge status is an error that will NOT be retried. Types of errors that fall into this category can include payment processing type errors, merchant-side errors, recharge-side errors, and fraud errors.|
|Active Customers - In Dunning||These are customers who have at least 1 active subscription and whose latest charge status is an error that will be retried. The only type of error that falls into this category are payment processing errors.|
|Churned Customers - Active Churn||
These are customers with 0 active subscriptions and whose latest charge status is partially_refunded, refunded, success, skipped, or queued without any errors. Basically, these are customers who canceled without any issues. Please see the ‘Caveats’ section below for more details.
|Churned Customers - Passive Churn||
These are customers with 0 active subscriptions and whose latest charge’s status is an error of any type (i.e. includes both retry and non-retry type errors)
|Customers w/ Unexpected Errors||
This is a sink for customers whose latest charge is skipped or queued with a non-null error type. While there shouldn’t be many if any customers in this category, any scenario otherwise is a cause for concern.
The logic around which types of errors will be retried is accurate for Braintree but still needs to be fully validated for Stripe and Authorize.net.
Hard-deleted records will result in unexpected customer states. One example of this is a customer that has 0 active subscriptions but whose latest charge has a status of queued with no errors (currently defined under ‘Churned Customers - Active Churn’ following developer guidance).
This is not supposed to exist as canceled customers are supposed to have all their pending charges wiped. Another example is one where the customer has no corresponding charge record (the latest charge’s status is null). Again, this is not supposed to exist either but these are edge cases to keep in mind.
Customer Cohort Today Table
Within this chart, you can view data on a more granular level, breaking down customers by churn classification, and determining the percentage of customers per classification, as well as the total number of customers in each classification.
Purchase Items (Subscriptions)
This chart breaks down the number of subscriptions that are currently in dunning, subscriptions with payment-related problems that are being retried, based on the number of times the charge has been attempted.
You can also view the most popular reasons for canceling, and how many customers chose that reason for ending their subscription. Customers will be counted multiple times if they gave multiple reasons for canceling.
Reach out to the ReCharge support team if you have any questions about how to interpret the data, or join our weekly office hours on Mondays at 12 PM PDT for a demo by visiting Enhanced Analytics Weekly.