The Customer Actions dashboard highlights trends in the actions your customers are taking in their accounts.
Before you start
- The Customer Actions dashboard is currently available to a group of merchants participating in closed alpha testing. You can refer to the changelog to keep up to date with new product releases.
- Please reach out to our support team if you are a Pro merchant who would like to participate in our Analytics Alpha program.
- Only the Actions overview section is affected by the date and customer signup filters. The rest of the data presented on the Customer Actions dashboard reflects lifetime stats since January 2019.
The Actions overview section provides you with high-level insights into common actions your customers are making in their account. This data relies on the date and customer signup filters you set.
The data presented in the Actions overview section is at the product level. For example, if a customer had 5 products in one subscription, and skipped their upcoming order for all 5 products, a total of 5 skips would be recorded.
|Metric||Data displayed in the dashboard|
|Skips||The total number of times all customers skipped a product in their subscription in the set time frame.|
|Swaps||The total number of times all customers swapped a product on their subscription in the set time frame.|
|Reactivations||The total number of times all customers reactivated a previously canceled subscription in the set time frame.|
The percentage change listed in each table is a period-over-period analysis. This analysis compares the number of skips, swaps, or reactivations in the specified timeframe
For example, if you were looking at the number of swaps between April and May, the percentage change would reflect the number of swaps for the 2 months prior to the set timeframe. In this example, the percentage change would compare the number of swaps in February and March to the number of swaps in April and May.
Skips and Swaps
This section focuses specifically on the skip and swap actions your customers take on their account. It excludes customers who were created in the current month. For example, if you were looking at the dashboard on June 15th, the data reflected in the Skip and Swaps graphs would reflect customers who signed up on or before May 31st.
The Customer Retention table shows the percentage of active customers month over month, and if they skipped or swapped a subscription at any point.
- The green line is customers who skipped or swapped at least one time.
- The blue line is customers who did not skip or swap.
- The grey line combines all customers.
We've typically found that stores with customers who skip or swap at least once have better customer retention than those who don't. If you can convince your customer to take one of these actions instead of canceling their subscription, you may be able to increase your customer's lifespan.
Avg Swaps and Skips: Active vs. Churned Customers
These two bar graphs look at the number of active and inactive customers who have skipped or swapped a product in their subscription.
We typically find that customers who stay active tend to have a large number of skips or swaps.
Providing your customers with autonomy over their subscriptions through the Customer Portal is a great way to increase customer retention!
The Orders section focuses specifically on customer charges.
First and Last Charge Amount Differential: Active vs. Churned Customers
These graphs separate customers by active and churned status. Each graph looks at the amounts of your customers' first and last charges and calculates the difference between the charge amounts.
|Metric||Data displayed in the dashboard|
|Decreased order value||The number of customers whose last charge was less than their first charge.|
|Increased order value||The number of customers whose last charge was more than their first charge.|
|No change in order value||The number of customers whose first and last charges were the same amount. Customers who only had one total charge would be included in this number.|
Typically active customers will have more activity in both increased and decreased order values, whereas churned customers typically see no change in order value. This indicates that customers are likely to stay active if they can control their subscriptions.
Average number of Charges: Active vs. Churned Customers
This data table shows the average number of charges for both active and churned customers. These are lifetime figures up until the previous month.
Typically active customers tend to have more charges than churned customers, suggesting churned customers churn quickly, without having many orders.
Source of Actions
This table provides a lifetime overview of where your customers are performing actions. This section displays how different actions are taken, whether through the store admin, Customer Portal or API.
|Source of actions||This data table separately displays action sources for all skips, swaps, and reactivations per product.|
|Swaps by Month and Source||This data table examines the number of swaps per action source in any given month over the last 12 months.|
|Skips by Month and Source||
This data table examines the number of skips per action source in any given month over the last 12 months.
|Reactivations by Month and Source||This data table examines the number of reactivations per action source in any given month over the last 12 months.|