Points and rewards
Customers with points, points earned and redeemed, where points come from, the most chosen rewards, revenue through rewards and the value of what is still outstanding.
Read more Analytics
Revenue, MRR, churn and customer lifetime value of your subscriptions
What did your subscriptions bring in this month, and is that more than the month before? How many subscribers stop and what does a customer bring in on average? Loyalo works it out from the subscriptions and orders in your own store. You do not have to build an export or a spreadsheet for it.
- 5
- tabs: revenue, subscriptions, products, loyalty and messages
- 7 – 365
- days to look back, with the period before next to it
- 24 months
- of cohorts to look back on, per start month
- CSV
- export of orders, subscriptions, customers and deliveries
The Analytics page
The figures a subscription business steers by
Revenue per order says little about a subscription. You want to know what comes back every month, how long customers stay and where it goes wrong. Those figures are on one page.
Revenue
What your subscriptions bring in, next to the period before
The first tab counts the revenue of subscription orders: first orders and renewals apart. Every figure has the difference with the period before next to it. The chart shows revenue per day, week or month, with on the right what is scheduled to be charged next.
- Revenue, number of orders and average order value
- First orders and renewals apart, each with the difference
- MRR, churn and the revenue per subscriber so far
- Revenue per part: subscriptions, rewards, referred friends and B2B
- Orders from before Loyalo too, when they carry the tag 'subscription' in Shopify
Subscriptions
MRR and growth per week
At the top you see how many subscriptions are running, how many were added and how many stopped. The chart puts new subscriptions next to cancellations per week, and the line below shows the MRR over time.
- Running and paused subscriptions, and the net growth
- Revenue per month (MRR) and the average value per delivery
- New and cancelled in the period, with the churn
- How long a subscription ran when it stopped
Products
Which product carries your subscriptions
Per product you see what it brought in through subscription orders, which part of the total that is and whether it is growing. Next to it is the number of running subscriptions that contain the product now.
- Revenue per product, after discount and without shipping
- The share of the total and the difference with the period before
- Units, orders and running subscriptions
Cohorts
Cohorts and customer lifetime value
Per start month you see which part of the subscriptions is still running after 1, 2, 3, 6 and 9 months. Above it is the expected customer value: the average monthly value of a running subscription times the expected lifetime.
- Expected customer value (LTV) and expected lifetime
- Churn per month over the last ninety days
- Revenue so far per subscription, per start month
- It shows whether new customers stay longer than before
Payments and retention
Where your revenue leaks
A subscriber who stops because a payment fails did not want to stop. Here you see how many attempts failed, how many deliveries were paid after all and how often an offer prevented a cancellation.
- Successful collections and failed attempts
- Paid after all: the share that came in after a new attempt
- Subscriptions with a payment problem right now
- Per payment method (iDEAL and SEPA, or card) and why payments failed
- Cancellation reasons, from most to least chosen
Deliveries
What goes out the door in the coming period
Figures about the past are useful, but your warehouse wants to know what is coming. The Deliveries page counts the deliveries and the number of items per product for the period you choose.
- Total number of deliveries, items and subscriptions
- Split per product, for your purchasing
- Export as CSV
Definitions
How Loyalo calculates your figures
A figure is only useful when you know how it was worked out. These are the definitions the dashboard uses.
| Figure | Calculation |
|---|---|
| MRR (revenue per month) | The value of every running subscription, converted to a month and added up. A delivery of € 20 every two weeks counts for a little over € 43. Paused subscriptions and one-time extras do not count. |
| Revenue | What customers paid for subscription orders, with shipping and VAT, after refunds. A first order and every renewal count; cancelled and unpaid orders do not. |
| Scheduled | What the running subscriptions bring in on their next charge dates. A planned cancellation and a pause with an end date are counted; future cancellations and failed payments are not. |
| Churn | Of the subscriptions running at the start of the period, the part that stopped in the period. |
| Expected lifetime | One divided by the churn per month, with a maximum of 60 months. |
| Customer value (LTV) | The average monthly value of a running subscription times the expected lifetime. |
| Cohort | All subscriptions that started in the same month. The percentage is the part still running after that many months; paused counts as running. |
| Paid after all | Deliveries that were paid after a failed attempt, as a share of the deliveries where a payment failed. |
The customer value is an expectation based on your current churn, not a guarantee.
More than subscriptions
Your points, emails and processes in view too
Communication
How many emails were sent per type, what was not delivered and which events went to Klaviyo.
Activity
A log of every change to a subscription or a setting: when, what and by whom.
Status page
Tasks that went wrong, such as an email or a collection, are in one place with the error and a button to retry.
From figure to action
See what is going on and do something about it
A dashboard is only useful when you can act on it. Every figure belongs to a setting you change in the same app.
Read more about retention- High churn on 'too expensive'? Set a discount for that cancellation reason
- Many failed payments? Change the days of the new attempts or switch on payday
- Cohorts dropping off after three months? Offer a prepaid bundle or an extra
- You test the widget in your store with an A/B test against the current version
- In Klaviyo you segment on the same data, through Loyalo's profile fields
Frequently asked questions about figures and analytics
What is MRR?
MRR stands for monthly recurring revenue. Loyalo converts the value of every running subscription to a month and adds them up. A subscription of € 30 per month counts for € 30, a delivery of € 20 every two weeks for a little over € 43.
How do you calculate customer lifetime value for a subscription?
Loyalo divides one by the churn per month to get the expected lifetime, with a maximum of 60 months, and multiplies it by the average monthly value of a running subscription. At € 24 per month and 3% churn that is about 33 months and so around € 800.
How do you calculate the churn rate?
Of the subscriptions running at the start of the period, the part that stopped in the period. You choose whether you look at 7, 30 or 90 days or a year, and you see the churn of the period before next to it.
What is a cohort?
A group of subscriptions that started in the same month. By looking per start month at which part is still running after a few months, you see whether your retention is getting better or worse, regardless of how many new customers you bring in.
Can I export the data?
Yes. On Analytics you export the subscription orders of the chosen period as CSV, one line per order. You also export subscriptions, customers and upcoming deliveries as CSV. For your own reporting you can also fetch the data through the API.
Why does the revenue differ from Shopify?
Analytics only counts subscription orders: the first order of a subscription and every renewal, with shipping and VAT and after refunds. One-off orders are not in it. Shopify counts all orders and has several revenue figures, such as gross, net and total sales.
Who can see the figures?
Everyone with access to the app in your Shopify admin. Exporting is reserved for owners and admins.
Is analytics in every plan?
Yes. Analytics, cohorts and the deliveries page are in every plan. You see the figures about points and rewards when you use Customer Loyalty.
Read on: Analytics and reportingBlog: the KPIs of a subscriptionBlog: how to calculate churn rateBlog: how to calculate customer lifetime valueAPI for your own reporting
Demo
Request a demo or a trial
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Know what comes back every month
In a demo we go through the figures and show which setting belongs to which figure.