Subscription – Conversion points and KPIs

Subscriptions are one of the best parts of the sales cycle for tracking success. Why? Because the funnel and all its data belongs to you.

To increase your chances of winning new subscribers and renewals, you should track all the conversion points below. So if any are missing from your reporting, add them in!

Conversion points

Sent to store

A user was sent from a campaign to the subscription page.

Saw subscription page

A user visited the subscription page.

It's good practice to monitor direct (from the campaign) and indirect (user-initiated) activity here.

Selected subscription plan

A user selected a subscription option.

Hopefully, the sales loop is short, but you should add any other steps you have on the way to the subscription.

Paid successfully

A user paid for their subscription.

Sometimes, users simply fail to pay. So you should have an event for this too.

Requested cancellation

A user requested to cancel their subscription.

You may have an opportunity to save users here by following the point of possible return.

Canceled subscription

A user ended their subscription and the customer was lost.

Key performance indicators (KPIs)

New subscribers out of active/new/total

% of new subscribers out of active users, new users, or total subscribers.

Churn from active subscriptions

# of churning subscriptions out of active subscribers.

You may also want to track the subscription lifetime from start to finish.

Reactivated subscriptions

# of users that were subscribed before and resubscribed or renewed their subscription.

Active subscriptions out of active users

% of active subscriptions out of active users.