Report Explanations

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Dashboard Metrics (All Plans)
Churn

Churn is defined in MemberMouse as follows:

For each day in the given date range, the number of active members and the number of not active members are counted. Then, these daily figures are summed together. The summed figures are then divided by each other, and multiplied by 30 and then again by 100, to arrive at the displayed churn figure.

Members are considered active if they have an account status of active , pending cancellation , locked or overdue at the start of the day (this includes all membership levels, both free and paid). Members are considered not active if they have an account status of cancelled or paused .

What's important to understand is that this figure is normalized into a 30 day form. This means, for the given date range (even if it's 6 months) the figure you see will represent the approximate 30 day churn rate. This 30 day normalization is useful, because it helps you to think about your attrition in calendar months, and is the conventional way of discussing churn.

Retention Rate

Retention rate is the inverse of churn (i.e. 1/churn). See the description of churn above for more details. Keep in mind that we calculate churn and retention rates for whatever date range is entered on the dashboard, and then express that in terms of a 30-day interval. By default the date range is 90 days, which means the churn for that 90 day range is calculated, then broken down into a daily rate, and then multiplied by 30. This makes the number more useful as an indicator because it smoothes anomalies.

Member Count The Member Count report displays how many members have joined according to membership level, for the given date range. Counts can be grouped by day, week, month, or year. This report is useful to see overal membership trends.
Sales By Membership Level The Membership Sales report displays how much revenue was generated according to membership level, for the given date range. The report also includes the option to include or exclude rebill revenue, otherwise known as continuity or "back-end" revenue.

Excluding rebill revenue is useful because it allows you to see how much money is being generated without taking recurring revenue into account, which can then be compared against monthly advertising spend to get a sense of how quickly the business is making or losing money acquiring new customers.
Sales By Product The Product Sales report displays how much revenue was generated according to product, for the given date range. This report also includes a count of how many products were sold, and the ability to include or exclude rebill revenue, otherwise known as continuity or "back-end" revenue. Products may be associated with membership levels, bundles or stand-alone products.
Customer Value The Customer Value report displays the average customer value by affiliate or by membership level, for the given date range. Each affiliate can be further analyzed by clicking on the affiliate ID, which will then show a list of sub-affiliate IDs associated with that affiliate, if any exist.

This report shows how much money is spent by customers according to several arbitrary milestones. The first being Day 0, and the last being Day 720, in a customer's lifetime. Traditional direct response analysis instructs us to look at Days 30, 60, and 90, to asses how much a customer is worth after several months of retention.

This report will help you judge which sources of customers are the most valuable, and how much money you should spend acquiring a customer. This report should be used after several months of data has been generated, ideally, a long enough period of time to approximate the retention duration of an average customer
Quick Average The Quick Average report is similar to the Customer Value report, but here, revenue for the given date range is simply divided by the number of customers for the period.

This report is useful if you would like to get a sense of what you Customer Value is, but do not yet have enough data to look back in time, which is the primary utility of the Customer Value report.

This report will generally provide conservative estimates, since it does not take future payments into account that would occur after the end date. Regardless, it will help you get an idea of how much each source of customers is worth relative to other sources (also known as affiliates or channels)
Compare Membership Levels The Compare Levels report allows you to compare the performance of membership levels against each other. This report is useful to help you understand which membership levels are popular, and how they are performing relative to each other.
Channel Sales The Channel Sales report allows you to see the total value of each affiliate ID being tracked by MemberMouse, for the given date range.

Knowing how much revenue has been generated in total by a given channel (also known as an affiliate) is useful since it allows you to compare this value against advertising costs or affiliate payments associated with that channel. If you are spending $1,000 per month on a given channel, this report will help tell you if that money is well spent.

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