Overview

The Renewal Metrics report tracks when subscribers renew relative to their expiry date. Use this report to measure renewal rates, identify drop-off windows, and quantify re-engagement opportunities.

 Refresh Rate: Updates within 15 minutes

 

When to Use This Report

  • Calculate renewal rates (D0, D7, D30)

  • Identify subscription cohorts by expiry date

  • Track late renewals and reactivations

  • Measure effectiveness of renewal campaigns

  • Benchmark renewal performance over time

 

 Field Reference

Field

Description

Publisher_ID

Unique identifier for the publisher

End_Date

Date the subscription was originally set to expire

Eligible Users

Total subscriptions eligible for renewal on the End_Date

D0 Renewed Subs

Subscriptions renewed on the exact day of expiry (0 days after end date)

D7 Renewed Subs

Subscriptions renewed within 7 days of expiry (cumulative - includes D0)

D30 Renewed Subs

Subscriptions renewed within 30 days of expiry (cumulative - includes D0 and D7)

>D30 Reactivated Subs

Subscriptions renewed 31+ days after expiry - your win-back cohort

 

 

Understanding the Renewal Buckets

Cumulative vs. Incremental

The renewal counts are cumulative:

  • D7 Renewed Subs = D0 Renewed Subs + (renewals on days 1-7)   

  • D30 Renewed Subs = D7 Renewed Subs + (renewals on days 8-30)  

 Example:

  • D0 Renewed Subs: 20

  • D7 Renewed Subs: 45 (means 25 renewed between days 1-7)

  • D30 Renewed Subs: 60 (means 15 more renewed between days 8-30)

 

What Each Bucket Tells You

Bucket

Meaning

User Behavior

D0

Same-day renewal

Highly engaged, proactive users

D7

Renewed within a week

Engaged users, may need a reminder

D30

Renewed within a month

Moderate engagement, responsive to follow-up

>D30

Reactivated after 30+ days

Win-backs - required significant re-engagement

 

 

Calculating Renewal Rates

Formula

  • Renewal Rate (X days) = (DX Renewed Subs / Eligible Users) × 100


Examples

Cohort: End_Date = 2024-01-15

  • Eligible Users: 100

  • D0 Renewed Subs: 30

  • D7 Renewed Subs: 65

  • D30 Renewed Subs: 80

  • D30 Reactivated Subs: 5

 

Calculations:

  • D0 Renewal Rate = (30 / 100) × 100 = 30%

  • D7 Renewal Rate = (65 / 100) × 100 = 65%

  • D30 Renewal Rate = (80 / 100) × 100 = 80%

  • Total Recovered = 80 + 5 = 85%

 

Common Use Cases

Benchmark Your Renewal Performance

  • Step 1: Export the last 3-6 months of data

  • Step 2: Calculate average renewal rates:

    • Avg D7 Rate = Average of (D7 Renewed Subs / Eligible Users) across all cohorts  

  • Step 3: Identify trends:

    • Is D7 rate improving month-over-month?

    • Are certain months (e.g., year-end) showing lower renewal?

    • Is >D30 reactivation growing (sign of improving win-back campaigns)?

 

Measure Campaign Effectiveness

  • Scenario: You launch a renewal reminder campaign 3 days before End_Date.

  • Analysis:

    • Compare D7 renewal rate for cohorts before vs. after campaign launch

    • If D7 rate improves significantly, the campaign is working

    • Track incremental renewals (D7 - D0) — this captures users who were reminded

Example:

  • Before campaign: D7 rate = 50%

  • After campaign: D7 rate = 65%

  • Impact: +15% renewal rate i.e. campaign is effective

 

Frequently Asked Questions

Q: Why don't the buckets add up to Eligible Users?

  • Because not everyone renews. The difference between D30 Renewed Subs + >D30 Reactivated Subs and Eligible Users represents users who never renewed (churned cohort).

  • Example:

  • Eligible Users: 100

  • D30 Renewed Subs: 70

  • D30 Reactivated Subs: 10

  • Churned: 100 - 70 - 10 = 20 users (20% churn)

 

Q: What counts as a "renewal"?

  • A renewal is when a user whose subscription expired (reached End_Date) subsequently subscribes again.

  • Important: This is different from auto-renewals. Auto-renewals don't go through an expiry period — they seamlessly continue. This report tracks users who let their subscription lapse and then came back.

 

Q: How far back can I see renewal data?

  • The report includes all cohorts since the new reporting system launched. For historical analysis, export regularly and build a time series.

 

Q: Can I see individual user renewal behavior?

  • No, this is an aggregated cohort report. For individual user renewal tracking, use the Subscription Meta Report and filter by Status = SUBSCRIBED to see who renewed vs. Status = UNSUBSCRIBED for non-renewals.