The Plan Performance Report compares the performance of two distinct plans across 8 different performance indicators: trial conversion rates, churn rate, total subscriptions, subscription growth, MRR, MRR growth, churn, plan movements, and average LTV.
What's included in the report?
Total Subscriptions: Total number of live subscriptions in each plan (including trials, canceled, paused, $0 subscriptions)
Subscription Growth: Number of new subscriptions, churned subscriptions and the Net positive or negative change for each plan. Subscriptions moving from one plan to another are not considered churned
Total MRR: Monthly recurring revenue contributed by the subscriptions in the selected Plans
MRR Growth: Changes to MRR for each plan. The change is reflected as net positive MRR or net negative MRR and is calculated as: (New MRR + Expansion MRR + Declined MRR) - (Churn MRR + Contraction MRR). Please see above definition of MRR Growth for more detail.
Trial Conversion Rate: Of the total subscriptions that started a trial for each plan over the selected time range, this calculates:
- the number of trial subscriptions that converted to paid subscriptions
- the number that did not convert due to failed payment, and,
- the number that did not convert due to cancellation
- the number that did not convert because their cardless trial ended and no billing information was
- the number of subscription that are still "pending" (either still in trial or have finished trial but have
not paid and have an invoice in dunning)
- Subscription Churn: The number of subscriptions that churned out of each plan over the selected time range. This is further broken down by voluntary vs. involuntary churn rates. Voluntary churn reasons include: Non-renewing, Account Closed or Cancellation. Involuntary churn reasons include Non-Payment or Invalid Vat Location. Subscriptions moving from one plan to another are not considered churned. Please see above churn definitions for more detail.
Note: The Average Churn rate for the entire selected time range is calculated by averaging the monthly churn rates for every month in that time range.
Plan Movements: Number of subscriptions moving into the selected plan from another plan and the number of subscriptions moving out of the selected plan to another plan. Entirely new subscriptions or subscriptions that have completely churned from the business are not included.
Average LTV is the average lifetime value of the subscriptions in the selected plans.
Average Subscription LTV = ARPS (1 + d) / (d + subscription churn Rate)
ARPS = Average revenue per subscription (MRR contributed by all subscriptions active at the end of the month/ # of active, subscriptions at the end of the month)
Subscription churn rate = Number of churned subscriptions/ number of subscriptions active at any time during that month
d = discount rate. This constant is commonly used when looking at future revenue. It takes into account market, financial and other risks as well as the time value of money. We have used a discount rate of 10%.
Ways to use
- Evaluate the performance of a plan after pricing, plan length or promotional changes to understand positive or negative impact
- Compare attributes of two different plans, such as the use of a trial or plan length, to gauge which plan is most successful.
Updated 6 months ago