Launchpad phase two: Mastering metrics
Master the core subscription metrics and KPIs that drive business growth. Learn to navigate Recurly Analytics, track voluntary and involuntary churn, and utilize the Benchmarks Dashboard to protect and optimize your subscription revenue.
Launch · Launchpad Phase Two
Mastering metrics
Phase one locked in the configurations that protect your revenue. Phase two builds your fluency with the six KPIs that show how your subscription business is performing.
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Path overview
Picking up from phase one
Phase one complete
You've set up the systems that protect and recover your revenue automatically. Before continuing, confirm these are in place:
- Dunning & Intelligent Retry configured
- Account Updater enabled
- Branded emails & invoices
- Gateway Failover in place
Phase two builds on that foundation. You'll measure performance through Recurly Analytics, learn to read your six core KPIs, and start using data to make informed decisions about your subscription business.
What's in this path
Each module covers one metric area from definition to action. Work through them in order for the full picture, or jump to whichever topic is most relevant right now.
Benchmarks & reporting
Get oriented with Recurly Analytics, the Benchmarks Dashboard, and the Trendalyzer so you know where to find your performance data.
Acquisition & decline
Understand your subscriber acquisition rate and sign-up decline rate — and what to do when either moves in the wrong direction.
Churn metrics
Learn the difference between voluntary and involuntary churn, how to calculate each, and which Recurly tools address them.
Revenue & recovery
Measure your renewal invoice paid rate and dunning recovery rate — the two metrics that show how well your revenue protection is working.
Review & resources
Check your understanding, explore your monthly scorecard, and access all resources from across the path in one place.
Each module includes definitions, calculation formulas, benchmarks, and guidance on what to do when a metric is off. Use the navigation menu to move between modules — you can return to any step at any time.
Your seven core benchmark metrics
These are the metrics that drive subscription growth. They show how well you're acquiring subscribers, how much revenue you're keeping, and how effectively your recovery systems are working.
Acquisition rate
New subscribers / active subscribers at start of period
Sign-up decline rate
Failed first attempts at sign-up / total first attempts at sign-up
Voluntary churn rate
Percentage of subscribers who chose to cancel
Involuntary churn rate
Percentage of subscribers lost to payment failure
Renewal invoice paid rate
Percentage of renewals collected successfully
Dunning recovery rate
Invoices paid / total invoices entering dunning
Decline rate at renewal
Percentage of failed first attempts at renewal
Before diving in, grab the Launchpad Metrics Cheatsheet. It lists every KPI definition, calculation formula, and which direction you want each metric to move.
What you're working toward
After completing Launchpad, you'll begin receiving your Monthly Metrics Scorecard — a complete snapshot of your previous full fiscal month in Recurly. It shows your six core KPIs at a glance so you can track performance and compare against your own benchmarks over time.
Get a head start: advanced reporting
Beyond the dashboard: reporting drives growth
Director of Data Matthew Cryer walks through the Trendalyzer, hourly activation monitoring, and the four layers of Recurly reporting — including how to surface non-obvious growth insights that most merchants miss.
Watch on demand →Support & resources
Your customer support team
Need technical support? Recurly Support is available. Reach us at [email protected].
Customer success office hours
Have questions as you work through Launchpad? Our CSMs are here to help you live. Choose a session that works for you.
Download your resource guide
A quick-reference guide to all Recurly support links, documentation, and program resources. Navigate Resource Guide ↗
Navigate resource library
A one-stop location for all links to Recurly support offerings, documentation, updates, events, and more. Go to the Resource library