Analytics
Nine modules. Every retention question answered.
One unified platform for subscription cohorts, RFM analysis, CLV, MRR, churn, repurchase, rebill success, product affinity, and winbacks — all connected and all queryable together.
Module 1
RFM Analysis
Know your customers by behaviour, not just spend.
RFM (Recency, Frequency, Monetary) scoring assigns every customer to one of eight segments: Champions, Loyal Customers, Potential Loyalists, Recent Customers, Promising, Needs Attention, At Risk, and Lost. These segments update with every nightly sync.
Filter by store, product, subscription status, and date window. Sync any RFM segment directly to Klaviyo as a profile property — no CSV, no manual upload, no middleware.
- →8 RFM segments
- →Klaviyo sync
- →Filter by store and product
- →Date window controls
Module 2
Customer Lifetime Value
Know what a customer is actually worth — and which products produce the best ones.
Eternly calculates historical CLV at 3, 6, 12, and 24 months by segment, subscription platform, and first subscribed product. View average CLV, median CLV, and top-10% CLV across any slice of your customer base.
Use the first-product CLV view to inform acquisition strategy — shift budget toward the products that historically produce your most loyal customers.
- →CLV at 3/6/12/24 months
- →CLV by first subscribed product
- →Avg / median / top 10%
- →Acquisition budget insight
Module 3
Subscription Retention Cohorts
The retention grid every subscription brand needs.
Cohorts are grouped by activation month. For each cohort, Eternly shows what percentage of subscribers are still active at M+1, M+2, M+3, M+6, and M+12. The grid makes it immediately obvious where drop-off occurs and how recent cohorts compare to older ones.
Key summary metrics include total cohorts tracked, average M+1 retention, average M+3 retention, and average M+6 retention. Filter by subscription platform, product, and activation date range.
- →Cohort grid M+1 through M+12
- →Platform and product filters
- →Avg M+1 / M+3 / M+6 retention
- →Leon identifies intervention windows
Module 4
MRR / ARR
Revenue that tells a complete story.
Monthly Recurring Revenue broken down into four components: new MRR from new subscribers, churned MRR from cancellations, expansion MRR from upgrades, and contraction MRR from downgrades. Month-over-month growth rate is shown alongside the total.
Toggle between MRR and ARR in a single click. Filter by subscription platform and date range. The waterfall view makes it clear whether your MRR growth is healthy or masked.
- →New / churned / expansion / contraction
- →MoM growth rate
- →MRR ↔ ARR toggle
- →Multi-platform breakdown
Module 5
Churn Analysis
Know exactly why subscribers leave — and when.
Eternly splits churn into voluntary (customer-initiated cancellation) and involuntary (payment failure, dunning failure). Voluntary churn is further broken down by cancel reason — pulled directly from your subscription platform.
View cancel reason trends over time to spot emerging patterns. Monthly churn rate is shown as a percentage of active subscribers, with a trailing 12-month trend chart.
- →Voluntary vs involuntary split
- →Cancel reasons by platform
- →Monthly trend chart
- →12-month trailing view
Module 6
Repurchase Analysis
Find the repurchase window before it closes.
Repurchase rate, average number of orders per customer, and average days between orders — all in one view. The order depth cohort shows what percentage of customers reach order 2, 3, 4, and beyond.
Use the avg-days-between-orders metric to calibrate email timing for repurchase flows. Filter by product category to see whether repurchase behaviour differs across your catalogue.
- →Repurchase rate
- →Avg orders and order frequency
- →Days between orders
- →Order depth cohorts
Module 7
Rebill Success
Track charge approval through every subscription cycle.
Rebill Success maps your subscription funnel from the first charge through every subsequent cycle — showing what percentage of subscribers successfully reach C2, C3, C4, and beyond. Charge approval rates at each cycle reveal whether involuntary churn is a payment infrastructure problem or a subscriber behaviour problem.
Filter by product and start cohort to isolate whether rebill drop-off is product-specific or universal. Leon uses rebill data to recommend dunning timing, payment retry logic, and pause offer placement.
- →Cycle-by-cycle progression
- →Charge approval rates
- →Product and cohort filters
- →Dunning and retry insights
Module 8
Product Affinity
Know which products customers buy together — and which combinations create your most loyal buyers.
Product affinity analysis surfaces which product pairs are most frequently purchased together and which combinations produce the highest CLV lift. Sorted by affinity score, the table shows you exactly which cross-sell opportunities your email and SMS flows are missing.
Use the CLV-lift metric to prioritise bundles. Products with high affinity and high CLV lift are your most valuable cross-sell targets — and Leon will surface them as explicit recommendations.
- →Product pair affinity scores
- →CLV lift per combination
- →Cross-sell opportunity ranking
- →Bundle insights
Module 9
Winbacks
Measure how many churned subscribers you win back — and when.
Winback rate, average days to win back, and monthly winback trends over the last 12 months. Eternly tracks every customer who cancelled and then re-subscribed, giving you a clear picture of how effective your win-back sequences actually are.
The industry benchmark for subscription winback is 8–15%. If you're below that, Eternly shows you the average re-engagement window so you can retarget at the right moment with the right offer.
- →Winback rate (monthly and total)
- →Avg days to reactivate
- →12-month trend
- →Benchmark comparisons