Analytics
Six modules. Every retention question answered.
One unified platform for subscription cohorts, RFM analysis, CLV, MRR, churn, and repurchase behaviour — 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