# Subscriptions

**Subscription** → customers who have a subscription with your company.

**One-offs** → customers who have made individual purchases at your company.

## One-offs Overview

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FfL6DqzAYa0BqEMeilZG0%2FScherm%C2%ADafbeelding%202025-02-13%20om%2012.23.51.png?alt=media&#x26;token=4d473357-3d7e-4971-aeda-c772f84119da" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
The **one-offs** page displays information based on your RFM-Model over a certain period of time.&#x20;
{% endhint %}

***

## RFM-Model

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FAFKtryS5K8rPBazB4hr8%2FScherm%C2%ADafbeelding%202025-02-05%20om%2016.59.58.png?alt=media&#x26;token=fc8fd340-ae8b-45eb-8200-0d1630d44eb0" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
The **RFM-Model** is divided into eight different segments, from lost - champion. In these segments you will be able to see three different percentages:

* ...% of total orders
* ...% of total value&#x20;
* ...% of total customers&#x20;

If you click on the number that is displayed in the segment it will direct you to the customer page where you will be able to see all of the customers that are in that segment.&#x20;
{% endhint %}

> Take a look at the page about the RFM-Model if you want to know more!

***

## Customers

<div align="left"><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FVlTYhvEENbDLflnWvaYF%2FScherm%C2%ADafbeelding%202025-02-13%20om%2011.41.48.png?alt=media&#x26;token=1e62d9aa-3800-4008-9aba-3a96fc86b459" alt=""><figcaption></figcaption></figure></div>

{% hint style="info" %}
With **customers** we are referring to the ones that made a purchase in the last RFM period.
{% endhint %}

***

## Retention Rate

<div align="left"><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2Fis2Rcn6zmtOugXFG3qdb%2FScherm%C2%ADafbeelding%202025-02-13%20om%2012.11.58.png?alt=media&#x26;token=a19aaf6d-7d52-493d-9b69-251ce1bc58a7" alt=""><figcaption></figcaption></figure></div>

{% hint style="info" %}
The **retention rate** is the percentage of customers that you are keeping (non-churners).&#x20;
{% endhint %}

***

## AOF and AOV

<div align="center" data-full-width="false"><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FEaD9U3yfJ11xBtUHPsX6%2FScherm%C2%ADafbeelding%202025-02-13%20om%2012.13.52.png?alt=media&#x26;token=0eaaf3e8-135a-4418-8f3e-9f8169795a41" alt=""><figcaption></figcaption></figure> <figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2F4qtqSF6e92aDI3WP4FYy%2FScherm%C2%ADafbeelding%202025-02-13%20om%2012.14.23.png?alt=media&#x26;token=e666a4e8-7c98-431f-b1f9-a18afce2d26b" alt=""><figcaption></figcaption></figure> <figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FzPhdRFFsPai4OzKEqKcn%2FScherm%C2%ADafbeelding%202025-02-13%20om%2012.15.16.png?alt=media&#x26;token=050e714c-4978-439f-aca5-1b75574dfade" alt=""><figcaption></figcaption></figure></div>

{% hint style="info" %}
**AOF**: The average number of orders per customer over a time period. How frequently are your customers buying at your shop.

**AOV**: The average amount of money spent per order. The willingness to pay of each customer.
{% endhint %}

***

## Expected ACV

<div align="left"><figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2F4pCV09u154kbAYjTxuYr%2FScherm%C2%ADafbeelding%202025-02-13%20om%2012.17.58.png?alt=media&#x26;token=a308dc2b-9de1-4f4d-9bbc-90b066577ba9" alt=""><figcaption></figcaption></figure></div>

{% hint style="info" %}
The **average customer value** shows you the average revenue value of the customer. So how much are your customers worth to your business on average.&#x20;
{% endhint %}

***

## Cohort Analysis

***The Cohort analysis is divided into:***\
🗓️ Per Month\
🛒 Per Order

### Per Order

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2F9BiFQbJskkz4Tzgpney3%2FScherm%C2%ADafbeelding%202025-02-13%20om%2012.19.15.png?alt=media&#x26;token=1d6bfeed-af71-40ef-9fc6-dcae976818da" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
**The Cohort Analysis per order will display what percentage of customers you retain after they have placed an order.**&#x20;

For each month, it displays the number of customers who placed an order and tracks their subsequent retention. This reveals how many customers return to make another purchase after their initial order.
{% endhint %}

***

### Per Month

<figure><img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2FQcDfVzecIZTRE4L1N1Ft%2FScherm%C2%ADafbeelding%202025-02-13%20om%2012.19.41.png?alt=media&#x26;token=b034a334-d55e-47e5-9902-ce8d9e70b7bb" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
**This Cohort Analysis is focused on retention per month.**&#x20;

Each row shows the initial number of customers who placed an order in that month, followed by the retention percentage. Which is all calculated based on how many of those customers made another purchase the following month.
{% endhint %}

***