> For the complete documentation index, see [llms.txt](https://docs.churned.io/churned-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.churned.io/churned-docs/metrics-and-definitions/metrics/customer-success-for-b2c.md).

# Customer Success for B2C

Which metrics a B2C subscription dashboard shows and what the words mean

The B2C dashboard models **subscribers** with a **subscription** and, when order data is connected, their **one-off purchases**. The home dashboard therefore has two tabs: *Subscribers* and *One-offs*. This page maps the generic metric definitions onto that vocabulary; the definitions themselves live on the [reference pages](/churned-docs/metrics-and-definitions/metrics.md).

## Vocabulary

| In the reference         | On your dashboard                                       |
| ------------------------ | ------------------------------------------------------- |
| Customer                 | Subscriber (Subscribers tab) or customer (One-offs tab) |
| Subscription             | Subscription                                            |
| Order                    | One-off purchase                                        |
| ARR / MRR                | ARR / MRR                                               |
| Risk levels              | Health Levels: Healthy, Neutral, Unhealthy              |
| AOV / AOF / Expected ACV | AOV / AOF / Expected ACV                                |

## What you will see

**Subscribers tab**: [Active Customers](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#active-customers), [Churners](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#churners), [Churn Rate](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#churn-rate), [ARR](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#arr) or [MRR](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#mrr), [Churn Loss](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#churn-loss), [CLV/CLT](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#remaining-clv), [AI Health Score](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#ai-health-score) and [Health Levels](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-levels). The *Reactivation* page shows the [reactivation metrics](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#reactivation) and the *Cohort Analysis* page the [subscription cohort plot](/churned-docs/metrics-and-definitions/metrics/segment-analysis-and-cohorts.md#cohort-analysis-subscriptions).

**One-offs tab**: the [RFM segments](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#rfm-segments) with their share of orders, value and customers, [Customers](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#customers), [Retention rate](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#retention-rate), [AOV](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#average-order-value-aov), [AOF](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#average-order-frequency-aof), [Expected ACV](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#expected-average-customer-value-expected-acv) and the [Per Order and Per Month cohorts](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#cohort-analysis-one-off).

**Customers page and Technical Dashboard**: [risk score](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-score), [health level](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-levels), [risk change](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#risk-change), [top 3 risk drivers](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#top-3-risk-drivers), [health breakdown](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#health-breakdown), [engagement score](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#engagement-score), and the [segment analysis metrics](/churned-docs/metrics-and-definitions/metrics/segment-analysis-and-cohorts.md).

## B2C-specific notes

* The one-week grace period in the [churner definition](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md#churners) means a subscriber who pauses and restarts within a week, or switches plan, is not a churner.
* Typical health breakdown groups are **Payments**, **Product or delivery engagement**, **Communication**, **Support** and **Customer profile**.
* The engagement score needs email, app or web engagement data. Without it, only the subscription- and payment-based metrics are shown.

{% hint style="info" %}
Playbooks: [B2C Digital Subscription RFM segment best practices](/churned-docs/metrics-and-definitions/rfv-model-segment-best-practices/b2c-digital-subscription.md) and the [Co-pilot use-case library](/churned-docs/co-pilot/use-cases-library-co-pilot.md).
{% endhint %}