Subscriptions
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Subscription Report

This report describes the fields present in the guru Subscriptions report, which provides a detailed view of subscriptions, the product, subscription financial data, and information about them and contact (buyer) data.

The information presented in the report is fundamental, as it allows for the financial monitoring of your business, offering the necessary data for detailed analysis of sales performance and optimization of customer relationship management, thus ensuring the predictability and sustainability of recurring revenue.

On this page:

  • Subscription and Product Identification Information

  • Subscription Financial Data

  • Subscription Data

  • Contact (Buyer) Data

Before you start, you need to…

Subscription and Product Identification Information

In the subscription code, product name, renewal product, subscription name, offer name, and renewal offer columns, you have access to information related to subscriptions and products to track exactly which plans and future renewal conditions, facilitating your business management.

Available data includes:

  1. Subscription code:

    1. system-generated identifier to track this specific transaction/service - important for tracking the complete transaction lifecycle, crucial for internal audits, accounting reconciliation, and quick resolution of disputes or chargebacks;

  2. Product name:

    1. name of the main product or service being sold under the subscription - provides insight into what is being purchased, and is essential for pricing and segmenting campaigns like upsell;

  3. Renewal product:

    1. the product to which the subscription will automatically renew, if different from the current product - allows for forecasting monthly recurring revenue and the churn rate;

  4. Subscription name:

    1. name of the contracted plan/service - such as Monthly, Annual, Basic, Premium Plan) - allows for segmenting customers by service level and periodicity, being the fundamental basis for performance analysis and the precise calculation of Monthly Recurring Revenue (MRR) for each plan;

  5. Offer name:

    1. name of the product and subscription offer - allows for measuring the effectiveness of each offer and the customer acquisition cost;

  6. Renewal offer:

    1. the specific offer that will be applied in the next renewal cycle - allows for visualizing future revenues and preparing for possible cancellations, to create specific retention strategies before the renewal cycle.

By exporting this detailed data, you visualize predictable Monthly Recurring Revenue (MRR), which allows for tracking (subscription code), quantification (subscription/product name), and optimization (offer/renewal name) of each stage of the customer lifecycle, ensuring financial health and strategic decision-making based on facts.

Subscription Financial Data

In this section, you will have detailed access to financial data related to subscriptions for the period.

It will be possible to consult the value of each subscription and the net amount received; the number of cycle charges and the billing recurrence; the installment plan (indicating the number of installments) and the discount coupon (if applicable).

Additionally, you will see the payment processor where the transaction was carried out, as well as the invoice URL (which serves as proof or payment receipt).

Fields

Indicates

Purpose

last value

The gross value (with taxes/fees) charged in the last billing cycle

For bank reconciliation and gross revenue analysis.

last net value

The final amount the company receives, after deducting platform fees or commissions

Fundamental for calculating Net Revenue and for company accounting.

Number of charges

The number of billing cycles already successfully completed

Helps calculate the subscription's lifetime value (LTV) to date and the retention rate.

Charged every X days

The billing recurrence frequency, in days (e.g., 30, 365)

Defines the cash flow rhythm and the subscription lifecycle (monthly, annually, etc.).

Installment plan

The number of installments into which the total amount (usually annual) was divided

Used to manage future charges for installment payments and outstanding balance.

Coupon

The promotional or discount code applied to the transaction

To track the effectiveness of coupons, discounts, and calculate the actual amount the customer paid.

Payment

The payment method used by the customer, such as credit card, PIX, or bank slip

Necessary for managing delinquency and optimizing accepted payment methods.

Card expiration date

The month and year of the registered credit card's expiration

Important for preventing involuntary churn, due to card expiration; additionally, it allows for creating communications with alerts about credit card expiration.

Platform

The platform or system that processed the transaction, such as Guru.

Important for financial reconciliation between the subscription management system and the payment processor.

Invoice URL

The direct link to the tax document or online payment receipt

Allows for quickly sending the proof.

Subscription Data

In this section, you will find information on the status, start dates, status and cancellation date, cancellation reasons, name, email of who requested the cancellation, trial start and end, start date, end and next cycle, and total cycles.

We present the data structure detailing the concept and function of each of the columns referring to:

Column

Concept

Purpose

Status

The current status of the subscription, such as active, canceled, expired, trial, etc.

it is the most important indicator to know if the service should be/is active and if the revenue is recurring.

Start date

The date the customer registered or began accessing the service.

Defines the starting point for calculating subscription time and initial billing.

Status date

The date on which the status was last modified.

Tracks the timeline of important events, such as when the subscription changed from “active” to “Canceled”.

Cancellation date

The date the cancellation was confirmed.

Used to measure the Churn Rate and/or Customer turnover.

Cancellation reason

The reason reported by the customer for the cancellation.

Crucial for the team to identify weaknesses and improve retention.

Canceled by name

The name of the person who initiated the cancellation.

For tracking accountability in the cancellation process.

Canceled by email

The email of the person who initiated the cancellation.

Confirms the identity of the cancellation agent.

Canceled on

Auxiliary field for recording the date/time of the cancellation event.

Complements cancellation tracking.

Trial start

Start date of the free trial period.

Marks the beginning of the trial period before the first charge.

Trial end

End date of the trial period.

Marks the exact moment when the first subscription charge should be processed.

Cycle start date

The start date of the subscription period.

Used for pro-rata calculations and to define the usage window.

Cycle end date

The end date of the subscription period.

Indicates the last day of the subscription before the next renewal/charge.

Next cycle

The scheduled date for the next billing attempt.

Fundamental for forecasting future revenue and managing renewals.

Total cycles

The total count of renewals the subscription has had.

Another indicator to calculate LTV and segment long-term customers.

Contact Data (buyer)

In this section, you have access to the contact (buyer) data, such as name and email, facilitating the identification of contact information.

Available data includes:

  • Contact name:

    • full name of the customer or the person responsible for the purchase - allows for communication personalization and reference in customer service;

  • Contact document:

    • customer's CPF or CNPJ number - information that can be used for issuing invoices, identity validation, and anti-fraud verification;

  • Contact email:

    • customer's email address - serves as a channel for communication, sending invoices, and service access credentials;

  • Contact phone:

    • customer's phone number - channel for communication, payment recovery, and support;

  • Contact address information:

    • street, avenue, no., complement, neighborhood, city, state, country, billing/registration zip code of the contact.

The set of contact data is crucial for communication personalization, ensuring legal and tax compliance, and establishing essential support and revenue recovery channels for customer retention.

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