Page Contents

    Conversions

    In this topic, you will learn about Audience Insight data for converted subscribers.

    Introduction

    Audience insight data integrates your OTT (Over-the-Top) video data sources with subscription video insights to provide actionable insights based on key industry benchmarks.

    From your Audience Insight scorecard, select the Conversions tab to see data for your converted subscribers.

    Converted Subscribers
    Converted Subscribers

    Click Timeframe button to select a timeframe for your conversion data.

    Timeframe selector

    Converted Subscribers

    View data for converted customers and learn about the effectiveness of gifts, trials and direct marketing. Create milestones and track how they impact conversions.

    Converted Subscribers

    Actions

    You can select any of the following actions to change the data presented:

    • Click Open window to filter customer data by:

      • All Conversions
      • Plan
      • Channel
      • Device
      • Country

    • Click Overflow menu to download customer change data as a CSV file or a PNG image.

      Download customer change data
    • Select a date range for your data. Note that the date range should be 5 days or longer.

      Date range
    • Select the x-axis granularity to be Day, Week or Month.

      X-axis granularity
    • Check Auto adjust to automatically change the x-axis dimension.

    Data

    Hover over the graph to display data, including milestones:

    Hover over graph to display data
    • Reconnects - Number of previous customers who have signed up again for a subscription
    • Gifts - Number of customers who have received a promotional gift
    • Trial conversions - Number customers who became subscribers after a trial period
    • Direct conversions - Number customers who became subscribers when they initially signed up
    • New trials - Number customers starting a new trial

    Milestones

    Create a milestone to track how it effects your converted subscribers.

    Milestones

    Actions

    You can select any of the following actions:

    • Click View to filter data by:
      • Operations
      • Product
      • Business
      • Content
      • Marketing

    • >Click Plus icon to create a new milestone. Fill in the form fields and select ADD when complete.

      Add new milestone

    Conversion Value

    Track your customer conversion rate over time along with your customer acquisition cost.

    Conversion Value

    Actions

    The following actions are available:

    • Click Overflow menu next to each graph to download the associated data as a CSV file.
    • Click Benchmark icon to view benchmark data.

      Benchmark data

    Data

    Hover over any of the graphs to see data associated with a weekly time range.

    • Average Conversions By Day - Average number of customers who converted to a subscription per day for the last 30 days
    • Average New Trials - Average number of new trial sign-ups per day for the last 30 days
    • Free Trial Conversion Percent - Ratio of average free trial conversions divided by paid subscriptions for the last 30 days
    • Customer Acquisition Cost - Ratio of sales and marketing expenses divided by gross customer additions

    Conversion Breakdown By Source And Step

    See the relative size and effectiveness of each referral source for converting customers to subscribers.

    Conversion

    Actions

    The following actions are available:

    • Click a step to sort the column in descending order.

      Conversion steps

    Data

    Hover over the data in the table to see the percentage.

    Hover to see percentage

    • Learn - Number of customers who learn about your platform and sign up as a registered user
    • Try - Number of customers who enroll in a free trial
    • Buy - Number of customers who enroll in a paid subscription
    • Yield - The rate of return calculated by dividing the amount of revenue received by the investment spent to acquire the customer
    • LTV - Lifetime value (LTV) estimates the amount of revenue a customer represents to a business over the life of the relationship; this is helpful for determining the cost efficiency of acquiring new customers and supporting them over time

    Conversion Drilldown By Source

    View additional details for each referral source for relative size and effectiveness.

    Conversion

    Actions

    The following actions are available:

    • Click Category button to select the referral source for the data displayed.

      Select referral source
    • Click Download as CSV to download conversion data as a CSV file.

    • Click a step to sort the column in descending order.

      Drilldown steps

    Data

    Hover over the data in the table to see the percentage.

    Hover to see percentage

    • Learn - Number of customers who learn about your platform and sign up as a registered user
    • Try - Number of customers who enroll in a free trial
    • Buy - Number of customers who enroll in a paid subscription
    • Yield - The rate of return calculated by dividing the amount of revenue received by the investment spent to acquire the customer

    Conversions By Category

    View the number of new subscribers by plan, including trial and direct conversions. The top 10 plans are shown in the graph, with a full list of plans shown in the table to the right of the graph.

    Conversions by category

    Actions

    The following actions are available:

    • Click Plan button to select the category for the data displayed.

      Select category
    • Click Download button to download conversion graph as a PNG image or PDF.

      Download conversion graph

    Data

    Hover over the graph to display data.

    Hover for conversion data
    • Conversions - Number of new subscribers by category
    • Possible - Number of potential customers who can be converted to be subscribers
    • % converted - Percentage of new subscribers divided by total number of customers

    Trial Acquisition Cost

    View the amount spent for trials, the number of customers converted to subscribers, and customer acquisition cost.

    Trial Acquisition Cost

    Actions

    The following actions are available:

    • Click Download button to download conversion graph as a PNG image or PDF.

      Download conversion graph

    Data

    Hover over the graph to display data.

    Hover for acquisition data
    • Total Spend - Total amount spent on trial subscriptions over time
    • TAC - Total acquisition cost per customer
    • Trials Gained - Number of trials that have converted to paid subscription over time

    Page last updated on 02 May 2022