Your traffic data in the Publisher Backend helps you keep track of the most important numbers for your membership programme.
We provide you with highly relevant metrics in an overview you can understand right away. No need to take a data science course here!
The data are divided into different sections with information on revenue, subscriber and member numbers, as well as long-term metrics.
At the top is the most important number: your monthly revenue. Next to it you will see a slightly smaller number that shows how your turnover has changed proportionally compared to the previous 30 days.
Below that, a new graph appears that shows your revenue development over the past 12 months. The stacked bars show recurring revenue from existing members (grey), lost revenue from cancellations (red) and revenue from new memberships (green). If you move your mouse over a bar, more detailed information about the respective month will be displayed.
Please note that these sums are for guidance only and you still need to take taxes and fees into account. Decisive figures can be found in the monthly statement you receive via email – you can also download them in the Payouts section.
Subscribers and members
Below the section with your monthly revenue you will find more information, including newsletter and member figures.
With just one click you can expand these boxes to get more detailed information. Under "Newsletter" you will find additional information about new subscribers and unsubscribes as well as converted members. Under "Members" you can see figures for trial, active, guest and expiring memberships.
Conversion is when you gain a new member, i.e. when this person "converts" from non-member to member.
What is interesting for you is how high your conversion rate is in two different groups: among your newsletter subscribers and among trial members (of course, only if you also collect subscribers or offer trial memberships).
You can now see both in the new traffic area:
If you open Newsletter Subscribers, you will see how many newsletter subscribers have become paying members in the previous 30 days.
In the Latest News section, some metrics appear, including how many trial members have decided to support you during or after the trial period.
Pay close attention to this conversion and work to keep it up, or better yet, increase it. This is how you gain new revenue.
There are several ways to convert subscribers into members. The simplest, most efficient method is to always mention your membership programme – at least at the beginning and the end of every newsletter you send out, but every now and then also in an extra newsletter and some social media posts.
Shortly before the end of the trial month, you could send a personal email to guest members inviting them to support your project.
Just as important as conversion is churn, i.e. how many members you lose each month. You can find this information in the Latest News section (see above). It refers to the previous 30 days and is given as a percentage in relation to your total revenue.
It is quite normal to lose members from time to time. An average Steady project has 2-3% churn per month. At the same time, you will gain new members and may even be able to win back churned members at some point.
Keep a close eye on this rate and monitor changes: If you experience unusually high churn, you can think about what caused it. Often this happens about a year after the start of your membership programme, because that's when many annual memberships will expire. What's equally important is working on strengthening your community to reduce churn.
Long-term metrics and billing period
If you offer monthly and annual plans, a box with a pie chart will appear at the bottom right, showing you the percentage of monthly and annual memberships sold. You can display this information either for the number of members or for sales volume.
Average revenue per member
In the long-term metrics section, you will find important figures for planning your membership programme long-term. Included there is how much a member pays you on average per month. The average value for Steady is around 5.50 euros per member per month.
The higher this value, the better, of course. You can influence this, for example, with the prices and the design of your plans.
Have you noticed that most of your members buy the most expensive plan? Then many of them would probably be willing to pay more, which means that your prices are too low.
Or are most of your members on the lowest plan? Then you might be able to convince them to choose a more expensive plan by offering more attractive benefits in return.
Average lifetime revenue of a member
The average lifetime revenue indicates how much revenue a member brings you in total, i.e. how much a member pays, on average, for the duration of a membership.
We calculate this number by multiplying the average duration of a membership by average monthly revenue per member.
We use Steady-wide data for this calculation in case there is not enough project-specific data yet. After all, Steady members are very loyal: the average duration of a membership on Steady is three years.
This metric is not only interesting and shows how much more sustainable memberships are compared to individual donations. It can also help you when spending money to attract members (for example, for advertisements or thank-you bonuses). As a rough guide, we recommend the formula 1:4, so if you spend about a quarter of one member's lifetime revenue to attract one new member, you're in the black.