Zephr User Guide

Zephr Trend

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Zephr Trend is a dashboard tool allowing you to find straightforward answers to strategic dilemmas. With a quick, digestible overview of your user behaviour across all your sites, you can visualise key metrics along the subscriber lifecycle.

Insights include viewing your new subscriber numbers over time, your number of active users and growth rate, and your subscriber churn rate – essential data in an ever-evolving digital landscape.

Zephr Trends - Overview - A screenshot showing the home page of Zephr, including a snippet of the Zephr Trend dashboard

The Zephr Trend Dashboard is available to anyone using Zephr as an Identity Management Platform. It is not available to customers who are using a third-party identity platform, or JWT tokens.

Viewing Your Zephr Trend Dashboard

Your Zephr Trend dashboard is available on the homepage of the Zephr Admin Console. If you’re on a different screen of the admin console, click Home in the top navigation, or click the Zephr logo in the top left of the page.

Data Available On Your Trend Dashboard

The Zephr Trend Dashboard is broken into two sections – Commercial Trends and Community Trends.

Commercial Trends

Commercial Trends looks at what your paying customers are doing. It is affected by users whose journeys take place in the ‘Customer’ tab of your Zephr Feature Rules.

The Commercial Trends metrics look at three key data areas: Subscribers Over Time, Churn Rate, and Top Products.

New Subscribers Over Time

New Subscribers Over Time looks at how many people are subscribing to your products. These are users who have been given product grants within Zephr, most likely by making subscription purchases via a third party payment provider, such as Braintree and Stripe. By default, this shows the previous 90 days of data.

The data also looks at a year on year comparison, allowing you to spot seasonal trends in your subscription patterns and see how your business is growing compared to the previous year.

This chart also provides you with forecasting. Where the date axis goes into the future and changes to a dotted line, Zephr will provide a forecasted subscriber rate over time, based on your current subscriber trajectory.

Hovering over the forecasted area will show you the Forecast Value, an Upper and Lower Bound, the Confidence Level we have based on your data, and the date the forecast is for.

Zephr Trends - Subscribers Over Time - A screenshot showing the forecast for subscribers over time, including the forecasted number of subscribers for a particular day, an upper bound and lower bound, and a confidence level.

In the example above, we are predicting this company will have 43 subscribers on the 14th of October. Our Upper Bound estimate is for 48 customers, whilst our Lower Bound estimate is for 37 customers. Zephr’s Confidence Level for this forecast is 80%.

This data allows you to project how well your subscription growth will plot over time, and adjust your user journeys and product offerings accordingly.

Churn Rate

The Zephr Trend dashboard provides a Churn Rate graph to show you the rate at which your customers are churning over time.

We use an industry-standard churn rate, calculated by looking at the number of customers you have lost over a period of time, divided by the total number of customers you had during that period, plus the number of new customers gained, with that result being multiplied by 100 to get a percentage.

Zephr Trends - Churn Rate
Along with the current churn rate, we also show the running average over time. This is because big spikes in the churn rate, such as the one seen in the graph below, do not necessarily provide a true reflection of the state of the business.

Zephr Trend - Churn Rate Graph - A line graph showing a 421% churn rate for one particular day.

As with the Subscribers Over Time graph, we also show the year-on-year analysis of your churn rate.

Top Products

The final graph in the Commercial Trends section is the Top Products graph. This shows the distribution of your top 10 most granted Products over the past 90 days, with an ‘Other’ option covering any additional products.

Zephr Trend - Top Product - A pie graph showing a customers top 10 products over time, with an additional section for 'other'

This graph helps you understand which products are most popular amongst your customers to help you predict trends and create offers for converting your registered users.

Community Performance

Community Trends looks at what your registered users who are yet to subscribe are doing. It is affected by users whose journeys take place in the ‘Registered’ tab of your Zephr Feature Rules.

The Community Trends metrics look at three key data areas: Total Registered Users, Registered Users Over Time, and Active Users and Growth Rate.

Total Registered Users

This section of your Trend dashboard will show you how many registered users you have. Note that registered users may, in some cases, also be customers. Here a Registered User refers to anyone who has an account stored within Zephr.

Registered Users Over Time

Registered Users Over Time displays the number of users who have registered to your site on a daily basis.

As with other charts in the Zephr Trend dashboard, this chart provides you with forecasting. Where the date axis goes into the future, Zephr will provide a forecasted registered user rate over time, based on your current trajectory.

Zephr Trend - Registered Users Over Time - A line graph showing the number of new registered users each day, with a year-on-year comparison and a forecast into the future.

Hovering over the forecasted area will show you the Forecast Value, an Upper and Lower Bound, the Confidence Level we have based on your data, and the date the forecast is for.

Active Users and Growth Rates

We calculate how many active users you have by looking at how many users have logged in over a certain time period.

Zephr Trend - Active Users & Growth Rate - A line graph showing the number of users with an active session and how this coincides with the number of registered users.

The growth rate for this graph looks at an average of how many active users you have over time against your total number of users.

Downloading Your Zephr Trend Data

If you wish to further analyse any of the data available within the Zephr Trend dashboard, you can click the three dots in the top right corner of the relevant graph, then select CSV File to download a CSV of the data.