Tip: If you haven't set up your subscription tracker yet, see the article below first.
What are acquisition and renewal customers in the subscriptions dashboard?
In TRG's subscriptions dashboard, acquisition customers are those purchasing a given series for the first time, while renewal customers are those who purchased the same series the prior year and again this season. You can toggle the dashboard view to show acquisition customers, renewal customers, or both to enable tailored marketing strategies.
How does TRG define acquisition and renewal?
- Acquisition: customers who have purchased a given series for the first time.
- Renewal: customers who purchased a given series the year prior and purchased the same series this season.
Note: Acquisition and renewal are defined differently here than in the single ticket tracker. A customer is only considered to have renewed if they bought the same series, such as POPS, two years in a row. If they purchased Masterworks last season and POPS this season, they are considered new.