[IMP] subscriptions: updated reports doc for 17

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Signed-off-by: Kevin Scannell (ksc) <ksc@odoo.com>
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=======
Reports
=======
====================
Subscription reports
====================
As we know, understanding how our business is going, and where it is going, is key to success. And
particularly so when we offer subscription services or products.
The Odoo *Subscriptions* application provides a series of reporting pages to help companies analyze
how subscriptions are performing.
Before getting to the heart of the matter, it is very important to recall certain essential
concepts to the proper understanding of the following reports:
On the *Subscriptions Analysis* reporting page, users can view specific data related to recurring
subscriptions, quantity of subscriptions, how many subscriptions are in progress or paused, and so
much more.
- **Monthly Recurring Revenue (MRR)**: MRR is arguably the most important metric for subscription
businesses. It shows the monthly revenue earned with subscription-based products or services. It
is a consistent number used to track all recurring revenue over time, in monthly increments.
The *Retention Analysis* reporting page provides an organized table of subscription retention
percentages over any period of time.
- **Annual Run-Rate (ARR)**: ARR is the yearly version of MRR, which is based on the current MRR,
to estimate the coming year's performance. However, this estimation does not take variations and
growth into account.
The *MRR Breakdown* reporting page clearly divides MRR (Monthly Recurring Revenue) and ARR (Annual
Recurring Revenue) metrics for subscriptions into various graphs, lists, and charts.
.. image:: reports/difference-between-MRR-and-ARR.png
:align: center
:alt: Difference between MRR and ARR in Odoo Subscriptions
And the *MRR Analysis* reporting page offers a time-based collection of analytics showcasing how
subscription MRR and ARR has changed over the course of any given period of time.
- **Non-Recurring Revenue (NRR)**: NRR shows the revenue earned for everything else than
subscription-based products or services. This includes gains of a rare or unique nature that are
unlikely to occur in the ordinary course of businesses.
Reporting page elements
=======================
- **Customer Retention**: Practices to engage existing customers to continue buying products or
services from your business. Customer retention can be a challenge, because you must prove you
are worthy of your customers' trust.
All subscription-based reporting pages can be accessed via the :guilabel:`Reporting` header menu in
the *Subscriptions* application.
- **Churn Rate**: Also known as the Rate of Attrition or Customer Churn, the churn rate can be
defined, in this case, as the percentage of subscribers who discontinued their subscriptions
within a given time period. We can distinguish two types of Churn:
The following describes elements found on each reporting page.
- **Logo Churn**: It corresponds to the subscription cancellation rate.
Filters and Group By
--------------------
- **Revenue Churn**: It corresponds to the monthly recurring revenue loss rate.
Filters are used to narrow down metrics to show specific analytics, whereas groupings (via the
:guilabel:`Group By` option) are used to gather specific sections' data into groups for more
organized analysis.
.. example::
Let's imagine a 2$ increase in a subscription service.
This section refers to both filters and groupings, as a combination of the two can be saved in the
:guilabel:`Favorites` section.
- We lost 3 customers out of the initial 20, which generates a **Logo Churn** of 15%.
- | Therefore, the 56$ of MRR difference out of the initial 600$ causes a **Revenue Churn**
| of 9,33%.
To modify the results being shown on any reporting page, click the :guilabel:`▼ (downward facing
arrow)` icon to the right of the search bar. Doing so reveals a drop-down menu of detailed filter
and grouping options.
.. image:: reports/difference-between-logo-churn-and-revenue-churn.png
:align: center
:alt: Difference between logo churn and revenue churn in Odoo Subscriptions
.. note::
Multiple filter options and grouping options can be selected at once.
Reminder: even though they seem to evolve in the same direction most of the time, it might
not be the case all the time.
.. image:: reports/reporting-filter-options-dropdown.png
:align: center
:alt: The reporting filter drop-down menu of options in the Odoo Subscriptions application.
- **Customer Lifetime Value (CLV)**: Indicates how much revenue can be expected for a customer
during his/her entire contract. This approach emphasizes the importance of customer retention,
shifting our focus from a quarterly or yearly approach to a long-term one.
If desired, a filter or grouping (or combination of filters and/or groupings) can be saved in the
:guilabel:`Favorites` section of that drop-down menu. To do that, click the :guilabel:`▼ (downward
facing arrow)` icon beside :guilabel:`Save current search`, located beneath the
:guilabel:`Favorites` section.
Check out the different kinds of reports you can access from the **Odoo Subscriptions**
application.
That reveals a field to assign a title to the favorite filter. There are also two options beneath
the title field, as well: :guilabel:`Default filter` and :guilabel:`Shared`.
Subscriptions analysis report
=============================
Ticking the check box beside :guilabel:`Default filter` makes the newly-favorited filter the default
option for that reporting page.
Go to :menuselection:`Subscriptions --> Reporting --> Subscriptions`. From there, you can change
the *Measures*. By default, Odoo uses the *Monthly Recurring Revenue*. In addition to that, you
can choose *Quantity*, *Recurring Price*, *Yearly Recurring Revenue* and *Count*. For this example,
*Quantity* is added. This way, you can review both of these measures at the same time. You can even
*Group By Start Date* and, more precisely, by *Week*, to get a clear view of your report.
Ticking the box beside :guilabel:`Shared` makes the newly-favorited filter available to other users
in the database.
.. image:: reports/subscriptions-analysis-report.png
:align: center
:alt: Subscriptions analysis report in Odoo Subscriptions
.. note::
The :guilabel:`Default filter` and :guilabel:`Shared` options are **not** required. Only *one* of
those options can be selected at a time.
Retention analysis report
=========================
To save that filter(s), click :guilabel:`Save` in the :guilabel:`Favorites` section of the drop-down
filter menu.
Go to :menuselection:`Subscriptions --> Reporting --> Retention`. The default measure applied is
*Count*, but you can change to the appropriate one for you. For the example below,
*Monthly Recurring Revenue* was chosen, and the *Month* periodicity remains intact.
By using these criteria, you can see the progression of the retention from its start.
When clicked, that saved filter appears beneath the :guilabel:`Favorites` column of the drop-down
filter menu, and a :guilabel:`⭐ (gold star)` icon appears beside the favorite filter's name in the
search bar.
.. image:: reports/retention-analysis-report.png
:align: center
:alt: Retention analysis report in Odoo Subscriptions
Views
-----
Revenue KPIs report
===================
On the :guilabel:`Subscription Analysis`, :guilabel:`MRR Breakdown`, and :guilabel:`MRR Analysis`
reporting pages, three different view options are located in the upper-right corner.
Go to :menuselection:`Subscriptions --> Reporting --> Revenue KPIs`. From there, you can check
different KPIs: *Monthly Recurring Revenue*, *Net Revenue*, *Non-Recurring Revenue*,
*Revenue per Subscription*, *Annual Run-Rate*, *Lifetime Value*, and more. You can also filter this
information on subscriptions, companies, and sales teams. This is useful if you are looking for
specific information.
.. note::
There are *no* other view options available on the :guilabel:`Retention Analysis` reporting page.
.. image:: reports/revenue-KPIs-report.png
:align: center
:alt: Revenue KPIs report in Odoo Subscriptions
The available view options, from left to right, are:
The example below shows the *Monthly Recurring Revenue* detailed report. At the moment, there is no
data, which is the typical scenario for a new business. But, as your company grows over the months,
these graphs get populated with more and more data. Once again, you can filter these specific KPIs
on subscriptions, companies, and sales teams.
- :guilabel:`Graph`
- :guilabel:`Pivot`
- :guilabel:`List`
.. image:: reports/detailed-MRR-report.png
:align: center
:alt: Detailed MRR report in Odoo Subscriptions
.. image:: reports/subscriptions-analysis-page-view-options.png
:align: center
:alt: The different view options available on the Subscriptions Analysis page.
Salesperson dashboard report
============================
Each view has its own series of related view-specific visual options.
Go to :menuselection:`Subscriptions --> Reporting --> Salesperson Dashboard`. This page gives you a
summary of your *Monthly Recurring Revenue*, *Non-Recurring Revenue*, *Subscription modifications*,
and *Non-Recurring Invoices* for each of your salespeople. You can choose the period you want to
apply and the salesperson you want to analyze.
Graph view
~~~~~~~~~~
.. image:: reports/salesperson-dashboard-report.png
:align: center
:alt: Salesperson dashboard report in Odoo Subscriptions
With the graph view selected, the following options appear between the search bar and visual
representation of the data. These graph-specific options are located to the right of the
:guilabel:`Measures` and :guilabel:`Insert in Spreadsheet` buttons.
.. image:: reports/subscriptions-graph-specific-options.png
:align: center
:alt: The different graph view options in the Odoo Subscriptions application.
The first three options, from left to right, represent different graph-related views. The remaining
options represent different ways to organize and visualize that specific graph-related data.
From left to right, the specific graph-related view options are:
- :guilabel:`Bar Chart`: showcases the data in a bar chart format.
- :guilabel:`Line Chart`: showcases the data in a line chart format.
- :guilabel:`Pie Chart`: showcases the data in a pie chart format.
Each graph view option has its own series of specific visual options, which are represented by the
available buttons that appear to the right of the selected graph-related view option.
When the :guilabel:`Bar Chart` graph view is selected, the following visual options are available:
- :guilabel:`Stacked`: showcases the data in a stacked visual format.
- :guilabel:`Descending`: showcases the data in descending order.
- :guilabel:`Ascending`: showcases the data in ascending order.
When the :guilabel:`Line Chart` graph view is selected, the following visual options are available:
- :guilabel:`Stacked`: showcases the data in a stacked visual format.
- :guilabel:`Cumulative`: showcases the data in accumulated, increasing format.
- :guilabel:`Descending`: showcases the data in descending order.
- :guilabel:`Ascending`: showcases the data in ascending order.
When the :guilabel:`Pie Chart` graph view is selected, there are no additional visual options.
Pivot view
~~~~~~~~~~
With the pivot view selected, the subscription metrics are displayed in a data table, which can be
fully customized.
The pivot data table can be customized using the options available in the :guilabel:`Measures`
drop-down menu and/or the filter options available in the filter drop-down menu (accessible via the
:guilabel:`▼ (downward facing arrow)` icon to the right of the search bar).
There are three pivot-specific options available, located to the right of the :guilabel:`Measures`
drop-down menu and :guilabel:`Insert in Spreadsheet` button.
.. image:: reports/subscriptions-pivot-view-options.png
:align: center
:alt: The pivot-specific view options available in the Odoo Subscriptions application.
From left to right, those pivot-specific view options are:
- :guilabel:`Flip axis`: the `x` and `y` axis of the pivot data table flip.
- :guilabel:`Expand all`: all the available rows and columns of the pivot data table expand fully.
- :guilabel:`Download xlsx`: the pivot data table is downloaded as an .xlsx file.
List view
~~~~~~~~~
With the list view selected, the subscription metrics being analyzed are displayed in a simple list,
which can be fully customized by using any of the available filters in the drop-down filter menu
(accessible via the :guilabel:`▼ (downward facing arrow)` icon to the right of the search bar).
.. note::
With list view selected, the :guilabel:`Measures` drop-down menu and :guilabel:`Insert in
Spreadsheet` button are *not* available.
Measures
--------
Each reporting page has its own metric-specific :guilabel:`Measures` drop-down menu of data-related
options to choose from, located in the upper-left corner, above the visual representation of
metrics.
.. image:: reports/subscriptions-measures-drop-down.png
:align: center
:alt: The standard measures drop-down menu in the Odoo Subscriptions application.
When clicked, a series of selectable measures become available, via a drop-down menu. When any of
the options are selected from a :guilabel:`Measures` drop-down menu, the chosen metrics related to
that specific measure appear on the reporting page.
.. note::
For more information on the different measures that can be utilized on each reporting page, refer
to the :ref:`specific reporting page breakdowns <subscriptions/reports/reporting>` found below in
this documentation.
Insert in spreadsheet
---------------------
Beside the :guilabel:`Measures` drop-down menu, there is an :guilabel:`Insert in Spreadsheet`
button.
When clicked, the ability to add the configured data currently being showcased on the reporting page
into a new or pre-existing spreadsheet or dashboard becomes available, via a pop-up window.
.. image:: reports/subscriptions-analysis-spreadsheet-popup.png
:align: center
:alt: The spreadsheet pop-up window of the Subscriptions Analysis page.
Select the desired option from this pop-up window, then click :guilabel:`Confirm`.
.. _subscriptions/reports/reporting:
Reporting pages
===============
In the Odoo *Subscriptions* application, there are four different reporting pages available.
To access, analyze, and customize various reports related to subscriptions, navigate to
:menuselection:`Subscriptions app`, and click the :guilabel:`Reporting` drop-down menu in the
header.
Clicking :guilabel:`Reporting` in the header menu reveals a drop-down menu of the following
reporting pages:
- :guilabel:`Subscriptions`
- :guilabel:`Retention`
- :guilabel:`MRR Breakdown`
- :guilabel:`MRR Timeline`
Clicking any of those options reveals a separate, fully-customizable reporting page focusing on that
particular aspect of subscription data.
The following is a breakdown of those four specific reporting pages.
Subscriptions analysis
----------------------
To access the :guilabel:`Subscriptions Analysis` reporting page, navigate to
:menuselection:`Subscriptions app --> Reporting --> Subscriptions`.
By default, the :guilabel:`Bar Chart` option, in the :guilabel:`Graph` view, is selected on the
:guilabel:`Subscriptions Analysis` reporting page.
The following filters are also present in the search bar: :guilabel:`In Progress or Paused` and
:guilabel:`Recurring`.
.. image:: reports/subscriptions-analysis-page-default.png
:align: center
:alt: The default view of the Subscriptions Analysis reporting page in Odoo Subscriptions.
When the :guilabel:`Measures` drop-down menu on the :guilabel:`Subscriptions Analysis` page is
clicked, a series of metric-related options become available.
.. image:: reports/subscriptions-analysis-measures.png
:align: center
:alt: The measures drop-down menu of the Subscriptions Analysis page.
The metric-related options in the :guilabel:`Measures` drop-down menu on the
:guilabel:`Subscriptions Analysis` page are:
- :guilabel:`Monthly Recurring`
- :guilabel:`Quantity`
- :guilabel:`Recurring Revenue`
- :guilabel:`Untaxed Total`
- :guilabel:`Yearly Recurring`
- :guilabel:`Count`
.. note::
The :guilabel:`Monthly Recurring` measure option is selected by default.
When any of those available measures are clicked, Odoo displays that selected data on the reporting
page for further analysis.
Retention analysis
------------------
To access the :guilabel:`Retention Analysis` reporting page, navigate to
:menuselection:`Subscriptions app --> Reporting --> Retention`.
The :guilabel:`Retention Analysis` reporting page differs from the other *Subscriptions* app
reporting pages, in that it does *not* provide any additional view options. The data on this page is
only presented in a customizable data chart.
.. image:: reports/subscriptions-retention-analysis-page-default.png
:align: center
:alt: The default view of the Retention Analysis reporting page in Odoo Subscriptions.
When the :guilabel:`Measures` drop-down menu on the :guilabel:`Retention Analysis` reporting page is
clicked, a series of metric-related options become available.
.. image:: reports/subscriptions-retention-analysis-measures.png
:align: center
:alt: The measures drop-down menu of the Retention Analysis page.
The metric-related options in the :guilabel:`Measures` drop-down menu on the :guilabel:`Retention
Analysis` reporting page are:
- :guilabel:`Amount to invoice`
- :guilabel:`Margin`
- :guilabel:`Margin (%)`
- :guilabel:`Prepayment percentage`
- :guilabel:`Shipping Weight`
- :guilabel:`Unpaid Amount`
- :guilabel:`Count`
.. note::
The :guilabel:`Count` measure option is selected by default.
To the right of the :guilabel:`Measures` drop-down menu on the :guilabel:`Retention Analysis` page
is an additional drop-down menu containing different time periods. The default time period is
:guilabel:`Month`.
When clicked, a drop-down menu of various time period options become available.
.. image:: reports/subscriptions-retention-analysis-time-periods.png
:align: center
:alt: The time period drop-down menu of the Retention Analysis page.
The time period options are:
- :guilabel:`Day`
- :guilabel:`Week`
- :guilabel:`Month`
- :guilabel:`Year`
When a time period option from this drop-down menu is selected, the :guilabel:`Retention Analysis`
reporting page showcases data for the configured measures and filters within that time period.
To the right of the time period drop-down menu, there is a download button, which allows the user to
download the data presented on the :guilabel:`Retention Analysis` page as an Excel file.
MRR breakdown
-------------
To access the :guilabel:`MRR Breakdown` reporting page, navigate to :menuselection:`Subscriptions
app --> Reporting --> MRR Breakdown`.
By default, the data displayed on the :guilabel:`MRR Breakdown` reporting page is in graph view,
with the :guilabel:`Bar Chart` option and the :guilabel:`Stacked` option selected.
There is also a default filter in the search bar for :guilabel:`Event Date: Month > Event Type`.
.. image:: reports/subscriptions-mrr-breakdown-default.png
:align: center
:alt: The default appearance of the MRR Breakdown reporting page in Odoo Subscriptions.
When the :guilabel:`Measures` drop-down menu on the :guilabel:`MRR Breakdown` reporting page is
clicked, a series of metric-related options become available.
.. image:: reports/subscriptions-mrr-breakdown-measures.png
:align: center
:alt: The default appearance of the MRR Breakdown reporting page in Odoo Subscriptions.
The metric-related options in the :guilabel:`Measures` drop-down menu on the :guilabel:`MRR
Breakdown` reporting page are:
- :guilabel:`Active Subscriptions Change`
- :guilabel:`ARR Change`
- :guilabel:`MRR Change`
- :guilabel:`Count`
.. note::
The :guilabel:`MRR Change` measure option is selected by default.
.. tip::
To make a different measure option the default, first, select the desired measure from the
:guilabel:`Measures` drop-down menu. Then, click the :guilabel:`(downward facing arrow)` icon in
the search bar to open the mega menu of filters and groupings.
In the :guilabel:`Favorites` column, click the :guilabel:`(downward facing arrow)` icon beside
:guilabel:`Save current search` to reveal a field, where a title can be entered, along with two
checkboxes::guilabel:`Default filter` and :guilabel:`Shared`.
Tick the box for :guilabel:`Default filter`, and click :guilabel:`Save`.
That newly-chosen measure option is now the default option that appears when this reporting page
is accessed.
MRR analysis
------------
To access the :guilabel:`MRR Analysis` reporting page, navigate to :menuselection:`Subscriptions
app --> Reporting --> MRR Timeline`.
By default, the data displayed on the :guilabel:`MRR Analysis` reporting page is in graph view, with
the :guilabel:`Line Chart` option, :guilabel:`Stacked` option, and :guilabel:`Cumulative` option
selected.
There is also a default filter in the search bar for :guilabel:`Event Date: Month`.
.. image:: reports/subscriptions-mrr-analysis-default.png
:align: center
:alt: The default appearance of the MRR Analysis reporting page in Odoo Subscriptions.
When the :guilabel:`Measures` drop-down menu on the :guilabel:`MRR Analysis` reporting page is
clicked, a series of metric-related options become available.
.. image:: reports/subscriptions-mrr-analysis-measures.png
:align: center
:alt: The default appearance of the MRR Analysis reporting page in Odoo Subscriptions.
The metric-related options in the :guilabel:`Measures` drop-down menu on the :guilabel:`MRR
Analysis` reporting page are:
- :guilabel:`Active Subscriptions Change`
- :guilabel:`ARR Change`
- :guilabel:`MRR Change`
- :guilabel:`Count`
.. note::
The :guilabel:`MRR Change` measure option is selected by default.
.. seealso::
- :doc:`../subscriptions`

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