Order Modifications Report

The Order Modifications Report provides a comprehensive view of all post-purchase activity on orders. From simple modifications like address changes to revenue-impacting actions like cancellations, refunds, and chargebacks, this report captures every change made to orders after the initial sale. It's essential for understanding operational volume, measuring customer service impact, and tracking the net revenue effect of post-purchase activity.

What This Report Includes

This report tracks all modification events on orders within the selected date range, categorized by type and measured by both volume and revenue impact.

Modifications Included:

All order modification events — skips, unskips, swaps, cancellations, reactivations, refunds, voids, chargebacks, and RMAs
Each modification event is tracked individually, even if multiple changes occur on the same order
Test orders are excluded
Date range is based on Modification Date (when the order change was recorded)

Why This Matters: Post-purchase activity is a direct indicator of customer satisfaction, operational efficiency, and revenue health. High cancellation rates may signal product issues. Frequent swaps may indicate customers are exploring your catalog. Chargeback volumes affect your merchant account standing. This report gives you a single place to monitor it all.

Report Metrics

Total Modifications

The total count of all modification events across all categories. This includes every skip, unskip, swap, cancellation, reactivation, refund, void, chargeback, and RMA recorded in the period. Multiple modifications can occur on the same order.

Orders Modified

The count of unique orders that had at least one modification event. Compare this to Total Modifications to understand whether changes are concentrated on a few orders or spread across many.

Revenue Impacting Activity

Count of modification events that affected revenue — including cancellations, swaps, reactivations, skips, unskips, refunds, voids, and chargebacks.

Revenue Impacting Activity Rate

Percentage of total modifications that had a revenue impact. This is calculated as Revenue Impacting Activity divided by Total Modifications.

Skips

Count of subscription renewal skip events — customers choosing to defer their next renewal cycle without cancelling.

Skipped Rate

Percentage of modified orders that had a skip event. This is calculated as Skips divided by Orders Modified.

Skip Revenue

Revenue impact of skip events. While skips defer rather than permanently lose revenue, they affect the current period's revenue.

Unskips

Count of skip reversal events — customers who previously skipped but then chose to resume their scheduled renewal.

Unskip Rate

Percentage of modified orders that had an unskip event. This is calculated as Unskips divided by Orders Modified.

Unskip Revenue

Revenue recovered through unskip events.

Swaps

Count of product swap events — customers changing the offer on their subscription order.

Reactivation Rate

Percentage of modified orders that were reactivated. This is calculated as Reactivation divided by Orders Modified.

Cancel Rate

Percentage of modified orders that were cancelled. This is calculated as Cancellations divided by Orders Modified.

Swap Rate

Percentage of modified orders that had a swap event. This is calculated as Swaps divided by Orders Modified.

Swap Revenue Change

The difference in revenue from before and after a swap. Swaps may increase revenue (upgrade), decrease it (downgrade), or be neutral (lateral swap).

Cancellation Revenue Lost

Revenue lost due to cancellations. This represents the recurring revenue that will no longer be collected from these subscriptions.

Reactivation Revenue

Revenue recovered through reactivations. This represents recurring revenue restored to the business.

Cancellations

Count of subscription cancellation events in the period.

Reactivation

Count of subscription reactivation events — previously cancelled subscriptions that were restored to active status.

Adjustments

Combined count of all financial adjustment events: refunds, voids, and chargebacks.

Adjustment Rate

Percentage of modified orders that had an adjustment. This is calculated as Adjustments divided by Orders Modified.

Adjustment Revenue

Combined revenue impact of all adjustment events (refunds, voids, and chargebacks).

Refunds

Count of refund events processed in the period.

Refund Rate

Percentage of modified orders that had a refund issued. This is calculated as Refunds divided by Orders Modified.

Refunded Revenue

Dollar value of refunds issued. This is revenue returned to customers.

Average Refund Amount

The average refund amount issued per refund event. This is calculated as Refunded Revenue divided by Refunds.

Voids

Count of void events — charges that were cancelled before settlement.

Void Rate

Percentage of modified orders that had a void issued. This is calculated as Voids divided by Orders Modified.

Void Revenue

Dollar value of voided charges.

RMA Issued

Count of Return Merchandise Authorization events issued. RMAs represent physical product returns and are often associated with refund events.

Chargebacks

Count of chargeback events — disputes filed by customers through their payment provider.

Chargeback Rate

Percentage of modified orders that had a chargeback. This is calculated as Chargebacks divided by Orders Modified.

Chargeback Revenue

Dollar value of chargebacks.

Revenue Change

The net difference in revenue from all modification activity. This single metric tells you the total financial effect of all post-purchase activity:

Revenue Change = (Unskip + Swap + Reactivation Revenue)
               - (Cancellation + Refund + Void + RMA Revenue)

A negative value (most common) indicates more revenue was lost than recovered through post-purchase activity.

Available Dimensions

Use these dimensions to slice and filter your order modification data for deeper analysis.

Dimension	Description
Order Activity Date	The date the modification occurred
Order Activity Hour	Hour of day when the modification occurred (0–23)
Order Activity Day Of Week	Day of the week the modification occurred
Order Activity Week	ISO week number of the modification
Order Activity Month	Month and year of the modification
Order Activity Year	Year the modification occurred
Customer ID	The customer's ID in the system
Customer Email	The customer's email address
Customer Name	The customer's full name
Customer Information	Combined customer details (name, email, phone) for searching
Connection	The connection (CRM instance) associated with the customer
Order ID	The unique order identifier
Activity Type	The type of modification (e.g., Cancel, Refund, Swap, Reactivation)
Modification User	The user who performed the modification
Device	The device used to place the original order
Device Type	The type of device (e.g., Desktop, Mobile, Tablet)
Referrer Domain	The full referring domain that drove the original order
Referrer Base Domain	The base domain of the referrer
Campaign	The campaign associated with the order
Primary Campaign Category	Primary category assigned to the campaign
Secondary Campaign Category	Secondary category assigned to the campaign
Ship Country	Shipping destination country
Ship State	Shipping destination state or province
Tracking 1–20	Custom tracking field values associated with the order

Key Business Insights

1. Modification Volume Trends

Track Total Modifications and Orders Modified over time:

Rising modifications with stable order volume → Customers are engaging more with self-service tools or contacting support more frequently
Rising modifications with rising order volume → Natural scaling; monitor rates rather than absolute numbers
Spike in modifications → Investigate specific events (product issues, billing problems, seasonal patterns)

2. Revenue Impact Assessment

The Net Revenue Change gives you the bottom-line impact:

Compare to total revenue to understand modifications as a percentage of business
Track month-over-month trends to catch deterioration early
Break down by category to identify the largest contributors to revenue loss

3. Customer Satisfaction Indicators

Different modification types signal different issues:

High Cancellation Rate → Product, pricing, or expectation problems
High Swap Rate → Customers exploring your catalog (potentially positive)
High Skip Rate → Frequency mismatch; customers want the product but not as often
High Refund Rate → Quality, fulfillment, or customer experience issues
High Chargeback Rate → Billing clarity, fraud, or dispute resolution problems

4. Recovery Effectiveness

Compare Reactivations to Cancellations for a recovery ratio:

Reactivation Rate / Cancellation Rate = Recovery efficiency
Track this ratio as you implement win-back campaigns or save flows
Improving recovery ratio directly improves lifetime value

Optimization Strategies

Reduce Cancellations

Implement save flows with targeted retention offers
Add pause/skip options as alternatives to cancellation
Address common cancellation reasons identified through exit surveys

Convert Skips to Active Renewals

If skip rates are high, test different subscription frequencies
Offer incentives to unskip (discounts, bonus items)
Review whether your shipping frequency matches consumption patterns

Minimize Chargebacks

Improve billing descriptor clarity so customers recognize charges
Send pre-renewal notifications with clear details
Respond to chargebacks promptly with compelling evidence
Monitor chargeback rates relative to merchant account thresholds (typically 1%)

Maximize Swap Value

Make product swaps easy through self-service tools
Feature upgrade options prominently to drive positive swap revenue
Analyze swap patterns to inform product bundling and recommendations

Pro Tips

Net Revenue is Key: While individual categories are useful for diagnosis, track Net Revenue Change as your primary KPI for post-purchase activity health
Rate vs. Count: For growing businesses, absolute counts naturally rise. Focus on rates (Cancellation Rate, Refund Rate, etc.) for meaningful trending
Chargeback Monitoring: Payment processors typically set thresholds around 1% of transactions. If your Chargeback Rate approaches this, take immediate corrective action to avoid account restrictions
RMA Correlation: Cross-reference RMA counts with refund counts — if RMAs are much lower than refunds, you may be issuing refunds without requiring returns (which may or may not be intentional)

Frequently Asked Questions

Q: What counts as a "modification"?

A: Any post-purchase change to an order: skips, unskips, swaps, cancellations, reactivations, refunds, voids, chargebacks, and RMAs. Simple views or status checks are not counted.

Q: Why might Orders Modified be much lower than Total Modifications?

A: A single order can have multiple modification events (e.g., a skip followed by an unskip, or a cancellation followed by a reactivation). When a few orders generate many events, the ratio diverges.

Q: How is revenue impact calculated for cancellations?

A: Cancellation revenue represents the recurring value of the cancelled subscription — the revenue that would have been collected at the next renewal cycle had the subscription remained active.

Q: Can Net Revenue Change ever be positive?

A: Yes, though uncommon. If reactivation and upgrade swap revenue exceeds losses from cancellations, refunds, voids, and chargebacks, the net impact is positive. This might occur during successful win-back campaigns or aggressive upgrade promotions.