What is a downgrade?

A downgrade is a member that has canceled their paid subscription on your dating site and reverted to a free, basic membership.

Downgrade count is the combined number of users who cancel their subscription and revert to a free, basic membership during a particular time period. 


There are many reasons why a member may cancel their paid subscription, some leave to try an alternative service in a competitive dating market, then return a re-upgrade growing your reinitial count. Some downgrade then delete their profile as they have found love and therefore no longer require the subscription. We ask every member their reason for leaving and use this data, where necessary to improve the service we offer.


In order for your campaign tracking reports to generate accurate, useful data, you must ensure the White Label Dating campaign tracking script is installed in your landing page code. If you are using the WLD design tool to create your landing pages, this will already be present. If you are using a custom-built landing page, you (or your developer) will need to add this code manually. 


More metric definitions can be viewed in summary here.