Subscription Analytics at Scale

Canva Pro is our flagship subscription product, first launched in 2015. It is a Software-as-a-Service (SaaS) subscription, with the option of a monthly or yearly subscription.

Canva users who subscribe to Canva Pro get a suite of features, such as a brand kit, background remover tool, and magic resizing to change the size of their designs, thus making users more productive. Moreover, they now have access to more than 100 million ingredients, such as images and animations, to use in their designs. These features not only allow subscribers to create more beautiful designs, they also help with improving overall productivity with time saving features, such as scheduling Instagram Posts through our content planner feature.

The scale of our subscriptions, however, poses a challenge from a data perspective. As of the writing of this post, we have more than 3 million subscribers, and many more users trialling the Canva Pro product. All these are important data points that enable the Product and Growth teams to have a full picture of the performance and impact of product launches, feature improvements and experiments, and also to further optimise the overall Canva user experience.

In this blog post, we’ll discuss how the Canva Data team built the data warehouse infrastructure for subscription, unified key business metrics computation, and leveraged subscription data to model churn. We also briefly cover an application of machine learning to subscriptions.

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