How Heights uses subscription analytics to track retention, bundles, and lifetime value

When Heights began to scale, their biggest challenge was not growth. It was clarity.

Heights is a subscription-first business that grew 120 percent year over year in 2025. The team had experienced operators, a strong internal data culture, and ambitious plans for expansion. But as bundles, product swaps, and lifecycle complexity increased, confidence in their data started to erode.

Like many subscription brands, Heights tried to solve this with tooling. They invested in custom internal reporting, tested leading ecommerce analytics platforms, and relied on manual exports stitched together into models. Each approach worked in isolation. What broke was not access to data. It was trust in what the data was saying.

Tools built for orders and SKUs could not reliably answer the questions that mattered most: How bundles perform over time, including after product swaps. How product and program changes impact retention and downstream behavior. How lifetime value differs by product and acquisition channel. Where churn originates across entry point, product, and lifecycle stage.

Heights uses HAM to analyze their business through a subscriber-first lens. Instead of modeling transactions, HAM structures data around how subscribers enter, move through, and evolve within the program over time.

This gave Heights clear visibility into which bundles create high-value subscribers over time, even after swaps. How subscribers move between products and programs. The long-term impact of SKU and program changes on retention. Where churn risk begins based on entry point and lifecycle moment.

HAM gave Heights a shared source of truth for understanding subscriber behavior as the business scaled. Instead of working around data limitations, the team can now evaluate bundles, program changes, and retention dynamics with confidence.

"In six years at Heights, I've seen us try everything. Custom builds and best-in-class platforms. None of them gave us the clarity we needed once the business became complex. Ecommerce analytics just aren't built for subscriptions. Understanding what is actually happening in our business is the biggest unlock to growth, and HAM is the first platform that has given us real answers."