One page, every month. Each default’s take-up next to what it costs downstream, so nobody can celebrate one without seeing the other.
Defaults survive because their gains are reported and their costs aren’t. The take rate is in the app; tickets, disputes and unsubscribes are in three other tools. The scorecard puts them on one page.
| Number | Defined as | What it catches |
|---|---|---|
| Subscription share, by toggle | Subscriptions over orders on subscribable products, preselected or not | How much of your program the default is carrying |
| First-renewal outcome, by arrival | Canceled, refunded, disputed or renewed, by preselected versus chose | Subscribers who didn’t mean to be subscribers |
| Cadence fit | Skips and “too much product” cancels per 100 active subscribers | A default interval faster than real use |
| Add-on take rate and tickets | Take rate, and tickets or refunds naming it, over default-only takers | Whether the ticked box is paying (chapter 6) |
| List quality, by source | 30-day unsubscribes and complaints by sign-up source, email and SMS | A sign-up box nobody chose |
| Easy-no usage | Skips, pauses and “not yet” taps, against cancels | Whether customers can find the other doors |
| Dispute ratio | Disputes over transactions, monthly, by cause | Surprise, and distance from the card networks’ lines |
| Urgency honesty score | From the scorer in chapter 12, re-run monthly | An app update that switched a fake timer back on |
| Offer recurrence | Days until each “final” offer, or a better one, ran again | Deadlines customers have learned to ignore |
Put the take rate and its cost on the same line, or the take rate will win every argument.
First, every take-up number sits on the same row as its downstream number; a take rate without tickets is half a fact. Second, compare by arrival: the customers a default brought in against those who chose. The blended average hides exactly the people the default affects.
Expect blanks in the “by arrival” rows at first; start tagging now (chapter 5) and they fill within a quarter. When a number moves, check that month’s app updates first, because defaults change without anyone deciding. And read the tickets behind the complaint counts: “I never signed up” and “I didn’t add this” are the clearest signal on the page.
This is one chapter of The Free Choice, which is free and readable in full on a single page with no form in front of it.