Subscription app Analytics
The Analytics page shows how your subscriptions are performing: recurring revenue, how many subscriptions are active, how many you are gaining, and how many you are losing. Open Analytics in the sidebar.
There are two tabs, Overview and Churn. The date range at the top applies to both, except MRR and Active subscriptions, which always show today's figures.
Choosing a Date Range
At the top of the page, use the date range button to pick the period you want to look at. It starts on Last 30 days.
- Today / Yesterday
- Last 7, 14, 30, or 90 days
- Last 6 or 12 months
- Year to date
- Custom range: pick exact start and end dates
Compare to previous period is on by default. With it enabled, the counts and rates show how the current period compares to the one before it. For example, a green +15.3% under New subscriptions means new subscriptions are up versus the previous period. Green means better, red means worse, so a rise in Churned shows in red. MRR and Active subscriptions have no comparison.
If you imported subscriptions during the selected period, a banner says Imported contracts may show up inaccurately in data. Imported subscriptions can affect the growth and churn numbers for that period.
The Metrics
MRR
Monthly Recurring Revenue: the predictable monthly income from all your active subscriptions, as of today. This is the key health metric for a subscription business: it's what you can expect to earn each month from subscribers who stay. It does not change with the date range.
Note: MRR is shown in your store currency. Subscriptions bought in another currency are converted at the exchange rate from the day they were created. If you have changed your store currency since, subscriptions created before the change are left out and MRR reads lower than it should. Contact support if your MRR looks wrong.
Active subscriptions
The number of subscriptions active today: subscribers who are being charged and receiving orders on schedule. Paused, cancelled, and expired subscriptions are not counted here. It does not change with the date range.
Failed payments
Charges that failed during the period, with recovered underneath showing how many were later paid. Click the block to jump to the failed subscriptions. See When Customers Are Charged, and What Happens When a Payment Fails.
New and lost subscriptions over time
The second card compares this period with the one before it:
- New subscriptions, created during the period
- Churned, cancelled, expired or failed during the period
- Reactivated, subscriptions that started billing again after a payment failure
- Net growth, new plus reactivated minus churned
The bar chart below breaks the period down by day, with a bar per event type: new, cancelled, expired, failed, reactivated, paused and resumed. Losses are drawn below the line. Hover any bar for that day's figures.
The Churn tab
The second tab turns the same events into rates, measured against the subscriptions that were active at the start of the period: churn rate, and separate rates for cancelled, failed and expired. Below that are paused and unpaused counts.
At the bottom, Cancelation reasons and Pause reasons chart what customers told you on their way out. Those charts stay empty until you turn the surveys on. Use Manage cancelation reasons & offers or Manage pause reasons & offers to set them up. See Cancellation and Pause Surveys with Retention Offers.
Reading the Numbers
- MRR going up while active subscriptions hold steady or grow is the healthy pattern: you're keeping subscribers and adding revenue.
- A spike in new subscriptions on specific dates usually lines up with a campaign, sale, or marketing push. Useful for knowing what's working.
- If active subscriptions are flat or falling despite new sign-ups, customers are likely churning. Check your Staff Notifications churn alerts and review pauses and cancellations on the Subscriptions page.
A quick version of these numbers also appears on the Home page, under Past 30 days: Active Subscriptions with how many are new in the past 30 days, MRR, and Failed payments with how many were recovered. Active Subscriptions and MRR are today's figures there too. Click View analytics to jump to the full page.