Understanding the Subscribers Analytics Tab

The Subscribers drill down in your Analytics Dashboard dives into active subscriber numbers. You can view total active subscribers, lifetime value, a daily breakdown, and more.

1 - New subscribers

The total number of newly joined subscribers in the chosen timeframe. 

2 - Customer Lifetime Value

The customer lifetime value represents the anticipated value of a new customer over their lifetime as a subscriber. It is calculated by:

Customer Lifetime Value = Average Order Value * Average number of successful recurring orders that a customer will receive over their lifetime as a subscriber.

3 - Total active subscribers chart

The total active subscribers chart displays how many active subscribers you have at a given date or over a given timeframe. This is also commonly referred to as net subscribers because the value takes into account new subscribers, subscribers that have cancelled, and subscribers with no status change. It's calculated as:

Total active subscribers = Existing subscribers + New subscribers - Cancelled subscribers

4 - Active subscribers by status

The Active subscribers by status chart displays a daily breakdown of the status of your subscribers. 

• New (Green): Represents newly created subscribers, defined as a subscriber with no existing subscriptions.
• Existing (Purple): Represents subscribers whose subscription was created in a previous time period and has not yet been cancelled. Subscriber is defined as a customer with at least one subscription.
• Cancelled (Orange): Represents a customer who has cancelled all of their subscriptions. 

5 - Subscriber counts table

The Subscriber counts table breaks out the values used in the chart above. You can download the chart as a CSV spreadsheet and sort or modify it for any follow-up calculations.

Reactivated subscribers will be included either as an existing subscriber if a subscriber has multiple subscriptions and cancelled only one of their subscriptions, or a new subscriber if a subscriber had cancelled all of their subscriptions and then reactivated a subscription.