Analytics and reports
Subscription businesses are not measured like one-off retail. A good month of new orders can hide a bad month of retention, and only the second one compounds.
The headline numbers
| Metric | What it tells you |
|---|---|
| Active subscriptions | How many people are currently committed to buying again |
| Monthly recurring revenue | Predictable revenue, normalised to a month regardless of cadence |
| Average subscription value | What a subscriber is worth per charge |
| Churn rate | The share of subscribers who left this period |
| Lifetime value | What a subscriber is worth over their whole life |
| Net revenue retention | Whether your existing base is growing or shrinking on its own |
MRR normalises cadence: a weekly subscriber at $10 contributes more monthly recurring revenue than a monthly subscriber at $10, and the figure reflects that. Prepaid subscriptions are spread across the deliveries they cover rather than counted entirely in the month they were charged.
Cohorts
Cohort retention groups subscribers by the month they joined and tracks how many remain each month after. It is the clearest view of whether your product is actually working:
- A cohort that drops sharply after delivery two usually means the product disappointed, or the cadence is wrong — people are receiving more than they use
- A cohort that drops at delivery one is usually a checkout expectation problem
- Improving cohorts over time mean your changes are working, even while total churn looks flat
Churn, and what to do about it
The dashboard separates:
- Voluntary churn — the customer chose to leave. Address with the cancellation flow, better cadence options, and loyalty rewards.
- Involuntary churn — a payment failed and never recovered. Address with dunning, renewal reminders and expiring-card warnings.
Involuntary churn is usually the cheaper of the two to fix, and most stores have more of it than they expect.
Cancellation reasons
When a customer cancels through the portal they are asked why. Those reasons are collected here, which is the most direct product feedback you will get — "too much product" means your default cadence is wrong, not that your product is bad.
Upcoming revenue
Because subscription charges are scheduled, next month's revenue is largely knowable today. The upcoming view projects it from live contracts and their next charge dates.
Exporting
Every report exports to CSV for your own analysis or your finance team.
The one number to watch weekly
Net revenue retention. If it is above 100%, your existing subscribers are worth more each month without any new customers at all — and everything you spend on acquisition compounds.