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.
Choosing a Date Range
At the top of the page, use the date range button to pick the period you want to look at:
- 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 metrics show how the current period compares to the one before it — for example, a green +15.3% means new subscriptions are up versus the previous period, and red means they're down.
The Metrics
MRR
Monthly Recurring Revenue — the predictable monthly income from all your active subscriptions. This is the key health metric for a subscription business: it's what you can expect to earn each month from subscribers who stay.
Note: MRR only counts subscriptions in your current store currency. If you have changed your store currency, or you have subscriptions taken in another currency, they are left out and MRR reads lower than it should. Contact support if your MRR looks wrong.
Active subscriptions
The number of subscriptions currently in an active billing state — subscribers who are being charged and receiving orders on schedule. Paused, cancelled, and expired subscriptions are not counted here.
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. 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, for the past 30 days, also appears on the Home page: Active Subscriptions, MRR and Failed payments. Click View analytics there to jump to the full page.