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Performance dashboards overview

Relevant to: Shopify Checkout Integration Recharge Checkout on BigCommerce BigCommerce Integration Migrated Shopify Checkout Integration

The Performance dashboards give you a complete view of subscription growth, retention, acquisition, and renewal performance. Use these dashboards to evaluate how subscriptions impact revenue, benchmark against your industry, and identify opportunities to improve retention and recovery.

This guide explains the information available in the Benchmarks, Checkout, Lifetime revenue, and Renewal Rate dashboards.

Before you start

  • Performance dashboards are refreshed daily by 8 AM ET, regardless of your time zone.
  • Benchmark comparisons are recalculated monthly and may change as the sample set updates.
  • Revenue metrics include taxes and shipping. Returns and refunds are not deducted.
  • To access the Analytics dashboards, make sure your account has both the Analytics and Home permissions enabled.

Understanding Performance dashboards

The performance dashboards include four that focus on benchmarking, acquisition, lifetime value, and renewal performance. These dashboards help you:

  • Compare your store to industry benchmarks
  • Understand how subscriptions drive checkout conversion
  • Measure long-term revenue from subscribers vs. non-subscribers
  • Identify renewal recovery opportunities

Performance dashboards help you answer questions like:

  • Is my subscription program growing or shrinking?

  • How does my churn compare to similar stores?

  • Are customers subscribing on their first purchase?

  • Do subscribers generate more long-term revenue?

  • How much renewal revenue am I recovering from failed payments?

Benchmarks dashboard

The Benchmarks dashboard helps you understand how your retention and AOV compare to similar stores, and where you may have opportunities to improve performance.

Use this dashboard to:

  • Evaluate retention performance against similar stores
  • Identify churn risk trends before they impact revenue
  • Assess whether your AOV is competitive within your vertical

Improving your percentile ranking may indicate stronger retention and revenue performance compared to similar stores in your industry.

How to read the Benchmarks dashboard data

  • Start with your score to see how you rank within your vertical.

  • Use the trend chart to spot month-over-month changes.

  • Compare to the median and top quartile to identify the biggest gap

Available metrics

View available metrics (Click to expand)

Metric

Definition
% of checkout orders with a subscription The percentage of processed checkout orders that included at least one subscription product.
Active churn The percentage of customers who actively canceled their subscriptions, compared against industry benchmarks to help you identify areas to improve customer retention.
Passive churn The percentage of customers lost due to factors such as failed payments, compared against industry benchmarks to help you reduce involuntary churn.
Average Order Value (AOV) The average amount spent per order, measured against industry benchmarks to understand performance and identify opportunities for revenue growth.
Renewal rate The percentage of subscriptions set to renew during a given period that were successfully renewed, even if the payment was completed on a different date.
Payment error rate The percentage of attempted orders that failed initial processing on their scheduled date within the reporting period.
Recovery rate The percentage of attempted orders that failed initial processing on their scheduled date within the reporting period.

Benchmark dashboard filters

At the top of the dashboard, you'll find controls for customizing your view:

  • Date: Select the time period you want to analyze. Benchmark scores reflect performance during the most recently completed month within this range.

  • Vertical: View performance relative to other stores in your selected industry. Benchmark comparisons are calculated using stores currently included in that vertical’s sample set. You can submit a request in your merchant portal to update your vertical.

Metric scores

Your score is based on how your store ranks compared to others in your industry during the most recently completed month. Scores update monthly based on the most recently completed month.

  • Excellent – Top 25% of stores in your industry
  • Good – Above average (50th–75th percentile)
  • Fair – Below average (25th–50th percentile)
  • Poor – Bottom 25%

Chart data

Additionally, each metric contains a chart visualizing your store’s monthly performance over time. The chart highlights what each region represents. Use the green and cobalt lines to understand what top quartile and median performance look like for your vertical,

Chart regions Score range
Green line The 75th percentile score
Green area Top-performing stores
Grey line The median score
Cobalt area Above-average performance
Yellow area Below-average performance
Red line The 25th percentile score
Red area Lowest-performing stores
Blue line Your store
Note: Benchmark data is generated monthly, using the stores currently included in each vertical's sample set. Because this sample store group can change over time, historical benchmark data is also subject to change.

Checkout dashboard

Platforms:

  • Shopify Checkout Integration
  • Migrated Shopify Checkout Integration

The Checkout dashboard helps you understand how effectively your checkout converts customers into subscribers, and how subscription adoption impacts overall acquisition performance.

Use this dashboard to:

  • Measure your subscription attach rate at checkout

  • Understand how different customer types convert (first-time, returning, active subscribers, and churned subscribers)

  • Evaluate whether new customers are more likely to subscribe on their first order or a later order

  • Compare subscriber and non-subscriber acquisition performance

Increasing first-order subscription conversion can significantly improve customer lifetime value and long-term subscription growth.

Available metrics

View available metrics (Click to expand)

This dashboard includes the following metrics for the selected period. The dashboard also displays the metrics over time so that you can understand your customers’ behaviors, and gauge the success of your subscription products.

Metric

Definition
Percent of checkout orders with a subscription The percentage of processed checkout orders that included at least one subscription product.
Checkout units sold: Subscription vs. one-time The percentage of product units sold in checkout orders as either subscription or one-time products.
Checkout order by customer type

A breakdown of checkout orders placed, based on whether they were placed by:

  • First-time customers - Customers placing their first order in your store
  • Returning customers - Customers who have placed at least one order in the past, but have never subscribed to a subscription product when they placed their order
  • Active subscribers - Customers who had at least one active subscription when they placed their checkout order
  • Churned subscribers - Customers who previously subscribed to one of your products, but had cancelled all subscriptions when they placed their checkout order
New customers: Purchased subscription on 1st order

A breakdown of customers based on whether they purchased a subscription product in their first order. Customers are defined by the following:

  • New customers - All customers who placed their first order in your store within the reporting period, regardless of whether the order included a subscription product
  • Purchased subscription of first order - New customers who purchased a subscription product in their first order
  • Purchased one-time only - New customers who only purchased one-time products in their first order
New subscribers: Subscribed on 1st order vs. subscribed on returning order

A breakdown of new subscribers categorized by those who subscribed on their first order, versus those who subscribed on a returning order:

  • New subscribers - All customers who became subscribers within the reporting period, regardless of whether they became subscribers on their first or recurring orders.
  • Subscribed on 1st order - All customers who became subscribers in the specified period by purchasing a subscription product in their first order.
  • Subscribed on a returning order - All customers who became subscribers in the specified period by purchasing a subscription product after having previously placed at least one non-subscription order.
New subscribers by order number subscribed at The number of new subscribers during the specified period, categorized by whether they subscribed on their first or later orders. The displayed order number represents the first order from the customer to include a subscription product.

Checkout dashboard filters

At the top of the dashboard, you'll find controls for customizing your view:

  • Date: Select the time period you want to analyze. All checkout and acquisition metrics reflect orders placed within this range.

  • Compare to: Compare performance against a previous time period. Use this to evaluate the impact of changes to pricing, offers, or subscription strategy.

  • Display: Choose how data is grouped over time (for example, Daily). This helps you identify short-term shifts or longer-term acquisition trends.

  • Product: View checkout performance for one or more specific products.

  • Variant: View checkout performance for one or more specific product variants.

  • Segment: Compare checkout and subscription conversion performance across customer segments.

Lifetime revenue dashboard

Platforms:

  • Shopify Checkout Integration
  • Migrated Shopify Checkout Integration

The Lifetime revenue dashboard helps you measure the long-term revenue impact of subscribers compared to non-subscribers, so you can evaluate the true value of your subscription strategy.

Use this dashboard to:

  • Prove long-term subscription value

  • Compare revenue impact over 12, 24, or 36 months

  • Support strategic pricing or bundling decisions

Understanding the revenue gap between subscribers and non-subscribers helps you validate the long-term impact of your subscription strategy.

How to interpret the Lifetime revenue dashboard data

Use 12 months to understand early value differences.

  • Use 24–36 months to evaluate long-term lift from subscribers.

  • Compare revenue and orders together to understand whether lift comes from higher AOV, more orders, or both.

Available metrics

View available metrics (Click to expand)
 

This dashboard includes the following metrics for the selected cohort.

Metric

Definition
Subscriber vs. non-subscriber avg. lifetime revenue

The average lifetime revenue from both subscribers and non-subscribers by the end of a given period.

  • Subscriber average lifetime revenue - The average lifetime revenue from customers acquired within the given period that became subscribers at any point. This amount includes revenue from subscription and non-subscription orders.
  • Non-subscriber average lifetime revenue - The average lifetime revenue from customers acquired within the given period who never became subscribers.

Lifetime revenue includes the revenue from subscription and non-subscription orders. The revenue amount includes tax and shipping, with no deductions for returns or refunds.

 
Subscriber vs. non-subscriber avg. lifetime orders

The average lifetime number of orders placed by both subscribers and non-subscribers by the end of a given period.

  • Subscriber average lifetime orders - The average lifetime number of orders placed by customers acquired within the given period, that became subscribers at any point. This number includes subscription and non-subscription orders.
  • Non-subscriber average lifetime orders - The average lifetime number of orders from customers acquired within the given period, who never became subscribers.

The average number of orders includes subscription and non-subscription orders.

Lifetime revenue dashboard filters

At the top of the dashboard, you'll find controls for customizing your view:

  • Cohort date range: Select the time period in which customers were first acquired. The dashboard calculates lifetime revenue and order metrics for customers who placed their first order within this range. Choose from preset ranges or select Custom to define a specific acquisition period.

Longer cohort ranges allow you to evaluate extended revenue impact (for example, 24- or 36-month lifetime value), while shorter ranges help you assess more recent acquisition performance. 

Renewal rate dashboard

The Renewal rate dashboard shows you how effectively your scheduled subscription renewals are processed and how renewal disruptions affect long-term subscription revenue.

Use this dashboard to:

  • Measure your overall renewal success rate

  • Identify how skips, reschedules, and payment failures affect renewals

  • Track how much revenue you recover from failed or delayed renewals

  • Spot trends in renewal disruptions over time

  • Evaluate whether your dunning or retry strategies are improving performance

Even small improvements in renewal recovery can significantly impact long-term revenue.

View available metrics (Click to expand)

Metric

Definition
Subscription renewal rate

The percentage of subscriptions originally scheduled to renew within the selected period and eventually did renew, either on the scheduled date, before, or after it.

You can use this chart to identify gaps between expected and completed renewals.
 

Note: The renewal rate for a given period can increase over time as some renewals are delayed and are processed after the original date.
Subscription outcomes

A visual representation of the paths subscription renewals take from their originally scheduled date to their final outcome. This chart shows how many renewals were scheduled, rescheduled, and attempted, and how many were ultimately processed, failed, lost, or remain outstanding.
 

  • Scheduled: Recharge scheduled the subscription renewal. This typically happens after a customer activates a subscription, or after processing or skipping the customer’s last previous renewal.
  • Rescheduled: The renewal date changed at least once before Recharge attempted to charge the customer, or before the subscription was lost.
  • Attempted: Recharge attempted to process payment for the customer upon subscription renewal.
  • Processed: Recharge successfully processed the subscription renewal payment.
  • Failed: The first subscription renewal payment attempt failed due to payment error.
  • Lost: The subscription renewal was lost due to a skipped order, cancellation, or a payment error that was not resolved during the recovery period.
  • Outstanding: The renewal has not processed yet, but may be processed later. Examples include rescheduled renewals that have not yet been processed and renewals with failed payments that are still in the recovery period.
Subscription outcomes: Not processed as scheduled

A visualization of the current status of subscription renewals that were not processed as originally scheduled.

  • Error - recovered: The first payment attempt failed, but Recharge later recovered the renewal through a successful retry.
  • Rescheduled - processed off schedule: Recharge processed the renewal after it was scheduled for a different date.
  • Error - in recovery: The first payment attempt failed. The renewal is still in the error recovery process, and may be processed after a retry attempt.
  • Lost - active churn: Either you or the customer manually cancelled the subscription, and the renewal is lost as a result.
  • Lost - other: You lost the renewal because the subscription expired or you deleted it, rather than canceling it or letting it fail due to payment issues.
  • Lost - passive churn: The renewal was lost because Recharge automatically cancelled the subscription after payment error recovery attempts failed.
  • Lost - stalled: The renewal was lost because the subscription payment attempt failed and could not be recovered within 60 days after failure, even though Recharge did not automatically cancel the subscription.
  • Skipped: The renewal was lost because the subscription renewal was skipped.
Subscription actions: days before scheduled date A visualization that tracks when customers reschedule, skip, or cancel their subscriptions, measured by how many days before the original scheduled renewal date the action takes place.

You can use this chart to identify patterns in customer behavior and anticipate churn risks. For example, if many subscribers skip or cancel their renewal on the same day that they receive their “upcoming order” notification email, you could optimize that email to incentivize different actions like delays.
Rescheduled subscriptions: Processed date A visualization of the processed date of rescheduled subscription renewals grouped based on whether they were processed before or after their original scheduled date.
Timeline of rescheduled subscriptions A visualization showing how far before or after the original scheduled date rescheduled orders were processed.
Actions by product A visualization showing a product-level breakdown of skip, reschedule and cancel actions–along with the skip/reschedule/cancel rate for each product.

Renewal rate dashboard filters

At the top of the dashboard, you'll find controls for customizing your view:

  • Date range: Select the time period you want to analyze. The dashboard reflects renewals originally scheduled within this range and their final outcomes.

  • Display: Choose how data is grouped over time (for example, Daily). This helps you identify short-term spikes or longer-term renewal trends.

  • Product: View renewal performance for a specific product. Use this filter to identify which products have higher skip, reschedule, failure, or lost renewal rates.

  • Segment: View renewal performance for a specific customer segment. Use this filter to compare renewal outcomes across different customer groups.

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