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Performance reports

Shopify Checkout integration Recharge Checkout on BigCommerce BigCommerce Checkout Integration Migrated Shopify Checkout Integration
Sections

Performance reports provide a comprehensive overview of your subscription program’s health and effectiveness, segmented into three key dashboards. Use the Performance dashboards to understand your subscription program’s performance across metrics, track overall sales and customer acquisition, and uncover lifetime trends for both subscribers and non-subscribers.

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

Benchmarks dashboard

The Benchmarks Dashboard displays your subscription program’s performance across three key metrics: Active Churn, Passive Churn, and Average Order Value (AOV). This dashboard shows how your store is performing relative to others in your industry, helping you identify areas for improvement.

Available metrics

View available metrics (Click to expand)

Metric

Definition

Active Churn

 Compare your customers that are actively cancelling their subscriptions with industry benchmarks, allowing you to identify areas to improve customer retention.
Passive Churn Monitor the loss of customers due to factors such as failed payments and compare these rates across industry benchmarks to help you reduce involuntary customer churn.
Average Order Value (AOV) Analyze your Average Order Value against industry benchmarks, helping you understand your performance and identify areas where you may be able to increase revenue.
% of checkout orders with a subscription The percentage of processed checkout orders that included at least one subscription product.

Metric scores

A score is displayed for each metric,  determined by your store's percentage ranking on the most recently completed month: 

  • Excellent - Your store's performance is in the top 75% of stores within their vertical.
  • Good - Your store's performance is at or above the median, below the 75th percentile of stores within their vertical.
  • Fair - Your store's performance is below the median, but above the 25th percentile of stores within their vertical.
  • Poor - Your store's performance is in the bottom 25% of stores within their vertical.

Chart data

Additionally, each metric contains a chart visualizing your store’s monthly performance over time. The following table defines what the chart regions indicate. 

Chart regions Score range
Green line The 75th percentile score 
Green area The “Excellent” score range (between 99th and 75th percentile)
Cobalt line The median score
Cobalt area The “Good” score range (between 75th and 50th percentile)
Yellow area The “Fair” score range (between 50th and 25th percentile)
Red line The 25th percentile score
Pink area

The “Poor” score range
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 tracks subscriber acquisition in the context of overall sales and new customer acquisition. This dashboard gives insights into:

  • The percentage of checkout orders completed with a subscription product included
  • The percentage of checkout orders placed by new and returning customers, as well as active and churned subscribers
  • The percentage of new customers acquired as subscribers versus non-subscribers
  • The percentage of new subscribers who subscribed on their first order, versus on a recurring order, as well as which order they were acquired on

Available metrics

View available metrics (Click to expand) The Checkout dashboard displays the following metrics based on the filtered time 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 percent 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.

Lifetime revenue dashboard

Platforms:
  • Shopify Checkout Integration
  • Migrated Shopify Checkout Integration

The Lifetime Revenue dashboard displays the difference in lifetime revenue and orders between subscribers and non-subscribers over their first twelve, twenty-four, or thirty-six months.

Available metrics

View available metrics (Click to expand)
 The Lifetime revenue dashboard displays the following metrics based on the filtered cohort range.

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.
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