Customer dashboards overview
The Customer dashboards help you understand whether your subscriber base is growing, how churn is impacting revenue, and which customer behaviors influence long-term retention. Together, these dashboards tell the story of your subscriber lifecycle, from acquisition to churn, so you can identify growth opportunities and retention risks early.
This guide explains how to use each Customer dashboard and defines the associated metrics.
Before you start
- Customer dashboards are refreshed daily by 8 AM ET, regardless of your time zone.
- To access the Analytics dashboards, make sure your account has both the Analytics and Home permissions enabled.
Overview
The Customer dashboards in Recharge Analytics help you evaluate subscriber growth, churn, and engagement across your business.
Use these dashboards to understand:
Whether your subscriber base is growing or declining
What type of churn is occurring
How customers manage their subscriptions
How subscriber behavior impacts long-term revenue
Review these dashboards regularly to identify early churn signals, evaluate retention strategies, and measure the impact of operational changes.
Together, these dashboards help you track the full subscriber lifecycle:
Acquisition (new subscribers)
Engagement (actions and behavior)
Retention (churn trends)
Long-term value (cohort performance)
Where to start
If you're reviewing performance at a high level:
Open the Customer Overview dashboard to confirm whether subscriber growth is positive.
Check the Customer churn dashboard to understand what is driving losses.
Use the Actions dashboard to identify behavior trends that may signal future churn.
Review the Cohort Performance dashboard to evaluate long-term retention and revenue quality.
Access the Customer dashboards
- Click Analytics in your merchant portal.
- Select Dashboards.
- Choose which report you want to view from the Customers drop-down menu.
Customer Overview dashboard
The Customer Overview dashboard shows the size and trend of your active and churned subscriber base over time. Use it to evaluate subscriber growth and overall retention performance within a selected time period.
Active subscribers are customers with at least one active subscription.
Use this dashboard to
Track whether your subscriber base is growing or shrinking
Monitor changes in churn alongside acquisition
Compare new vs reactivated subscriber growth
Evaluate the impact of marketing campaigns or product launches
Understand net subscriber movement over time
How to review trends
Start with Total active subscribers to identify overall growth direction.
Review Net gained/lost to determine whether acquisition is outpacing churn.
Compare New vs Reactivated subscribers to understand growth sources.
Review Churned subscribers to identify whether losses are offsetting gains.
Customer Overview dashboard filters and metrics
Filters
Use these filters in the Customer Overview dashboard to customize your results:
Date Range: Sets the time frame for your data.
Product filter: Filters metrics to specific products or variants.
Date Granularity: Groups data by day, week, month, or quarter.
Product filter: Filters metrics to one or more selected products.
Variant filter: Filters metrics to specific product variants.
Segment filter: Filters metrics to a selected customer segment.
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
| Total active subscribers | Total number of active subscribers at the conclusion of the reporting period. |
| New subscribers |
Number of new subscribers created during the reporting period. This is the net sum of each day's new subscribers. Subscribers who activate and churn within the same day are not counted. Subscribers who activate, churn and then reactivate again within the same day are counted as a single activation. This reflects acquisition performance. If new subscriber growth slows while churn remains steady, overall growth will decline. |
| Reactivated subscribers |
Number of formerly churned subscribers who reactivated (activated at least one subscriber) during the reporting period. If a formerly churned subscriber subscribes to a different product than they previously subscribed to, they are shown as 1 reactivated subscriber and 1 new subscriber. This is the net sum of each day's reactivated subscribers. Subscribers who reactivate and churn again within the same day are not counted. Subscribers who reactivate, churn and reactivate again within the same day are counted as a single reactivation for the day. This measures the effectiveness of win-back campaigns, retention offers, and lifecycle marketing efforts. |
| Churned subscribers |
Number of subscribers who churned during the reporting period. A subscriber is considered to have churned when they have no remaining active subscribers. This is the net sum of each day's churned subscribers. Subscribers who churn and reactivate within the same day are not counted. Subscribers who churn, reactivate and churn again within the same day are counted once for the day. Churn directly impacts recurring revenue stability. Rising churn may indicate pricing friction, product dissatisfaction, or operational issues. |
| Net gained/lost |
The net increase or decrease in your active subscriber count. This is calculated as [active subscriber count at the end of reporting period - active subscriber count at the beginning of reporting period]. A negative number indicates an overall net loss in subscribers during the period. This metric shows whether your subscriber base is expanding or contracting. A sustained negative value means churn is outpacing acquisition, which can slow revenue growth. |
| Active subscribers - avg active subscriptions | The average number of subscriptions your store's active subscribers have placed over the course of their lifetime as of the last day of the reporting period. |
| Active subscribers - avg orders | The average number of subscriptions your store's active subscribers have placed over the course of their lifetime as of the last day of the reporting period. |
| Active subscribers - avg active days | The average number of days your store’s active subscribers have been active, as of the last day of the reporting period. |
Customer churn dashboard
The Customer churn dashboard shows churn frequency and churn type. Use it to monitor retention performance and evaluate revenue impact.
Use this dashboard to
Measure overall churn rate and identify trends
Analyze churn by type (active, passive, expired)
Compare churn performance across time periods
Evaluate revenue lost to churn (Churned MRR)
Assess the impact of pricing or retention changes
How to review churn trends
Start with the overall Churn rate trend to identify spikes or sustained increases.
Use Compare date range to evaluate acceleration or improvement.
Review churn by type to determine whether losses are driven by cancellations, payment failures, or expirations.
Check Churned MRR to measure revenue impact, not just subscriber count.
Customer churn dashboard filters and metrics
Filters
Date Range: Sets the time frame for your data.
Compare date range: Sets a time frame in the past to compare against your selected date range.
Display: Groups data by day, week, month, or quarter.
Product filter: Views subscription churn per product.
Segment filter: Filters metrics to a selected customer segment.
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
| Churn rate |
The percentage at which subscribers churned during the reporting period. The subscriber churn rate is defined as the percent of average daily active subscribers who churned within the period. For example, if a store started with 10 subscribers, added two new subscribers, and had one customer churn per day, the churn rate over five days would be 31%. Churn rate shows the speed at which you are losing subscribers. Even small increases can compound over time and significantly impact long-term revenue. |
| Churned MRR |
The monthly recurring revenue (MRR) lost to subscriber churn within the reporting period. MRR is calculated using the subscription recurring price and renewal schedule.
This metric specifically represents MRR lost due to full subscriber churn, on the day a subscriber churned. A customer is considered churned when all of their subscriptions are cancelled. This metric shows the immediate revenue impact of subscriber loss. A rising Churned MRR trend may signal pricing resistance, product dissatisfaction, or payment recovery issues. |
| Churn by type | Review customer churn by type, either active, passive, or expired churn, to understand how customers are churning in your store. |
| Subscription churn over time - Rate | The rate at which customers churn over a specified period, displayed by churn type. |
| Subscription churn over time - MRR | The monthly revenue lost to churn, displayed by churn type. |
| Subscription churn over time - Count | The number of customers who churned, displayed by churn type. |
| Active |
Subscribers who churned as a result of proactive subscription cancelation. This could be a customer canceling their subscription, or having their subscription canceled for them. This does not include subscriptions that were canceled due to expiration or dunning process failure. |
| Active churn rate |
The rate at which subscribers actively churned during the reporting period. This metric is displayed as a percent of your average daily active subscribers for the period. See the Churn Rate metric definition for a detailed breakdown of churn rate calculations. Active churn reflects intentional customer decisions. Increases may signal experience gaps, product value concerns, or competitive pressure. |
| Active churned subscribers |
Subscribers who churned as a result of proactive subscription cancelation. This could be a customer canceling their subscription, or having their subscription canceled for them. This does not include subscriptions that were canceled due to expiration or dunning process failure. |
| Active churned MRR |
The monthly recurring revenue lost to active subscriber churn within the reporting period. This metric represents only the MRR lost due to active subscriber churn, on the day the subscriber churned. MRR is calculated using the subscription recurring price and renewal schedule.
|
| Passive |
Subscribers who churned as a result of unsuccessful dunning. These subscribers had their subscriptions canceled after their renewal charge could not be processed, and all subsequent charge attempts made during the dunning process failed. |
| Passive churn rate |
The rate at which subscribers passively churned during the reporting period. This metric is displayed as a percent of your average daily active subscribers for the period. See the Churn Rate metric definition for a detailed breakdown of churn rate calculations. Passive churn highlights operational friction. Improvements in dunning settings or payment recovery strategies can reduce this type of loss. |
| Passive churned MRR |
The monthly recurring revenue lost to passive subscriber churn within the reporting period. This metric represents only the MRR lost due to passive subscriber churn, on the day the subscriber churned. MRR is calculated using the subscription recurring price and renewal schedule.
|
| Expired |
Subscribers who churned as a result of an expired subscription. This transition occurs after the final charge is processed for regular subscriptions. |
| Expired churn |
Subscribers who churned as a result of an expired subscription. This transition occurs after the final charge is processed for regular subscriptions. |
| Expired churned MRR |
The monthly recurring revenue lost to expired subscriber churn within the reporting period. This metric represents only the MRR lost due to expired subscriber churn, on the day the subscriber churned. MRR is calculated using the subscription recurring price and renewal schedule.
|
| Expired churn rate |
The rate at which subscribers passively churned during the reporting period. This metric is displayed as a percent of your average daily active subscribers for the period. See the Churn Rate metric definition for a detailed breakdown of churn rate calculations. |
Actions dashboard
The Actions dashboard shows how customers manage their subscriptions and where those actions occur (for example, in the customer portal or the merchant portal). Use it to identify behavior patterns and potential churn signals.
Use this dashboard to
Monitor trends in skips, swaps, pauses, and reactivations
Identify behaviors that may signal future churn
Evaluate engagement with discounts and add-ons
Compare action volume across sources (portal, API, admin)
Measure the impact of retention initiatives or feature launches
How to review subscriber behavior
Review overall action volume trends to identify behavioral shifts.
Monitor Pauses and frequent Skips as potential churn indicators.
Evaluate Reactivations and discount usage to assess retention effectiveness.
Compare action sources to understand where customers manage subscriptions.
Actions dashboard filters and metrics
Filters
Date Range: Sets the time frame for your data.
Compare date range: Sets a time frame in the past to compare against your selected date range.
Display: Groups data by day, week, month, or quarter.
-
Action source: Displays actions by source:
API
Customer portal
Merchant portal
Recharge admin
Other
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
| Swap | The total number of times customers swapped a product in their subscription for another product. |
| Skip |
The number of times customers skipped an upcoming subscription order. Frequent skips can reduce short-term revenue and may indicate over-delivery, inventory buildup, or misaligned delivery cadence. |
| Pause |
The number of times customers paused their entire subscription. An increase in pauses may signal pricing sensitivity or temporary dissatisfaction, and can precede cancellations. |
| Apply discount | The number of times customers applied discounts to their orders. |
| Reactivate |
The number of times customers reactivated a previously cancelled subscription. This reflects the success of retention campaigns, remarketing efforts, and improved customer experience. |
| Add one-time | The number of times customers added a one-time product to an upcoming order. |
| Change order date | The number of times customers changed the next charge date for their subscription. |
| Change frequency | The number of times customers modified how often they receive their subscription (e.g., every 30 days to every 60 days). |
| Change quantity | The number of times customers adjusted the quantity of a product in their subscription. |
Customer portal login |
The number of times a user logged into your customer portal. Includes logins on or after Jan 14, 2026 |
Cohort Performance dashboard
The Cohort Performance dashboard evaluates long-term subscriber quality by tracking retention, revenue, and engagement over time. Use it to measure lifetime value and compare acquisition performance across periods or products.
This dashboard also includes a Compare cohorts view, which lets you compare the weighted average of any metric across a specified range for different products or segments. You can compare up to 10 products across any cohort KPI.
Use this dashboard to
Measure early- and long-term retention by cohort
Evaluate lifetime subscription revenue trends
Compare newer cohorts to historical performance
Identify high-retention products or segments
Assess acquisition quality and long-term ROI
How to review cohort performance
Start with Subscriber retention by month, focusing on Months 1–3.
Review cumulative revenue metrics to evaluate lifetime value.
Compare cohorts across time periods to identify performance shifts.
Apply product or segment filters to isolate strong or weak performers.
Cohort Performance dashboard filters and metrics
Metrics dropdown
When you access this dashboard, it displays the Subscriber cohort retention by month by default. To view the other available metrics:
- Click the Metric dropdown.
- Click the metric you want to view, and select Apply.
Filters
- Metric filter: Selects the cohort-based metric you want to analyze, including retention, revenue, subscription orders, and lifetime value metrics.
Product filter: Views subscription churn per product.
Segment filter: Filters metrics to a selected customer segment.
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
Subscriber retention by month |
Count/percent of subscribers in a given cohort who remained active at the end of each month.
Early-month retention (Month 1–3) is a leading indicator of long-term lifetime value. Strong early retention typically drives stronger revenue performance over time. |
Subscriber retention by order number |
Count/percent of subscribers in a given cohort who have placed their 1st, 2nd, 3rd, etc. subscription order.
This metric helps you evaluate the long-term value of subscribers acquired during a specific period and assess acquisition ROI. |
Avg. total revenue per subscriber by month |
Average revenue generated by each subscriber in a given cohort within a given month. This metric divides the total revenue generated within the month by the number of subscribers in the cohort. Total revenue includes discounts, taxes and shipping, and does not subtract refunds. |
Avg. active subscriptions per subscriber by month |
Average number of active subscriptions per subscriber in a given cohort at the end of a given month. |
Avg. lifetime subscription revenue by month |
Average lifetime subscription revenue generated by each subscriber in a given cohort by the end of a given month. Total revenue includes discounts, taxes and shipping, and does not subtract refunds. |
Avg. lifetime subscription order count by month |
Average number of subscription orders generated by each subscriber in a given cohort by the end of a given month. |
Subscription order AOV by month |
Average order value of subscription orders placed by subscribers in a given cohort within a given month. |
Subscription orders by month |
Number of subscription orders placed within given month by subscribers in a given cohort. |
Subscription order placement rate by month |
Count/percent of subscribers within a given cohort who placed a subscription order within a given month. |
Subscription revenue by month |
Total revenue generated by subscribers in a given cohort within a given month. Total revenue includes discounts, taxes and shipping, and does not subtract refunds.
This shows how quickly subscriber cohorts generate revenue and whether newer cohorts are monetizing more effectively than previous ones. |
Subscription revenue by month (cumulative) |
Total subscription revenue generated by subscribers in a given cohort by a given month. |
Subscribers - active subscriptions by month |
Total number of active subscriptions associated with subscribers in a given cohort at the end of a given month. |
Subscribers - order skips by month |
Number of times subscribers in a given cohort skipped at least one subscription item within a given month. Skips are recorded on the day they are initiated, and include skips from all sources (customer portal, merchant portal, API, etc.) |
Subscribers with skips by month |
Number of subscribers who skipped at least one subscription item within a given month. Skips are recorded on the day they are initiated, and include skips from all sources (customer portal, merchant portal, API, etc.) |
Subscription total revenue by order number |
Total subscription order revenue generated from subscribers in a given cohort on their 1st, 2nd, 3rd, etc. subscription order. |
Subscription total revenue by order number (cumulative) |
Total subscription revenue order revenue generated from subscribers in a given cohort by subscription order number (1st, 2nd, 3rd, etc.) |
Subscription order AOV by order number |
Average order value of orders placed by subscribers in a given cohort, by subscription order number (1st, 2nd, 3rd, etc.) |
Compare cohorts
Compare the weighted averages of a given metric across the same range side by side for different products or segments.
To compare cohorts:
- Click Analytics and select Customers in your Recharge merchant portal.
- Select the Cohort Performance tab.
- Click the Compare cohorts dropdown.
- Select the products you want to compare and click Apply to confirm.
