Subscription dashboards overview
The subscription dashboards in Recharge Analytics provide a breakdown of your customers' subscriptions and how they interact with your products at the SKU or variant level. Determine which products are most successful and provide insights into how to increase your customers' average subscription length.
Before you start
- Subscription 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 Subscription dashboards in Recharge Analytics provide a breakdown of subscription performance at the product, SKU, or variant level. Use these dashboards to understand subscription growth, churn, and product-level performance.
Together, these dashboards help you evaluate:
Which products drive subscription growth
Which products have higher churn rates
How subscription trends impact long-term retention
Access the Subscription dashboards
- Click Analytics in your merchant portal.
- Select Dashboards from the dropdown.
- Select Subscriptions and choose which report you want to review.
Subscriptions Overview dashboard
The Subscriptions Overview dashboard shows trends in active and churned subscriptions over time. Use it to evaluate overall subscription growth and product-level performance.
Use this dashboard to
Monitor overall subscription growth trends
Identify increases or declines in churn
Track subscription changes by day, week, month, or quarter
Evaluate the impact of promotions, pricing changes, or launches
Understand active vs churned subscription counts within a time frame
How to interpret the data
Start with active subscription trends to determine whether growth is accelerating or slowing.
Compare active and churned subscription counts to understand whether acquisition is offsetting churn.
Apply the product filter to identify which SKUs are driving growth or underperforming.
If growth slows after a pricing or promotion change, review churn trends to assess impact.
Subscription overview dashboard filters and metrics
Filters
Date Range: Sets the reporting period.
Compare date range: Compares your selected period to a previous timeframe.
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 subscriptions |
An active subscription is a subscription with a status of Total number of active subscriptions at the conclusion of the reporting period. Note: For prepaid subscriptions, the subscription is considered cancelled at the point of status change, even if there are queued orders remaining to deliver. |
| New subscriptions | Number of new subscriptions activated during the reporting period. This is the net sum of each day’s new subscriptions. Subscriptions that activate and churn within the same day are not counted. Subscriptions that activate, churn and reactivate again within the same day are counted as a single activation for the day. |
| Reactivated subscriptions |
Number of formerly churned subscriptions that were reactivated during the reporting period. This is the net sum of each day’s reactivated subscriptions. Subscriptions that reactivate and churn again within the same day are not counted. Subscriptions that reactivate, churn and reactivate again within the same day are counted as a single reactivation for the day. |
| Churned subscriptions | Number of subscriptions that churned during the reporting period. This is the net sum of each day’s churned subscriptions. Subscriptions that churn and reactivate within the same day are not counted. Subscriptions that churn, reactivate and churn again within the same day are counted once for the day. |
| Net gained/lost | The net increase or decrease in your active subscription count. This is calculated as [active subscription count at the end of reporting period - active subscription count at the beginning of reporting period]. A negative number indicates an overall net loss in active subscriptions during the period. |
| Active subscriptions - avg orders | The average lifetime number of subscription orders placed by your store’s active subscriptions, as of the last day of the reporting period. |
| Active subscriptions - avg active days | The average number of days your store’s active subscriptions have been active, as of the last day of the reporting period. |
| New subscriptions - existing subscribers | The number of new subscriptions that were activated by existing subscribers during the reporting period. This number includes new subscription activations among active subscribers, as well as new subscriptions activated by formerly churned subscribers. This number does not include reactivated subscriptions. |
| % of cancellations that resulted in customer churn | The percentage of subscription cancellations that resulted in customer churn. This is the percentage of subscription cancellations that resulted in the subscriber’s active subscription count dropping to “0.” |
| Same-day cancellations |
Number of subscriptions that were created and cancelled on the same day (ending at midnight US Eastern time) within the reporting period. Subscriptions that are created and cancelled on the same day do not count towards that day’s “new subscriptions” count. Same-day cancellations are not included in the numbers reported in the Cancellations before 1st recurring order metric. |
| Cancellations before 1st recurring order | Number of subscriptions that were cancelled before their first recurring charge was processed within the reporting period. |
Filters and reports available through the Subscription cohort performance dashboard
Filters
Metric: The reports available through this dashboard
Date Range: Sets the reporting period.
Product filter: Limits the report to a specific product.
Segment filter: Limits the report to a specific customer segment (for example, a saved segment based on geography, subscription type, or customer behavior).
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Compare cohorts: Enables side-by-side comparison of cohorts based on selected filters.
- Products: Compares cohort performance across selected products.
- Segments: Compares cohort performance across selected customer segments.
Available reports
View available reports (Click to expand)
- Subscription retention by month
- Subscription retention by order number
- Average total monthly gross revenue per subscription
- Average orders per subscription by month
- Average lifetime subscription revenue by month
- Average lifetime subscription order count by month
- Total gross subscription revenue by month
- Total lifetime gross subscription revenue by month
- Total subscription orders by month
- Total lifetime subscription orders by month
- Subscription gross revenue by order number
- Total lifetime subscription orders by order number
- Total lifetime subscription revenue by order number
Subscription churn dashboard
The Subscription churn dashboard provides insights into subscription churn rate and churn type at the product level. Use it to identify underperforming products and retention risks.
Use this dashboard to
Analyze why subscriptions are churning
Identify products or variants with higher-than-average churn
Compare churn performance across time periods
Measure the impact of retention strategies
Detect patterns in voluntary or involuntary churn
How to interpret the data
Start with overall churn rate trends to identify spikes or sustained increases.
Use Compare date range to determine whether churn is improving or worsening.
Apply the product filter to isolate high-churn SKUs.
If one product’s churn rate is significantly higher than others, review pricing, delivery cadence, or product-market fit.
Compare voluntary vs involuntary churn to determine whether customer decisions or payment failures are driving losses.
Subscription churn dashboard filters and metrics
Filters
Date Range: Sets the reporting period.
Compare date range: Compares your selected period against a previous timeframe.
Display: Groups data by day, week, month, or quarter.
Product filter: Limits the report to a specific product.
Segment filter: Limits the report to a specific customer segment (for example, a saved segment based on geography, subscription type, or customer behavior).
Available metrics
View available metrics (Click to expand)
Metric |
Definition |
| Churn rate |
The percentage at which subscriptions were churned during the reporting period. The churn rate is defined as the percent of average daily active subscriptions churned within the period. For example, if a store had 10 active subscriptions at the start of the day, and a customer purchased two new subscriptions but another customer canceled one subscription, the churn rate over five days would be 31%. |
| Churned MRR |
The monthly recurring revenue (MRR) lost to subscription 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 subscription churn, on the day the subscription churned. The MRR included for customers with multiple subscriptions depends on when a customer canceled their subscriptions:
|
| Churn by type | Review subscription 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 subscriptions churn over a specified period, displayed by churn type. |
| Subscription churn over time - MRR | The monthly revenue lost to churn is displayed by churn type. |
| Subscription churn over time - Count | The number of subscriptions churned, displayed by churn type. |
| Active |
Subscriptions 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 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.
The MRR included for customers with multiple subscriptions depends on when a customer canceled their subscriptions:
|
| Passive |
Subscriptions 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 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.
The MRR included for customers with multiple subscriptions depends on when a customer canceled their subscriptions:
|
| 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.
The MRR included for customers with multiple subscriptions depends on when a customer canceled their subscriptions:
|
| 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. |
Subscription cohort performance dashboard
The Subscription cohort performance dashboard helps you understand how individual subscriptions perform over time. This guide explains how to evaluate subscription-level retention, lifetime revenue, and order behavior.
Use this dashboard to
- Evaluate retention and lifecycle performance of individual subscription
- Track subscription revenue and order trends over time
- Compare performance across different subscription cohorts
- Understand how specific products contribute to long-term revenue
How to interpret the data
- Review cohorts by subscription activation date to understand how performance changes over time.
- Each subscription is tracked independently.
- Revenue is attributed to each subscription and reported as the gross line-item value (before taxes, discounts, and shipping).
- Compare retention and revenue trends across products to identify high- and low-performing.
- Use filters to isolate specific products and evaluate their individual contribution to overall performance.
Subscription cohort performance dashboard versus Customer cohort performance dashboard
While this dashboard is similar to the Customer cohort performance dashboard, it focuses on the lifecycle of subscriptions rather than customers. This allows you to analyze product-level performance, regardless of whether a subscription was a customer’s first purchase.
Consider the following scenario:
- A customer activates Product X in January 2026
- The same customer activates Product Y in March 2026
- The customer cancels Product X in June 2026
- The customer cancels Product Y in August 2026
Customer cohort performance dashboard |
Subscription cohort performance dashboard |
|---|---|
| The customer is included in the January 2026 cohort | Product X is included in the January 2026 cohort; Product Y is included in the March 2026 cohort |
| All revenue (Product X and Product Y) is attributed to the January cohort | Revenue is attributed separately to each subscription |
| The customer is only considered churned after all subscriptions are cancelled | Cancellations are tracked per subscription and attributed to their original cohort |
