Subscription Metrics Definitions

16 Subscription metrics calculated with data coming from Recharge Payments.

Customers can access subscription metrics calculated with data coming from Recharge. They will be able to pick different cohorts types in our cohort metrics, those types include cohorts built by Acquisition date, First Order date or First Subscription Order date.

Active Subscribers

The number of new subscribers on any given day. Subscription have a start date, so they're new on that date.

Active subscribers describe subscriptions which are not cancelled or expired in any way. We currently do not temporarily decrease the count of “active subscribers” to omit skipped orders or paused subscriptions.

Active Subscriptions per Cohort

The percentage of active subscriptions on any given day.

Duration of Active Subscribers

Track the number of days between the day a customer subscribed and their last subscription renewed.
= [sum subscription time ] / [number active customers] (on any date or date range)

Duration of Churned Subscribers

Track the number of days between the day a customer subscribed and their last subscription canceled.
= [sum Churn time] / [number churned customers] (on any date or date range)

Churned Subscribers

The number of churned subscribers on any given day. Subscriptions have a churn date (cancelled_at), so they're churned on that date.

Churn Rate

= # of subscribers canceling during a time period / # of subscribers at the beginning of the time period

Growth Rate

= # of subscribers at the end of the time period / # of subscribers at the beginning of the time period

MRR

A normalized measure of a business' predictable revenue that it expects to earn each month from all active subscriptions on any given date

The amount of revenue by month based on the subscription renewal rate (once a month, once every 6 weeks, etc.).

MRR on any given day is the sum of revenue expected per month for all active subscribers on that day.

If a subscription renews every 6 weeks, we’ll count 6 * 7 / 30.5 of the revenue towards the MRR, and put simply, if a $100 subscription renews every other month, we count $50 towards MRR

MRR per Active Subscriber

Cohort metric by month (or other cohort durations) as an average MRR value per customer

MRR per Cohort

Cohort metric as a sum of MRR for all subscribers in the cohort

MRR per cohort is a non-cumulative metric. It drops each months as the number of inactive customers drops too. It’s important to notice that MRR is an indication of the monthly-equivalent revenue (think of subscriptions shipping ever 6 weeks for example) and not an actual amount charged. For that we have recently updated the LTV per subscriber cohort metric which is a cumulative sum of actual charges, grouped by cohorts.

Cumulative MRR per Subscription

Monthly Recurring Revenue divided by active subscription, normalized into a monthly amount.

LTV per Subscriber

Average lifetime profit per subscribers in a cohort.

LTV total revenue from subscribers, and subtracts, costs, refunds, discounts and divides that by the total number of subscribers in the cohort.

LTV per Subscription

LTV is the lifetime profit from the subscribers in a cohort.

LTV total revenue from subscribers, and subtracts, costs, refunds, discounts and divides that by the total number of subscribers in the cohort.

Net Sales - Subscribers

Equates to gross sales - discounts - returns.

Net sales does not include shipping charges or taxes. It will be a positive number for a sale on the date that an order was placed, and a negative number for a return on the date that an order was refunded.

New Subscribers

The number of new subscriptions on any given day

Total Sales Subscribers

Sum of subscription revenue from Recharge.

Equates to gross sales - discounts - returns + taxes + shipping charges.

Total sales will be a positive number for a sale on the date that an order was placed, and a negative number for a return on the date that an order was refunded.

Monthly Attributed Profit // Profit per cohort

Cumulative MRR revenue minus COGS, attributed to each month, per cohort. ie. If a customer pays for a 3-month subscription upfront, 1/3rd of the amount is added each month, unlike LTV that would display all profit on the month the charges occur on.

Monthly Attributed Profit per Subscription // Profit per Subscription

Cumulative earned profit per subscription = MRR equivalent minus COGS revenue attributed to each month, per subscription. ie. If a customer pays for a 3-month subscription upfront, 1/3rd of the amount is added each month, unlike LTV that would display all profit on the month the charges occur on

Subscription Revenue Rate

Percentage of revenue that is Subscription Revenue. When segmented (e.g. by product type), the percentage is for each segment = [Subscription Revenue] / [Total Revenue]

This allows you to answer the question - What percent of overall revenue is subscription revenue.

You can segment this as well to see the segmented percentage of subscription revenue compared to overall revenue.

Monthly Growth Rate

The growth rate exists in 3 flavors: monthly, weekly or daily.

The formula =
num_end_period / num_start_period

The definitions:
num_end_period = the number of new subscribers at the end of the month/week/day

num_start_period = the number of customers at the start date

Segmentation

All metrics above are computed around the subscriptions, so Peel segments by as many parameters available:

  • Product – shopify_product_id
  • Variant – shopify_variant_id
  • SKU – sku
  • Day of the month – order_day_of_month
  • Day of the week – order_day_of_week
  • Interval unit – order_interval_unit (days, weeks, months)
  • Interval duration – order_interval_unit and order_interval_frequency (combined both)
  • Cancelation reason – cancellation_reason