Managing Subscriptions·3 min read
The Analytics Dashboard
Track subscription revenue, growth, MRR, and churn — and know what each number means.
Where to find it
The app's home Dashboard shows your subscription analytics with a time-range selector (yesterday, last 7 / 30 / 90 days). Figures can be shown in your store currency using daily exchange rates.
Metrics explained
| Metric | Meaning |
|---|---|
| Subscription revenue | Gross subscription revenue minus discounts, shipping, and taxes for the period. |
| First-time order revenue | Revenue from customers' first subscription orders — how well you're acquiring subscribers. |
| Recurring order revenue | Revenue from automatic renewals — how well you're retaining them. |
| New subscriptions | Contracts created in the period. |
| Subscription growth | New + reactivated − cancelled, vs. the previous period. |
| Cancellation rate | Share of subscriptions cancelled in the period. |
| Total active subscriptions | Contracts currently active. |
| Monthly recurring revenue (MRR) | All active contracts normalized to a monthly value regardless of frequency — a weekly $10 plan counts ≈ $43/month. The single best health metric to watch. |
| Expected collections next 30 days | Projected recurring revenue over the next 30 days — near-term cash-flow forecast. |
| Lifetime subscription revenue | All-time subscription revenue. |
How to read the numbers
- MRR up + cancellation rate steady — healthy growth; keep acquiring.
- New subscriptions up but recurring revenue flat — churn is eating growth; look at the cancellation rate and consider an escalating discount (see Subscribe & Save Discounts).
- Recurring ≫ first-time revenue — a mature base; protect it with solid dunning settings and the upcoming-order email.
Deeper analysis in Shopify
Every subscription order is tagged — Ego First Order for initial purchases, Ego Recurring Order for renewals — so you can segment any Shopify report, build custom analytics, or drive Flow automations from your real order data.
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