Net Subscriptions Report

The Net Subscriptions Report is one of the simplest yet most powerful reports available. It answers a fundamental question: is your subscription base growing or shrinking? By tracking new subscriptions gained, subscriptions lost to churn, and the net difference, you get an instant read on the health and trajectory of your subscription business.

What This Report Includes

This report tracks all recurring subscriptions based on the date their status changed. New subscriptions are counted on the date they were created, and churned subscriptions are counted on the date they were cancelled.

Subscriptions Included:

Only recurring subscriptions (excludes one-time purchases)
New subscriptions are counted on their order date; churned subscriptions are counted on their cancellation date
Only subscriptions with a valid order date are included
Test orders are excluded
Date range is based on Order Date (for new subscriptions) and Cancellation Date (for churned subscriptions)

Why This Matters: Net subscription growth is the single most important leading indicator for a subscription business. Positive net subscriptions mean your customer base is expanding; negative net subscriptions mean you're losing ground and need to act.

Report Metrics

New Subscriptions

The total number of new recurring subscriptions created during the selected time period. This includes all new subscription sign-ups regardless of whether the customer is new or already has existing subscriptions. Every new recurring sale generates a new subscription counted here.

Churned Subscriptions

The total number of subscriptions that were cancelled during the selected time period. A subscription is counted as churned on the date its status changed to cancelled, not on the date it was originally created. This gives you an accurate picture of when cancellations actually occurred.

Net Subscriptions

The difference between New Subscriptions and Churned Subscriptions. A positive number means you gained more subscriptions than you lost — your subscriber base grew. A negative number means cancellations outpaced new sign-ups — your subscriber base contracted. This single number tells you whether your business is moving in the right direction.

Available Dimensions

Use these dimensions to slice and filter your net subscription data for deeper analysis.

Dimension	Description
Subscription Activity Date	The date the subscription activity occurred (new signup or churn)
Subscription Activity Hour	Hour of day when the activity occurred (0–23)
Subscription Activity Day Of Week	Day of the week the activity occurred
Subscription Activity Week	ISO week number of the activity
Subscription Activity Month	Month and year of the activity
Subscription Activity Year	Year the activity occurred
Customer ID	The customer's ID in the system
Customer Email	The customer's email address
Customer Name	The customer's full name
Customer Information	Combined customer details (name, email, phone) for searching
Connection	The connection (CRM instance) associated with the customer
Order ID	The unique order identifier
Order Offer ID	The unique identifier for a specific offer within an order
Current Renewal Cycle	The current billing cycle number for the subscription
Connection Offer Status	The offer status as defined by the connection
Days To Cancel	Number of days between subscription creation and cancellation
Is Blacklist	Whether the customer is on the blacklist
Is Gift	Whether the order was marked as a gift
Used Discount Code	Whether a discount code was applied
Device	The device used to place the order
Device Type	The type of device (e.g., Desktop, Mobile, Tablet)
Offer	The offer associated with the subscription
Offer Name	Display name of the offer
Offer Code	The unique offer code
Primary Offer Category	Primary category assigned to the offer
Secondary Offer Category	Secondary category assigned to the offer
Campaign	The campaign associated with the order
Primary Campaign Category	Primary category assigned to the campaign
Secondary Campaign Category	Secondary category assigned to the campaign
Charge Frequency	How often the subscription is billed
Shipping Frequency	How often shipments are sent for this subscription
Is Prepaid Offer	Whether the offer is a prepaid subscription
Discount Code	Discount or coupon code applied to the order
Discount Name	Display name of the applied discount
Discount Category	Category of the applied discount
Item	The item associated with the offer
Item SKU	The SKU of the item associated with the offer
Ship Country	Shipping destination country
Ship State	Shipping destination state or province

Key Business Insights

Net positive is the baseline goal. Before optimizing for higher LTV or better margins, ensure your net subscriptions are consistently positive. A shrinking subscriber base undermines every other metric.
Seasonal patterns become visible over time. By viewing this report across months or quarters, you'll identify natural cycles in your business — promotional periods that spike new subscriptions and post-holiday periods where churn increases.
Sudden churn spikes signal problems. A sharp increase in churned subscriptions on a specific date often points to a billing issue, a price change, a product problem, or a failed payment processor connection. Investigate immediately.
New subscription trends reveal marketing effectiveness. Correlate spikes in new subscriptions with your marketing campaigns, product launches, or promotional offers to understand what drives growth.
The gap between new and churned tells the full story. Even if new subscriptions are declining, your net number can still be positive if churn is declining faster. Look at both sides of the equation.

Optimization Strategies

Accelerate New Subscription Growth Focus on converting one-time buyers into subscribers, optimizing your subscription offer pages, and testing different introductory pricing strategies. Each new subscription gained widens your net number.

Reduce Churn Systematically Implement pre-cancellation surveys to understand why subscribers leave. Use the insights to address the top cancellation reasons — whether it's product fatigue, pricing concerns, or shipping issues. Even small reductions in churn rate have compounding effects on net growth.

Monitor Weekly, Act Monthly Review this report weekly to catch emerging trends, but make strategic decisions on a monthly basis. Weekly fluctuations are normal; sustained multi-week trends require action.

Pair With the Subscriptions LTV Report Use this report to understand growth direction, then use the Subscriptions LTV Report to understand the value of that growth. Growing by 100 net subscriptions is great — but only if those subscriptions are profitable.

Pro Tips

Use date grouping to match your planning cycle. View by day for operational monitoring, by week for tactical adjustments, and by month for strategic planning and board-level reporting.
A net-zero period isn't necessarily bad. If you're holding steady at a large subscriber base while improving LTV and margins, flat net subscriptions may be acceptable. Context matters.
Compare year-over-year for true growth assessment. Month-to-month comparisons can be misleading due to seasonality. Year-over-year comparisons on the same period give you a cleaner growth signal.

Frequently Asked Questions

Q: What date is used to count new vs. churned subscriptions? A: This report uses the subscription activity date — the date when the subscription's status actually changed. New subscriptions are counted on their creation date, and churned subscriptions are counted on their cancellation date.

Q: Are paused subscriptions counted as churned? A: No. Only cancelled subscriptions appear in the Churned Subscriptions column. Paused subscriptions are still considered part of your active base and are not counted as churn in this report.

Q: Does this report include one-time (non-recurring) sales? A: No. This report focuses exclusively on recurring subscriptions. One-time sales do not create subscriptions and are not reflected here. Use the New Sales Report for one-time transaction analysis.