Subscriptions LTV Report
Analyze the full lifetime value of your subscription cohorts, including revenue, adjustments, costs, retention, and profitability over time.
The Subscriptions LTV Report gives you a complete picture of how your subscription cohorts perform over their entire lifetime. By grouping subscriptions by their original order date, you can track how revenue, retention, and profitability evolve from the first billing cycle through every renewal. This is one of the most powerful reports for understanding long-term subscription economics.
What This Report Includes
This report covers all recurring subscriptions, measured from their original order date. Only successful (non-declined) sale and captured authorization transactions are counted toward revenue figures.
Subscriptions Included:
- Recurring subscriptions only (excludes one-time purchases)
- Only successful (non-declined) sale and capture transactions are counted toward revenue
- Only completed transactions are included (transactions must have a completion date)
- All billing cycles and renewals are tracked back to the original subscription cohort
- Test orders are excluded
- Date range is based on Subscribed Date (when the subscription was originally created)
Why This Matters: Understanding lifetime value by subscription cohort lets you see which acquisition periods produced the most valuable customers, how long it takes to recoup acquisition costs, and where revenue leaks occur over time.
Revenue calculations depend on your Company Profile settings for shipping and tax inclusion.
Prerequisites
For complete data in this report:
- Cost configuration — For profitability metrics, costs must be configured. Learn how to set up fees here
Report Metrics
Subscriptions
The total number of recurring subscriptions in each cohort. This is your starting population for all retention and per-subscription calculations.
Transactions
The total number of successful transactions across all subscriptions in the cohort, including initial charges and all renewals.
Transactions Per Subscription
The average number of successful charges per subscription across its lifetime. A higher number indicates stronger renewal performance and longer customer relationships.
Active
The count of subscriptions from the cohort that are currently in an active status.
Retention Rate
The percentage of subscriptions that remain active. This is one of the most important health indicators for your subscription business — it tells you how well you keep subscribers engaged over time.
Churned
The count of subscriptions from the cohort that have been cancelled.
Churn Rate
The percentage of subscriptions that have been cancelled. This is the inverse of retention and helps you identify cohorts that experienced higher-than-normal attrition.
Paused
The count of subscriptions from the cohort that are currently in a paused state.
Pause Rate
The percentage of subscriptions currently in a paused state. Paused subscriptions are not cancelled but are temporarily inactive, which can indicate customers who may return.
Expired
The count of subscriptions from the cohort that reached their natural expiration.
Expired Rate
The percentage of subscriptions that reached their natural expiration. Unlike churn, expired subscriptions completed their intended term.
First Renewals
The count of subscriptions that successfully completed their first renewal (cycle 2). This is the strongest early predictor of long-term value.
First Renewal Rate
The percentage of subscriptions that successfully completed their first renewal. This is a critical early indicator — subscriptions that survive the first renewal are significantly more likely to remain long-term.
Average Renewal Cycle
The average number of successful renewal cycles across subscriptions in the cohort. Higher values indicate subscribers are staying longer.
Customers
The total unique customers represented in each subscription cohort.
Subscriptions Per Customer
The average number of subscriptions per unique customer. Values above 1.0 indicate customers are subscribing to multiple products or resubscribing after cancellation.
New Customers
Customers who made their very first purchase during this cohort period. Distinguishes truly new customers from existing customers who started additional subscriptions.
New Customers Rate
The percentage of customers in the cohort who were first-time buyers.
Gross Product Revenue
The total product revenue before any discounts or rewards are applied. This represents the full catalog price of all products sold to the cohort.
Discounts
The total dollar value of discounts applied to transactions in the cohort. Tracking discounts separately helps you understand how promotions impact lifetime value.
Discount Rate
The percentage of gross revenue that was offset by discounts.
Rewards Applied
The total value of loyalty rewards or credits redeemed against transactions in the cohort.
Net Product Revenue
Gross product revenue minus discounts and rewards. This reflects what customers actually paid for products before shipping and tax.
Shipping Revenue
Revenue collected for shipping charges across all transactions in the cohort.
Total Revenue
The combined revenue from products, shipping, and any other billable line items. This is the top-line number before adjustments.
Revenue Per Subscription
Total revenue divided by the number of subscriptions. Useful for benchmarking cohort performance at a glance.
Revenue Per Customer
Total revenue divided by unique customers. Since some customers have multiple subscriptions, this metric can be higher than revenue per subscription and gives a true customer-level view.
Adjustments
The total dollar value of all adjustments (refunds, voids, chargebacks, and alerts) applied to the cohort. This represents revenue that was reversed or disputed after the original transaction.
Adjustment Rate
Adjustments as a percentage of total revenue. A rising adjustment rate may signal product quality, billing, or fraud issues.
Refunds
The count of individual refund transactions applied to the cohort. One subscription may have multiple refunded transactions across its lifecycle.
Transaction Refund Rate
The percentage of total transactions that resulted in a refund.
Subscription Refunds
The number of subscriptions that had at least one refund. This subscription-level view helps you see how widespread refund activity is.
Subscription Refund Rate
The percentage of subscriptions that had at least one refund.
Refunded Revenue
The dollar value of refunds issued against the cohort's transactions.
Refunded Revenue Rate
The percentage of total revenue that was refunded back to customers.
Voids
The count of void transactions applied to the cohort. Voids typically occur before settlement and may indicate order cancellations or processing corrections.
Transaction Void Rate
The percentage of total transactions that were voided.
Subscription Voids
The number of subscriptions that had at least one voided transaction.
Subscription Void Rate
The percentage of subscriptions that had at least one voided transaction.
Voided Revenue
The dollar value of voided transactions.
Void Revenue Rate
The percentage of total revenue lost to voided transactions.
Chargebacks
The count of chargeback transactions applied to the cohort. Even a single chargeback on a subscription is a strong signal of customer dissatisfaction or fraud.
Transaction Chargeback Rate
The percentage of total transactions that resulted in a chargeback.
Subscription Chargebacks
The number of subscriptions that received at least one chargeback. Chargeback rates are closely monitored by payment processors — high rates can jeopardize your merchant account.
Subscription Chargeback Rate
The percentage of subscriptions that received at least one chargeback.
Chargeback Revenue
The dollar value of chargeback transactions.
Chargeback Revenue Rate
The percentage of total revenue lost to chargebacks.
Alerts
The count of alert transactions applied to the cohort. Alerts give you a chance to proactively refund before a formal chargeback is filed.
Transaction Alert Rate
The percentage of total transactions that triggered an alert.
Subscription Alerts
The number of subscriptions that received at least one alert from a chargeback alert service.
Subscription Alert Rate
The percentage of subscriptions that received at least one alert.
Alert Revenue
The dollar value of alert transactions.
Alert Revenue Rate
The percentage of total revenue associated with alert transactions.
Net Revenue
Total revenue minus all adjustments. This is the true top-line revenue you retained from the cohort after refunds, voids, chargebacks, and alerts.
Net Revenue Per Subscription
Net revenue divided by total subscriptions. This is one of the most actionable LTV metrics — it tells you the average revenue retained per subscription after all adjustments.
Cost of Revenue
The total of all costs associated with fulfilling and processing the cohort's orders, including COGS, ad spend, and fees.
Cost of Goods Sold
The direct product costs for items shipped to the cohort. This comes from the cost values configured on your products.
Ad Spend
Marketing and advertising costs attributed to acquiring or retaining this cohort. Tracked via your cost configuration settings.
Ad Spend Rate
Ad spend as a percentage of total revenue, giving you a quick read on marketing efficiency.
Chargeback Fees
Fees charged by payment processors for each chargeback received. These are separate from the chargeback revenue itself.
Chargeback Fees Rate
Chargeback fees as a percentage of total revenue.
Alert Fees
Fees charged by chargeback alert services for each alert processed.
Alert Fees Rate
Alert fees as a percentage of total revenue.
Processing Fees
Payment processing fees (gateway and processor charges) for transactions in the cohort.
Processing Fees Rate
Processing fees as a percentage of total revenue.
Profit
Net revenue minus all costs. This is your bottom-line number — the actual profit generated by each subscription cohort over its lifetime.
Profit Margin
Profit as a percentage of total revenue. This tells you how much of every dollar collected converts to actual profit.
Profit Per Subscription
Profit divided by total subscriptions. Use this to compare the true economic value of cohorts acquired through different channels or time periods.
Tax Collected
The total tax collected on transactions. Tax is tracked separately and does not factor into revenue or profit calculations unless configured otherwise in your Company Profile.
Gift Cards Applied
The total value of gift cards redeemed against transactions in the cohort.
Processed
The total dollar amount processed through payment gateways, including product price, shipping, and tax minus discounts, rewards, and gift cards.
Available Dimensions
Use these dimensions to slice and filter your Subscriptions LTV data for deeper analysis.
| Dimension | Description |
|---|---|
| Subscribed Date | The date the subscription was created |
| Subscribed Hour | Hour of day when the subscription was created (0–23) |
| Subscribed Day Of Week | Day of the week the subscription was created |
| Subscribed Week | ISO week number of subscription creation |
| Subscribed Month | Month and year of subscription creation |
| Subscribed Year | Year the subscription was created |
| 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 |
| Transaction Cycle | The billing cycle of the transaction |
| Offer Status | The current status of the offer |
| Connection Offer Status | The offer status as defined by the connection |
| Subscription Billing Status | Current billing status of the subscription |
| Days To Cancel | Number of days between subscription creation and cancellation |
| Is New Subscription | Whether this is a brand-new subscription |
| Is Blacklist | Whether the customer is on the blacklist |
| Is Gift | Whether the order was marked as a gift |
| 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 |
| 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 |
| Merchant | The merchant account used for processing |
| First Renewal Merchant | The merchant used for the first renewal charge |
| Merchant Group | The merchant group the merchant belongs to |
| Primary Merchant Category | Primary category assigned to the merchant |
| Secondary Merchant Category | Secondary category assigned to the merchant |
| Processor | The payment processor used |
| Card Bin Number | First six digits of the card number identifying the issuing bank |
| Card Type | Card brand (e.g., Visa, Mastercard, Amex) |
| Card Issuer | The bank or institution that issued the card |
| Card Category | Category of the card (e.g., Consumer, Business) |
| Card Country | Country where the card was issued |
| Is Prepaid Card | Whether the card is a prepaid card |
| Currency | The transaction currency |
| Ship Country | Shipping destination country |
| Ship State | Shipping destination state or province |
Key Business Insights
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Cohort comparison reveals acquisition quality. By comparing LTV across order date cohorts, you can identify which marketing campaigns, seasons, or channels brought in the most valuable subscribers — not just the most subscribers.
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First renewal rate predicts long-term value. Subscriptions that survive their first renewal have dramatically higher lifetime values. If your first renewal rate is low, focus on onboarding and early engagement before investing in later-cycle retention.
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Net Revenue Per Subscription is your north star. While gross revenue is encouraging, net revenue per subscription accounts for all the real-world friction — refunds, chargebacks, discounts — and gives you a trustworthy number to base decisions on.
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Rising chargeback rates demand immediate action. Chargeback rates above industry thresholds put your merchant accounts at risk. Use this report to catch upward trends early and investigate the root cause by cohort.
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Profit margin tells the complete story. A cohort with high revenue but high costs and adjustments may be less valuable than a smaller cohort with lean operations. Always check profit margin alongside revenue.
Optimization Strategies
Improve First Renewal Rates Focus on the critical window between the initial sale and the first renewal. Ensure customers understand what they signed up for, send pre-renewal communications, and make the product experience exceptional in the first cycle.
Reduce Chargeback and Alert Rates Proactively address chargebacks by improving billing descriptors, sending order confirmation and renewal reminder emails, and making cancellation easy to find. Alert services can intercept disputes before they become chargebacks — monitor alert revenue to ensure the cost is justified.
Optimize Discount Strategy Track how discount-heavy cohorts perform on retention and LTV. Deep discounts may drive initial sign-ups but attract price-sensitive customers who churn faster. Compare discount rates against retention rates to find the right balance.
Drive Down Cost of Revenue Review COGS, processing fees, and ad spend rates across cohorts. Small percentage improvements in cost efficiency compound significantly over the lifetime of a subscription cohort.
Pro Tips
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Compare cohorts at the same maturity. A 12-month-old cohort will naturally have higher LTV than a 3-month-old cohort. When comparing, look at metrics at equivalent time horizons to draw fair conclusions.
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Use hidden columns strategically. Many columns are hidden by default to keep the view clean. Enable columns like Pause Rate, Void Rate, or Revenue Per Subscription when doing deep-dive analysis on specific cohorts.
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Watch Subscriptions Per Customer. If this metric trends upward, customers are finding multiple products to subscribe to — a strong signal of brand loyalty and product-market fit.
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Cross-reference with the Net Subscriptions Report. Use the Net Subscriptions Report to understand the growth trajectory, then come back here to understand the value of what you're growing.
Frequently Asked Questions
Q: What date does this report use to group subscriptions? A: Subscriptions are grouped by their original order date — the date the subscription was first created. All future renewals for that subscription roll up to the original cohort date.
Q: What's the difference between Retention Rate and First Renewal Rate? A: Retention Rate shows the percentage of subscriptions still active right now. First Renewal Rate shows the percentage that successfully completed at least one renewal — a historical measure that doesn't change if subscribers cancel later.
Updated 6 days ago