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Subscriptions Report Documentation

Menu Location: Reports > Subscriptions Report

Access Level: Manager and above

Last Updated: 2026-03-01

Overview

The Subscriptions Report provides comprehensive analytics on your subscription business including revenue metrics, customer retention, subscription distribution, and growth trends. This is your primary dashboard for understanding subscription health and making strategic decisions.

Primary Functions:

  • Track Monthly Recurring Revenue (MRR)
  • Analyze subscription distribution by type and size
  • Monitor customer retention and churn
  • Calculate customer lifetime value
  • Compare subscription performance over time
  • Forecast future revenue
  • Identify optimization opportunities

Key Metrics

Monthly Recurring Revenue (MRR)

What It Is: Total predictable monthly revenue from active subscriptions

Calculation: Sum of all active subscription values normalized to monthly

Components:

  • New MRR: Revenue from new subscriptions
  • Expansion MRR: Revenue from upgrades
  • Contraction MRR: Revenue lost from downgrades
  • Churned MRR: Revenue lost from cancellations
  • Net New MRR: New + Expansion - Contraction - Churned

Why Track:

  • Most important subscription metric
  • Forecasts revenue
  • Shows business health
  • Guides decision-making

Annual Recurring Revenue (ARR)

Calculation: MRR × 12

Use For:

  • Long-term planning
  • Investor reports
  • Valuation calculations
  • Strategic goals

Average Revenue Per User (ARPU)

Calculation: Total MRR ÷ Active Subscribers

Insights:

  • Customer value trending
  • Pricing effectiveness
  • Segment comparison
  • Upsell opportunity

Customer Lifetime Value (LTV)

Calculation: ARPU × Average Customer Lifespan (in months)

Example:

  • ARPU: $45
  • Average lifespan: 18 months
  • LTV: $45 × 18 = $810

Use To:

  • Determine maximum CAC
  • Value business
  • Segment customers
  • Guide retention investment

Churn Rate

Monthly Churn: (Cancellations This Month ÷ Subscribers Start of Month) × 100

Healthy Benchmarks:

  • Under 5% monthly = Good
  • Under 3% monthly = Excellent
  • Over 7% monthly = Needs attention
  • Over 10% monthly = Critical

Impact:

  • 5% monthly churn = 46% annual
  • 7% monthly churn = 58% annual
  • Reducing churn has massive impact

Subscription Distribution

By Box Type

Breakdown Shows:

  • Number of subscribers per box type
  • Percentage of total
  • MRR per box type
  • Average value per box type

Use To:

  • Identify popular offerings
  • Discontinue underperformers
  • Focus marketing on winners
  • Plan inventory and operations

By Box Size

Analysis:

  • Small vs Medium vs Large distribution
  • Revenue contribution by size
  • Trends over time

Insights:

  • Most customers choose [size]
  • [Size] generates most revenue
  • Opportunity to upsell to larger sizes

By Delivery Frequency

Frequency Distribution:

  • Weekly: X subscribers
  • Bi-weekly: Y subscribers
  • Monthly: Z subscribers

Strategic Decisions:

  • Encourage weekly for predictability
  • or support monthly for lower commitment
  • Align with customer preferences and economics

By Geographic Region

Regional Breakdown:

  • Subscriptions by state/region
  • Identify growth areas
  • Plan expansion
  • Optimize delivery routes

Growth Metrics

MRR Growth Rate

Calculation: ((MRR This Month - MRR Last Month) ÷ MRR Last Month) × 100

Benchmarks:

  • 5-10% monthly = Healthy growth
  • 10-20% monthly = Rapid growth
  • Under 5% = Slow growth
  • Negative = Declining (address immediately)

Visualized:

  • Trend line over 12 months
  • Shows trajectory
  • Seasonal patterns
  • Campaign impact

Cohort Analysis

What It Shows: Retention rates for customers grouped by signup month

Example:

  • January 2026 cohort: 100 customers
  • After 1 month: 92 remain (92% retention)
  • After 3 months: 78 remain (78% retention)
  • After 6 months: 65 remain (65% retention)

Use To:

  • Identify retention problems
  • Compare cohort performance
  • Measure improvement over time
  • Forecast long-term revenue

Subscription Longevity

Average Lifespan: How long average customer stays subscribed

Distribution:

  • 0-3 months: X% (at risk)
  • 3-6 months: Y%
  • 6-12 months: Z% (establishing)
  • 12+ months: W% (loyal)

Goal: Shift distribution to longer tenure

Revenue Analysis

Revenue Breakdown

By Source:

  • Subscription revenue (recurring)
  • Add-on revenue (one-time)
  • Shipping fees
  • Other charges

Trends:

  • Growing add-on revenue = good engagement
  • High shipping fees = may be barrier
  • Balanced mix is healthy

Forecast Revenue

Based On:

  • Current MRR
  • Historical growth rate
  • Seasonal adjustments
  • Planned initiatives

Projections:

  • Next month revenue estimate
  • Quarter-end projection
  • Year-end forecast
  • Growth scenarios (conservative, expected, optimistic)

Use For:

  • Cash flow planning
  • Inventory purchasing
  • Staffing decisions
  • Investor updates

Customer Segments

High-Value Customers

Filter:

  • Top 10% by subscription value
  • or Top 20% by lifetime value

Insights:

  • Who are your best customers?
  • What do they have in common?
  • How to acquire more like them?
  • Special retention efforts

At-Risk Customers

Indicators:

  • Paused subscriptions
  • Skipped multiple deliveries
  • Downgraded subscription
  • Payment failures
  • Engagement drop-off

Actions:

  • Proactive outreach
  • Special offers
  • Address concerns
  • Win-back campaigns

New Customers

Track:

  • Retention rates
  • First 90 days critical
  • Engagement patterns
  • Upgrade/downgrade behavior

Optimize:

  • Onboarding experience
  • Product selection
  • Communication frequency
  • Early win-back if needed

Common Use Cases

Use Case 1: Monthly Business Review

Goal: Understand business performance this month

Steps:

  1. Open Subscriptions Report
  2. Review MRR: Up or down from last month?
  3. Check churn rate: Within healthy range?
  4. Review new vs churned MRR
  5. Analyze subscription distribution changes
  6. Note action items for next month
  7. Share summary with team

Result: Informed business decisions

Use Case 2: Pricing Strategy

Goal: Evaluate if price increase is feasible

Steps:

  1. Review current ARPU
  2. Check churn rate trend
  3. Compare to competitor pricing
  4. Calculate impact scenarios:
    • 10% increase with 2% additional churn
    • 15% increase with 5% additional churn
  5. Model revenue impact
  6. Test with small segment first
  7. Roll out if positive

Result: Data-backed pricing decision

Use Case 3: Reduce Churn

Goal: Lower monthly churn from 6% to 4%

Steps:

  1. Analyze churn reasons (from cancellation data)
  2. Identify top 3 reasons
  3. Develop initiatives to address each
  4. Implement improvements
  5. Track churn rate monthly
  6. Measure impact
  7. Iterate based on results

Result: Sustainable churn reduction

Use Case 4: Forecast Growth

Goal: Project revenue for next quarter

Steps:

  1. Current MRR: $85,000
  2. Average growth rate last 3 months: 7%
  3. Expected new MRR: $15,000
  4. Expected churn MRR: $5,000
  5. Month 1 projection: $95,000
  6. Month 2 projection: $101,650
  7. Month 3 projection: $108,766
  8. Quarter total: ~$305,000
  9. Account for seasonality adjustments

Result: Reliable revenue forecast

Use Case 5: Customer Segmentation

Goal: Target high-value customers for upsell

Steps:

  1. Filter: Top 20% by LTV
  2. Export customer list (452 customers)
  3. Analyze common attributes:
    • 78% choose weekly delivery
    • 65% have add-ons
    • Average subscription: $68 (vs $45 overall)
  4. Create upsell campaign for middle-tier customers
  5. Offer premium box upgrade
  6. Track conversion rate

Result: Revenue growth from existing customers

  • Customers - Individual customer data
  • Daily Customer Report - Daily metrics
  • New Signups Report - Acquisition analysis
  • Financial Reports - Detailed revenue reports

Best Practices

Regular Review

  1. Check report weekly minimum
  2. Track toward goals
  3. Celebrate wins
  4. Address declines quickly
  5. Share insights with team

Focus on Retention

  1. Churn reduction > new acquisition
  2. Reducing churn compounds over time
  3. Engage at-risk customers proactively
  4. Measure initiatives' impact on churn

Data-Driven Growth

  1. Test price changes with small segments
  2. Track cohort performance
  3. Double down on what works
  4. Sunset underperforming offerings
  5. Let data guide strategy

Quick Reference Card

Metric What It Tells You
MRR Total predictable monthly revenue
MRR Growth Business growth trajectory
Churn Rate Customer retention health
LTV Customer lifetime value
ARPU Average customer value
Cohort Retention Long-term customer behavior

End of Documentation

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