--- title: "Analytics Glossary" slug: "analytics-glossary-1" updated: 2026-02-26T17:16:27Z published: 2026-02-26T17:16:27Z stale: true --- > ## Documentation Index > Fetch the complete documentation index at: https://help.skio.com/llms.txt > Use this file to discover all available pages before exploring further. # Analytics Glossary ## Financial value and revenue ### Gross Revenue (Subscription) The total amount charged for subscription products (including one-time add-ons) before discounts, taxes, or shipping. > [!NOTE] > Note > > Calculated as `(product price x product quantity)`, excluding shipping, taxes, and discounts. ### Net Revenue (Subscription) The total amount collected from subscription products after subtracting discounts, but before shipping or taxes. > [!NOTE] > Note > > Calculated as `(product price x quantity) – discounts`. ### Total Sales Revenue (Subscription) The final amount received for subscription orders, including shipping and taxes, minus discounts. > [!NOTE] > Note > > Calculated as `(product price x quantity) – discounts + shipping + taxes`. ### Total Shopify Revenue (Gross) The total amount from all orders (one-time and subscription) before taxes, shipping, and discounts. > [!NOTE] > Note > > Calculated as `(product price x quantity)` for all orders, excluding shipping, taxes, and discounts. ### One-time Purchase Revenue (Gross) The total dollar value from non-subscription purchases before shipping, taxes, and discounts. ### Subscription Add-on Revenue (Gross) The total dollar amount for One-Time Upsell items on subscription orders before discounts, shipping, or taxes. ### Current MRR (Monthly Recurring Revenue) The estimated monthly revenue from active subscriptions, excluding taxes, shipping, and discounts. > [!NOTE] > Note > > Calculated as `subscription price x (30 ÷ interval days)`. ### MRR Gained (MRR Added) The total MRR gained from newly created subscriptions in the date range, excluding renewals. ### MRR Lost The monthly revenue decrease from canceled subscriptions within the date range, excluding paused or dunning subscriptions. --- ## Average value (AOV, LTV, AOC, ARG) ### All-time LTV (Subscriber) The average Lifetime Value of all subscribers with at least one subscription order. > [!NOTE] > Note > > Calculated as `total subscription revenue ÷ subscriber count`. ### All-time LTV (Subscription) The average lifetime value of all subscriptions with at least one order. > [!NOTE] > Note > > Calculated as `total subscription revenue ÷ subscription count`. ### X-month LTV (Subscriber/Subscription) The average lifetime value of subscribers or subscriptions X months after creation. ### All-time AOC (Subscriber) The average order count of all subscribers with at least one subscription order. > [!NOTE] > Note > > Calculated as `total subscription orders ÷ subscriber count`. ### All-time AOC (Subscription) The average order count of all subscriptions with at least one order. ### Subscription AOV (Order) The average order value of subscription orders. > [!NOTE] > Note > > Calculated as `gross, net, or total revenue ÷ number of subscription orders`. ### Subscription ARG (Customer) The average revenue per unique customer for subscription orders. > [!NOTE] > Note > > Calculated as `revenue ÷ number of unique customers`. ### Average Days Active (Subscriber) The average number of days subscribers are active during their first active subscription period. ### Average Days Active (Subscription) The average number of days subscriptions remain active from first activation to end date. --- ## Subscription and subscriber counts & statuses ### Active Subscriptions The total count of unique subscriptions with an Active or Under Review status on the last day of the date range. ### Active Subscribers The total number of distinct customers with at least one active subscription on the last day of the date range. ### Failed Subscriptions (Dunning Subs) The total number of unique subscriptions with a Failed status on the last day of the date range. ### Failed Subscribers The number of customers with no active subscriptions and at least one failed subscription at the end of the date range. ### Paused Subscriptions The total count of unique subscriptions with a Paused status on the last day of the date range. ### Paused Subscribers The number of customers with no active or failed subscriptions, but at least one paused subscription. ### New Subscriptions The total number of newly created subscriptions during the date range, excluding reactivations. ### New Subscribers The number of customers purchasing their first subscription during the date range. ### Subscription Customers The total unique number of customers who made a subscription purchase in the date range. ## Status changes and net growth ### Net Subscription Change The overall increase or decrease in the number of subscriptions from the previous period to the current one. ### Net Subscriber Change The overall increase or decrease in the number of subscribers, reflecting changes in subscriber statuses. ### Entered Dunning (Subscriptions) The number of times subscriptions changed status from Active to Failed during the date range. ### Recovered (Subscriptions) The number of times subscriptions changed status from Failed to Active during the date range. ### Cancelled (Subscriptions) The number of times subscriptions changed status to Cancelled during the date range. ### Cancelled (Subscribers) The number of subscribers who ended with no active subscriptions after canceling their last subscription. ### Reactivated (Subscriptions) The number of times subscriptions moved from Cancelled to Active during the date range. ### Resumed (Subscriptions) The number of times subscriptions moved from Paused to Active during the date range. --- ## Churn and retention rates ### Total Churn Rate (Subscriptions) The percentage of subscriptions that churned in the period, relative to the average daily active subscriptions. ### Total Churn Rate (Subscribers) The percentage of subscribers that churned in the period, relative to the average daily active subscribers. ### Cancellation Rate (Daily) The daily percentage of subscriptions canceled, relative to the active subscriptions at the start of the day. > [!NOTE] > Note > > Calculated as `(number of cancellations ÷ active subscriptions at start of day)`. ### Subscription Churn % (Date Range) The percentage of subscriptions that churned during the date range, relative to all subscriptions active at some point in that range. > [!NOTE] > Note > > Calculated as `(subscriptions with a cancelledAt date ÷ subscriptions active at some point in the range)`. --- ## Products and quantity ### Average Quantity of Products (Subscriber) The average number of recurring products per subscriber. ### Average Distinct Count of Products (Subscriber) The average number of unique recurring products per subscriber. ### Total Quantity of Subscription Products Purchased (Date Range) The total units purchased via subscription orders during the date range. ### Total Quantity of Subscription Products (Active Subs) The total units in active subscriptions as of the last day of the date range. ### Count of Active Subscription Lines The distinct number of recurring subscription lines in active subscriptions as of the last day of the date range. ### Active Quantity by Product (Subs) The total number of units of a specific product across active subscriptions as of the last day of the date range. ### Active Product Count (Today) The number of product subscription lines in active subscriptions as of the last day of the date range. --- ## Forecasting ### Forecasted Revenue The total projected net revenue from upcoming subscription orders, excluding taxes and shipping. ### Forecasted Units The projected number of product units in upcoming subscription orders. ### Forecasted Orders The projected number of subscription orders within the date range. ### Forecasted Activations The predicted number of new subscriptions to be created in the date range. ### Forecasted Cancellations The predicted number of subscriptions expected to be canceled in the date range. ### Queued Revenue The projected revenue for the date range, assuming no changes to subscriptions. Excludes shipments scheduled after a subscription's expiration date. --- ## Dunning and Payment Recovery ### Recovery Rate (Dunning) The percentage of subscriptions recovered after a failed payment, out of all that exited their dunning cycle in the selected period. ### Subscriptions Recovered The count of subscriptions that moved from Failed to Active and successfully processed an order in the date range. ### Recovered Revenue (Dunning) The total revenue from successful orders processed by subscriptions that recovered from dunning. > [!NOTE] > Note > > Calculated as the sum of successful rebill order totals from recovered subscriptions. ### In Dunning The number of subscriptions with a Failed status on the last day of the date range. ### Passively Cancelled (Exited Dunning) The number of subscriptions canceled after the maximum number of retry attempts. ### Actively Cancelled (Exited Dunning) The number of subscriptions manually canceled during dunning before max retries were reached. --- ## Cancel Flow ### Subscriptions that Entered the Cancel Flow The number of unique subscriptions that went through the cancel flow (not double counted). ### Cancelled in Portal (Cancel Flow) The number of subscriptions canceled by the customer via the cancel flow in the Skio Dashboard. ### Cancelled by Merchant The number of subscriptions canceled manually by the merchant in the Skio Dashboard. ### Cancelled via Dunning (Passive Cancellations) The number of subscriptions canceled after failed payments when max retries were reached. ### Saved (Cancel Flow Sessions) The number of cancel flow sessions that resulted in a save. ### Cancelled (Cancel Flow Sessions) The number of cancel flow sessions that resulted in a cancellation. ### LTV (Cancel Flow Overview) The total subscription revenue from subscriptions with a cancel flow session ending in this action, divided by the number of unique subscriptions with that outcome. ### AOC (Cancel Flow Overview) The average number of subscription orders from subscriptions with a cancel flow session ending in this action. A One-Time Upsell is an additional product offered to customers, intended to increase the average order value without requiring a subscription. Recurring Revenue is the income generated from ongoing subscription services, providing a stable financial foundation for businesses. Lifetime Value (LTV) is a metric that estimates the total revenue a business can expect from a single customer account throughout their relationship. Churn Rate is the percentage of subscribers who cancel their subscriptions within a given time period, providing insight into customer retention. Payment Recovery is a dunning feature that recovers failed payments and reduces involuntary churn. Configure when and how often failed payments retry before they fail permanently. Enable Smart Retries to automatically optimize your dunning schedule based on when your payments are most likely to succeed. The Recovery Rate is a metric that indicates the percentage of subscriptions successfully recovered from a failed state during a specified time frame. Cancel Flow is a feature in Skio that helps you reduce churn by presenting targeted offers—like discounts, pauses, or product swaps—when customers attempt to cancel their subscription.