You might notice different subscription or subscriber counts in the new Analytics V3 dashboards compared to the older Analytics V2 dashboards. This is expected and intentional.
The V3 dashboards use a new data model that’s more accurate, consistent, and historically reliable. It applies stricter rules for how subscriptions and subscribers are counted. As a result, some numbers may appear lower (or occasionally higher), but they reflect a truer picture of your customer base.
Why Analytics V3 usually shows less subscriptions and subscribers
Clearer definitions for metrics like 'New Subscriber'
In V3, terms like New Subscriber follow stricter definitions. For example, returning or reactivated users are no longer included in “new” counts. This helps you better understand true acquisition trends.
No double-counting across subscriber statuses
Each subscriber is now assigned to a single status based on a clear hierarchy: Active > Failed > Paused > Churned. This prevents overlap across segments and simplifies reporting.
More accurate counts by removing snapshot-based inflation
V3 moves away from snapshot logic that could inflate totals—like counting one subscription multiple times due to overlapping product lines. You’ll now see leaner, more reliable metrics.
Cohorts now reflect true creation dates
Cohort metrics in V3 include only subscriptions or subscribers that were actually created during the selected date range. This makes trends and comparisons more consistent over time.
Why Analytics V3 might show more active subscriptions and subscribers
Reactivations are counted more accurately
V3 tracks the full history of each subscription. If a subscription is canceled and later reactivated, it’s counted as active—if it was active at the end of your selected date range.
This offers more reliable visibility into reengaged customers over time.
Subscriptions under review now included in active counts
Subscriptions with the UNDER_REVIEW status are now grouped under the Active category in V3. This gives you a fuller picture of your current subscriber base.
More consistent logic across all dashboards
V3 uses a unified system to track and categorize subscription statuses. This ensures consistency across reports and reduces the chance of any subscribers being excluded due to outdated logic or filters.
Understanding the differences between V2 and V3 logic
One of the most significant updates in V3 is the use of the State Change Table logic, which tracks every Subscription Status change over time.
In V2, some metrics were based on current values, which could vary depending on when a report was run. For example, if a subscription was canceled and then reactivated, that reactivation might not always be reflected consistently in historical reports.
In V3, every change—like moving from Active to Canceled—is time-stamped and preserved. This gives you a more stable, accurate view of your subscription history, regardless of when you generate a report.
V3 introduces a clearer definition for New Subscriber to better reflect first-time acquisition:
Only subscribers who start their very first subscription during the selected date range are counted.
Returning or reactivated subscribers are excluded from this metric.
As a result, the count may be lower than in V2, but it provides a more accurate picture of true new customer growth.
In V3, each subscriber is assigned a single status, using a defined hierarchy: Active > Failed > Paused > Churned. If someone has multiple subscriptions in different states, they’ll be counted in the highest applicable status.
Subscriptions marked as UNDER_REVIEW are also included in the Active category. Learn more in our help doc here.
This simplifies segmentation and avoids double-counting, though it may result in lower numbers in categories like Paused or Failed compared to V2.
V3 also refines what’s measured to reduce duplication and improve clarity:
Products on Subscriptions was removed to avoid inflating counts from subscriptions with multiple product lines.
In Period metrics, which included any subscription active during a date range (even if it wasn’t created in it), were phased out.
V3 focuses on subscriptions and subscribers created within the selected range, offering a more focused view of activity within that time period.
Moving from V2 to V3 introduces changes that improve accuracy, but it also means your historical data may look different than what you’re used to. Here's how to approach reconciliation with confidence:
Best practices for reconciling data between V2 and V3
Understand what changed
Before trying to match old and new numbers, get familiar with the core logic differences:
V3 uses permanent, timestamped history, while V2 used changeable values.
Subscriber statuses follow a strict hierarchy in V3 to prevent double-counting.
Some V2 metrics (like Products on Subscriptions and In Period counts) were removed to avoid inflated totals.
See a full list of all available metrics, definitions, and calculations here.
Focus forward, not backward
Use V3 metrics as your new source of truth. Trying to fully “match” V2 numbers won’t always be possible—nor necessary. V3 is more accurate by design, so use it to guide future decisions.
Set a clear data transition point
Pick a clean cutoff date (e.g., “Starting Sept 1, 2025, we’re using V3 metrics only”) so internal teams stop comparing V2 and V3 in the same reports.
Document key metric changes
Make a shared reference sheet for your team that maps old V2 terms to their V3 replacements (or notes if they were removed). This helps reduce confusion in team dashboards and investor reports.
Run side-by-side reports temporarily
If needed, export the same date ranges using both V2 and V3 to explain any major shifts. You’ll likely see smaller V3 numbers in areas like Paused, Failed, or cohort counts—that’s expected.
Update internal definitions and dashboards
Make sure internal reports and BI tools reflect the new logic. Adjust naming, filters, or assumptions that were based on V2 behavior.