| Name | Definition | Key Points | Example |
| New Subscription | When a new subscription is created through checkout or manual creation in Skio. | Exclusive to first billing cycle; excludes any renewals. | If a user has never subscribed and purchases a subscription on April 5, that is a New Subscription. |
| Recurring Subscription | A subscription that has successfully renewed at least once (i.e., the customer has entered at least a second billing cycle). | Reflects continuity beyond the initial subscription period. | If a subscription has a renewal on May 1 after its initial order in April, it is now Recurring. |
| New Subscriber | A person who has never had a subscription before and is purchasing their first one. | Tracks truly brand-new subscription customers only. | If a shopper with no subscription history starts a plan on April 5, they are a New Subscriber. |
| Subscription Add-on | A one-time extra product added to a subscription’s regular renewal order (e.g., an upsell item included in a recurring shipment). | Billed as a single-time product in addition to the regular subscription line item. | Customer adding a $10 upsell product to their monthly $50 subscription. |
| Gross Revenue (Subscriptions) | The total amount charged for subscription products (including one-time add-ons) before discounts, taxes, or shipping. | Only counts the raw product prices x quantity, includes new and recurring subscriptions plus upsells. | If a subscriber pays $50 for their product and $10 for a one-time add-on, gross = $60. |
| Net Revenue (Subscriptions) | The total amount collected from subscription products after subtracting discounts, but before adding shipping or taxes. | Subtract discounts from gross, doesn't include shipping or tax amounts. | If subtotal is $60 and discount is $15, net = $45. |
| Total Sales Revenue (Subscriptions) | The final amount received for subscription orders, including shipping and taxes, minus discounts. | Formula: Gross - Discounts + Shipping + Taxes; the actual amount received. | If gross is $60, discount is $10, shipping $5, taxes $5, total = $60. |
| Subscription Orders | The number of orders tied to subscriptions (both initial signups and renewals) within a specific time frame. | Includes brand-new subscription orders and recurring renewal orders, excludes standalone one-time purchases. | 100 new subscriptions + 200 renewals = 300 subscription orders. |
| Gross AOV (Subscriptions) | The average pre-discount, pre-tax, and pre-shipping total per subscription order. | Gross revenue / number of subscription orders; excludes shipping, taxes, discounts. | If gross rev is $10,000 from 100 orders, gross AOV = $100. |
| Net AOV (Subscriptions) | The average order total after discounts but before shipping and taxes. | Net revenue / number of subscription orders; discounts considered but no shipping or taxes. | If net revenue is $9,000 from 100 orders, net AOV = $90. |
| Total Sales AOV (Subscriptions) | The average final charge per subscription order, including shipping, taxes, and discounts. | Formula: (Gross - Discounts + Shipping + Taxes) / number of subscription orders. | If total is $9,000 from 100 orders, total AOV = $90. |
| Gross ARG (Subscriptions) | The average amount of subscription revenue (before discounts, taxes, or shipping) per unique customer in a given period. | Gross subscription revenue / unique subscription customers; excludes shipping, taxes, discounts. | If $10,000 of gross subscription revenue from 50 customers, gross ARG = $200. |
| Net ARG (Subscriptions) | The average amount of subscription revenue per customer after applying discounts, but excluding shipping and taxes. | Net subscription revenue / unique subscription customers; includes discounts but not shipping or taxes. | If net revenue is $9,000 from 50 customers, net ARG = $180. |
| Total Sales ARG (Subscriptions) | The average final subscription revenue (including shipping and taxes, minus discounts) per customer in a given period. | (Gross - Discounts + Shipping + Taxes) / unique subscription customers. | If total subscription revenue is $9,000 across 50 customers, total sales ARG = $180. |
| Current MRR | The estimated monthly revenue from active subscriptions, ignoring taxes, shipping, and discounts. | Uses a 30-day month baseline; typically subscription price x (30 / interval). | A $25 weekly subscription is ~$100 MRR ($25 x 4). |
| MRR Gained | The monthly revenue increase from brand-new subscriptions created during a given period, ignoring shipping, taxes, and discounts. | Only includes MRR from newly created subscriptions, not renewals. | If 10 new subs bring $50 monthly each, MRR gained = $500. |
| MRR Lost | The monthly revenue decrease caused by canceled subscriptions within a given period, ignoring shipping, taxes, and discounts. | Only includes subscriptions that fully canceled, not paused or failed. | If 5 subs worth $30/month each cancel, MRR lost = $150. |
| Active Subscriptions | The total count of unique subscriptions with an Active status on the last day of the date range or on that date. | Doesn't include failed, paused, or canceled; includes ones under review. | If 500 are active on Jan 31, active subscriptions = 500. |
| Active Subscribers | The count of unique individuals still have at least one Active subscription at the end of the date range or on that date. | A subscriber is active if they have ≥1 active sub, even if others are paused. | A user with 1 active and 1 paused sub is counted as active. |
| Failed Subscriptions | The count of unique subscriptions that are in a Failed status on the final day of the date range or on that date. | Excludes active, paused, or canceled. | If 20 remain in failed on Jan 31, that's 20 failed subscriptions. |
| Failed Subscribers | How many individuals have 0 active subscriptions and ≥1 failed subscriptions at the end of the date range or on that date. | If a user has an active sub, they're not failed; user must have only failed (and possibly paused/canceled) subs. | A person with 2 failed subs is a failed subscriber if no active subs are left. |
| Paused Subscriptions | The number of unique subscriptions that are in a Paused status at the end of the date range or on that date. | Excludes active, failed, or canceled; 'paused' means not scheduled for renewal until resumed. | If 30 are paused on Jan 31, paused subscriptions = 30. |
| Paused Subscribers | How many individuals have 0 active or failed subscriptions, but ≥1 paused subscription at the end of the period. | If user has an active sub, they're not paused at subscriber level. | A user with 1 paused sub and no active or failed subs is a paused subscriber. |
| New Subscriptions | The count of freshly created subscriptions during the chosen date range. | Only brand-new, not reactivations or renewals. | If 100 new subs started in Jan, new subscriptions = 100. |
| New Subscribers | How many new customers started their first-ever subscription during the date range. | Excludes those who had an active or canceled subscription before. | If 100 new subs, 30 had subscribed before, new subscribers = 70. |
| New Subscription Customers | Number of people who created at least one new subscription in the time frame, whether brand-new or existing customers adding another subscription. | Each customer counted once, even with multiple new subs. | Customer A is brand-new, Customer B had 1 sub already but starts another. |
| Recurring Subscription Customers | The number of people whose existing subscriptions renewed during the time period. | Excludes first-time subscription orders; a single person with multiple renewals still counts once. | If Customer A renews 2x in January, that's 1 recurring subscription customer. |
| Subscription Customers | Total number of unique customers who made any subscription purchase (new or renewal) in the date range. | Sum of new subscription customers + recurring subscription customers, minus overlaps if any. | 10 new subscription customers + 20 recurring = 30 subscription customers total. |
| Net Subscription Change | The overall increase or decrease in the number of subscriptions from the previous period to the current one. | Considers new subs, cancellations, pauses, reactivations, etc. | If 100 new subs, 20 paused, 10 resumed, 30 canceled, 5 reactivated => net total. |
| Net Subscriber Change | The overall increase or decrease in the number of individual subscribers, reflecting changes in each subscriber’s status. | Calculates brand-new subscribers minus fully churned and other state changes. | If 50 new subscribers, 10 paused, 5 canceled, 2 reactivated => net total. |
| Cancellation Rate (Subscriptions) | The daily percentage of subscriptions that get canceled, compared to how many were active at the start of that day. | Formula: (Daily cancellations / active subs at day start) x 100. | If 20 canceled out of 200 active, 10% cancellation rate. |
| Cancellation Rate (Subscribers) | The daily percentage of subscribers who fully churn (no active subs left) compared to how many were active at day start. | Formula: (Daily canceled subscribers / active subscribers at day start) x 100. | 20 churned out of 200 active => 10% cancellation rate. |
| Entered Dunning (Subscriptions) | How many times subscriptions switched to a Failed status during the date range, counting each failure event. | Active -> Failed or Paused -> Failed increments the count every time. | Sub fails on Jan 5 and 25 => 2 total enters. |
| Entered Dunning (Subscribers) | How many subscribers have no active subs, and one or more subs becomes Failed in the date range. | Uses a status hierarchy. If they still had an active sub, they're not 'failed'. | A subscriber's only sub fails, they have entered dunning at the subscriber level. |
| Exited Dunning (Subscriptions) | How many times subscriptions left Failed by canceling or pausing (but not by going active) within the date range. | Failed -> Canceled or Failed -> Paused counts each event. | A sub failed, then paused => that’s 1 exit. If it fails again and cancels, that’s another. |
| Recovered (Subscriptions) | How many times subscriptions returned to Active after being in a Failed state during the period. | Failed -> Active increments each time it happens. | If sub fails and recovers twice, that's 2 recoveries. |
| Recovered (Subscribers) | How many subscribers had no other active sub, then recovered from failed to active. | If the subscriber has multiple subs, must ensure only that sub changed them from failed to active at the user level. | If user’s only sub fails and then recovers, they count as recovered subscriber. |
| Cancelled (Subscriptions) | How many times subscriptions changed status to canceled in the date range, even if the same sub cancels multiple times. | Any prior state -> canceled increments each time. | Sub canceled, reactivated, canceled again => 2 cancellations. |
| Cancelled (Subscribers) | How many subscribers ended with no active subs left by canceling their last subscription. | If their only active sub goes canceled, they're a canceled subscriber. | A user with just 1 subscription cancels it => canceled subscriber. |
| Reactivated (Subscriptions) | The number of times a subscription moved from canceled to active in the date range. | Canceled -> Active increments each time it happens; doesn't include paused -> active. | If sub canceled and then reactivated twice, that’s 2 reactivations. |
| Reactivated (Subscribers) | How many previously canceled subscribers (no active subs) come back and activate or create a new sub. | They had to be fully churned (canceled) and then returned to active state. | A churned subscriber reactivates a subscription => reactivated subscriber. |
| Entered Paused (Subscriptions) | How many times subscriptions switched to paused during the chosen date range. | Any prior status -> paused increments. Each separate pause event is counted. | If a sub is paused on Jan 5, resumed, paused again Jan 20 => 2 times paused. |
| Entered Paused (Subscriber) | How many subscribers, who had no active or failed subs, ended up pausing their only subscription. | Subscriber-level measure: they'd be 'paused' if no sub is active or failed. | A subscriber with 1 active sub changes it to paused => paused subscriber. |
| Exited Paused (Subscriptions) | How many times subscriptions went from paused to either failed or canceled, not resuming to active. | Paused -> canceled or paused -> failed each count as an exit event. | If sub paused then canceled => 1 exit. If it paused again and failed => another exit. |
| Resumed (Subscriptions) | How many times subscriptions went from paused to active during the date range. | Paused -> active increments each time it happens. | If a subscription paused and resumed three times, resumed = 3. |
| Resumed (Subscribers) | How many people had no other active or failed subs, then changed their paused sub back to active. | At subscriber level, if the user is fully paused and then reactivates that sub, they're resumed. | If user’s single sub was paused, and they make it active => resumed subscriber. |
| Gross Revenue (All Shopify) | The total amount from all orders (one-time + subscription) before taxes, shipping, and discounts. | Reflects raw revenue from product prices only, ignoring shipping/taxes/discounts. | $15,000 gross means $15k from item prices alone. |
| Net Revenue (All Shopify) | The total amount after subtracting discounts from all one-time and subscription orders, but excluding shipping and taxes. | Formula: gross - discounts. | If gross is $15,000 and discounts are $1,500, net = $13,500. |
| Total Sales Revenue (All Shopify) | The final amount received from all orders, after discounts, but including shipping and taxes. | Gross - discounts + shipping + taxes; covers all order types. | $15,000 - $1,500 + $800 shipping + $1,200 taxes = $15,500. |
| Gross Revenue (One-Time) | The total dollar value from regular (non-subscription) purchases before shipping, taxes, and discounts. | Excludes subscription lines, purely one-time product sales. | If a user buys $65 and $35 items, that's $100 gross one-time revenue. |
| Net Revenue (One-Time) | The total from regular one-time purchases after subtracting discounts, but before shipping or taxes. | Gross - discounts, ignoring shipping/taxes. | If gross is $7,000 and discount is $700, net = $6,300. |
| Total Sales Revenue (One-Time) | The final one-time purchase revenue after discounts, plus shipping and taxes. | Gross - discounts + shipping + taxes; purely one-time orders. | If gross is $7,000, discount $700, shipping $350, taxes $560 => $7,210 total. |
| Gross Revenue (Add-Ons) | The total dollar amount for one-time upsell items on subscription orders before discounts, shipping, or taxes. | Excludes the main subscription cost, just the add-on portion. | 50 x $10 + 25 x $15 => $875 total. |
| Net Revenue (Add-Ons) | The total from add-on items after subtracting discounts, but before shipping or taxes. | Gross - add-on discounts. | $875 gross - $125 discounts => $750 net. |
| Total Sales Revenue (Add-Ons) | The final add-on revenue after discounts, plus any additional shipping or taxes for those items. | Gross - discounts + shipping + taxes (applied to add-ons). | $875 - $125 + $50 shipping + $70 taxes => $870 total. |