Subscriptions dashboard

Plans supporting this feature: Growth Enterprise

1. Overview

Purpose: To monitor the lifecycle and performance of subscriptions.

Who it’s for: Finance leaders, RevOps, Customer Success, and Product Managers who need to understand subscription trends.

Business Value: Provides insights into the subscription statistics of individual plans, the conversion rates of trials, and the evolving dynamics of subscriptions and subscribers over time.

2. Key Questions Answered

• How many subscriptions are active, in trial, pending, expired, or on hold?

• How many new subscriptions were created this month?

• What is the trial conversion rate?

• How many subscriptions were canceled (including cancellations during trial)?

• How many subscribers reactivated their subscription after cancellation?

• What is the average customer lifetime value (CLV)?

3. Metrics & Definitions

• Active Subscriptions  
  Subscriptions currently active and generating revenue.  
  Calculation: Count of subscriptions with status = Active

• New Subscriptions  
  Subscriptions created in the selected period.  
  Calculation: Count of new subscription records by creation date

• Expired Subscriptions  
  Subscriptions that reached their end date and did not renew.  
  Calculation: Count of subscriptions with status = Expired

  Note

  Expiry timestamps near month-end might shift to the next day due to timezone adjustments.

• On Hold Subscriptions  
  Subscriptions temporarily paused (no billing, no churn).  
  Calculation: Count of subscriptions with status = On Hold

• Pending Subscriptions  
  Subscriptions awaiting activation or payment confirmation.  
  Calculation: Count of subscriptions with status = Pending

• Canceled Subscriptions  
  Subscriptions terminated by the subscriber.  
  Calculation: Count of subscriptions with status = Canceled

• Canceled In Trial  
  Subscriptions canceled before converting to paid.  
  Calculation: Count of subscriptions with Cancel Date during trial.

• Reactivated Subscriptions  
  Subscriptions re-opened after being canceled or expired.
  Calculation: Count of subscriptions with Reactivation Event

  Note

  If a customer creates a new subscription, it isn't counted as renewed; only existing subscriptions are considered reactivated.

• Trial Conversion Rate  
  Share of trial subscriptions that converted to paid.  
  Calculation: Paid Subscriptions from Trial ÷ Total Trial Subscriptions

• Customer Lifetime Value (CLV)  
  Predicted total value a customer will generate over their subscription lifespan.  
  Calculation: MRR ÷ User Churn Rate

• Customers

  The cumulative total of customers created over time.

  Calculation: Sum of the number of created customers

• Non-Renewing Subscriptions  
  Subscriptions that will not renew at the end of their current term.  
  Calculation: Count of expired non-renewing subscriptions

• Active Subscribers

  The number of subscribers with at least one active subscription.

  Calculation: Count the unique subscribers who have at least one subscription marked as active.

  Note

  A subscription might sometimes be recorded as both active and expired on the same day due to timing nuances.

• Subscribers with Cancellations/Trials/Holds  
  Breakdown of subscribers by subscription state to distinguish customer-level impact vs. subscription-level.

4. Filters

All the above metrics can be filtered using the following criteria:

• Date (time period selection)

• Country (customer location)

• Plan (subscription plans)

These filters enable targeted analysis and greater insights into specific dimensions of your revenue performance.

5. Usage Scenarios

• Finance Leader: Assess CLV to forecast revenue sustainability.

• RevOps Manager: Track trial conversions to optimize sales motions.

• Customer Success Manager: Monitor trial cancellations to prioritize onboarding improvements.