Docs Analytics for WooCommerce Subscriptions Acquisition Sources

Acquisition Sources

The Acquisition tab shows where your paying subscribers actually come from — which UTM campaigns, sources and referring sites are driving Monthly Recurring Revenue (MRR), Annual Recurring Revenue (ARR), Lifetime Value (LTV) and churn. It turns raw UTM data into the attribution view a marketing team needs, without leaving WooCommerce.

Where to find it

Open WooCommerce → Analytics → Subscription Report and switch to the Acquisition tab. You will see a group-by toggle, five summary cards, and a per-source breakdown table below.

Summary metrics

MetricWhat it means
SourcesThe number of distinct acquisition sources subscribers were attributed to, including Unknown.
Monthly Recurring Revenue (MRR)Run-rate monthly revenue from active subscriptions attributed to acquisition sources.
Annual Recurring Revenue (ARR)MRR x 12 — the annualized view of that recurring revenue.
Blended LTVTotal subscription revenue (signups + renewals + switches) divided by the number of customers, across all sources.
Blended ChurnSubscriptions that ended in the last 30 days divided by those active 30 days ago, across all sources.

Grouping the data

Use the Group by toggle above the summary cards to change how sources are aggregated:

  • UTM Source — groups by the utm_source parameter, for example google, newsletter or facebook.
  • UTM Campaign — groups by the utm_campaign parameter, for example spring-sale-2026 or black-friday.
  • Referrer — groups by the referring domain when no UTM tags were present, for example producthunt.com or twitter.com.

The per-source table

Each row is one source (or campaign, or referrer) with:

  • Source — the UTM source, campaign, or referrer value. Direct or un-tagged traffic appears as Unknown.
  • Customers — unique customers attributed to that source.
  • Active Subscriptions — how many of their subscriptions are currently active.
  • MRR and ARR — that source’s recurring revenue contribution.
  • LTV — average lifetime value of customers from that source.
  • Churn % — churn specific to that source, so you can compare acquisition quality, not just volume.
The interesting comparison is rarely which source sent the most customers. It is which source sent customers with the highest LTV and the lowest churn — a cheap channel with 3x the churn is usually the expensive one.

How attribution is captured

Attribution is recorded at signup and stored on the subscription itself, so it stays stable for the life of that subscriber. The plugin uses WooCommerce’s own order attribution data where available, and additionally records a first-touch source in a cookie so a visitor who arrives from a campaign today and subscribes next week is still credited to that campaign.

Existing subscriptions are backfilled by the historical importer, so the report is not limited to signups from the day you installed the plugin — though older subscriptions will show as Unknown where no attribution data was ever recorded.

A large Unknown row is normal on stores that do not tag their campaign links. Add utm_source and utm_campaign parameters to your ad, email and social links and the row will shrink as new subscribers arrive.