The Customers tab shifts the unit of analysis from orders to people: how many subscribers you have, how many subscriptions each of them holds, and what they are worth over their lifetime.
Summary metrics
| Metric | What it means |
|---|---|
| Total Subscribers | The number of unique customers with a subscription of any status other than pending or trashed. |
| Active Subscriptions | The total number of subscriptions with a status of active or pending cancellation. |
| Total Subscriptions | The total number of subscriptions with a status other than pending or trashed. |
| Total Subscription Orders | All sign-up, switch and renewal orders with a paid status (processing or completed). |
| Average Lifetime Value | The average value of all customers’ sign-up, switch and renewal orders. |
The customer table
Below the summary cards, one row per customer shows their subscription count, active subscriptions, total subscription orders and lifetime value. Sort by lifetime value to find your most valuable subscribers, or by subscription count to find multi-plan customers.
Use Download to export the table as CSV — useful for building a win-back or upsell list.
Lifetime value versus Customer Lifetime Value
Two similar-sounding figures appear in the plugin, and they are measured slightly differently:
- Average Lifetime Value (this tab) — the average across all customers of their sign-up, switch and renewal orders.
- Customer Lifetime Value (Overview tab) — average total revenue generated by a customer across all their subscriptions over their lifetime.
They will usually be close. Where they differ, it is because this tab is scoped to the customers visible in the current table, while the Overview figure is a store-wide average.