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 | 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 customer-weighted average of each customer’s sign-up, switch and renewal order totals. |
wcs_reports_active_statuses filter, which receives array( 'active', 'pending-cancel' ).What the date range does
How customers are identified
The table lists one row per customer email address. This matters on two common cases:
- Guest checkouts are included, and are matched by the email on the order rather than by a user account.
- A customer who changes their email address will appear as two rows, because the earlier orders carry the old address. Their lifetime value is split between the two rows rather than combined.
- Conversely, a guest and a registered account using the same address are treated as one customer.
The customer table
Below the summary cards, the Subscriptions by Customer table lists one row per customer by email, with their active subscriptions, total subscriptions, total subscription orders and lifetime value. Use the ⋮ menu at the top-right of the table to choose which columns are shown.
Use Download to export the table as CSV — useful for building a win-back or upsell list.
What lifetime value includes
A customer’s lifetime value is the sum of their initial subscription order total plus all their renewal and switch order totals. These are order totals, so:
- Tax and shipping are included, where your store charges them.
- Sign-up fees are included, as part of the first order.
- Refunds are not deducted. A customer who was refunded still shows the original amount.
- Only paid orders — processing or completed — are counted.
Lifetime value versus Customer Lifetime Value
Two similar-sounding figures appear in the plugin, measured slightly differently:
| Figure | Where | How it is calculated |
|---|---|---|
| Average Lifetime Value | This tab | The customer-weighted mean across the customers included under your current filters. |
| Customer Lifetime Value | Overview tab | Total subscription revenue divided by the number of distinct subscription customers, store-wide. |
They will usually be close. Where they differ it is because this tab’s average reflects the customers the report has included, while the Overview figure is a single store-wide division. Full formulas are on Metric Definitions.
What is not on this tab
There is no churn, retention or cohort metric here. Subscriber churn is on the Overview tab as Churn Rate (Last 30 Days), and per-source churn on Acquisition Sources. Individual at-risk subscribers are on Churn Risk.
Troubleshooting
| Problem | What to check |
|---|---|
| The tab is empty | Run the historical import once. Customer totals are built by the same importer as everything else. |
| The same person appears twice | They have orders under two email addresses. Rows are keyed on email, so a changed address splits the history. |
| Active Subscriptions does not match the Overview tab | Expected — this tab includes pending cancellations. See the warning above. |
| Lifetime value does not match the selected date range | Expected — lifetime value covers a customer’s whole history, not the range. |
| A refunded customer still shows full value | Refunds are not deducted from lifetime value. Use Revenue Recognition for a refund-aware view. |
| Subscriber count is lower than expected | Subscriptions in pending or trashed status are excluded from every figure on this tab. |