The percentage of total orders that are subscription initial purchases.
| Metric | Definition |
|---|
| Subscription Initial Purchase Orders | Orders where a customer starts a new subscription |
| Orders | Total orders in the selected period |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store received 2,450 orders in March, with 367 subscription initial purchases — a rate of 14.98%:
| Period | Orders | Initial Subs | Rate |
|---|
| Week 1–2 | 1,180 | 165 | 13.98% |
| Week 3–4 | 1,270 | 202 | 15.91% |
How It Works
Subscription initial purchases are identified by matching a subscription_initial_purchase event with the same order ID. This excludes recurring renewals and one-time purchases.
When to Use
| Scenario | Action |
|---|
| Tracking subscription growth | Monitor rate changes week-over-week |
| Evaluating campaigns | Compare rates across subscriber-targeted campaigns |
| Forecasting LTV | Higher rates indicate more recurring revenue |
| Metric | Relationship |
|---|
| Subscription Initial Purchase Orders | Numerator: count of initial subscriptions |
| Orders | Denominator: total order count |
| Total Revenue | Revenue context for subscription mix |
