Subscription Initial Purchase %: Percentage of Subscription Orders

The percentage of total orders that are subscription initial purchases.

Formula

Subscription Initial Purchase % = ( Subscription Initial Purchase Orders ÷ Orders ) × 100

Formula Components

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

See all Order Counts metrics →

Subscription Initial Revenue

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics