Subscription Initial Purchase Revenue: First-Time Subscription Value

Total revenue from orders where a customer starts a new subscription for the first time.

Formula

Subscription Initial Purchase Revenue = SUM ( Order Revenue ) WHERE order_type = subscription_initial_purchase

Formula Components

Metric	Definition
Order Revenue	Total revenue value of each order
order_type = subscription_initial_purchase	Filter for orders that initiate a new subscription (excludes recurring renewals and one-time purchases)

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Sum

Example

Your store generated $18,630 in subscription initial purchase revenue in Q1:

Month	Revenue	New Subscribers	Avg Initial Order
January	$5,390	98	$55.00
February	$6,205	107	$58.00
March	$7,035	119	$59.12

How It Works

This metric sums revenue from a customer’s first subscription order. It excludes subsequent recurring charges and one-time purchases. Subscription initial purchases are identified by matching a subscription_initial_purchase event with the same order ID.

When to Use

Scenario	Action
Value subscription acquisitions	Measure revenue from new subscriber signups
Calculate subscription CAC	Compare against marketing spend for subscriber acquisition
Analyze subscription pricing	Track average first-order value for new subscribers
Forecast recurring revenue	Project LTV from initial subscription value

Metric	Relationship
Subscription Initial Purchase Orders	Count of initial subscriptions (this metric sums their value)
Total Revenue	All order revenue including subscriptions
New Customer Total Revenue	Revenue from first-time buyers (different from first-time subscribers)
Net Revenue	Revenue after discounts and refunds

See all Revenue metrics →

RC Net Revenue Average Order Value

⌘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