Total revenue from orders where a customer starts a new subscription for the first time.
Subscription Initial Purchase Revenue = SUM ( Order Revenue ) WHERE order_type = subscription_initial_purchase
| 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 |
