Performance - Orders
Introduction
The Orders tab focuses on subscription order activity — not revenue, but volume. How many orders are being created? Are recurring charges processing successfully? What types of customers are starting new subscriptions?
This helps you answer: "Are my subscription orders running smoothly, and where are they coming from?"
Metrics explained
Total subscription order
Total number of subscription orders during the reporting period.
What's inside the card:
| Segment | What it means |
|---|---|
| Recurring order | Automatic orders generated by active subscriptions on their billing cycle |
| First-time order | The initial checkout order when a customer starts a new subscription |
How it's calculated:
Total subscription order = Recurring orders + First-time orders
What to look for: A growing number of recurring orders means your subscriber base is healthy and orders are being processed. A spike in first-time orders indicates strong acquisition.
Subscription order over time
A stacked area chart showing subscription orders over time:
- Layers: Recurring orders (blue) and First-time orders (purple)
- X-axis: Time intervals
- Y-axis: Number of orders
What to look for: The recurring layer should be the dominant and steady portion. Dips in recurring orders may indicate payment failures, paused subscriptions, or cancellations.
Other comparisons
A summary table with deeper order metrics:
| Row | Orders | Units | AOV ($) |
|---|---|---|---|
| Total subscription | All subscription orders | Total product units sold | Revenue ÷ Orders |
| Recurring | Recurring charges | Units in recurring orders | Recurring revenue ÷ Recurring orders |
| First-time | Initial checkouts | Units in first-time orders | First-time revenue ÷ First-time orders |
| Add-on | Orders with add-ons | Add-on product units | Add-on revenue ÷ Add-on orders |
Units = total number of product items across all orders (not just order count). If one order has 3 items, that counts as 3 units.
Checkout subscription order by customer type
Shows who is placing first-time subscription orders — broken down by customer type:
| Customer type | Definition |
|---|---|
| New customers | Never ordered anything from your store before (no one-time or subscription orders) |
| Returning customers | Previously placed one-time orders, but this is their first subscription |
| Active subscribers | Already has at least one active subscription at the time of this order |
| Churned subscribers | Had subscriptions before but all were cancelled at the time of this order |
What to look for: A high percentage of "New customers" means subscriptions are attracting fresh buyers. A high "Churned subscribers" percentage is actually positive — it means you're winning back people who previously left.
Recurring order rate
Shows how efficiently your recurring orders are being processed, as a funnel:
| Stage | What it means |
|---|---|
| Scheduled | Total recurring orders that were due in the period |
| Attempted | Orders where billing was attempted (charge was sent to payment provider) |
| Processed | Orders that were successfully charged and completed |
How it's calculated:
Recurring order rate = Processed ÷ Scheduled × 100%
For example, if 200 orders were scheduled, 180 were attempted, and 150 processed — your rate is 75% (150 ÷ 200).
The card also shows: "Out of the {X} subscriptions scheduled, {Y} were successfully processed."
What to look for: A rate below 80% suggests issues with payment failures. Check your Payment Recovery settings to improve automatic retry behavior.
Recurring order breakdown
A detailed table showing what happened to all scheduled recurring orders:
| Status | What it means |
|---|---|
| Scheduled | Total recurring orders due (100% baseline) |
| Processed | Successfully charged and fulfilled |
| Failed — To be retried | Payment failed, but automatic retry is scheduled |
| Failed — No retry left | Payment failed and all retry attempts have been exhausted |
| Rescheduled | Order date was moved to a later date (by merchant or customer) |
| Skipped | Customer or merchant skipped this order cycle |
| Paused | Subscription was paused, so the order didn't process |
| Cancelled | Subscription was cancelled, so the order was removed |
Each row shows the count and percentage of total scheduled orders.
What to look for: If "Failed — No retry left" is high, review your Payment Recovery settings. If "Skipped" is high, customers may be receiving products too frequently — consider offering more flexible frequencies.
Overall
The Orders tab reveals whether your subscription engine is running smoothly. A healthy subscription business has a high recurring order rate, growing first-time orders from new customers, and minimal failures. Use this data to fine-tune payment recovery, adjust delivery frequencies, and understand your customer mix.