Performance - Revenue
Introduction
The Revenue tab shows you the financial performance of your store with a focus on subscriptions. You can see total revenue, total orders, average order value, and a detailed breakdown of subscription revenue by type (recurring, first-time, and add-on).
This helps you answer: "How much of my revenue comes from subscriptions, and is it growing?"
Metrics explained
Total revenue
Total revenue from all orders during your selected date range. This includes both subscription and non-subscription orders.
How it's calculated:
Revenue = Order total − Discounts − Shipping − TaxFor example, if an order has $120 in products, $20 discount, $10 shipping, and $5 tax — the revenue is $100.
What's inside the card:
- Subscription revenue — Revenue from all subscription orders (recurring + first-time + add-on)
- Non-subscription revenue — Revenue from regular one-time orders
What to look for: A growing share of subscription revenue means your recurring business is strengthening. If non-subscription still dominates, consider promoting subscriptions more aggressively.
Total orders
Total number of orders placed during the reporting period.
What's inside the card:
- Subscription orders — Orders generated by subscriptions (recurring charges + first checkout + add-on items)
- Non-subscription orders — Regular one-time purchase orders
What to look for: Compare the ratio of subscription orders to total orders. A higher subscription share means more predictable revenue.
Average order value (AOV)
Average revenue per order. Shown as three comparison bars:
| Bar | What it measures |
|---|---|
| Total orders | AOV across all orders |
| Subscription | AOV for subscription orders only |
| Non-subscription | AOV for one-time orders only |
How it's calculated:
AOV = Total Revenue ÷ Total Orders
Revenue here excludes shipping and tax — same as Shopify's standard AOV calculation. For example, if you had $10,000 in revenue from 100 orders, your AOV is $100.
What to look for: If subscription AOV is higher than non-subscription, your subscription plans are delivering more value per order.
Total subscription revenue
A breakdown of subscription revenue by order type:
| Segment | What it means |
|---|---|
| Recurring order revenue | Revenue from automatic recurring charges (the core of subscription revenue) |
| First-time order revenue | Revenue from the first checkout when a customer starts a subscription |
| Add-on revenue | Revenue from one-time products added to subscription orders |
How it's calculated:
Total subscription revenue = Recurring order revenue + First-time order revenue + Add-on revenue
What to look for: Recurring revenue should be the largest segment — that's your predictable, repeating income. If first-time revenue is disproportionately large, it might mean you're acquiring subscribers but they're not sticking around for recurring orders.
Revenue growth over time
A stacked area chart showing how subscription revenue changes over time, broken down by recurring, first-time, and add-on revenue.
- X-axis: Time intervals (based on your date range)
- Y-axis: Revenue amount ($)
- Layers: Recurring (blue), First-time (purple), Add-on (green)
What to look for: An upward trend in the recurring layer is the strongest signal of subscription health. Spikes in the first-time layer may indicate successful promotions or seasonal peaks.
Other comparisons
A summary table comparing key metrics across subscription order types:
| Row | Revenue ($) | Orders | AOV ($) |
|---|---|---|---|
| Total subscription | Sum of all subscription revenue | All subscription orders | Revenue ÷ Orders |
| Recurring | From recurring charges | Recurring order count | Recurring revenue ÷ Recurring orders |
| First-time | From initial checkouts | First-time order count | First-time revenue ÷ First-time orders |
| Add-on | From add-on items | Orders with add-ons | Add-on revenue ÷ Add-on orders |
What to look for: Compare AOV across types. If recurring AOV is dropping, subscribers may be reducing their order size over time.
Overall
The Revenue tab tells you how much money subscriptions bring in and whether that number is trending in the right direction. Focus on growing the recurring revenue segment — that's the engine of a healthy subscription business.