Subscriptions: lifetime value from your real renewals

Changed for merchants

• Real renewals, not a guess. On Subscriptions → Overview, Estimated LTV is what a subscriber who signed up at your checkout brings in over their first year: of the subscribers whose next charge has come due, how many paid it, charge by charge, times what each charge leaves you. It used to divide this month's revenue per subscriber by the churn of the dates you picked, so a short range made it look several times bigger.
• Only subscribers who have been through it count. Someone whose next charge isn't due yet, who skipped or delayed it, or who is still inside the 3 weeks of payment retries isn't counted either way until it settles. Subscriptions moved in from another platform aren't counted, because their start date is the day they were moved, not the day they signed up.
• Profit, not sales. When your product costs are set, the value is after product cost, shipping, payment fees and refunds, so LTV : CAC compares what a subscriber really earns you with what it cost to get them.
• One number for every date range. Changing the dates changes the cost to get a subscriber, not their lifetime value. The tile tells you how many charges an average subscriber pays in their first year and what share pay their 2nd charge.