> ## Documentation Index
> Fetch the complete documentation index at: https://docs.elasticfunnels.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Subscription Analytics

> Monitor MRR, churn, cohort LTV, and dunning recovery from the subscription analytics dashboard

The subscription analytics dashboard shows recurring revenue, churn, retention, dunning recovery, and customer lifetime value. Navigate to **Reports** → **Subscription Analytics** in the sidebar.

## Summary Cards

The top of the dashboard shows four key metrics:

<CardGroup cols={2}>
  <Card title="MRR" icon="chart-line">
    Monthly Recurring Revenue — the total of all active subscription amounts, normalized to a monthly value.
  </Card>

  <Card title="Active Subscribers" icon="users">
    The current count of subscriptions with an active status.
  </Card>

  <Card title="Churn Rate" icon="arrow-trend-down">
    The percentage of subscriptions that canceled in the last 30 days relative to the active base.
  </Card>

  <Card title="Avg Customer LTV" icon="money-bill-trend-up">
    Average lifetime revenue per subscriber across all subscription customers.
  </Card>
</CardGroup>

## MRR Trend

A line chart showing Monthly Recurring Revenue over time. Each data point represents the total subscription revenue for that month. Use this to track growth trends and spot seasonal patterns.

## Churn Trend

A dual-series chart with two lines:

* **New Subscriptions** — Count of new subscription purchases per month
* **Cancellations** — Count of subscription cancellations per month

When cancellations consistently exceed new subscriptions, your subscriber base is shrinking.

## Cohort LTV

A heatmap table showing cumulative revenue by acquisition month over a 12-month horizon. Each row is a cohort (customers who first subscribed that month), and each column shows their cumulative revenue at month 1, 2, 3, and so on.

<Tip>
  Cohort analysis reveals retention problems 3–4 months earlier than aggregate churn metrics. If you see a cohort's revenue flatten early compared to others, investigate what changed in your offer or onboarding during that period.
</Tip>

## Dunning Recovery

Recovery metrics for the failed payment retry system:

* **Recovered** — Subscriptions that were in dunning and successfully re-charged
* **Lost** — Subscriptions that exhausted all retry attempts and were canceled
* **Recovery Rate** — Recovered ÷ (Recovered + Lost) as a percentage

<Info>
  A recovery rate below 50% usually means your dunning emails need work or your retry timing should be adjusted. See [Subscription Emails & Dunning](/subscriptions/emails-and-dunning) for configuration.
</Info>

## Filters

All charts and metrics can be filtered by:

* **Date range** — Analyze a specific time period
* **Merchant** — Focus on a single merchant
* **Product** — Filter by product code
* **Show test** — Include or exclude test transactions