Subscriptions Reports - Overview
The Subscriptions report in Zoho Billing provide the key metrics that help you assess the overall health of subscriptions. These reports include metrics such as the net change in subscriptions based on new activations, reactivations, and cancellations, as well as upgrades and downgrades that indicate how customers move across plans. The ARPU and LTV reports provide insights into the average revenue per subscription and the long-term value your subscriptions contribute to your business.
Zoho Billing supports the following subscription reports:
- Active Subscriptions
- Net Customers
- Subscriptions Details
- Upgrades
- Downgrades
- Summary
- ARPU
- LTV
Active Subscriptions
The Active Subscriptions report provides the total number of subscriptions that are active during a selected period. It shows the number of previously active subscriptions at the start of the period and accounts for any new activations, cancellations, or reactivations that occurred during that period. This helps you understand how the total active subscription count has changed.
Formula
Active Subscriptions for a Period = Activations + Reactivations - Cancellations + Previous Active Subscriptions
You can view this report based on different date ranges, and for selected products or all products, and customize it further to view it for selected plans of the selected products or all plans of selected products.
Performance Overview
Based on the selected date range, you can view the following details:
Current Active Subscriptions - The total number of active subscriptions for the latest month in the selected Date Range.
Insight: For example, the date range is set to Last Quarter, this value reflects the active subscription count for the final month of that quarter.
Month on Month - The growth percentage in the latest month’s active subscriptions compared to the previous month.
Quarter on Quarter - The growth percentage in the latest month’s active subscriptions compared to the previous quarter.
Year on Year - The growth percentage in the latest month’s active subscriptions compared to the previous year.
Chart View
The chart gives a visual representation of the total number of active subscriptions for each period. You can choose to display the chart as a Line chart or Bar chart.
You can also customize the chart type to group the report based on Days or Months.
Breakdown View
The breakdown view displays the total number of active subscriptions for each period, along with the other components that make up active subscriptions.
You can click on any metric in the Active Subscription Breakdown column to view the detailed list of all subscriptions that have contributed to each metric, you can also click any metric of a specific month or day to view the detailed list of subscriptions that contributed to the metric for that month in the Active Subscription Details report.
Insight: The Active Subscription Details report is a drilldown view of Active Subscriptions which provides you with a detailed account of your active subscriptions, and can be customized, filtered, exported, and grouped based on your needs.
How is this report helpful for your business?
The Active Subscriptions report helps you assess the change in your active subscriptions for a period. By viewing period-wise counts along with activations, cancellations, and reactivations, you can identify growth patterns, and monitor subscription stability. The chart and breakdown views provide additional visibility into the components that influence these changes, helping you make informed decisions for your business.
Scenario: Patricia, the Subscription Manager at Zylker, launches a new plan with competitive pricing and wants to track how well it performs during its initial rollout. She uses the Active Subscriptions report to monitor daily activations, reactivations, and cancellations, and compare them against the previous day’s active subscription count. By reviewing this day-by-day trend, she can quickly see whether the new plan is gaining traction within the selected period and take timely action.
Net Customers
The Net Customers report in Zoho Billing provides the net change in your subscriptions count for each period. It considers the subscriptions newly created during the period and adjusts this count by including reactivations and subtracting cancellations. This gives you a clear view of whether your total subscription volume increased or decreased over time. It highlights how many subscriptions were gained, lost, or reactivated, helping you understand the changes in your subscriptions.
Formula
Net Customers = Activations + Reactivations - Cancellations
You can view this report based on selected products or all products, and customize it further to view it for selected plans of the selected products or all plans of selected products.
Performance Overview
Based on the selected date range, you can view the following details:
Current Net Subscriptions - The number of net customers for the latest month in the selected Date Range.
Insight: For example, if the date range is selected as previous quarter, the data shown here will be for the final month of the previous quarter.
Month on Month - The growth percentage in the latest month’s net customers compared to the previous month.
Quarter on Quarter - The growth percentage in the latest month’s net customers compared to the previous quarter.
Year on Year - The growth percentage in the latest month’s net customers compared to the previous year.
Insight: To monitor how your subscriptions are affected during a specific timeframe, use the Net Customers report. This report tracks only the subscriptions that were created or canceled during the selected period, providing a clear view of the net growth or decline. It’s ideal for analyzing the direct impact of recent marketing campaigns, promotions, or customer churn on your subscription count.
For a comprehensive understanding of your overall subscription landscape throughout the period, rely on the Active Subscriptions report. This report includes all active subscriptions as of each day within the selected timeframe, helping you assess trends in retention, seasonal fluctuations, and the cumulative effect of your subscription management strategies over time.
Chart View
The chart gives a visual representation of the total number of net customers for each period. You can view your net customers in the default bar graph to analyze your subscriptions.
You can also customize the chart type to group the report based on Days or Months.
Breakdown View
The breakdown view displays the components that contribute to net customers which is, activations, cancellations, and reactivations for each period, along with the components that contribute to the net change in subscriptions.
You can click on any metric in the first column to view the list of all subscriptions that have contributed to each metric. You can also click any metric of each month or day to view the list of subscriptions that contributed to the metric for that period.
How is this report helpful for your business?
The Net Customers report in Zoho Billing allows you to view the total number of customers with active subscriptions for each period for your business. This allows you to analyze how your business is gaining or losing subscriptions over a period of time and take action accordingly. This is also particularly helpful to identify spikes or dips and investigate the causes behind them.
Scenario: After launching a new subscription plan, Patricia wants to understand whether it’s actually contributing to customer growth. Using Zoho Billing, she can filter the Net Customers report for specific products and plans. This allows her to compare the activations, cancellations, and reactivations of the current month with the activations, cancellations, and reactivations of the previous month. The period-wise net change helps her determine how the product or plan is performing, helping her make informed decisions for improvement.
Subscription Details
The Subscription Details report in Zoho Billing gives you a comprehensive view of all subscriptions during a specific period.
Note: You can generate this report based on different date types such as Subscription Date, Next Billing Date, Canceled Date, Expiry Date, Next Retry Date, Last Billing Date, or Pause Date allowing you to view subscriptions according to the specific timeline or event you want to analyze.
How is this report helpful for your business?
The Subscription Details report in Zoho Billing allows you to view the list of all the subscriptions directly from one place, and filter it according to your needs. You can use it to track subscription activity for a specific period, verify customer subscriptions, and track billing or renewal details.
Scenario: Patricia receives a support request from a customer who is unsure about the status of their subscription. She opens the Subscription Details report in Zoho Billing to check the customer’s subscription status, billing cycle, and renewal date. With this information, she can quickly address the customer’s query and provide accurate guidance, improving the overall support experience all from one-place.
Upgrades
The Upgrades report in Zoho Billing displays the total number of subscriptions that were moved from a lower-priced plan to a higher-priced plan, or upgraded by increasing the billing frequency, for a period. You can view this report for selected products or all products, and further customize it to display selected plans within those products.
Performance Overview
Based on the selected date range, you can view the following details:
- Current Upgrades - The total number of upgrades for the latest month in the selected Date Range.
- Month on Month - The growth percentage in the latest month’s upgrades compared to the previous month.
- Quarter on Quarter - The growth percentage in the latest month’s upgrades compared to the previous quarter.
- Year on Year - The growth percentage in the latest month’s upgrades compared to the previous year.
Chart View
The chart gives a visual representation of the total number of upgrades for each period. You can choose to display the chart as a Line chart or Bar chart. You can also customize the chart type to group the report based on Days or Months.
Breakdown View
The breakdown view displays the total number of upgrades for each period.
You can click on Upgrades in the first column to view the list of all subscriptions that have contributed to it, along with the previous amount and previous plan. You can also click the number of upgrades for each month or day to view the list of subscriptions that contributed to it for that period.
Insight: The Upgrade Details report is a drilldown report of Upgrades, which can be accessed by clicking any metric in the breakdown view. This is particularly helpful to view the detailed analytics of the Upgrades report. You can also customize this details report further using filters, set export preferences, export them, and group them according to your needs.
How is this report helpful for your business?
The Upgrades report shows the trend of subscription upgrades and helps you identify any spikes or dips in upgrade activity. By analyzing these changes, you can understand how customers move to higher-tier plans and take steps to improve plan performance where needed.
Scenario: Charles Stone, the head of the Sales department at Zylker, is running a seasonal discount on one of the higher-tier plans and wants to measure how customers are responding to the offer. He uses the Upgrades report in Zoho Billing to track how many subscriptions were upgraded to the discounted plan during the current period. By reviewing these upgrades and comparing them with previous months, he can analyze the results of the discount and make informed decisions about extending, modifying, or discontinuing such promotions.
Downgrades
The Downgrades report in Zoho Billing provides the total number of subscriptions that were moved to a lower-priced plan from a higher-priced plan or a lower plan frequency for each period. You can view this report based on selected products or all products, and customize it further to view it for selected plans of the selected products or all plans of selected products.
Performance Overview
Based on the selected date range, you can view the following details:
- Current Downgrades - The total number of downgrades for the latest month in the selected Date Range.
- Month on Month - The growth percentage in the latest month’s downgrades compared to the previous month.
- Quarter on Quarter - The growth percentage in the latest month’s downgrades compared to the previous quarter.
- Year on Year - The growth percentage in the latest month’s downgrades compared to the previous year.
Chart View
The chart gives a visual representation of the total number of downgrades for each period. You can choose to display the chart as a Line chart or Bar chart. You can also customize the chart type to group the report based on Days or Months.
Breakdown View
The breakdown view displays the total number of downgrades for each period.
You can click on Downgrades in the first column to view the list of all subscriptions that have contributed to it, along with the previous plan and amount. You can also click on the number of downgrades for each month or day to view the list of subscriptions that contributed to it for that period.
Insight: The Downgrade Details report is a drilldown report of Downgrades, which can be accessed by clicking any metric in the breakdown view. This is particularly helpful to view the detailed analytics of the Downgrades report. You can also customize this details report further using filters, set export preferences, export them, and group them according to your needs.
How is this report helpful for your business?
The Downgrades report helps you monitor how many customers move from higher-priced plans to lower-priced ones during a selected period, and from a higher to lower frequency subscription. A rise in downgrades can indicate shifts in customer usage patterns or changing requirements that may affect your recurring revenue. By tracking downgrade trends over time, you can identify periods with unusual increases, investigate the underlying causes, and take steps to improve plan performance or adjust your subscription offerings where needed.
Scenario: After the seasonal discount period ends, Charles wants to check whether customers are continuing with the higher-tier plan or moving back to lower-priced plans. He uses the Downgrades report in Zoho Billing to track how many subscriptions were downgraded during the current month. By comparing this with downgrade activity from previous months, he can identify whether customers are retaining the higher-tier plan or reverting after the promotion. This helps him evaluate the effectiveness of the offer and determine whether adjustments are needed to reduce downgrades in the future.
Subscription Summary
The Subscription Summary report in Zoho Billing provides the summary of the total number of new subscription signups, activations, cancellations, reactivations, and the total number of active subscriptions for each period. You can group this report by monthly or daily data.
Scenario: You can export the report to view the following metrics:
- Signups
- Activations
- Cancellations
- Net Cancellations
- Upgrades
- Downgrades
- Renewals
- Reactivations
- Customers
- Payment Failures
- Churn Percentage
You can also filter this report for selected products, or all products.
How is this report helpful for your business?
The Subscription Summary report helps to get a consolidated view of key metrics such as new subscriptions, cancellations, reactivations, upgrades, downgrades, and net changes, allowing businesses to understand overall subscription performance at a glance. By viewing all major subscription movements in one place, companies can track trends, identify shifts in customer behavior, and make informed decisions about pricing, retention, and product strategies.
Scenario: Patricia is reviewing the performance of various internal teams responsible for acquisition, retention, and upselling. She uses the Subscription Summary report to get a consolidated view of the month’s subscription movements and their daily patterns. By comparing these metrics with previous months, she can benchmark team performance, identify areas that need improvement, and set informed targets for the next review cycle.
ARPU
The ARPU report in Zoho Billing displays the average revenue generated per customer for each period, helping you understand how much value each customer contributes to your business over time. You can view this report based on selected products or all products, and customize it further to view it for selected plans of the selected products or all plans of selected products.
What is ARPU?
ARPU (Average Revenue Per User) is a key financial metric used in subscription-based businesses to measure the average revenue generated from the existing subscriptions during a specific period. It helps you understand how much recurring revenue each customer contributes on average, providing insights into customer value, and overall revenue performance.
Formula
ARPU = Net MRR/Total number of active subscriptions
Performance Overview
Based on the selected date range, you can view the following details:
Current ARPU - The ARPU for the latest month in the selected Date Range.
Insight: For example, if the date range is selected as last quarter, the data shown here will be for the final month of the last quarter.
Month on Month - The growth percentage in the latest month’s ARPU compared to the previous month.
Quarter on Quarter - The growth percentage in the latest month’s ARPU compared to the previous quarter.
Year on Year - The growth percentage in the latest month’s ARPU compared to the previous year.
Chart View
The chart gives a visual representation of the ARPU for each period. You can choose to display the chart as a Line chart or Bar chart.
Breakdown View
The breakdown view displays the ARPU for each month.
How is this report helpful for your business?
The ARPU report in Zoho Billing allows you to gain insights into how much revenue your business is earning on an average from your subscriptions. This allows you to view the trend in the increase or decrease in ARPU over a period of time, identify outliers and address them.
Scenario: Aaron Brown, the manager of the sales department at Zylker, wants to view how much revenue the business is earning on average from the existing subscriptions. Using the ARPU report in Zoho Billing, he can view the current ARPU, compare it to previous months, and view the trend in the ARPU over a period of time. This helps him evaluate how different plans contribute to its overall revenue and prioritize the ones driving higher ARPU.
Insight: ARPU and LTV are key SaaS metrics that guide how much a business can confidently invest in marketing and customer acquisition. Higher ARPU or LTV allows for a higher acquisition budget, enabling sustainable and scalable growth.
LTV
The LTV (Lifetime Value) report in Zoho Billing helps you understand the total revenue that your subscriptions are expected to generate over their entire lifecycle with your business. This report gives you a long-term view of subscription value.
You can view this report based on selected products or all products, and customize it further to view it for selected plans of the selected products or all plans of selected products.
What is LTV?
LTV, which refers to Lifetime Value, is an important financial metric for subscription based businesses that estimate the total revenue a business can generate from its subscriptions in their lifecycle, based on the ARPU and churn rate of the organization.
Formula
LTV = (ARPU/ Churn Rate)*100
Note: When your business shows zero churn, the LTV metric will be calculated as 0 in Zoho Billing, this is because it assumes that future revenue cannot be fully realized without churn rates of a business.
Performance Overview
Based on the selected date range, you can view the following details:
- Current LTV - The LTV for the latest month in the selected Date Range.
Insight: For example, if the date range is selected as last quarter, the data shown here will be for the last month of the last quarter.
- Month on Month - The growth percentage in the latest month’s LTV compared to the previous month.
- Quarter on Quarter - The growth percentage in the latest month’s LTV compared to the previous quarter.
- Year on Year - The growth percentage in the latest month’s LTV compared to the previous year.
Chart View
The chart gives a visual representation of the LTV for each period. You can choose to display the chart as a Line chart or Bar chart.
Breakdown View
The breakdown view displays the LTV for each month.
How is this report helpful for your business?
The LTV report in Zoho Billing allows you to view the estimated revenue that your subscriptions are expected to generate in their entire lifecycle. It is important because it helps you understand the long-term profitability of your subscriptions rather than just the current revenue. By estimating how much revenue your subscriptions are expected to generate over their entire lifecycle, this report allows you to evaluate acquisition costs, help in taking informed decisions on pricing, and forecast future revenue more accurately.
Scenario: Zylker’s leadership team reviews the LTV report to understand the total revenue their subscriptions generate over their entire lifecycle. By tracking how LTV grows over time, they can evaluate whether current investments in marketing and retention are delivering strong long-term returns. A higher LTV gives them the confidence to allocate more budget toward investments, knowing that their business is likely to generate the projected value from the LTV report over the long run.
Report Functions
The following table lists the functions supported by each subscription report.
| Report Function | Active Subscriptions | Net Customers | Subscription Details | Upgrades | Downgrades | Summary | ARPU | LTV |
|---|---|---|---|---|---|---|---|---|
| Filter Report | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ |
| Compare Report | ✔ | ✔ | X | ✔ | ✔ | X | ✔ | ✔ |
| Group Report | ✔ | ✔ | X | ✔ | ✔ | ✔ | X | X |
| Customize Report Columns | X | X | ✔ | X | X | X | X | X |
| Sort Columns | X | X | ✔ | X | X | X | X | X |
| Schedule Report | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ |
| Share Report | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ | ✔ |
| Export Report | ✔ | ✔ | ✔ | X | X | ✔ | ✔ | ✔ |
| Print Report | X | X | ✔ | X | X | X | X | X |
| Custom Report | X | X | ✔ | X | X | X | X | X |
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