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General

Understanding the Analytics page

Updated October 2, 2026

The Analytics page shows how your subscription programs are performing — revenue, subscriber growth, retention, your most-downloaded files and top customers, and how much of your storage allowance you've used.

You can reach it from Apps → Content Vault → Analytics (Content Vault is listed as Digital Subscriptions in your Shopify admin).

Choosing a Date Range

The selector in the top-right of the Overview section controls the reporting window: the last 7, 30, 60, 90 or 365 days. Changing it updates the whole page — the Overview, the subscription metrics, Top performers and the Trends charts.

Analytics Overview for the last 30 days: 11 new subscribers and 38 downloads, with the date range selector at the top right

Overview

New Subscribers
How many customers started a subscription during the selected period. This is your acquisition number — use it to see whether a campaign or storefront change actually brought people in.

Downloads
How many files your customers downloaded during the selected period. A healthy download count against a flat subscriber count usually means your existing members are still engaged.

Storage Usage

Shows how much of your plan's storage allowance you've consumed, as both a percentage and an absolute figure (for example, 0.00 B of 1.00 GB).

Storage is set by your plan — 1 GB on Pay As You Go, 10 GB on Starter, 150 GB on Scale, 500 GB on Plus. If you're approaching the limit, upgrading raises it immediately without disturbing your existing files or subscribers. See How does Content Vault pricing work? for the full comparison. If you need more than your plan includes, use the card's Need more storage? Contact us link.

Subscription Metrics

Analytics Subscription metrics for the last 30 days: MRR of $1,576 up 19%, 44 active subscriptions, ARPU $35.82, LTV $430.01, 19.03% MRR growth, 8.33% monthly churn with 3 cancelled, $1,732 total revenue and $1,324 previous MRR

MRR (Monthly Recurring Revenue)
The predictable revenue your active subscriptions generate each month. This is the headline number for a subscription business — unlike one-off sales, it tells you what next month looks like before it happens.

Active Subscriptions
How many subscriptions are currently active.

ARPU (Average Revenue Per User)
MRR divided by active subscribers — what the average member is worth per month. Rising ARPU usually means your tiers or pricing are doing their job; falling ARPU often means customers are clustering on your cheapest plan.

LTV (Lifetime Value)
The total revenue you can expect from a customer across their whole subscription, based on your current churn rate. Useful as a ceiling for what you can afford to spend acquiring one.

MRR Growth Rate
How much your MRR has grown — or shrunk — since the start of the selected period, as a percentage. The card says vs. start of period: it compares your MRR now with Previous MRR below.

Churn Rate (monthly)
The share of subscribers who cancel in a given month. Churn compounds — a rate that looks small still caps how large your subscriber base can get, because growth has to outrun it before it adds up. The card also shows how many subscriptions were canceled in the selected period.

Total Revenue
All subscription revenue collected in the selected period. Unlike MRR — which is a forward-looking run rate — this is money that actually arrived.

Previous MRR
Your MRR at the start of the selected period, so you can see what the growth rate above is measured against.

Top Performers

Two tables pick out what stood out in the selected period.

Most downloaded files
Your most-downloaded files, up to five, with how many times each was downloaded. It's the clearest signal of what your subscribers actually come for — worth featuring on your product page, or making more of.

Top customers
Your highest-revenue customers, up to five, with their name and email, how many subscriptions they paid for and how much they paid in the period. Handy for thanking your most loyal members, or asking them what they'd like next.

Top performers: the most downloaded files with their download counts, and the top customers with their name and email, number of subscriptions and revenue

Four charts plot the selected period day by day:

  • MRR over time — your monthly recurring revenue on each day. It steps up when someone subscribes and down when someone cancels.
  • Revenue over time — the subscription revenue collected on each day. Expect spikes: renewals land on each subscriber's own billing date.
  • Active subscriptions — how many subscriptions were live on each day.
  • New vs churned subscriptions — new subscriptions and cancellations per day, on one chart, so you can see whether sign-ups are outpacing cancellations.

MRR over time and Revenue over time charts for the last 30 days, with MRR climbing from about $1,300 to $1,576

Active subscriptions and New vs churned subscriptions charts for the last 30 days, with active subscriptions rising from 36 to 44

Reading the Numbers Together

No single metric tells you much on its own:

  • MRR up, churn up — you're growing by acquiring faster than you lose, which works until acquisition slows. Worth looking at why members leave.
  • MRR flat, ARPU up — fewer members paying more. Check whether you're losing customers at the lower tiers.
  • Downloads flat, subscribers up — new members aren't engaging with the content. Often a drip-schedule or onboarding-email problem rather than a content problem.