Reading the Analytics page.

Analytics tells you how your subscriptions are doing and what needs you today: who is about to fail a payment, who looks likely to cancel, and where money is coming from. It is free on every plan. Here is what each tab and number means.

Last updated · November 7, 2026

Where to find it

In the Daima admin, click Analytics in the left nav. The page has four tabs: Overview, Subscribers & churn, Revenue and Storefront. The date range, the Export CSV button and the weekly email switch sit above the tabs and apply to whichever tab you have open.

Every number has a small ? next to it. Hover or tap it for a plain-English explanation of exactly how that number is worked out.

When the numbers update

Daima works out your subscriber and revenue numbers overnight, so a tab shows yesterday's close and today's early hours, not a live ticker. The line under the page title tells you when it last ran (for example “Updated today at 4:00 am”), and times are shown in your store's time zone. The Storefront tab's widget views and clicks are the exception — they are collected as shoppers use the widget.

Your first day. Until the first overnight run finishes, the Overview says “Your first analytics run happens tonight” and your numbers appear the next morning. When they do, Daima fills in the past year from your existing subscriptions and orders so your charts are not empty. Anything from before that first run is marked Estimated (a dashed line and a note such as “Estimated before Nov 8”), because Shopify does not record exactly when a subscription was cancelled or paused. From the first run onward, the numbers are exact.

Before your first subscriber, the page says “Your numbers appear after your first subscriber.” That is expected — there is nothing to set up on this page.

Date ranges and CSV download

Pick a range with the buttons at the top: Last 30 days, Last 90 days (the default), 12 months, or Custom. For a custom range, choose a From and To date and click Apply — the end date can't be before the start, and the two can be at most two years apart. The range follows you as you switch tabs. The Overview compares the last part of the period with the same number of days just before it.

The Storefront tab always shows the last 30, 90 or 365 days; if you pick a custom range it shows the last N days with a note.

To download the numbers, open the tab you want and click Export CSV. You get a file for that tab and range, named like daima-analytics-revenue-2026-10-09-to-2026-11-07.csv, that opens in any spreadsheet. Money is exported as plain numbers with the currency written next to them. The customer lists described below have their own Export CSV too, and it exports the rows on the page.

Overview tab

The Overview is the quick health check. Across the top are four numbers, each compared with the period just before:

• Monthly subscription revenue — every active subscription's price turned into a monthly amount (20.00 every 2 weeks counts as 43.33 a month). Paused subscriptions are left out, discounts on the subscription are subtracted, and subscriptions in a different currency than your store's are left out and noted.
• Active subscribers — customers with at least one active subscription today. Paused customers are shown separately and are not counted as active or as lost.
• Monthly churn — subscribers lost in a month divided by active subscribers at the start of that month, averaged over the range.
• Revenue per subscriber, first 6 months — for customers who subscribed 6+ months ago, everything their subscription brought in during its first 6 months, averaged, including people who cancelled early. It is real money received, not a forecast. It reads “Not yet” until you have subscribers old enough.

Below them:

• Active subscribers chart, with New and lost each week underneath, so you can see growth and loss side by side.
• Needs you — the things worth doing today (next section).
• Monthly subscription revenue chart, with a link to the Revenue tab.
• Coming up, next 30 days — renewals scheduled to be charged, by week, using each subscription's current price and quantity. Deliveries customers have already skipped are left out. Taxes, shipping and discounts are not included, and a failed payment can still change the final number.
• Subscriptions' share of your store — how much of your store's revenue in this period came from subscriptions (renewals, a customer's first subscription order, and one-time orders), with taxes and shipping left out. It fills in as new orders arrive; to fill in the last 90 days right away, use Sync revenue on the Storefront tab.
• Why these totals can differ from Shopify's reports — see Comparing with Shopify's reports.

“Needs you” and the customer lists

Needs you shows up to five things Daima has spotted, each with a sentence and a link. When there is nothing to do it says “You're all caught up.” It is refreshed overnight; the line under it says when it was last checked, and Check again refreshes it on demand (once every 10 minutes, and not while Daima is billing renewals each morning — if that happens, the page tells you when to try again).

The items you may see:

• Cards that expire before the next order. The saved card runs out before the next renewal, so that charge will fail unless the customer updates it. The link opens the list of those customers.
• Failed payments being retried. Daima retries failed payments automatically and emails the customer. The See payments link opens the list of failed payments.
• Subscribers who look likely to cancel. They skipped twice in a row, paused, or had a payment fail recently. The link opens the list.
• Most cancellations come right after one particular order. If many subscribers drop off after the same order number, Daima points you to Loyalty to add a reward on that order (Loyalty is a Pro feature).
• An A/B test has a result. One version is ahead with enough data behind it. The link opens the test results (A/B testing is a Pro feature).

Cards that are about to expire — “Send link”

The expiring-cards list shows each customer, their card (brand, last four digits and expiry), their next order date and the order value. Daima never sees or stores card numbers — only the brand, last four digits and expiry date that Shopify provides.

1. Click Needs you → See the 3 customers (the number changes with how many customers are affected; it reads See the customer when there is one).
2. Click Send link on a row. Shopify emails that customer its own secure link to update their card — Daima does not send this email itself.
3. To remind everyone who has not been reminded yet, click Email the N not yet reminded at the top. If a big batch doesn't finish in one go, the page tells you how many are left; press the button again to continue.

The Reminder column shows “Not reminded” or “Link sent” with the date. After a link has gone out, the button changes to Send again, which becomes available 3 days after the last link. Open takes you to the customer in Shopify.

Likely-to-cancel list

“See who” opens every subscriber Daima thinks may cancel soon, highest risk first, with the reason (for example “2 consecutive skips” or “1 failed payment”), their next order date and what they pay per month. Click Open to go to the customer in Shopify. This list is free on every plan. The scoring behind it is explained in Churn prediction.

Subscribers & churn tab

Who you lost, why, and who you kept.

• Lost subscribers, and how — every lost subscriber is counted once, in one of three groups: Chose to cancel (a cancel by the customer, by you, or made outside Daima), Payment never went through (the subscription ended after every retry failed — often fixable, see the failed payments list), and Cancelled the same day (left within 24 hours of signing up, often a mistake at checkout). Monthly churn for the range is shown beside it.
• Paused and won back — how many are paused right now, how many came back from a pause, how many paused and then cancelled, and how many cancelled and later came back. Paused customers aren't counted as lost unless they go on to cancel.
• How many subscribers reach each order — of the subscribers old enough to have reached each order, how many did, for everyone who subscribed in the last year. Newer subscribers only count toward orders they have had time to reach. If there is a sharp drop after one order, Daima flags it and suggests a reward there.
• Still subscribed, by the month they joined — each row is the subscribers who joined in one month, and each box shows how many of them are still subscribed that many months later. Paused customers still count as subscribed. Darker blue means more kept.
• Why people cancel — the reasons customers gave, with tabs for All, After order 1, Orders 2–3 and Order 4+. See why the reasons appear.
• Saved before they left — people who started to cancel, took an offer instead (skip a delivery, pause, or swap product) and were still subscribed a day later, plus the renewals they have had since.
• Skips, pauses and swaps — how many of each happened in the period. People who skip twice in a row cancel within 60 days far more often than everyone else, which is why they feed the likely-to-cancel list.
• Likely to cancel — the five subscribers most at risk, with See all for the full list.

When a range starts before your first analytics run, some panels say “Counting since” and a date: cancellations, pauses, skips and swaps are counted exactly from that day.

Why the cancel reasons appear

When a customer presses Cancel on a subscription in the customer portal, they are first asked “Before you go, what's the main reason?” with six choices: I have too much, It costs too much, I want to try something else, I'm moving or going away, Something was wrong with an order and Something else (with an optional note). They can skip the question.

Their answer then decides which way to stay they are offered first — for example a pause or a skip when it costs too much, swapping to another product when they want to try something else, or “Contact the store” (an email to your store address) when something was wrong with an order. Cancelling is always possible. Those answers, and the offers customers accepted, are what feed “Why people cancel” and “Saved before they left.”

Reasons are collected from the day this step went live, so older cancellations have none. The panel only counts cancels the customer chose — not failed payments, same-day cancels or finished gift subscriptions — and tells you how many of those told you why.

Revenue tab

• Subscription revenue — everything your subscriptions charged in the period, counted on the day each charge went through, before refunds. Taxes and shipping are left out.
• Monthly subscription revenue — the same number as on the Overview.
• Average subscription order — subscription revenue divided by the number of subscription orders, including each customer's first order.
• Refunded — money returned on subscription orders in the period, as a share of subscription revenue, counted on the day the refund was issued.
• Subscription revenue by day — a daily chart with the order and new-subscriber counts. Days on this chart are in UTC.
• What a subscriber is worth over time — average money received per subscriber after 3, 6 and 12 months, counting people who cancelled early. A bar appears once you have subscribers old enough for that window.
• Failed payments — renewals that failed on the first try, split into Recovered, Still retrying and Lost after all retries, with the reasons they failed (card declined, not enough funds, card expired, out of stock). Links open the failed-payments list and, if any cards are about to expire, that list too.
• Coming up, by product — the units you will need per week over the next 30 days, so you can plan stock. Skips customers already made are left out.
• What your programs bring in — cards for Loyalty, Gifts and Affiliates. On the Free plan these read “Available on Pro” with a link to the plans; on Pro they show members, gift revenue and affiliate orders, or “Not set up” with a link to set the program up.

Comparing with Shopify's reports

Your Daima revenue and Shopify's own sales report often show different totals. Daima counts by the day a renewal is charged and leaves out taxes and shipping; Shopify counts by order date and includes both, and it takes refunds off on the day they were issued. On the Revenue tab, click Show the difference to see the sum: Daima's subscription revenue, plus shipping, plus taxes, minus refunds, which should match Shopify's sales for subscription orders. Shipping, taxes and refunds are only tracked from the day Daima started recording them, so for older dates the sum is marked incomplete.

Storefront tab

How shoppers behave around your Subscribe & Save widget.

• From product page to subscriber — a funnel: Widget views (product pages that showed the widget), Chose “Subscribe”, Added to cart, Subscribed (new subscriptions plus the subscription revenue). A step can read above 100% when subscribers arrive without touching the widget, such as through direct checkout links or imported contracts.
• Widget views, Add-to-cart clicks (Add to cart and Buy now), Click rate (clicks divided by views) and Prefer subscribing (subscribe picks versus one-time picks), each compared with the previous period.
• Day by day (or week by week on longer ranges) charts of views and clicks.
• What shoppers do in the widget — how often they picked Subscribe, picked One-time, changed frequency, clicked Add to cart and clicked Buy now.
• How often subscribers choose — the delivery frequencies your active subscriptions use, and how many are still subscribed after 6 months for each.
• When an A/B test is running, a banner reminds you that these numbers combine both versions.

Sync revenue. At the bottom of this tab, Sync revenue pulls the last 90 days of subscription orders from Shopify. Use it if revenue is missing or looks off, or to fill in the Overview's store share right after installing. New orders are added automatically; you don't need to press it regularly.

The weekly summary email

Daima can email you a short summary every Monday morning (store time): last week's subscribers, monthly revenue, who joined and left, renewals, what is coming up next week, up to three “Needs you” items and any good news such as recovered payments or people who stayed. It is off by default and goes to your store's email address from Shopify. There is no plan restriction. A week where nothing happened (nobody new, nobody lost, no renewals) sends nothing.

To switch it on:

1. Open Analytics and tick Email me a weekly summary near the top (it then shows “Mondays, 8 am”). You can also tick the same box under Settings → Notification Settings; the two are one switch.
2. To see what it looks like first, click Send me a test now. Daima emails this week so far to your store's address within a minute. You can send one test per hour, and not while renewals are being billed. If Shopify has no email address on file for your store, add one in your Shopify store details and try again.

Untick the box at any time to stop the email. The email contains only counts and money — no customer names or addresses.

If numbers look empty

• Brand-new install. Everything fills in after the first overnight run, once you have at least one subscriber. Storefront numbers appear as soon as shoppers view the widget.
• You have subscribers but the Overview is empty for a date range. Daima keeps one row of numbers for each day starting from your first analytics run (plus the estimated past year). Pick a more recent range or check back after tonight's run.
• Plans aren't showing the widget. Check Subscriptions in the admin nav and make sure each plan has products assigned.
• Subscribers from another app. Daima reads Shopify's subscription data; contracts that belong to a different app don't appear until you migrate them.