Overview

Active Subscribers refers to the total number of customers with active subscriptions during the specified time range.

📘

Active Subscribers = Number of Customers with Active Subscriptions

The calculation is based on data from the Subscription Metrics table.

Detailed Breakdown

The formula above is derived from the following components:

• Active Subscribers = sum(active_subscribers) --> Subscription Metrics table

Insights and Actions

Active Subscribers helps you understand the size and stability of your current paying subscriber base — a key indicator of recurring revenue health:

• Measure Retention Strength: Track Active Subscribers over time to gauge how well you’re retaining customers and maintaining steady recurring revenue.
• Identify Growth Opportunities: Compare trends in Active Subscribers with New and Reactivated Subscribers to determine if acquisition or re-engagement drives growth.
• Plan Revenue Forecasts: Use changes in Active Subscribers to project future recurring income and guide marketing or inventory planning decisions.

Related Metrics

• Active Subscriptions – Counts total active subscription plans, even if multiple belong to the same customer.
• Total New Subscribers – Tracks how many new customers began subscriptions, providing context for base expansion.
• Total Churned Subscribers – Measures how many subscribers canceled, helping identify retention challenges affecting the active count.

Example Use

Prompt

How many active subscribers were there yesterday?

Response

Query

SELECT
  SUM(smt.active_subscribers) AS active_subscribers
FROM
  subscription_metrics_table AS smt
WHERE
  smt.event_date = CURRENT_DATE() - 1;