# Performance - Revenue

### Introduction

The Revenue tab shows you the financial performance of your store with a focus on subscriptions. You can see total revenue, total orders, average order value, and a detailed breakdown of subscription revenue by type (recurring, first-time, and add-on).

This helps you answer: "How much of my revenue comes from subscriptions, and is it growing?"

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### Metrics explained

### Total revenue

Total revenue from all orders during your selected date range. This includes both subscription and non-subscription orders.

**How it's calculated:**

```
Revenue = Order total − Discounts − Shipping − Tax
```

For example, if an order has $120 in products, $20 discount, $10 shipping, and $5 tax — the revenue is **$100**.

**What's inside the card:**

* **Subscription revenue** — Revenue from all subscription orders (recurring + first-time + add-on)
* **Non-subscription revenue** — Revenue from regular one-time orders

**What to look for:** A growing share of subscription revenue means your recurring business is strengthening. If non-subscription still dominates, consider promoting subscriptions more aggressively.

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### Total orders

Total number of orders placed during the reporting period.

**What's inside the card:**

* **Subscription orders** — Orders generated by subscriptions (recurring charges + first checkout + add-on items)
* **Non-subscription orders** — Regular one-time purchase orders

**What to look for:** Compare the ratio of subscription orders to total orders. A higher subscription share means more predictable revenue.

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### Average order value (AOV)

Average revenue per order. Shown as three comparison bars:

| Bar                  | What it measures                 |
| -------------------- | -------------------------------- |
| **Total orders**     | AOV across all orders            |
| **Subscription**     | AOV for subscription orders only |
| **Non-subscription** | AOV for one-time orders only     |

**How it's calculated:**

AOV = Total Revenue ÷ Total Orders

Revenue here excludes shipping and tax — same as Shopify's standard AOV calculation. For example, if you had $10,000 in revenue from 100 orders, your AOV is **$100**.

**What to look for:** If subscription AOV is higher than non-subscription, your subscription plans are delivering more value per order.

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### Total subscription revenue

A breakdown of subscription revenue by order type:

| Segment                      | What it means                                                               |
| ---------------------------- | --------------------------------------------------------------------------- |
| **Recurring order revenue**  | Revenue from automatic recurring charges (the core of subscription revenue) |
| **First-time order revenue** | Revenue from the first checkout when a customer starts a subscription       |
| **Add-on revenue**           | Revenue from one-time products added to subscription orders                 |

**How it's calculated:**

Total subscription revenue = Recurring order revenue + First-time order revenue + Add-on revenue

**What to look for:** Recurring revenue should be the largest segment — that's your predictable, repeating income. If first-time revenue is disproportionately large, it might mean you're acquiring subscribers but they're not sticking around for recurring orders.

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### Revenue growth over time

A stacked area chart showing how subscription revenue changes over time, broken down by recurring, first-time, and add-on revenue.

* **X-axis:** Time intervals (based on your date range)
* **Y-axis:** Revenue amount ($)
* **Layers:** Recurring (blue), First-time (purple), Add-on (green)

**What to look for:** An upward trend in the recurring layer is the strongest signal of subscription health. Spikes in the first-time layer may indicate successful promotions or seasonal peaks.

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### Other comparisons

A summary table comparing key metrics across subscription order types:

| Row                    | Revenue ($)                     | Orders                  | AOV ($)                                |
| ---------------------- | ------------------------------- | ----------------------- | -------------------------------------- |
| **Total subscription** | Sum of all subscription revenue | All subscription orders | Revenue ÷ Orders                       |
| **Recurring**          | From recurring charges          | Recurring order count   | Recurring revenue ÷ Recurring orders   |
| **First-time**         | From initial checkouts          | First-time order count  | First-time revenue ÷ First-time orders |
| **Add-on**             | From add-on items               | Orders with add-ons     | Add-on revenue ÷ Add-on orders         |

**What to look for:** Compare AOV across types. If recurring AOV is dropping, subscribers may be reducing their order size over time.

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### Overall

The Revenue tab tells you how much money subscriptions bring in and whether that number is trending in the right direction. Focus on growing the recurring revenue segment — that's the engine of a healthy subscription business.

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