Chart: Subscriber Movements

The Subscriber Movements chart visualizes the flow of paying subscribers into and out of your business over time, breaking down each period into new, reactivated, and churned subscribers.

For SaaS businesses, understanding these movements—not just the net total—is essential for diagnosing growth patterns and spotting retention problems early. This chart makes it easy to see at a glance whether subscriber gains are outpacing losses.

If you’re new to ChartMogul, get to know how charts work.

Screenshot of the Subscriber Movements chart showing monthly subscriber movements as vertically stacked bands. A tooltip points to the Churned Subscribers in one month, showing the number of churned subscribers, percentage change and date.

Chart Notes

Each vertically stacked band represents a specific subscriber movement type. New Subscribers are dark blue, Reactivated Subscribers are light blue, and Churned Subscribers are pink.
The Subscribed & Churned category includes customers who start their first and cancel their last paid subscription within a given report interval.

Calculation

ChartMogul counts the number of subscribers who start, reactivate or cancel their paid subscriptions in the period. Customers with multiple subscriptions are only counted once.

Isolating movements

Click the eye icon in the Chart Data table to configure the individual subscriber movements visible in the chart.

Screenshot of the Chart Data table showing eye icons next to New Subscribers, Reactivated Subscribers and Churned Subscribers.

Click the Save this chart button to create a saved version of the modified chart.

Chart Data

The Chart Data for Subscriber Movements works differently than other charts. It provides the following breakdown:

New Subscribers — The number of subscribers who start their first paid subscription in the report interval.
Reactivated Subscribers — The number of subscribers who renew their paid subscription in the report interval.
Churned Subscribers — The number of subscribers who cancel their last paid subscription in the report interval.
Subscribed & Churned — The number of customers who start their first and cancel their last paid subscription within the report interval.
Net Subscriber Movement — The net gain or loss of paying subscribers in the report interval.
Subscribers Entering Segment — When filtering by plan, the number of subscribers entering the applied segment within the report interval.
Subscribers Leaving Segment — When filtering by plan, the number of subscribers leaving the applied segment within the report interval.
Change — The percentage change in paying subscribers compared to the previous report interval.
Total Subscribers — The total number of paying subscribers in the report interval.

Next Steps

Use segmentation to visualize fluctuations in paying subscribers by region, plan or custom attribute such as industry or marketing channel.