Report: Subscriber Movements

The Subscriber Movements report shows how many paying subscribers (customers with at least one active or paused paid subscription) your business gains and loses each period — split into new, reactivated, and churned subscribers.

Tracking each movement type — not just the net total — helps you spot retention problems early and understand what's driving growth.

How to Read the Report

• New Subscribers — dark blue band.
• Reactivated Subscribers — light blue band.
• Churned Subscribers — pink band.
• Subscribed & Churned — customers who start their first and cancel their last paid subscription within the same report interval.

How ChartMogul Calculates Subscriber Movements

ChartMogul counts the number of subscribers who start, reactivate, or cancel their paid subscriptions in the period. A subscriber is a customer with at least one active or paused paid subscription — each customer counts once, even if they hold multiple subscriptions.

How to Isolate Individual Movements

1. In the Report Data table, click the :font-invisible~gray: eye icon next to any movement type to show or hide it in the report.
   
2. Click Save this report to save a saved version of the modified report.

How to Read the Report Data Table

The Report Data table includes these metrics:

• New Subscribers — The number of subscribers who start their first paid subscription in the report interval.
• Reactivated Subscribers — The number of subscribers who renew a previously cancelled 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.
• Paused Subscribers — The number of subscribers who pause their paid subscription in the report interval.
• Unpaused Subscribers — The number of subscribers who resume a previously paused paid subscription in 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 break down paying subscribers by region, plan, or custom attribute such as industry or marketing channel.