How Loop surfaces insights other platforms leave buried

Here's what makes Loop the best Shopify subscription app for subscription analytics—and why brands like OSEA Malibu, Lumin, and NutriPaw are seeing results basic reporting can't deliver.

1. Subscriber acquisition: Know who's joining—and how

Before you can reduce churn, you need to understand who's subscribing in the first place.

Here's what you need to see:

• Subscriptions vs. one-time purchases at checkout
• Subscriber acquisition broken down by product and order number (first-time buyers vs. returning customers)
• Performance by selling plan—which frequency options actually stick

What the numbers mean: If your 14-day delivery option has 3x higher churn than your 30-day option, you don't have a retention problem—you have a frequency problem baked into acquisition. You're setting subscribers up to fail before they even start.

What to do about it: Adjust your default frequency, reposition your cadence options, or add guidance at checkout about which frequency works best for different use cases.

2. Cohort analysis: Reveal your retention reality

Most platforms show you current subscriber count. Loop shows you how subscribers behave over time—by cohort.

Here's what you need to see:

• Retention and churn tracked across up to 36 months
• Monthly and order-level cohort performance
• When subscribers drop off, by acquisition period

What the numbers mean: Aggregate retention rates hide critical patterns. Your January cohort might retain at 80% while your March cohort bleeds subscribers after week two. Without cohort-level visibility, you'd never know that your March acquisition campaign attracted the wrong audience—or that a product change alienated new subscribers.

What to do about it: Double down on channels and campaigns that produce high-retention cohorts. Investigate what changed during low-retention periods—pricing, creative, product mix—and course-correct.

OSEA Malibu used cohort insights to identify that subscribers canceling after their second order behaved differently than those canceling after their tenth. By creating segmented retention strategies for each cohort, they reduced churn from 10% to 5%—cutting it in half within six months.

3. Order analytics: Find where the leakage happens

Orders are where subscriptions succeed or fail. Loop tracks the full lifecycle—scheduled, rescheduled, paused, cancelled, attempted, successful, failed, and recovered.

Here's what you need to see:

• Order status distribution across your subscriber base
• Order-number-wise cancellation rates
• Pre-attempt vs. post-attempt failures

What the numbers mean: If 15% of your scheduled orders get cancelled before they're even attempted, you have an upstream problem—timing, communication, or product fit. If order #3 has a 25% higher cancellation rate than order #2, that's exactly where your retention efforts should focus.

What to do about it: Build retention touchpoints around high-risk order numbers. If order 3 is your drop-off point, trigger personalized outreach after order 2—a thank-you note, a usage tip, or an offer to adjust frequency. Loop Flows makes this automation simple.

4. Payment analytics: Protect revenue before it's lost

Failed payments cause 20-40% of all subscription churn. Loop's smart dunning management turns reactive recovery into proactive prevention.

Here's what you need to see:

• Payment attempts vs. successful vs. recovered
• Backup card save rate—when primary cards fail, how often does your fallback work?
• Payment source distribution—which methods fail disproportionately?

What the numbers mean: If payments are failing at higher rates with one provider, that's a payment stack problem, not a subscriber problem. If your backup card save rate is low, you're losing revenue that better payment infrastructure could capture.

What to do about it: Optimize retry timing based on what's actually working. Proactively reach out to subscribers with expiring cards before the next billing cycle. Consider adding payment methods that perform better for your customer base.

Lumin Skincare used Loop's payment analytics to optimize retry timing, contributing over 12% to their quarterly subscription revenue.

5. Product analytics: What drives retention—and what kills it

Different products retain differently. Each SKU in your catalog has its own retention fingerprint.

Here's what you need to see:

• Churn rates by product and variant
• Failed vs. realized revenue by SKU
• Inventory requirements adjusted for dunning status

What the numbers mean: A coffee subscription might see 90% retention on their signature blend but 60% on their experimental roasts. Without product-level analytics, you'd see "75% retention" and miss that one SKU is dragging down your entire program.

What to do about it: Make your highest-retention products your acquisition bait. Scrutinize high-churn products for improvement—or removal. For inventory, adjust orders based on dunning status: if 80 of your 500 scheduled units are tied to failed payments, you might only need 420.

6. Upsell analytics: Measure incremental revenue

Upsells are one of the fastest paths to revenue growth from existing subscribers. But without tracking, you're guessing.

Here's what you need to see:

• Upsell contribution to total subscription revenue
• Added vs. sold (how many upsell products were added versus actually converted)
• Which offers move the needle by subscriber segment

What the numbers mean: If upsells are contributing 3% of revenue but you're showing offers to every subscriber, you have a targeting problem. The right offer to the wrong segment is just noise.

What to do about it: Analyze which product recommendations resonate with different subscriber segments. Double down on what converts; cut what doesn't.

OSEA Malibu grew upsell revenue contribution from 4.5% to 6.8% by matching recommendations to subscriber behavior patterns.

7. Cancellation analytics: Understand the "why"

When a subscriber clicks "Cancel subscription," most platforms record a number. Loop's cancellation flows record the full picture.

Here's what you need to see:

• 0-day churn contribution—subscribers who cancel before their first renewal
• Upcoming order churn contribution—cancellations triggered by "Your next order is coming" notifications
• Orders before cancellation—which order number sees the most drop-offs
• Reason-wise breakdown with trend views over time

What the numbers mean: If your 0-day churn is high, you don't have a retention problem—you have an acquisition problem. You're bringing in discount hunters with no intent to continue. If 40% of cancellations happen after order two and the primary reason is "too much product," you have a frequency problem, not a loyalty problem.

What to do about it: Address causes, not symptoms. High 0-day churn? Tighten acquisition targeting or adjust your intro offer. High "too much product" cancellations? Offer frequency adjustments proactively, before they hit the cancel button.

Loop also tracks save rates at each stage of your cancellation flow—benefits, reasons, and offers—so you know exactly where your retention efforts are working and where they're falling flat.

8. Revenue forecasting: Account for reality

Predicting subscription revenue sounds simple: multiply subscribers by price. In practice, it's far more complex.

Here's what you need to see:

• Upcoming sales for the next 30 days
• Dunning status segregation—how much revenue is at risk due to payment issues
• Day-wise visualization by payment status

What the numbers mean: Your "expected" revenue isn't what you'll actually collect. If your last billing cycle recovered 70% of failed payments, you can project that recovery rate forward—and plan accordingly.

What to do about it: Use historical recovery rates to set realistic revenue expectations. Identify at-risk revenue early and prioritize proactive dunning for high-value subscriptions.

What merchants say about Loop's analytics

Loop's analytics capabilities consistently earn praise from Shopify merchants. Here's what brands are saying on the Shopify App Store:

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With a 5.0 rating across 560+ reviews, Loop is recognized as a leading Shopify subscription app—and analytics is a key reason why.