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Membership Reports

Admin Manager

Use this page to see whether members are staying, and which plans earn the most.

Quick steps​

  1. Go to Reports and click Membership Reports.
  2. Click Retention & Churn to see your retention rate, how many joined and left each month, and why people cancelled.
  3. Or click Plan Breakdown to see your estimated monthly recurring revenue and how many members each plan has.
  4. On Plan Breakdown, set From and To and click Apply to count the new members in that date range.

Common questions​

Why don't my cancellations show a reason? Reasons are only recorded when a member cancels in the member portal, or a membership runs out without renewing. The admin Cancel button doesn't ask for one.

Why is the revenue figure different from the dashboard? The dashboard rounds to whole dollars and only counts members on plans that are still active. This report also counts members on a retired plan.

Are demo signups included? No. Preview signups are left out of every figure.

More detail: Retention & Churn

Two reports answer the two questions a membership business lives on: are people staying, and which plans are actually earning.

Open Reports → Membership Reports (the card reads "Retention, churn trends, MRR, and plan breakdown"). That page has two cards: Retention & Churn and Plan Breakdown.

Both need the View Membership Reports permission — see Roles & Permissions.

Demo signups are excluded

Memberships created through the preview signup flow never appear in these figures.

Retention & Churn​

"Track member retention and cancellation patterns."

The four figures​

FigureWhat it means
Retention RateMembers who are still active or on a trial, as a share of everyone who has ever joined. Green above 80%, amber above 60%, red below.
Active MembersEveryone currently active or on a trial.
Total EverEvery membership ever created, including cancelled ones.
Avg Membership LengthThe average number of days between joining and cancelling, across cancelled memberships only.

Monthly Churn Trend​

The last seven months, one row each: Month, New Members, Cancelled and Net Change. A negative net change is shown in red — more people left than joined that month.

Cancellation Reasons​

Every cancellation reason that has been recorded, with how many times it was given, most common first. Reasons come from members who cancel themselves in the member portal, and from memberships that ran out without renewing (Membership period expired (no auto-renew)). The admin Cancel button does not ask for a reason, so those cancellations are not listed.

What the date range changes

The From and To boxes do not change the four figures above or the churn trend — the figures cover your whole history and the trend always shows the last seven months. Use the date range on the Plan Breakdown report, where the New (Period) column follows it.

More detail: Plan Breakdown

Plan Breakdown​

"Membership plan performance and MRR."

Estimated Monthly Recurring Revenue (MRR)​

Every active and trialing member's own price — after any discount attached to them — converted to a monthly figure. A $300 plan billed every three months counts as $100 a month; an annual plan counts as a twelfth of its price. Punch cards are never included, because they are a one-off purchase rather than recurring revenue.

This is what your members are scheduled to pay, not what has been collected. A member who is Past Due still counts.

The plans table​

One row per active plan, busiest first.

ColumnWhat it shows
PlanThe plan name.
PriceIts list price.
BillingWeekly, Monthly or Annual.
ActiveMembers currently active or on a trial.
New (Period)Memberships created inside the From/To range. This is the column the date range controls.
CancelledEvery cancelled membership on that plan, over all time.
Total EverEvery membership ever created on that plan.

Retired plans are not listed, so their members are counted nowhere on this table even though they still count towards the MRR figure above.

More detail: reading them together

Reading Them Together​

  • Retention Rate falling while New Members holds up — you are replacing people rather than keeping them. The Cancellation Reasons list is where to look.
  • MRR flat while Active Members grows — new members are landing on cheaper plans, or on discounts. Check the Price column against Active.
  • A plan with a high Cancelled and a low Active — that plan is not working. Retire it rather than keep selling it.
  • Avg Membership Length shorter than one billing period — people are leaving inside their first period, which usually means the trial or the first charge was a surprise.
More detail: troubleshooting

Troubleshooting​

ProblemSolution
No Membership Reports card on the Reports pageYour role does not have View Membership Reports, or memberships are not switched on for the store.
The MRR here differs from the dashboardThe dashboard rounds to whole dollars and only counts members on plans that are still active. This report also counts members still on a retired plan.
Cancellation Reasons is emptyReasons are only recorded when a member cancels in the member portal or a membership expires without renewing. Cancellations made with the admin Cancel button have no reason.
A plan is missing from the tableOnly active plans are listed. Reactivate it to see it again.
Changing the dates changes nothingOnly New (Period) follows the date range on this report.
Retention looks terrible on a brand new storeTotal Ever counts every membership you have ever created, including the ones you made while testing. Clear demo data and delete test memberships.
More detail: best practices

Best Practices​

  • Check churn monthly, not weekly. The trend is monthly; a single bad week tells you nothing.
  • Compare MRR with what was actually collected in your sales reports. A widening gap usually means failed payments — those members show as Past Due.

What's Next?​