How can I calculate the total of Returning Subscribers myself?


If you want to validate the Returning Subscribers calculation in the Subscribers Analytics dashboard, please follow these steps:

  1. Download the Subscriptions export (All: Subscription status, Time Range: All Time)
  2. Once downloaded, you can use the account_code column to check for duplicate account codes, which would mean that the account has had more than one subscription on their account, and could potentially count it as a Returning Subscriber.
  3. Once you have narrowed down your list to duplicate account codes, you can use the activated_at and expires_at columns to determine when the first subscription was expired and when the 2nd subscription was activated. If the date of activation is at least 24 hours after the first subscription was expired, then that subscription would qualify as returning and would contribute toward the Returning Subscriber calculation.