Why am I seeing blank data for a Plan with subscribers in the Subscriber Retention report?

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If you've tried using the Plan picker filter for the Subscriber Retention report, you might be wondering why the data is lower than the number of subscribers to one of your Plans or why the data might even be totally blank / displaying "Os."

The first thing to keep in mind with the Subscriber Retention report is that it is based on Subscribers, not individual Subscriptions. Moreover, this report will only count the first Plan that was activated on the account. 

For example, if a customer subscribes to the Silver Plan and then a few months later, subscribes to the Gold Plan, the Subscriber Retention would only track the Silver Plan subscription. You would not see any data for the Gold Plan included for that customer. Therefore, the totals you see for individual Plans may not match the actual total of subscribers for those plans due to this reason.