Subscription Take Rate
Take rate is the share of orders (or customers, depending on the definition) that choose a subscription over a one-time purchase. The ℹ️ panel on the metric confirms which denominator your workspace uses.
Two common definitions
Section titled “Two common definitions”| Definition | Formula |
|---|---|
| Order-based take rate | Subscription orders ÷ Total orders |
| Customer-based take rate | Subscribing customers ÷ All purchasing customers |
Different platforms compute take rate differently. The ℹ️ panel confirms.
What take rate signals
Section titled “What take rate signals”| Pattern | Likely cause |
|---|---|
| Rising take rate, stable traffic | Subscription program improvement |
| Stable take rate, rising subscription sales | Traffic or AOV growth (not program improvement) |
| Falling take rate | Acquisition mix shift or program friction |