# Subscription Box Analytics: Subscribers, Churn and Gifting > Ask billing and store data about active subscribers, gift-to-paid conversion, failed payments by decline code, churn by box and skips before cut-off. HTML version: https://supaboard.ai/industry/subscription-boxes **Who stays, skips or cancels after every box.** Connect the warehouse or database your subscription billing and store data land in, then ask in plain English: active subscribers against the 1st, gifts that turned paid, failed payments by decline code, churn by box and skips before the next cut-off. For subscription-box and replenishment businesses in beauty, food, pet, kids and books, and their retention and operations teams. ## Every question, by who asks it ### Retention - Active subscribers today against the 1st: what drove the change? - Cancellations after the March box against February: did the release cause it? - Churned subscribers who came back within 90 days ### Payments - What share of this month's churn was failed payments? - Failed renewals by decline code, and how many recovered after a retry - Subscribers with a failed payment in the last 7 days, still unrecovered ### Gifts and the next box - Of December's gift cards, how many are activated, and how many turned paid? - Gift subscriptions ending this month whose recipient has no card on file - Skips and pauses for the next box, 3 days before cut-off, against last month - Boxes to pack for the next release by variant, after skips and pauses ## Keep it running - **Payments still unrecovered** (Daily 08:00). Every failed renewal from the last 7 days that hasn't recovered, with its decline code, in the retention lead's inbox. Automation: Timed Start → Query Your Data → Summarize Insights → Send Email. - **Payment-failure spike** (Every 5 minutes). A SQL check compares the latest day's renewal failure rate with the 30-day average and calls your webhook when it jumps. Automation: Alerts → Send Webhook. - **The board datasite** (Month end). Active subscribers, churn by box, failed payments and gifting, on a private datasite the founders and board sign in to with Google or Microsoft. ## The numbers it keeps watch on | Measure | Definition | Source | In Supaboard | | --- | --- | --- | --- | | Active subscribers | Paid subscriptions not paused or cancelled at the end of the day | Common practice | Daily report | | Net subscriber change | New + reactivated − cancelled − ended by failed payment, from the 1st to today | Common practice | Board datasite | | Churn by box | Cancellations within 14 days of a box shipping ÷ subscribers sent that box | Common practice | Ask it after every release | | Involuntary churn | Subscriptions ended by a failed payment ÷ all subscriptions ended | Common practice | Daily report | | Payment recovery rate | Failed renewals later paid ÷ failed renewals, by decline code | Common practice | Daily report | | Gift redemption rate | Gift cards activated ÷ gift cards sold | Common practice | Seasonal question | | Gift-to-paid conversion | Gift recipients who pay for a renewal ÷ gifts activated | Common practice | Monthly question | | Skip rate | Subscribers skipping the next box ÷ active subscribers at cut-off | Common practice | Cut-off week report | ## Where your data lives - [BigQuery](https://supaboard.ai/integrations/bigquery): connects live - [Snowflake](https://supaboard.ai/integrations/snowflake): connects live - [Postgres](https://supaboard.ai/integrations/postgresql): connects live Or attach an export to a conversation, as CSV or Excel: Subscription-app exports. The tables these questions read: Subscriptions and their status history: active, paused, skipped, cancelled; Box releases and editions, with cut-off and ship dates; Gift cards and redemptions; Invoices and charges, with decline codes; Shipments by subscriber, box and variant. ## Teach it your definitions once Rules are read with every question, so a term means the same thing in Chat, in Slack and in the Monday report. - Rule: "Active means a paid subscription that isn't paused or cancelled at the end of the day." - Rule: "A gift converts when its recipient pays for a renewal." - Rule: "A cancellation counts against the last box shipped to that subscriber." [How rules work](https://supaboard.ai/product/knowledge-and-rules) ## Already running on it A subscription-box business on BigQuery tracks gift-card activations, active subscribers, payment incidents and churn by release on Supaboard. (A Supaboard customer, described without its name.) ## Security - **Read-only by construction.** Database and warehouse queries are read-only. We give you the SQL for a read-only user too. - **Credentials stay in the workspace.** Scoped to the one workspace that connected them, never logged and never sent back to a browser. - **SOC 2 Type II.** An organisation-wide audit of the platform, covering every plan. ## FAQ ### Does it work with Stripe, Chargebee and Shopify? Yes, through the warehouse or database their data lands in. Connect BigQuery, Snowflake or Postgres and your subscriptions, charges and orders are queried in place, read-only. There's no direct app connector: for a one-off question, export from the app to CSV or Excel and attach it to a conversation. ### How does it tie a cancellation to a box? Write it once as a rule, such as "a cancellation counts against the last box shipped to that subscriber". The agent reads its rules with every question, so churn by box means the same thing in Chat, in Slack and on the board datasite. ### Can we see failed payments every morning? Yes. An automation runs the question at 08:00 in your timezone and emails the list, with decline codes. ### Can the team ask from Slack? Yes. Mention Supaboard in a channel or message it directly, and the answer comes back in Slack. Claude can connect over MCP as well. Your data stays read-only. ### Can it change anything in our billing or store? No. Database and warehouse queries are read-only. Changes to connected apps require your approval. ## More in Software & Commerce - [SaaS & Cloud Software](https://supaboard.ai/industry/saas): MRR movements, churn, expansion and activation, from billing and product data. - [E-commerce & DTC Brands](https://supaboard.ai/industry/ecommerce): Profit after ads, stock cover and repeat buyers, across store, marketplace and retail. - [Ed-Tech](https://supaboard.ai/industry/edtech): Enrolments, course completion, learner activity and renewals, from your platform's data. Supaboard is [the AI data analyst connected to your business data](https://supaboard.ai/). For the background on this industry, read [15 SaaS metrics that actually drive growth](https://supaboard.ai/blog/saas-business-intelligence). 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