E-commerce Subscriptions: Tracking & Reporting

Many e-commerce brands use subscriptions to generate recurring revenue through apps like Recharge, Skio, Loop, and similar tools. This article explains how subscription brands should track and report performance in Reaktion to ensure your ad data stays accurate and actionable.

To keep reporting accurate, we recommend tracking New purchases (including first subscription orders) and excluding recurring subscription renewals. This ensures your ads optimise for new customer acquisition and new subscribers, which is what marketing actually drives.

Step 1: Tagging recurring subscription orders

In Shopify, you can assign an order tag to the recurring subscription orders. These tags are imported into Reaktion. (Learn how to create a Shopify Flow to tag orders automatically)

Step 2: Exclude tagged orders from conversion tracking

Follow the steps in this detailed guide to set up an order tag exclusion filter to block the tagged orders from being sent to marketing channels for conversion attribution. 

Step 3: Optimise your campaigns

Once the tag exclusion has been activated, ad platforms such as Meta and Google will optimize campaigns toward attracting new customers and generating new subscription signups, enabling more scalable acquisition.

Meta Ads Campaign Optimization Guide 
Google Ads Campaign Optimization Guide

NOTE: It is important to note that this setup does not remove subscription revenue from your overall financial reporting numbers in Reaktion. You will continue to see your full revenue data from all your orders.