> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Subscription Initial Purchase Revenue: First-Time Subscription Value

> Track revenue from first-time subscription orders in Shopify. Measure subscription program value, compare acquisition revenue, and optimize recurring revenue growth.

<Tip>
  Total revenue from orders where a customer starts a new subscription for the first time.
</Tip>

## Formula

<Info>
  **Subscription Initial Purchase Revenue** = **SUM** ( Order Revenue ) **WHERE** order\_type = subscription\_initial\_purchase
</Info>

### Formula Components

| Metric                                            | Definition                                                                                              |
| ------------------------------------------------- | ------------------------------------------------------------------------------------------------------- |
| **Order Revenue**                                 | Total revenue value of each order                                                                       |
| **order\_type = subscription\_initial\_purchase** | Filter for orders that initiate a new subscription (excludes recurring renewals and one-time purchases) |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/shopify) |
| **Aggregation** | Sum                         |

***

## Example

Your store generated **\$18,630** in subscription initial purchase revenue in Q1:

| Month    | Revenue | New Subscribers | Avg Initial Order |
| -------- | ------- | --------------- | ----------------- |
| January  | \$5,390 | 98              | \$55.00           |
| February | \$6,205 | 107             | \$58.00           |
| March    | \$7,035 | 119             | \$59.12           |

***

## How It Works

This metric sums revenue from a customer's first subscription order. It excludes subsequent recurring charges and one-time purchases. Subscription initial purchases are identified by matching a `subscription_initial_purchase` event with the same order ID.

***

## When to Use

| Scenario                        | Action                                                     |
| ------------------------------- | ---------------------------------------------------------- |
| Value subscription acquisitions | Measure revenue from new subscriber signups                |
| Calculate subscription CAC      | Compare against marketing spend for subscriber acquisition |
| Analyze subscription pricing    | Track average first-order value for new subscribers        |
| Forecast recurring revenue      | Project LTV from initial subscription value                |

***

## Related Metrics

| Metric                                                                                                        | Relationship                                                           |
| ------------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------- |
| [Subscription Initial Purchase Orders](/reference/metrics/orders/counts/subscription-initial-purchase-orders) | Count of initial subscriptions (this metric sums their value)          |
| [Total Revenue](/reference/metrics/orders/revenue/total-revenue)                                              | All order revenue including subscriptions                              |
| [New Customer Total Revenue](/reference/metrics/orders/revenue/new-customer-total-revenue)                    | Revenue from first-time buyers (different from first-time subscribers) |
| [Net Revenue](/reference/metrics/orders/revenue/net-revenue)                                                  | Revenue after discounts and refunds                                    |

[See all Revenue metrics →](/reference/metrics/orders/revenue)