The Numbers That Matter: 5 Metrics Every Subscription Box Owner Must Track

Discover the 5 key metrics every subscription box owner needs to  track to grow, boost profits, and make smarter business decisions without overwhelm.

When was the last time you looked at your numbers? 

Not how many followers you have on Instagram or Facebook. Or how many likes you got on your last reel. Those numbers do matter and it’s exciting when you see them growing. But those numbers don’t tell you if your subscription box business is healthy, sustainable, and built to grow.

The numbers I’m talking about are the ones that give you a clear, honest picture of your subscription box business. The numbers that tell you where you are now, where you’re headed, and what’s working and not working. The metrics that let you make smart, confident decisions instead of guessing.

Does the idea of diving into your business numbers make you want to run and hide? I get it. And I see this inside Launch Your Box all the time. Many subscription box owners would rather focus on creating beautiful boxes than analyzing spreadsheets. But the truth is, knowing your numbers is one of the most powerful things you can do for your business.

Today, I’m breaking down the five most important metrics you need to track as a subscription box owner. What they are, how to calculate them, and how to use them to make better decisions starting now.

1. Retention Rate & Churn Rate

Your retention rate tells you the percentage of subscribers who stay each month. Your churn rate tells you the percentage who leave.

Think of it like this:

• If you start the month with 100 subscribers and 10 cancel, your churn rate is 10%.
• That means your retention rate is 90%.

These numbers show you how you’re doing at keeping subscribers after you get them. A high churn rate is a red flag that something isn’t working. It could be your product, your customer experience, or what you do – or don’t do – between boxes.

Don’t just track the number. Ask why people are leaving. Send exit surveys, read customer feedback, and look for patterns.

Use my FREE Retention Rate Calculator to plug in your numbers and start tracking today.

Want to know more about improving your retention rate? Check out this blog post. 

2. Customer Lifetime Value (LTV)

Customer Lifetime Value (LTV) tells you how much one subscriber is worth to your business over the time they stay with you.

Use this simple formula to calculate your LTV:  Average Monthly Box Price × Average Number of Months a Subscriber Stays = LTV

For example, if your average box is $50/month and the average subscriber stays for 8 months, your LTV is $400.

Why does LTV matter? 

Knowing your Subscribers’ Lifetime Value allows you to shift your focus from short-term sales to long-term growth. Instead of just thinking about the subscriber you gained today, you’ll start thinking about how to keep each subscriber longer. The result? More revenue without the pressure to constantly find new subscribers.

3. Profit Margin Per Box

Your profit margin per box is the percentage of your selling price that’s actually profit after covering all costs: products, packaging, shipping, payroll, and other expenses.

In order to build a sustainable subscription box business: 

• 40% profit margin when you start out.
• 60% profit margin as you grow.

These healthy profit margins give you room to invest in marketing, hire help, and reinvest in your business without feeling strapped for cash.

If you’re sending out a gorgeous subscription box packed with value but only making a couple of dollars in profit (or none at all), it’s time to make changes.

Use my FREE Subscription Box Budget Calculator to determine your profit margin. 

4. Customer Acquisition Cost (CAC)

Your Customer Acquisition Cost (CAC) is how much it costs you to bring in a new subscriber.

Calculate it by: Total Marketing Spend ÷ Number of New Subscribers = CAC

So if you spend $400 on Facebook ads in a month and get 10 new subscribers, your CAC is $40.

But don’t just look at this number on its own. Things get really powerful when you compare your CAC to your LTV.

If your LTV is $400 and your CAC is $40, you’re getting a 10X return on your marketing investment. That’s a huge win.

But if your CAC starts creeping closer to your LTV, it’s time to tweak your marketing strategy so you’re not spending too much to gain each subscriber.

5. Monthly Recurring Revenue (MRR)

Monthly Recurring Revenue (MRR) is the revenue coming in from active subscribers each month.

Calculating it is as simple as : Number of Active Subscribers × Monthly Subscription Price = MRR

For example: 300 subscribers × $50/month = $15,000 MRR.

Your MRR is one of the clearest indicators of your business’s health. It helps you:

• Forecast future revenue
• Plan inventory with confidence
• Know how much you can safely reinvest in growth

When you know your MRR, you can set realistic goals and measure progress month by month.

How to Start Tracking Without Getting Overwhelmed

You don’t need to track every number right away. Trying to do too much at once can lead to frustration and burnout.

Instead, start small:

• Pick one metric and track it consistently this month.
• Next month, add another.
• Keep building until you’re tracking all five.

Just like with so many things about building a successful subscription box business, the important thing is consistency. 

The more data you collect, the more clearly you’ll see trends and patterns that help you make better decisions. 

Why These Numbers Matter 

These five metrics aren’t just numbers on a spreadsheet. They tell the story of your business. 

• How well you’re keeping customers
• Whether your boxes are profitable
• If your marketing is paying off
• How much you can expect to bring in every month

Knowing your numbers allows you to make decisions based on facts instead of feelings. You’ll know when to double down on what’s working and when to adjust before small problems turn into big ones.

Tracking numbers can feel intimidating, especially if you’ve been avoiding it. But once you start, you’ll realize it’s not as scary as it seems. And the payoff is worth it.

Which metric will you start with this month? Retention rate? Profit margin? CAC? Pick one, track it, and commit to understanding what it’s telling you.

Because when you understand your numbers, you take control of your business. And that’s where real growth happens.