How to create the Subscription Retention Funnel in GA4

A subscription retention funnel shows how many customers keep their subscription after the first order. This page shows you how to build one in GA4 with the Affiliation dimension that Littledata sends, and how to compare channels with segments.

New to funnels in GA4? Start with our general guide to funnels in Google Analytics 4.

Before you start

Littledata sends an affiliation parameter with every purchase event. Littledata registers the Affiliation custom dimension in your GA4 property during setup, so you don't need to create it. If it's missing, follow Create and use the Affiliation custom dimension in GA4.

The funnel uses these Affiliation values:

Order type	Affiliation contains
First subscription order	Subscription First Order
Recurring subscription order	Subscription Recurring Order

For first orders, Affiliation is built from the Shopify order tags. The funnel's first step only works if your subscription app tags first orders with Subscription First Order, as Recharge does. Recurring orders always get Subscription Recurring Order.

Build the funnel

1

Open Explore

In Google Analytics, click Explore in the left menu.

2

Create a funnel exploration

Start a Blank exploration. In the Settings column, set Technique to Funnel exploration.

3

Add the funnel steps

Next to Steps, click the pencil icon. Add four steps. Each step uses the purchase event with an Affiliation parameter condition:

Step	Name	Event	Condition
1	1st order	purchase	Affiliation contains Subscription First Order
2	Recurring order 1	purchase	Affiliation contains Subscription Recurring Order
3	Recurring order 2	purchase	Affiliation contains Subscription Recurring Order
4	Recurring order 3	purchase	Affiliation contains Subscription Recurring Order

Between steps, keep is indirectly followed by.

step configuration for the funnel

4

Apply

Click Apply. The report shows how many customers reached each subscription order.

main report after adding the funnel steps

Pick a long date range. Subscriptions renew over weeks or months, so a short range shows mostly first orders.

Compare channels with segments

Segments let you compare retention for customers from different channels. This example compares Google Ads (google / cpc) with organic search.

1

Add a user segment

In the Variables column, click the + next to Segments, then choose User segment.

2

Set the condition

Name the segment (for example, "Google / CPC users"). Add the condition Session source / medium contains google / cpc.

adding user segments - google / cpc

3

Save and apply

Click Save and apply.

4

Add organic users

Create a second segment named "Organic users" with Session source / medium contains organic. Then add both segments to Segment comparisons.

The report now shows each funnel step side by side for both channels:

final report

Related articles

• Funnels in Google Analytics 4

• Create and use the Affiliation custom dimension in GA4

• Subscription lifetime revenue by channel in GA4

• Segments in Google Analytics