> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/google-analytics/subscriptions/subscription-retention-funnel-ga4.md).

# How to create the Subscription Retention Funnel in GA4

The **Affiliation** custom dimension helps you analyze subscription data and answer specific questions depending on your business needs. The `affiliation` parameter is exclusive to Littledata and without creating a custom dimension for this parameter, you won't be able to see the values in reports or use them in explorations.

If you'd rather watch a video guide on how to create a Subscription Retention Funnel:

{% embed url="<https://www.youtube.com/watch?v=dR_WhnTNYaI>" %}

In this article, we'll show you how to build the Subscription Retention Funnel, which relies on the **Affiliation** custom dimension, and its purpose is to improve your understanding of the Recurring purchases behavior.

{% hint style="success" %}
To learn all that you need to know about creating funnels, here's our general tutorial about [Funnels in Google Analytics 4](/google-analytics/behavior/funnels-in-google-analytics-4.md)!
{% endhint %}

#### How to create the report?

1. Go into your Google Analytics 4 Account and click on **Explore**

![ga4 exploration tab](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-70cf0eb53604a35afd3658b09d7469009f3ae2c0%2Fscreenshot-2023-09-14-at-14.39.58.png?alt=media)

2. You'll create a blank exploration and select **Funnel exploration** for the technique

![funnel technique](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-b884a652c1112820c8eeb690c8bc55f8a4ef147e%2Fscreenshot-2023-10-18-at-15.17.09.png?alt=media)

3. Click on **Steps**, and here is the configuration for the 4 steps

![step configuration for the funnel](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-ddd12a3f2ee5f783554bf2a7ab4878f2a82b4ce1%2Fscreenshot-2023-10-18-at-15.24.43.png?alt=media)

After adding the configuration for every step, click on **Apply** and then your report will look like this:

![main report after adding the funnel steps](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-920f0433d3607dc1ba9542cf460e12907778f312%2Fscreenshot-2023-10-18-at-15.29.43.png?alt=media)

{% hint style="info" %}
This report will show you how many people actually follow through to the subscription order number 2, number 3, etc.
{% endhint %}

#### Build user segments

In order to utilize GA4's superpowers, you can build user segments.

1. Click on the **Plus (+)** near Segments, and then on **User segment**. Here is the configuration of the Segment:

![adding user segments - google / cpc](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-d6055592fbcd07d92370504bc41eb9e59132b891%2Fscreenshot-2023-10-18-at-15.37.17.png?alt=media)

2. After adding the desired configuration, click on **Save and apply**
3. Now you'll repeat this process, only that you select `organic` instead of `google/cpc`

![adding user segments - organic](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-d4ac046c90b3c4fc4c44c5107e4291eee7426ea4%2Fscreenshot-2023-10-18-at-15.39.55.png?alt=media)

Now you can see how these two perform against each other and your report will look like this:

![final report](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-eeb7c5ad33f8ef0c6e38bfd86e68a521ad935315%2Fscreenshot-2023-10-18-at-15.40.59.png?alt=media)

{% hint style="success" %}
We'd recommend to select a longer timeframe so you can actually see a sequence of orders, instead of seeing just one.
{% endhint %}