What are Existing Customers?
Existing Customers refers to the number of active customers who currently have at least one active subscription in your business.
This metric helps you understand the loyal customer base that continues to generate recurring revenue month after month. It excludes one-time buyers and users still in their first billing cycle.
How is it calculated?
GrowthOptix defines Existing Customers as:
Count of Customers with at Least One Active Subscription
The key criteria:
The customer must have an active subscription during the selected period.
The subscription must have had at least one successful payment.
New customers are only included after their second successful payment (to avoid inflating the number with unqualified trials or churned users)
This gives you a clean and reliable picture of customers who are truly contributing to ongoing revenue.
Why it matters
Tracking Existing Customers helps you:
Monitor customer retention and loyalty.
Understand the size and value of your core customer base.
Measure recurring growth vs. one-time revenue.
Benchmark monthly or yearly growth in active users.
This metric pairs well with ARPU (Average Revenue Per User) and LTV (Lifetime Value).
How GrowthOptix displays it
You’ll find Existing Customers in:
Home Dashboard
Customer Dashboard
RevenueDashboard
Data is updated based on your Stripe and PayPal integrations.
Pro Tip
Want to understand how valuable your existing customers are? Combine this metric with ARPU and LTR to uncover revenue efficiency and retention health.