Managing a subscription product requires constant tracking of metrics such as retention, overdue payments, cancellations, and monthly revenue. At Hotmart, you have a complete environment to view your business performance, track the financial health of your plans, and extract detailed data about your subscriber base.
In this article, you will learn how to navigate the Subscription Management screen and interpret each metric.
What is Subscription Management and where can I find it on the platform?
The Subscription Management section combines the operational management of your subscribers and your product's analytical reports in one single place. To access this feature on the Hotmart platform, follow these steps:
Log in to your Hotmart account using the link: app.hotmart.com
In the left side menu, navigate to the Sales section and click Subscription management.
When accessing the page, you will see quick indicator blocks for your customer base, along with shortcuts to reports and the full Dashboard.
How do I navigate the Subscription Management overview?
On the Subscription Management screen, data is divided into three main blocks of cards:
Active: Displays the total active subscriptions in your base and highlights movements over the last 7 days, recording the number of new sign-ups and cancellations during the period.
Trial period and paying: Quantifies how many customers are using the product during a trial period (trial) and how many are already active paying subscribers, also showing the entry flow over the last 7 days.
Payment status: Separates up-to-date subscriptions (no pending issues) from those with delayed charges. In this block, you can identify the number of customers with their last recurring payment overdue and those with 3 or more pending recurring payments.
On the right side of the screen, you will find direct shortcuts to platform reports (Subscriptions, Subscription Dashboard, and Subscription History).
How does each tab of the Subscription Dashboard work and how do I interpret them?
To perform in-depth analysis, calculate retention rates, and export strategic data, access the Subscription Dashboard from the reports menu on the right side of the screen.
The Dashboard allows you to apply filters by Adoption period, Product, Offer code, Recurrence (monthly, annual, etc.), and Plan name. Information is updated once a day and organized into 10 specialized tabs:
❯ Overview
0 Presents general performance indicators for your customer base. You can track the Retention rate (%), Cancellation rate (%), average Lifetime in months (LT), Trial conversion rate (%), and total Active Subscriptions.
❯ Historical view
Shows how your subscriptions evolve month by month with status frozen at the close of each period. This tab allows you to understand the transition flow between statuses through the following metrics:
NEW: New subscriptions that became active during the month.
RETENTION: Subscriptions that were already active and remained active.
RESURRECT: Subscriptions that were canceled or overdue and returned to active status.
NEW LOSS: Active subscriptions that were canceled during the period.
NEW DELAYED: Active subscriptions that entered overdue payment status.
❯ Retention
0
Allows you to analyze subscriber behavior and engagement grouped by sign-up month. The tab displays the percentage and absolute number of subscribers who maintain active plans over time (months 0 to 11+), as well as the Average Retention (%) trend chart. The heatmap view makes it easy to identify cohorts with high retention (green) or atypical drops (red).
❯ Delayed
Offers a diagnostic of subscriptions with pending payments. You can view total overdue subscriptions, the percentage of overdue payments relative to active subscriptions and historical totals, the split between recent delays (up to 15 days) and long-term delays (more than 15 days), plus a chart by delay ranges (01 to 05 days, 06 to 15 days, 16 to 30 days, 31 to 60 days, and 60+ days). The tab also displays the distribution by product type/recurrence and which stage of the automatic recovery process subscriptions are in (Retry in progress, Retry ended, or No retry).
❯ Cancellation
Measures the monthly churn rate, Churn % (This metric represents the percentage of canceled and expired subscriptions divided by the number of subscriptions with at least one successful recurring payment), and total cancellation volume.
The chart by type details the origin of contract termination: canceled by customer, administrator (Hotmart), seller (creator), plan expiration, or overdue payment.
❯ Plan change
Monitores plan migration movements made by subscribers over time. Allows you to evaluate the adoption of upgrade strategies (moving to a higher plan) or downgrade strategies (moving to a lower plan).
❯ Subscription summary
Displays an individualized list of all subscribers in your base. Shows data such as sign-up date, subscription ID, buyer email, full name, area code, phone number, contact WhatsApp, and current contract status (ACTIVE, CANCELLED_BY_CUSTOMER, etc.). This tab is ideal for locating buyers and exporting spreadsheet reports.
❯ Transaction summary
Functions as a transactional audit table, displaying the history of each executed charge, frequency, product code, offer, and technical identifiers of transactions.
❯ LTV (Lifetime Value)
Evaluates the financial impact of your products over time. Presents the Overall LTV indicator and a detailed table by product and frequency, showing the average customer retention time (LT in months), average monthly ticket, and total value generated per subscriber.
LT (Lifetime) refers to the average duration of a customer's relationship with your subscription service—the average amount of time a subscription tends to remain active in your subscriber base.
❯ MRR (Monthly Recurring Revenue)
Tracks monthly recurring revenue (MRR) and annual recurring revenue projection (ARR). The evolution chart details revenue composition divided into Retention MRR (existing customers), New MRR (new sign-ups), and Cancellation MRR (lost revenue due to churn).
Where can I find subscription recovery tools?
The Hotmart platform features automated solutions to reduce default rates and reprocess charges declined due to credit limit issues or card failures. On the main Subscription Management screen, you will find shortcuts to Renewal alerts and Charge retries.
To understand automatic reprocessing rules and learn how to configure communication flows for overdue customers, consult the specialized guide in the articleHow the subscription recovery tool works.
Frequently Asked Questions
❯ How do I grant team members access to the Dashboard?
If you have team members who need to track recurring sales numbers, you can grant them viewing access through permission management:
Go to the Collaborators Center in the platform's settings menu.
Select the desired collaborator or add a new user.
In the Management section, check the Manage subscriptions permission.
After saving changes, the user will be able to view the Subscription Dashboard and export reports directly from their account.
