Not all subscribers are created equal.
Some customers subscribe because they genuinely want auto-delivery of your product. They'll keep that subscription for months or years.
Others subscribe to get the coupon discount on a one-time purchase, then cancel or let the subscription lapse. MRP calls these "fake" subscribers, and knowing what percentage of your S&S volume they represent is essential for evaluating whether your coupon strategy is actually building the business.
How "fake" subscribers are calculated
A subscription is classified as fake if no second purchase is recorded after the initial S&S order. MRP monitors the subscription and marks it as fake if the customer doesn't receive or make a second order.
Critical timing note: Do not look at fake subscriber data for the last 2–4 weeks. New subscribers haven't had time to demonstrate whether they're loyal yet, so your fake % will look artificially high. Analyse only cohorts that are at least 2–3 months old for accurate data.
Step-by-step
Go to Advanced Tools → LTV & Subscriptions → Overview
Scroll to the "S&S real vs. fake" chart
Set date range to cover 2–4 months of data (ensure you're not looking at recent 2-4 weeks)
Filter to a specific parent ASIN if you want product-level data
Note your average fake % across normal (non-promotional) weeks. This is your baseline
Now look at weeks where you ran a higher coupon or lower price. Did fake % spike? By how much?
How to interpret your fake percentage
Fake % | What it likely means |
Under 15% | Strong subscription quality. Most subscribers are genuinely loyal |
15–30% | Acceptable for most brands, especially during promotions |
30–40% | Your coupon may be attracting primarily deal-seekers; test reducing it |
Over 40% | If you run aggresive S&S coupon, most volume is one-time discount buyers. If S&S is just high, it's a product/niche issue. |
What to do if your fake % is high
First, test reducing your coupon by 5% increments while holding price steady. Monitor whether NTB S&S units drop proportionally or barely change if units hold up with a lower coupon, you were over-discounting. Second, ensure your product's repeat purchase experience is excellent: quality, packaging, delivery speed. High fake % sometimes reflects product dissatisfaction, not just deal-hunting.
When a high fake % is acceptable: If a promotion drives a large spike in total NTB customers, including many real subscribers. A temporary fake % of 20–25% can be worth it. Always compare the cost of the coupon against the LTV of the real subscribers you acquired.