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Overview
Revenue forecast
Net income by month: actual received (past & month-to-date) plus projected renewals from active subscriptions, assuming no churn.
Revenue & MRR
MRR over time
Net monthly recurring revenue at each month's end.
Net revenue per month
Actual money received, by charge month.
Cumulative net revenue
Running total of money received over time.
ARPU over time
Average net monthly revenue per active subscriber, at each month's end.
MRR by billing period
Net monthly recurring revenue from monthly vs. yearly plans.
MRR by plan
Net monthly recurring revenue contributed by each tier.
MRR movement
Month-over-month change in committed MRR, split into new, expansion, contraction, and churn.
New vs. returning revenue
Each month's net revenue split into first-ever charges (acquisition) and repeat charges (renewals & upgrades).
Retention & churn
New vs. cancelled subscribers
Monthly subscription starts and cancellations.
Monthly churn rate
Logo churn is the share of subscribers lost each month; revenue churn is the share of MRR lost — both relative to those active at the month's start.
Subscriber retention
Share of subscribers still active N months after their first charge (only counting those whose account is old enough to have reached each point).
Plan changes
Upgrades and downgrades between tiers (Personal → Startup → Business → Enterprise) over each customer's history.
Customer lifetime & LTV
All-time value per customer, and observed lifespan/value of subscribers who have already churned.
Renewals due soon
Active subscriptions scheduled to renew in the next 30 days.
Customers
Active subscribers by tier
Current paying subscriptions by plan.
Top countries
Customers and lifetime net revenue by country (top 10 by customer count).
Discounts & refunds
Discounts
Discount-code usage and how many subscribers with active access pay full price, a discounted price, or nothing.
Customers per discount code
Unique customers who have used each code (all time).
Subscriptions by price
Subscriptions with active access, by how much they pay.
Cancel rate by discount
Share of subscribers who have cancelled, grouped by full price, paid discount, or free ($0).
Discount ROI estimate
Rough estimate: full price inferred from non-discounted peers (Item Price is unreliable), so treat these as ballpark figures.
Refunds & chargebacks
Refund and dispute rate across all charges (computed from the raw export, including refunded rows).