Learn more about how we compute the metrics
Monthly recurring revenue shows how much money you make each month from recurring payments. One-time payments are not included and all of your Braintree fees are excluded. Additionally, recurring revenue from non-monthly subscriptions are normalized. So let's say you have a customer paying you $600 per year. Such a customer contributes $600 / 12 = $50 / month to the MRR.
TopUser churn shows how many of your customers cancel within a given time period. We use a time window of 30 days. New users subscribing to your service within this time window are exluded. So, if you had a 10% user churn rate on July 4th, that means that 10% of all the customers you had on May 5th left your service. Put differently: Let's say you had 100 customers on May 5th. Within 30 days (or until July 4th) 10 users left your service and you got 30 new customers. Then your user churn would be 10 / 100 = 10%. As said, we exclude any new customers subscribing to your service during the 30 day time frame. Each point in the user churn graph is calculated this way. So the value for July 4th is based on customers from May 5th and the value for July 5th is based on customers from May 6th and so on.
TopBasically, net revenue churn shows how much of monthly revenue you loose / gain due to cancellations, downgrades and upgrades within a given time period. We use a time window of 30 days. New recurring revenue from new users within this time window are exluded. Negative numbers indicate that you actually gained revenue because of upgrades from existing customers. So, if you had a 5% revenue churn rate on July 4th, that means that 5% of all of your monthly recurring revenue you had on May 5th is gone either by downgrades or cancellations. Contrary, if you had a -3% revenue churn rate on July 4th, that means that you gained 3% in monthly recurring revenue by expansions from any customers you had on May 5th.
TopLifetime value is the average amount of money you'll earn with each customer until the customer cancels. It is calculate as ARPU / Customer churn rate. So if on average you get $70 / month out of each customer and a they use your service for 18 months, their lifetime value would be $70 × 18 = $1,260. Basically, lifetime value helps you decide how much money you can invest into acquiring new customers.
TopThis is the average monthly recurring revenue across all of your customers. It is Monthly Recurring Revenue / Customers. Customers with multiple subscriptions are counted as one customer. So if you have two customers, with customer A paying $30 / month and customer B paying $60 / month, the ARPU is: ($30 / month + $60 / month) / 2 = $45 / month
TopThe number of customers which at least have one subscription. Customers with multiple subscriptions are as one customer.
TopThe new customers graph shows how many new customers you got on a given day. The numbers below the graph are accumulated new customers within the given time window.
TopAnnual runrate is just your monthly recurring revenue x 12.
TopThe upgrades graph shows how many of your customers have switched from a low priced plan to a more expensive one. Plan changes from a monthly plan to a yearly plan are considered as upgrades too. The numbers below the graph are accumulated upgrades within the given time window.
TopThe downgrades graph shows how many of your customers have switched from an expensive plan to a less expensive one. Plan changes from a yearly plan to a monthly plan are considered as downgrades too. The numbers below the graph are accumulated downgrades within the given time window.
TopThe cancelations graph shows how many customers left your service on a given day. The numbers below the graph show how many customers canceled your service within the given time window.
TopThe refunds graphs shows how much money you paid back to your customers.
TopThese are your monthly accumulated Braintree fees you have to pay for charging all of your customers' subscriptions. Basically, this graph will look similar to your MRR graph.
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