Subscription dashboard

The Subscription dashboard provides a holistic view of your recurring business model. Use this data to monitor Monthly Recurring Revenue (MRR), track subscriber growth, and analyze churn trends to improve retention.

Key metrics (KPIs)

The top section displays high-level metrics to gauge the immediate health of your subscription business.

Tip: Click on tiles such as MRR or Active Customers to open a detailed drill-down report with historical comparisons and segmentation tools.

Metric	Definition	Calculation / Logic
MRR	Monthly Recurring Revenue (MRR). The normalized monthly revenue projected from all active subscriptions.	Sum of all active subscriptions. Logic: Weekly plans = `Amount × 4` Annual plans = `Amount ÷ 12` Includes: Add-ons, coupons, and discounts Excludes: Taxes Note: Upgrades/downgrades impact MRR immediately. Cancelled subscriptions contribute to MRR until they fully deactivate (expire).
Active Customers	The count of unique customers with at least one active subscription.	A customer is Active if they have ≥1 active subscription. Note: Customers who pause their only subscription are not considered active.
Subscription Churn	The number of individual subscriptions deactivated during the timeframe.	Count of deactivations. Note: Does not include subscriptions reactivated within the reactivation period.
Subscriber Loss	The number of customers who deactivated all of their subscriptions.	Count of customers dropping from ≥1 active subscription to 0. Excludes those who reactivate within the grace period.
MRR Churn Rate	The percentage of MRR lost due to cancellations or downgrades.	Calculated over a rolling 30-day period. `(Negative MRR contributions ÷ Starting MRR) × 100`
Current Active Trials	The count of unique, active trial subscriptions.	Includes Free (no payment), Free (with payment), and Paid trials.

Detailed metric analysis

Most of the widgets above are interactive. By clicking on a metric tile or chart, you can access a detailed analysis view that allows you to segment data by product or region, compare historical trends, and export raw CSVs.

Expand the guides below to learn how to use these analysis tools and view the precise formulas used.

Guide: How to drill down, compare, and export data

Chart controls

Refine the visualization using the controls at the top of the detailed view:

Chart Metric: In widgets that support multiple data points, use the dropdown in the top-left to switch the metric displayed (e.g., toggle between Active Customers and Active Subscriptions).
Granularity: Switch the data interval between Monthly (default), Weekly, and Daily using the links in the top-right corner of the chart.
Timeframe: Select the period for analysis. Options include This (Month, Quarter, Year), Last (Month, Quarter, Year), Last (7, 30, 60, 90) Days, or a Custom Range.

Chart interactivity

Legend Toggles: Click any item in the chart legend (e.g., Existing or Trendline) to hide or show that specific data series.
Tooltips: Hover over any data point on the chart to view the exact values for that date.

Segmentation (Break Down By)

Use the Break Down by dropdown below the chart to segment the metric data.

Product: View performance per individual product path.
Country: See which regions are contributing most to the metric.
Coupon / Discount: Analyze the impact of specific promotions.

Data table and export

A detailed table appears below the chart displaying exact values for the Current Period, Last Period, and Last Year.

Search: Filter the table rows by product name or ID.
Download: Click the Download link to export the granular data as a CSV file.

Reference: Formula cheat sheet

Use these precise formulas to reconcile dashboard data with your internal records.

Metric	Formula / Logic
ARR (Annual Recurring Revenue)	`MRR * 12`
Average MRR (Monthly Recurring Revenue)	`MRR / Active Customers`
Customer Churn Rate	`100 * (Subscriber Losses over last 30 days) / (Active Customers 30 days ago)` Note: Calculated on a rolling 30-day basis.
LTV (Lifetime Value)	`Average MRR per Customer / Customer Churn Rate`
MRR Churn Rate	`100 * -1 * (Negative MRR contributions over last 30 days) / (MRR 30 days ago)` Note: The -1 multiplier ensures the result is a positive percentage.
MRR Growth Rate	`100 * (Today’s MRR - MRR 30 days ago) / (MRR 30 days ago)`

Monthly recurring revenue (MRR)

Monthly Recurring Revenue (MRR) represents the monthly revenue projection (excluding taxes) generated by active subscriptions.

Monthly Recurring Revenue (MRR)

This chart visualizes your revenue momentum over the last 12 months, breaking down why your revenue changed by categorizing every dollar into four buckets:

Existing (Blue): Revenue from subscriptions that carried over from the previous month unchanged.
Activation (Green): New revenue from subscriptions activated in that month.
Expansion (Purple): Additional revenue from upgrades or reactivations.
Contraction (Red): Lost revenue from downgrades, pauses, or cancellations.

Trendlines:

Total MRR (Blue line): The net MRR at the end of the month.
MRR Growth Rate (Light Blue line): The percentage change in MRR compared to 30 days ago.
MRR Trend (Dotted line): A smoothed trendline indicating the general direction of your MRR.

Performance metrics

The lower section of the dashboard provides granular insights into growth and retention. Click any of these charts to open the detailed drill-down view discussed in the guide above.

Value and revenue trends

These widgets help you track the financial value of your subscriber base.

Annual Recurring Revenue (ARR)

The total projected revenue from subscriptions on an annual basis.

Calculation: MRR × 12
Drill-down: Opens a detailed trendline view of your ARR growth. A data table below the chart provides the exact figures for export.

Average MRR per Customer

The average monthly revenue contribution from a single active customer.

Calculation: MRR ÷ Active Customers
Drill-down: Opens a detailed trendline view of your Average Revenue Per User (ARPU). A data table below the chart provides the exact figures for export.

Lifetime Value (LTV)

An estimate of the total revenue a single customer will generate throughout their lifespan.

Calculation: Average MRR per Customer ÷ Customer Churn Rate
Drill-down: Opens a detailed trendline view. Use the table below the chart to identify specific products driving higher LTV.

Customer retention and churn

These widgets allow you to analyze subscriber volume and loss.

Activations / New Customers

Compares the volume of products sold vs. the number of new buyers.

Metric Toggles: In the detailed view, use the Chart Metric dropdown to switch between Activations and New Customers.
Activations: Total count of subscription products activated. Includes trial subscriptions.
New Customers: Count of unique subscribers who added a subscription (includes reactivations).

Active Customers / Subscriptions

Compares your total user base against your total product volume.

Metric Toggles: In the detailed view, use the Chart Metric dropdown to switch between Active Customers and Active Subscriptions.
Active Customers Legend: Displays New (Green), Churn (Red), and Existing (Light Blue) customers.
Active Subscriptions Legend: Displays Activations (Green), Cancellations (Red), and Existing (Light Blue) subscriptions.
Note: Paused subscriptions are not counted as active in this chart.

Customer / MRR Churn Rate

Compares the loss of users against the loss of revenue.

Metric Toggles: In the detailed view, use the Chart Metric dropdown to switch between Customer Churn Rate and Revenue Churn Rate.
Customer Churn Rate: Percentage of subscribers lost.
Revenue Churn Rate: Percentage of MRR lost.