SaaS metrics
MRR, churn, ARPU and subscription movements, computed from your payment provider.
If you sell subscriptions through a connected payment provider, the Revenue metrics card shows your SaaS metrics, computed from the subscriptions Trakily imports. There is nothing extra to set up.
Overview metrics
| Metric | Definition |
|---|---|
| MRR | Monthly recurring revenue at the end of the period. |
| ARR | MRR × 12. |
| Net new MRR | MRR change over the period. |
| Subscribers | Paying subscriptions. Trials are excluded; past-due subscriptions still count. |
| ARPU | MRR ÷ paying subscribers. |
| Customer churn | Customers lost ÷ customers paying at the start of the period. |
| Revenue churn | Churned + contracted MRR ÷ MRR at the start of the period. |
| NRR | Net revenue retention: what customers from the start of the period pay now, ÷ what they paid then. |
| LTV | ARPU ÷ monthly churn, capped at 5 years of ARPU. |
| Trial → paid | Share of finished trials started in the period that converted. |
| Refund rate | Refunded ÷ gross payments. |
- Metric
- MRR
- Definition
- Monthly recurring revenue at the end of the period.
- Metric
- ARR
- Definition
- MRR × 12.
- Metric
- Net new MRR
- Definition
- MRR change over the period.
- Metric
- Subscribers
- Definition
- Paying subscriptions. Trials are excluded; past-due subscriptions still count.
- Metric
- ARPU
- Definition
- MRR ÷ paying subscribers.
- Metric
- Customer churn
- Definition
- Customers lost ÷ customers paying at the start of the period.
- Metric
- Revenue churn
- Definition
- Churned + contracted MRR ÷ MRR at the start of the period.
- Metric
- NRR
- Definition
- Net revenue retention: what customers from the start of the period pay now, ÷ what they paid then.
- Metric
- LTV
- Definition
- ARPU ÷ monthly churn, capped at 5 years of ARPU.
- Metric
- Trial → paid
- Definition
- Share of finished trials started in the period that converted.
- Metric
- Refund rate
- Definition
- Refunded ÷ gross payments.
Tabs
- MRR movements: new, expansion, reactivation, contraction and churned MRR for each interval, with the MRR line.
- Channels: MRR, churn and LTV by the channel or referrer of each customer's first visit. View all adds customers and ARPU. Customers that couldn't be linked to a visit are grouped as Unattributed.
- Plans: subscribers, trialing subscriptions and MRR per plan, with a monthly or yearly badge.
- At risk: subscriptions that are past due, set to cancel, or whose trial ends within 7 days, and the MRR at risk.
How it's calculated
- MRR uses each subscription's list price normalised to a month (a yearly plan counts as one twelfth), times quantity.
- Statuses from different providers are normalised: trialing, past due (including unpaid and on hold), paused and canceled (including expired and ended).
- Monthly churn is derived from the period's churn rate, so LTV is comparable across range lengths.
- Amounts are converted to your reporting currency with daily ECB rates.
History before you connected
Trakily imports your full subscription history when you connect, but providers only report each subscription's current plan. Upgrades and downgrades from before the connection can't be reconstructed, so expansion and contraction start from the day you connect.