APPROVAL RATE
Percentage (%) of all Approved charges. Includes non-recurring charges. Total Number of Approved Charges / (Total Number of Approved + Number of Declined Charges) *100

ARR OVER TIME
Annual Recurring Revenue.

AVERAGE REVENUE PER USER (ARPU)

Average revenue received from each Active Subscriber.

SUM of all your Active Subscribers' MRR* /Total Number of Active Subscribers

AVERAGE CUSTOMER LIFETIME (Months)
The average length of time a customer remains an active subscriber.

CHURN RATE
Percentage of subscribers who have their subscriptions canceled within a given time period. Number of Customers who Churned Last Month.

• Stripe: Customers whose subscription status has been set to canceled.

• PayPal:
Customers whose subscription status has been set to canceled, unpaid, or expired for Recurring Payments Profiles.

• iTunes:
Customers who are no longer found on the active subscribers report.

CHURNED CUSTOMERS
Subscribers you lost during the interval.

CHARGE STATUS (APPROVED)
This term refers to charges with a status of "Approved", where the charge was approved by the payment processor.

CHARGE STATUS (DECLINED)
This term refers to charges with a status of "Declined", where the charges was not approved by the payment processor.

CHARGE STATUS (REFUNDED)
This value refers to charges with a status of "Refunded", where the charge was refunded via the payment processor.

CHARGE STATUS (CHARGEBACK)
This value refers to charges with a status of "Chargeback", where a charge has been disputed by the card-holder.

CHARGE STATUS (PRE-AUTHORIZED)
This value refers to charges that have been pre-authorized but not yet captured.  

CUSTOMER
For Subscription business type metrics we define the Customer as any Customer Object that has at least one approved charge that is associated with a subscription.

  • New = customer who's approved  transactions > 0 
  • Repeat =  customer who's approved  transactions > 1*

CUSTOMER (NEW)
Total number of unique customers who's subscription started during the selected time period. Does not include those with non-recurring revenue.

CUSTOMER (EXISTING)
Total number of unique customers with active subscriptions whose subscription started before the select criteria

CUSTOMER (TOTAL)
Total number of all customers with an Active subscription -those who have not missed 2 consecutive billing cycle payments.

LIFETIME VALUE
Estimated Customer Lifetime Value (LTV). Sometimes referred to as CLV or CLTV.
A prediction of the revenue attributed to the entire future relationship with the average customer.

MONTHLY RECURRING REVENUE (MRR)
Revenue that a company can reliably anticipate every month.
SUM of all active subscriptions at the end of the selected time period.

REVENUE
Value of all Approved charges before any deductions.

SUBSCRIBERS (EXISTING)
Subscribers at the start of the interval

SUBSCRIBERS (NEW)
Subscribers that signed up during the interval

SUBSCRIBERS (NET NEW)
New Subscribers minus Churned Subscribers for the interval.

SUBSCRIPTIONS (EXISTING)
Existing subscriptions at the start of the interval 

SUBSCRIPTIONS (NEW)
New subscriptions added during the interval



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