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Plan Movement Summary 

This metric summarizes subscription movements from one plan to another.

Explanation of metric

  • The table displays the previous plan, the new plan, and the number of subscriptions that moved from one plan to another during the period.
  • This report is available with RevenueStory Premium only. To enable this metric, contact support .

How it's measured

Plan Movement Summary = Total number of subscriptions moved from one plan to another.

Note

It does not include multiple plan changes within a month or in the month of activation.

Reading

There are no specific upward or downward trend indications.

Interpretation

  • Subscriptions moving from lower to higher-priced plans indicate customer preference for upgraded features and services.
  • Subscriptions moving from higher to lower-priced plans: This helps identify plans that might be causing MRR churn and understand the reasons behind downgrades.

Example

In a given period:
Number of subscriptions moved from In Trial to Launch plan = 100
Number of subscriptions moved from Launch to Scale Plan = 45
Number of subscriptions moved from Scale to Enterprise Plan = 75
Number of subscriptions moved from Enterprise to Scale Plan = 10


Churn Breakdown Summary 

This metric summarizes subscription churn based on the days to cancel a subscription after sign-up or activation.

Explanation of metric

A table displays churn in buckets based on the activation date. It is available for current, previous, and last 12 months' cancellations for customers with active subscription terms of 7 days, 8-30 days, 31-90 days, and up to the last two years.

Note

This report is available with RevenueStory Premium only.

How it's measured

Churn Breakdown Summary = Number of churned subscriptions per subscription term

Note

The activation period can be 0-7, 8- 30, or 31-90. The Activation date is when the Subscription moves into active status on a free or paid plan.

Activation Periods:

  • 0-7 days
  • 8-30 days
  • 31-90 days
    Up to the last two years

Reading

There are no specific upward or downward trend indications.

Interpretation

This report helps to understand the stage at which cancellations happen. If the churn is high at a late stage, it indicates the product's inability to scale with the customer's growing needs. In this case, it is crucial to understand what features the customer would need as their business grows and implement those into your product's roadmap.

Example

For cancellations within the last 12 months:

  • 100 subscriptions were canceled within 7 days of activation
  • 120 subscriptions canceled between 8-30 days after activation
  • 95 subscriptions were canceled between 91-120 days after activation

Churn Breakdown Summary by Signup Date 

This metric summarizes subscription churn based on the days to cancel a subscription post-signup.

Explanation of metric

A table breaks down churn into buckets based on the signup date. This report is available for current, previous, and last 12 months' cancellations for customers with active subscription terms of 7 days, 8-30 days, 31-90 days, and up to the previous 2 years.

How it's measured

Churn Breakdown Summary by Signup Date = Number of churned subscriptions per signup date

Reading

There are no specific upward or downward trend indications.

Interpretation

This report helps to understand the stage at which cancellations occur if churn is high. Early-stage churn (within the first 30 days) indicates a lack of product-market fit. This means the product doesn't do what it claims or is presented to an irrelevant audience. Hence, customers sign up to try it and end up churning quickly. In such cases, it is important to revisit the product positioning.

Example

For cancellations within the last 12 months:

  • 100 subscriptions were canceled within 7 days upon signup
  • 120 subscriptions were canceled between 8-30 days after signup
  • 95 subscriptions were canceled between 91-120 days after signup, and so on.

Receivables Recovery Summary 

This metric summarizes all paid overdue invoices, segmented by the number of days overdue.

Explanation of metric

A table shows paid overdue invoices categorized by the recovery period after the due date.

Note

This report is available with RevenueStory Premium only. To enable this metric, contact support .

How it's measured

Receivables Recovery Summary = The number of invoices segmented by the number of days overdue after its due date.

Note

Recovery periods are segmented into 0-30 days, 31-60 days, 61-90 days, and so on.

Reading

An upward trend in the receivables recovery summary is favorable for revenue performance.

Interpretation

This metric helps identify the recovery period for overdue invoices and can provide insights into the likelihood of churn. By analyzing this data alongside the AR aging report, you can pinpoint periods of increased churn risk and refine your collection strategies.

Example

In a given period:

  • Number of invoices paid within 30 days = 5,500
  • Number of invoices paid within 31-60 days = 1,200
  • Number of invoices paid within 61-90 days = 350

Net Dollar Expansion 

This metric indicates how an existing set of subscriptions that were active 12 months ago has evolved now.

Explanation of metric

This chart represents the current Monthly Recurring Revenue (MRR) of the subscriptions active 12 months ago and how much it has expanded or contracted over this period.

Note
  • A point-in-time KPI is also available for this metric. It indicates Net MRR Expansion in the current period. It also displays the change in MRR with respect to the previous period and the percentage change in MRR across both periods.
  • This report is available with RevenueStory Premium only. To enable this metric, contact support .

How it's measured

Net Dollar Expansion = [(Total MRR during a period) - (Total MRR in previous period)]

Note

Consider the previous period as subscriptions that were active 12 months ago.

Reading

An upward trend in net dollar expansion is advantageous.

Interpretation

This metric displays the growth of the existing customer base over the past 12 months. It helps to understand MRR retention and revenue expansion from current customers.

Example

In a given period,
Total MRR = $5,000
Total MRR 12 months ago = $3,000
So, the Net Dollar Expansion = (5,000 - 3,000) = $2,000

Revenue Leakage Summary 

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Average Revenue per Customer 

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Average Revenue per paid Customer 

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Net Payments 

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Average Activation Lead Time 

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