Subscriptions Metrics

Putler provides subscription reporting for PayPal, Stripe, WooCommerce, Authorize.Net and Gumroad.

Putler's full blown subscription dashboard

The values for each of the below six metrics are based as on today’s date and not for the selected date range.

Monthly Recurring Revenue (MRR)

MRR is the normalized recurring earning (considering various pricing plans, time intervals) from all your active subscriptions.

Lifetime Value (LTV)

Lifetime Value or LTV or CLV is a prediction of how much money you can expect to earn from a customer before he churns.

Lifetime Value = Average Revenue Per Paid User / User Churn Rate

Average Revenue Per Paid User (ARPPU)

This is essentially your Monthly Recurring Revenue divided by the total number of active paying customers.

User Churn Rate

How much % of paying customers you are losing every month is your user churn rate.

User Churn Rate = (Cancelled customers in the last 30 days ÷ Active paying customers 30 days ago) x 100

As of today, a 10% user churn rate implies, 10% of the total active paying customers you had 30 days ago have canceled within the last 30 days.

Revenue Churn Rate

How much % of the revenue you are losing every month is your revenue churn rate.

Revenue Churn Rate = (MRR lost to downgrades & cancellations in the last 30 days ÷ MRR 30 days ago) x 100

As of today, a 10% revenue churn rate implies, you lost 10 % of your MRR within the last 30 days to the MRR it stood 30 ago.

User Growth Rate

How much % of new paying customers you gain every month is your user growth rate.

User Growth Rate = (New paying customers acquired in the last 30 days ÷ Active paying customers 30 days ago) x 100

As of today, a 10% user growth rate implies, you gained 10% new paying customers within the last 30 days to the total number of active paying customers you had 30 days ago.


The values for the below metrics are based on the date range you select.

Total Revenue

This is the sum of all your recurring and non-recurring payments.

Total Subscription Revenue

The revenue earned from all active subscriptions.

Subscription Refunds

The total amount of subscriptions money refunded.

Upgrades

The number of customers who migrate from any lower pricing plan to a higher pricing plan.

Downgrades

The number of customers who migrate from any higher pricing plan to a lower pricing plan.

Trials

The number of users who are on a trial (free + paid).

Trials To Paid

The number of users who got converted from trials to any paid plan.

New Subscriptions

New active paying customers acquired.

Reactivated Customers

The number of customers who had canceled their subscription earlier but subscribed again to a paid plan.

Subscription Statuses

New

The number of new active subscriptions acquired within the selected date range.

Canceled

The number of subscriptions canceled within the selected date range.

Failed

If subscription payment gets failed multiple times or if there is any other error, the payment gateway reports a “Failed” subscription.

Suspended

The number of subscriptions whose payment is on-hold / subscripiton is not renewed within the selected date range.

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Also check out: Sales Metrics, Products Metrics, Customer Metrics, Audience Metrics, Transactions Metrics, Time Machine Metrics, Insights, Home Metrics