Browse KPI formulas
Each page includes a business formula, Excel formula, example table, and reporting tips.
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Monthly Recurring Revenue
Sum of Monthly Subscription Revenue
📊Annual Recurring Revenue
MRR × 12
📊Churn Rate
Customers Lost / Customers at Start
📊Revenue Churn
MRR Lost / Starting MRR
📊Net Revenue Retention
(Starting MRR + Expansion - Contraction - Churn) / Starting MRR
📊Gross Revenue Retention
(Starting MRR - Churn - Contraction) / Starting MRR
📊Average Revenue per User
MRR / Active Users
📊Customer Lifetime Value
ARPU × Gross Margin / Churn Rate
📊LTV to CAC Ratio
LTV / CAC
📊CAC Payback Period
CAC / Monthly Gross Profit per Customer
📊Expansion MRR Rate
Expansion MRR / Starting MRR
📊Trial Conversion Rate
Paid Conversions / Trials Started
📊Activation Rate
Activated Users / New Signups
📊Feature Adoption Rate
Users of Feature / Active Users
📊Average Contract Value
Contract Revenue / Number of Contracts