Analytics data methodology

This section explains how Zevio computes analytics values at a high level so teams can align operational reporting with panel numbers.

Date handling

  • Date range is normalized to day boundaries.
  • Series are produced daily and aggregated to weekly/monthly when selected.
  • End-of-day snapshots are used for cumulative metrics like total subscribers and total MRR.

MRR/ARR model

  • MRR normalizes subscription amount to monthly value using billing interval.
  • ARR is derived from MRR (MRR * 12).
  • New MRR includes strict new subscriptions and in-period expansion deltas.
  • Churned MRR reflects value of subscriptions that churned in range.

Customer model

  • Customer identity is based on records linked to payment attempts/history in organization context.
  • New customer counts are based on first-attempt timing in relation to selected range.
  • Retention/churn rates compare previous-period customer set with current-period active set.

Interpretation cautions

  • Short ranges can exaggerate percentage growth rates.
  • Low denominators (small active base) make churn percentages volatile.
  • Refund-heavy periods can diverge revenue and net revenue.
  • Use consistent granularity when comparing periods in presentations.
Analytics data methodology | Zevio