Analytics metrics dictionary

Full dictionary of analytics metrics. Includes core KPI cards on the Analytics screen and supplementary metrics in analytics data. Each metric has a clear business definition for consistent reporting.

Core metrics (KPI cards)

  • Total revenue - Sum of all successful payments in the selected range.
  • New MRR - Monthly recurring revenue added in period: new subscriptions and expansion of existing ones.
  • Churned MRR - MRR lost from subscriptions ended in the period.
  • Total MRR - Current monthly recurring revenue at end of selected range.
  • Subscriber churn rate - Percent of opening-period subscribers who churned; N/A when no opening base.
  • New subscribers - Subscriptions started in the selected range.
  • Churned subscribers - Subscriptions ended in the selected range.
  • Total subscribers - Active subscriptions at end of selected range.
  • Total ARR - Annual recurring revenue from current MRR.
  • MRR growth rate - Percent MRR change from period start to end.
  • New customers - New email addresses with first payment attempt in range.
  • Total customers - Cumulative unique emails acquired by end of range.
  • Payment attempts - All payment attempts in range regardless of outcome.
  • Successful transactions - Payment attempts that succeeded.
  • Success rate - Share of successful attempts.
  • Average transaction value - Average amount per successful transaction.

Sales quality metrics (supplementary)

  • Failed transactions - Failed payment attempts in range.
  • Pending transactions - Attempts still pending.
  • Refunded transactions - Successful refunds count.
  • Refund amount - Total refunded value.
  • Refund rate - Refunds relative to successful payments.
  • Net revenue - Total revenue minus refunds.

Customer metrics (supplementary)

  • Unique customers - Distinct customers with successful payment in range.
  • Returning customers - Customers already in base before period start.
  • Customer retention rate - Share retained from previous to current period.
  • Customer churn rate - Share lost between compared periods.

Subscription metrics (supplementary)

  • Recurring revenue in period - Total recurring billing collected in range.
  • Subscriber retention rate - Share of opening base still active.
  • Opening subscriber base - Active subscribers at period start for churn reference.

How to read metrics together

  • For sales growth analyze: Total revenue + Payment attempts + Success rate + Average transaction value.
  • For subscriptions analyze: New MRR + Churned MRR + Total MRR + MRR growth rate.
  • For acquisition analyze: New customers + Total customers + Unique customers.
  • For revenue quality analyze: Total revenue + Refund amount + Net revenue.

Reporting tips

  • Use a fixed set of 6-8 metrics in weekly reports for comparability.
  • In monthly reports show revenue growth and recurring revenue growth separately.
  • Do not mix short and long ranges on one comparison chart without comment.
  • For large campaigns show customer metrics and payment success together.
Analytics metrics dictionary | Zevio