Metrics glossary - OneMRR

Examples use the Foxhound AI demo workspace for October 2026, to date.

Revenue

Term	Meaning	How it’s calculated	Example
MRR (monthly recurring revenue)	What paying subscriptions bring in each month	Each active subscription’s monthly price after discounts, summed. Annual plans count as 1/12. Excludes tax, usage, one-time payments and refunds	$30,774
ARR (annual run rate)	MRR as a yearly figure	MRR × 12	$369,288
Discounts	What coupons cost you each month	List price minus what customers pay	See Discounts and one-time revenue
After commissions	MRR after marketplace fees (Shopify, Wix)	MRR minus each platform’s measured fee rate	Switch it in the filter bar
Paying customers	Customers with MRR above zero	Billing customers, or your own unit with Count by	730

MRR movements

Every change in MRR is one of these. The MRR bridge lines them up from last month to this month.

Movement	Meaning	Example
New	A customer paying for the first time	+$3,310 from 30 customers
Expansion	An existing customer paying more	+$648
Reactivation	A former customer paying again	+$322
Contraction	An existing customer paying less	−$213
Churn	A customer who stopped paying	−$2,749 from 33 customers
Currency	Change from exchange rates on non-USD subscriptions	−$11
Net new MRR	All of the above: this month’s change in MRR	+$1,307

$29,467 (September) + 3,310 + 648 + 322 − 213 − 2,749 − 11 = **$30,774**.

Subscription swaps: a customer who cancels one subscription and starts another within 24 hours is a plan change, not churn plus a reactivation.
Moved between: in a breakdown table, this row reconciles each value’s movements to the total. A customer adding a second channel is New in that channel but Expansion for the business. It always nets to $0.

Growth

Term	Meaning	Example
MoM / YoY	Change versus last month / the same month last year	+4.4% vs September 30
Growth	MRR change over a period	Last 12 months: $14,820 → $30,774, +107.6%
CMGR	Compound monthly growth rate: the steady monthly rate that gives that growth	+6.3% a month
Quick ratio	(new + expansion + reactivation) ÷ (contraction + churn). Above 1, MRR grows; above 4 is strong	$4,280 ÷ $2,962 = 1.4

Churn and retention

Term	Meaning	Example (September)
Customer churn	Customers who cancelled in the month ÷ paying customers at its start	6.3%
Revenue churn	(churn + contraction) ÷ MRR at the start of the month, before win-backs	17.3%
NRR (net revenue retention)	(starting MRR + expansion − contraction − churn) ÷ starting MRR. New and returning customers are left out	86.6%
Lost MRR	Churn + contraction	$2,962 in October to date
Scheduled to end	MRR of subscriptions set to cancel: still paying, and in MRR until they end	$777 across 8 subscriptions
MRR at risk	MRR of customers flagged by Churn Signals. Not lost revenue	$726 from 11 customers
Cohort retention	Of the customers who started in a month, the share still paying (or the share of MRR kept) N months later	See Cohorts

Unit economics

Term	Meaning	How it’s calculated	Example
ARPA	Average MRR per paying customer	MRR ÷ paying customers	$42.16
LTV	Gross profit a typical customer brings over their life. Modelled, not measured	ARPA × gross margin ÷ monthly customer churn (six-month average)	$42.16 × 85% ÷ 6.8% = $528
LTV + one-time	LTV including one-time purchases	Adds one-time revenue per paying customer per month
CAC	Sales and marketing spend per new customer	Trailing three-month spend ÷ new customers
LTV : CAC	Return on acquisition spend; 3× or more is healthy	LTV ÷ CAC	2.1×
CAC payback	Months of gross profit to recover CAC	CAC ÷ (ARPA × gross margin)	7.1 months

Money outside MRR

Term	Meaning	Example
One-time revenue	Payments outside a subscription, such as credit packs and setup fees. Never part of MRR	$1,567 from 13 payments
Collections	Cash actually paid in during the month, minus refunds	See Collections
Forecast	Projected MRR if a recent trend holds	See Forecast