> ## Documentation Index
> Fetch the complete documentation index at: https://docs.onemrr.dev/llms.txt
> Use this file to discover all available pages before exploring further.

# Metrics glossary

> Every number in OneMRR in plain words: what it means and how it's calculated.

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](https://docs.onemrr.dev/analytics/discounts-and-one-time.md) |
| **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](https://docs.onemrr.dev/analytics/count-by.md) | 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](https://docs.onemrr.dev/churn/retention.md) |

## 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](https://docs.onemrr.dev/analytics/collections.md) |
| **Forecast** | Projected MRR if a recent trend holds | See [Forecast](https://docs.onemrr.dev/analytics/forecast.md) |


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