Hurayra

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CSV Report
MRR Every active subscription priced at its most recent payment and normalised to a month by its own billing cycle — a two-monthly plan at £40 is £20 of MRR. Gross: includes VAT and shipping, like every money figure here.

Net Revenue Retention Of the recurring revenue on the books when the period opened, how much was still billing at the end. New sign-ups are excluded, so it cannot be flattered by acquisition.

Churn · Real Subscribers lost during the period, less those that never completed an order, over the number active when it opened.

Revenue Completed orders in the period. Gross — it includes VAT and shipping, which together are about 24% of the figure.

Trend

Six biggest shown · smaller values are not plotted.

Subscription mix

Live book

No live subscriptions in this period.

Ended all-time

Renewals due · next days

at their first renewal — half never survive it

Nothing scheduled in this window.

Where subscribers come from

lifetime, by reaching a second payment

Subscriptions

New Subscribers

Active Subscribers Status active at a single instant — the period end. On Hold and Pending Cancellation are separate states and are not included. Run php artisan subs:explain {YYYY-MM} to reconcile against another report.

On Hold A live state with no history in the source data, so it is read as-is at the period end.

Pending Cancellation Cancellation requested but not yet effective. These have not churned yet.

Failed Sign-ups A subset of Subscribers Lost: subscriptions that ended having never completed an order. A checkout defect, not churn — they cost no revenue. Churn · Real excludes them.

Subscriber Growth · last 12 months

Sign-ups above the line, subscribers lost below it, and the size of the book at each month's end. When the pink bar is longer than the teal one, the book shrank that month.

is still filling up — its bars and the dashed segment count a partial month, not a fall.

This period's sign-ups, tracked to today

Cancelled · No Purchase

Cancelled · Purchased

Of the people who signed up in this period, how many have cancelled since — whenever they left. Not the same as Subscribers Lost above, which counts everyone who left during the period regardless of when they joined.

on-hold subscription(s) have not had a successful payment in 45+ days — failed retries do not count. They have stopped paying but will never appear in the churn figures, because churn only counts cancelled and expired. Treat the churn rate as a floor while this number is non-zero.

Subscribers Lost ·

Every subscription whose end date falls inside this period, whenever it signed up. These are the rows the churn rate counts — the ID matches the subscription id in WooCommerce.

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Retention & Churn

Churn · Real Subscribers lost during the period, minus those that never completed an order, over the number active when it opened.

Net Revenue Retention Of the recurring revenue on the books when the period opened, how much was still billing at the end. Counts only subscribers who were already there, so new sign-ups cannot flatter it. Above 100% means upgrades outweighed losses.

Churn · Gross The same rate including failed sign-ups. Kept so a previously published figure never changes meaning.

Churn · Customers A customer has churned only when every subscription they hold has ended. 27% of cancellations belong to people who still have a live one — plan changes the subscription rate reports as losses.

Renewal Success
Revenue at Risk Value of failed and pending renewal orders in the period — recoverable, involuntary churn.
Failed Renewals

Churn · Real = real losses ( lost, less that never ordered) ÷ active when opened.

Tenure at Churn ·

The subscribers who left during this period, by how long they had been subscribed. Same people as the churn rate above — this splits them by tenure rather than counting them.

Median tenure

Tenure runs from sign-up to the subscription's end date.

Churn Rate · last 12 months

Real churn (solid) leaves out subscriptions that ended having never been billed — a broken checkout, not a lost customer. The dashed line is the gross rate those are still counted in.

Net Revenue Retention · last 12 months

What last month's subscribers are still worth this month. Above the 100% line the book grows without a single new sign-up; below it, acquisition is refilling a bucket that leaks.

is still filling up — the dashed final segment counts a partial month.

Subscriber History · last 12 months

Each month is counted from the sign-up and end dates of every subscription, so a closed month never changes. Somebody who was subscribed in March and cancels in June stays in March's count — only June's row moves.

Month Active at start New Churned Active at end Net Churn rate

Acquisition

Retention by Acquisition Segment

Reaching a second payment is the column that matters — it predicts lifetime value earlier than anything else, and about half of all payers never get there. Lifetime value counts every order the subscription ever generated.

Subscriptions Never paid Still active Revenue LTV / sub Reached 2nd payment · 95% range

Renewal Pipeline

subscriptions renew in the next days, worth — of which are at their first renewal, the one half of subscribers never survive.

Each subscription appears once, at its next scheduled payment — this is a work list, not a cash forecast. A forecast would project each cycle repeatedly across the window.

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Subscription Customer Renews Payments so far Amount Source

Customers

Unique Customers
Revenue / Customer
New Customers
Returning Customers
Repeat Rate

Top Customers · lifetime completed spend

CustomerOrdersSpend

Campaign Lists

customers · of lifetime spend between them. Sorted by what they have already spent, warmest first.

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Customer Detail Cycle Payments Lifetime spend

Nobody in this audience.

Showing the first of . Export the CSV for the full list.

One-time → Subscription

Customers who bought one-off first, then subscribed · all time

Matched on billing email (falling back to customer ID). Shows the first one-time order date and the sign-up date of the subscription they took out afterwards.

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Converted customers

of one-time buyers

Conversion rate

one-time buyers who later subscribed

Avg time to convert

first one-time order → sign-up

Subscription revenue

completed subscription orders, lifetime

Customer One-time order Orders One-time spend Subscribed on Gap Sub status Sub spend
Showing of ( in total — export the CSV for the full list)

Recurring Revenue · last 12 months

Every subscription active at each month's end, priced at its most recent payment and normalised to 30 days. The second line is what one subscriber pays — MRR is that figure multiplied by how many are paying, so the two together say whether growth came from more subscribers or from a bigger basket.

is still filling up — the dashed segment counts a partial month.

Orders

Completed
Subscription Purchases
One-time Purchase
Renewal Purchases
New (not completed)

“New (not completed)” breakdown

Standard total (≠ completed): | Strict total (pending + processing):

Supporting Totals

Revenue · Gross Completed orders at their full charged amount. VAT and shipping are roughly a quarter of this and are not yours to keep — see the breakdown below.

Revenue · Net What the business actually keeps: gross less VAT, less shipping, less refunds. Every LTV and ARPU figure elsewhere is built on gross and is therefore about a third higher than this.

MRR Every active subscription priced at its most recent payment and normalised to a month by its own billing cycle.

ARR MRR x 12. A run rate, not a forecast — it assumes today's book bills unchanged for a year.
ARPU

Avg Order Value
Subscription Revenue
One-time Revenue

Gross to net

VAT belongs to HMRC and shipping is a pass-through cost. Neither is revenue.

Gross revenue
less VAT −
less shipping −
less refunds −
Net revenue kept
Contribution after COGS · set METRICS_GROSS_MARGIN_PCT to enable

Revenue Split · subscription vs one-time

Subscription

%

One-time

%

Subscription Status Mix

Live book

No live subscriptions in this period.

Ended all-time · cumulative, so not comparable with the live states above

Cohort Value

Lifetime Value by Sign-up Month

What each intake has earned, all orders counted. Read against what it costs to acquire a subscriber: this is the number that decides whether the churn rate is survivable. Cohorts from the last three months are still accruing revenue and are marked immature.

Cohort Signed up Still active Retained Median tenure Total earned Value / subscriber

Cohort Retention

Of subscribers who signed up each month, the % with a completed order N months later.

Cohort Subs

M0 = sign-up month. Darker = higher retention.

Email Performance · Klaviyo

Synced · rev 

Campaigns

Delivery Rate
Open Rate Apple Mail Privacy Protection auto-opens messages, so open rate can read higher than reality.
Click Rate
Revenue Total order revenue (Placed Order) attributed to campaigns.
Orders Orders (Placed Order) attributed to campaigns.
New Subscribers New profiles that joined the newsletter list during the selected period (by list join date).
Subscriptions from Email WC Subscription Created events attributed to campaigns — new subscriptions driven by email.
revenue
Renewals from Email WC Subscription Renewal events attributed to campaigns.
revenue

Automated Flows

Delivery Rate
Open Rate Apple Mail Privacy Protection auto-opens messages, so open rate can read higher than reality.
Click Rate
Revenue Order revenue attributed to automated flows.
Orders Orders attributed to automated flows.
Subscriptions from Flows WC Subscription Created events attributed to automated flows (e.g. welcome series).
revenue
Renewals from Flows WC Subscription Renewal events attributed to automated flows.
revenue

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