Revenue & Economics
LTV, CAC, ARPU by membership type. Trial lifecycle, churn rates, MER, and payment recovery.
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Total MRR i
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Total ARR i
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LTV : CAC i
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Payback Period i
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Unit Economics
| Metric | Monthly | Annual | Blended |
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MER (Marketing Efficiency)
Marketing efficiency ratio from Meta Ads
CAC Breakdown
Customer acquisition cost analysis
Rolling Churn
Excl. trial cancellationsChurn rates for selected date range
Revenue Churn
MRR lost and at-risk revenue
Monthly Churn Rate Trend
Excl. trial cancellationsPost-trial subscriber churn rate by month (last 6 months)
Cohort Performance
Unit economics by subscriber cohort group
| Cohort | Subs | Active | Retained | Churn/moi | ARPUi | CACi | LTVi | LTV:CACi |
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Is the Trial Working?
LTV vs CAC by acquisition cohort — green bar should exceed coral for profitability
Trial Lifecycle
Trial-to-paid conversion by signup cohort (last 7 months)
| Cohort | Trialed | Trialing | Cancelled | Pay Fail | Active | <30d | 31-90d | 90d+ | Ever Paid % |
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Payment Failures by Membership Type
Failure codes broken down by billing interval
| Failure Code | Monthly | Mo. $ | Annual | Ann. $ | Total |
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Cohort Retention
Retention rates by signup cohort (last 7 months)
| Cohort | Size | 30d | 60d | 90d |
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MRR Bridge
Start MRR + new subscribers − churned = end MRR
Where the Money Goes
Blended ARPU breakdown per member/month
Revenue Mix
Monthly vs annual MRR contribution
MRR Lost by Cancellation Reason
Revenue churn breakdown — last 90 days