🔢Metrics

One definition per metric, valid for every dashboard type

Every metric in Churned is defined exactly once, on one of the four reference pages below. The dashboard for your business type shows a subset of these metrics under the vocabulary of your industry; the vertical pages at the bottom tell you which subset and which words. The Learn more link in every dashboard tooltip points to the matching section on these pages.

Reference page	What it covers
Subscription KPIs	Active and new customers, churners, churn rate, ARR and MRR, churn loss, remaining CLV and CLT, net revenue retention, reactivation
Health, risk and engagement scores	AI health score, risk score, health and risk levels, risk change, risk drivers, health breakdown, engagement score, next best action
Segment analysis and cohorts	Engaged and non-engaged, high- and low-value, drivers per segment, risk level distribution, subscription cohort plots
RFM model and one-off metrics	RFM and RFV scores and segments, one-off customers, retention rate, average order value and frequency, expected customer value, order cohorts

How the numbers are refreshed

All dashboards are recalculated once a day from the latest data delivered by your integrations. Customer-level scores (health, risk, engagement, RFM segment) are stored per day, which is what makes the vs previous comparisons and the trend charts possible.

Comparison periods

Subscription KPIs are calculated over a 30 days running period: the value shown covers the period between today and 30 days ago.

• vs last month: the percentage change of the last 30 days against the 30 days that preceded them.

• vs last year: the percentage change of the last 365 days against the 365 days that preceded them.

One-off metrics (RFM) are calculated over the RFM period configured for your organisation, typically 12 to 24 months. Their vs last month compares the RFM period ending today with the RFM period ending 30 days ago.

Example

In the snapshot below, the current number of churners is 29. This figure reflects the number of customers which have ended their subscription during the last 30 days. The change relative to last month is +0.4% and relative to last year -5.8%: churn has recently increased a little, but is still lower than one year ago.

Vocabulary

The reference pages use the generic words customer, subscription and order. Read them as follows for your dashboard:

Generic term	SaaS	B2C subscriptions	Non-subscription (e-commerce)	NGOs
Customer	Account or company	Subscriber	Customer	Donor
Subscription	Contract	Subscription	not applicable	Agreement (structural donation)
Order	not applicable	One-off purchase	Order	One-off donation (non-structural)
ARR	ARR	ARR	not applicable	YSD (Yearly Structural Donations)
AOV / AOF / Expected ACV	not applicable	AOV / AOF / Expected ACV	AOV / AOF / Expected ACV	ADV / ADF / Expected ADV

See the vertical pages for the full mapping and for which dashboards you have: SaaS, B2C, Non-subscription, NGOs.