> For the complete documentation index, see [llms.txt](https://docs.churned.io/churned-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.churned.io/churned-docs/metrics-and-definitions/metrics.md).

# 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](/churned-docs/metrics-and-definitions/metrics/subscription-kpis.md)                                  | 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](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md) | AI health score, risk score, health and risk levels, risk change, risk drivers, health breakdown, engagement score, next best action          |
| [Segment analysis and cohorts](/churned-docs/metrics-and-definitions/metrics/segment-analysis-and-cohorts.md)            | Engaged and non-engaged, high- and low-value, drivers per segment, risk level distribution, subscription cohort plots                         |
| [RFM model and one-off metrics](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md)          | 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.

{% hint style="info" %}
**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.
{% endhint %}

{% hint style="info" %}
**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.

<img src="https://246234927-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FkSyCQUyE0u7ya9ULaprd%2Fuploads%2F1KB6HIwdcIopXFbn9Az6%2FScreenshot%202022-08-03%20at%2021.07.43.png?alt=media&#x26;token=6ec6af9c-1d9e-467e-9268-babb67a013a2" alt="" data-size="original">
{% endhint %}

## 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](/churned-docs/metrics-and-definitions/metrics/customer-success-for-saas.md), [B2C](/churned-docs/metrics-and-definitions/metrics/customer-success-for-b2c.md), [Non-subscription](/churned-docs/metrics-and-definitions/metrics/customer-success-for-non-subscription.md), [NGOs](/churned-docs/metrics-and-definitions/metrics/customer-success-for-ngos.md).