> 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/subscription-kpis.md).

# Subscription KPIs

The KPI tiles of the home dashboard for subscription-based customers

These metrics describe customers with a recurring relationship: a contract, a subscription or a recurring donation agreement. They appear as tiles on the home dashboard (the *Subscribers* or *Structural* tab) and, filtered per segment, on the technical dashboard. All of them follow the [30-day comparison rules](/churned-docs/metrics-and-definitions/metrics.md#how-the-numbers-are-refreshed).

## Active customers

*The current number of customers with an active subscription.*\
*<mark style="color:blue;">How many customers are active at this moment.</mark>*

The latest number of active customers registered in your system. A customer is counted as active whenever they have at least one subscription whose start date is in the past and whose end date is in the future or unknown. A customer with several subscriptions is counted once. On NGO dashboards this tile is called *Active Donors*.

***

## New customers

*The number of customers whose first subscription started in the period.*\
*<mark style="color:blue;">How fast is your base growing.</mark>*

A customer is new in the month in which their first subscription starts. A returning customer whose earlier subscription ended is counted under [reactivation](#reactivation), not as new.

***

## Churners

*The number of customers that have churned in the last 30 days.*\
*<mark style="color:blue;">How many customers have left you recently.</mark>*

A customer has churned whenever they have cancelled or ended an active subscription, have no other active subscription and do not have a new subscription starting within **one week** after their latest subscription has ended. A customer who switches from one subscription to another within that week is counted as retained. The churn date is the end date of the last subscription.

***

## Churn rate

*The percentage of customers that have churned in the last 30 days.*\
*<mark style="color:blue;">How much churn are you experiencing.</mark>*

The churn rate relates the churners of the last 30 days to the customer base at the start of that period:

$$
churn \ rate\_t \ = \ \dfrac{ {churners} \_t } {active \ customers\_t \ + \ churners\_t}
$$

A high churn rate indicates a substantial number of customers ending their subscriptions relative to the active base.

***

## ARR

*The current annual recurring revenue.*\
*<mark style="color:blue;">How much yearly recurring revenue can you expect based on current subscriptions.</mark>*

ARR (annual recurring revenue) is the yearly value of all active subscriptions. Every subscription is normalised to a year regardless of its billing frequency: a monthly subscription of €10 and a yearly subscription of €120 both contribute €120 of ARR. One-time charges and one-off orders are excluded. On NGO dashboards this tile is called **YSD**, Yearly Structural Donations.

***

## MRR

*The current monthly recurring revenue.*\
*<mark style="color:blue;">How much monthly recurring revenue can you expect based on current subscriptions.</mark>*

MRR (monthly recurring revenue) is ARR divided by 12: the value of all active subscriptions normalised to a month. Dashboards show either the ARR or the MRR tile depending on how your subscriptions are billed.

***

## Churn loss

*The total loss in recurring revenue due to customers that have churned in the last 30 days.*\
*<mark style="color:blue;">How much churn has cost you recently.</mark>*

The recurring revenue lost through the customers that churned during the last 30 days. It is shown as yearly loss (ARR) or monthly loss (MRR), matching the revenue tile on your dashboard:

$$
churn \ loss\_t = \sum\_{i} churner\_{i,t} \times ARR\_{i,t}
$$

***

## Remaining CLV

*The average remaining lifetime value of your customers.*\
*<mark style="color:blue;">How valuable your active customer base is.</mark>*

The remaining CLV (Customer Lifetime Value) is the expected value of all future subscription payments of the average active customer. It is produced by a dedicated lifetime-value model trained on the historical subscriptions of all your customers, which predicts how long each subscription will last and how much each customer will pay. On the customer page the same estimate is shown per customer.

$$
Remaining \ CLV\_t \ = \ \frac{1}{N} \sum\_{i} \sum\_{\tau > t} P(active\_{i,\tau}) \times \mathbb{E}(fee\_{i,\tau})
$$

***

## Remaining CLT

*The average remaining lifetime of your customers.*\
*<mark style="color:blue;">How loyal your active customer base is.</mark>*

The remaining CLT (Customer Lifetime) is the average number of months your active customers are still expected to stay, predicted by the same model as the remaining CLV. The dashboard shows CLV and CLT together in one tile.

***

## Net Revenue Retention (NRR)

*The recurring revenue retained from existing customers over a period.*\
*<mark style="color:blue;">How sustainable is your revenue growth.</mark>*

Net revenue retention measures how much of last month's recurring revenue you still have this month from the same customers, after expansion, contraction and churn.

$$
NRR = \dfrac{ARR\_{start} + expansion - contraction - churned \ ARR}{ARR\_{start}}
$$

* **ARR (start)**: recurring revenue of the customer group at the end of the previous month.
* **Expansion**: additional recurring revenue from that group through upsell and cross-sell.
* **Contraction**: recurring revenue lost in that group through downgrades.
* **Churned ARR**: recurring revenue lost in that group through churn.

***

## Reactivation

*How many churned customers come back.*\
*<mark style="color:blue;">How successful are your win-back efforts.</mark>*

A customer is reactivated when a new subscription starts after they were counted as a churner. The *Reactivation* page shows the number of customers churned in the last 12 months, how many of them have since been reactivated, how many are still inactive, and the reactivation rate over the last 30 days:

$$
reactivation \ rate\_t = \dfrac{reactivated\_{t-30d \rightarrow t}}{churners\_{t-30d}}
$$

When the reactivation model is enabled for your organisation, every churned customer also receives a *reactivation score* and *reactivation level* that indicate how likely they are to return, so win-back campaigns can be aimed at the customers most likely to come back.