Most businesses start off with a simple, easy to manage set of offers comprised of a small number of plans using a single billing model for everyone. As businesses scale, this approach is replaced by an ever growing product catalog of different billing models, experimental plans, personalized pricing, and special promotions. Over time, the product catalog covers an ever-changing customer base comprised of plan upgrades/downgrades, grandfathered customers, archived plans, and more.
As the level of sophistication and complexity evolves, so do the underlying reporting needs. Businesses need to get more granular with their ability to decompose recurring revenue by analyzing offer-level insights.
Today we are happy to announce a new set of reporting enhancements that provide a deeper understanding of revenue movements. Say hello to our new MRR Analytics filters:
First, it is important to understand that the default MRR Analytics view remains unchanged. Revenue movements are calculated as a net sum at the subscription-level, and you have the option to include or exclude usage revenue.
The new ‘Enable Filters’ button recalculates MRR at the product/component-level, enabling filters to isolate recurring revenue by:
- Products: Select any product or set of products from your catalog.
- Charges: Include or exclude base product charges and select any components you would like to analyze.
After filters are applied, you will see the composition of revenue based on your selections. The new “Switch” line item shows how revenue flows between products. For example, if a customer upgrades from $200/month product A to $500/month product B, revenue when viewing product B would show $200 as “switched” revenue and $300 as expansion.
All revenue is not created equal when analyzing product-level growth because a $500/month new customer is different than a $300/month upgrade where $200/month was already expected. Understanding switched revenue vs net new provides a more granular view that modern businesses need.
Our default MRR Analytics view launched one year ago and has already proven to be an invaluable resource for businesses that need to understand the health of their customer base at large.
We’re excited about the detailed insights that these new filters unearth:
- Product leaders can understand how products impact growth and how revenue moves between products through upgrades and downgrades.
- Marketing can analyze the effectiveness of bundled offers individually or a/b test offers head-to-head to understand demand.
- Business leaders can better understand trends, diagnose the root cause of performance changes, forecast more accurately, and make smarter decisions, faster.
We continue to improve our suite of analytics and welcome any feedback on these enhancements. If you have any questions or suggestions for future improvements, let us know.