Contributed metrics
Customer Lifetime Value
Customer Lifetime Value (LTV) represents the total net revenue a business can reasonably expect to generate from a single customer account throughout the entire duration of their relationship. This metric goes beyond simple transaction analysis by incorporating customer retention patterns, purchasing frequency, and profit margins to provide a comprehensive view of customer economic value. LTV serves as a cornerstone metric for strategic decision-making, enabling businesses to optimise acquisition spending, prioritise retention efforts, and identify high-value customer segments that drive sustainable growth.
Gross MRR Churn Rate
Gross Monthly Recurring Revenue Churn Rate (Gross MRR Churn Rate) is the percentage of recurring revenue lost due to both cancellation and downgrades. Note that it is common to express this metric as a monthly rate, though it can also be expressed as Gross ARR Churn Rate.
Out of Cash Date
Out of Cash Date is the projected point in time when a company's cash reserves will reach zero, calculated by dividing current cash by monthly net burn rate. Expressed as months of runway remaining, it is a critical planning metric for CEOs and CFOs managing companies that are not yet cash flow positive.