# Revenue dashboard

> What the Revenue tab shows: MRR, new revenue vs renewals vs refunds, subscriptions, subscription events, paid acquisition, customers and lifetime value.

Source: https://metricraven.com/docs/revenue-dashboard  
Markdown: https://metricraven.com/docs/revenue-dashboard.md  
Section: Revenue

The Revenue tab answers "how is the business doing?". Where visitors and paying customers come from is on the Traffic tab, with revenue next to every channel, referrer, campaign, keyword, country and device.

## Before you start

Connect a payment provider ([any of them](https://metricraven.com/docs/connect-payment-provider)) or send payments with the [Payments API](https://metricraven.com/docs/payments-api). Live subscription counts and MRR need [Stripe](https://metricraven.com/docs/stripe); the other figures work with every provider.

## Headline figures

| Figure | What it is |
| --- | --- |
| MRR | Estimated monthly recurring revenue from current subscriptions, with ARR below. A run rate, not collected revenue. Stripe only. |
| Revenue | Collected payments in the period, net of partial refunds. Fully refunded payments and free trials are left out. |
| New | Every payment not marked as a renewal. |
| Renewals | Payments the provider or integration marks as subscription renewals. |
| Refunds | Refunds issued in the period, dated when refunded. Already deducted from revenue. |
| Active subs | Active subscriptions right now, with trialing or past-due below. Stripe only. |
| Churned | Subscriptions that ended in the period (the automatic `subscription_ended` goal). Without subscription goals it shows the live count of canceled subscriptions instead. |
| ROAS | Revenue from ad visitors divided by ad spend, when an ad account is connected. |

The chart below shows what revenue is made of: new revenue and renewals stacked per day (or hour, week, month), refunds below the axis. Tick or untick the figures with a checkbox (Revenue, New, Renewals, Refunds) to show or hide each series on the chart; the table button lists every bucket. Traffic's chart shows total revenue next to visitors instead.

## Cards

- **Revenue breakdown**: revenue and payments by **Plan** and by **Country** (each payer's first tracked visit). Revenue by channel and source lives on Traffic; the card links there with the acquisition card ranked by revenue. Click a plan or country for its detail: new, renewal and refunded revenue over time, its share of the period's revenue, the countries of a plan (or plans of a country), its customers and its recent payments.
- **Subscriptions**: live Stripe subscriptions by plan in Active, Trials, At risk (past due or scheduled to cancel) and Canceled, with estimated MRR per plan. Click a plan for the same plan detail.
- **Subscription events**: the [goals MetricRaven records from your payment providers](https://metricraven.com/docs/goals-funnels#payment-provider-goals) in the period, from trials started and converted to upgrades, downgrades, scheduled cancellations, reactivations, ended subscriptions and refunds, each with the change against the previous period. Turn them on or off in Settings → Integrations → Subscription goals. Click an event for its trend, its property values and the latest people behind it.
- **Paid acquisition**: ad spend against the revenue it brought, ROAS, cost per customer and the top campaigns. With Meta Ads and Google Ads both connected, a switch shows **All** (combined totals) or one network. **Full table** breaks it down by campaign, ad group (Meta: ad set) and ad. Click a campaign (here or in the full table) for daily spend against attributed revenue, its ad groups and ads, and the customers it brought. Clicks with only a click ID (fbclid, gclid) are shown on their own line and never counted in the totals. Connect an ad account in Settings → Integrations ([Meta Ads](https://metricraven.com/docs/meta-ads), [Google Ads](https://metricraven.com/docs/google-ads)).
- **Customers**: the latest payments in the period and the top customers by lifetime revenue. Click a customer for their full journey.
- **Lifetime value**: average, median and per-month revenue per customer, by their latest plan, over every payment they ever made. Click a plan for its detail; **Show only this plan in Customers** there focuses the Customers card on it.

Details open on top of each other: a customer in a plan's detail opens their journey over it, and closing the journey brings you back.

> **Note:** Shared links show the same cards and details without names or emails: customers appear under pseudonyms, each with their own avatar, journeys don't open, and settings links are hidden. The public demo, whose customers are synthetic, opens journeys too.

## Compare

The **Compare** control next to the date picker sets what the % changes on the tiles and the Subscription events change column compare with: the previous period, the same period last year, a custom start, or nothing. It is shared with Traffic and AI visibility.

## Filters

Revenue uses the same **Filter** button and chips as Traffic, and keeps them when you switch tabs.

- Visit filters (channel, referrer, campaign and UTM tags, country, page, entry page, device, browser, completed goal…) keep the payments of visitors who match them in the period. Payments not linked to a tracked visit drop out.
- Payment filters test each payment: **Plan**, **Payment currency**, **New or renewal**, **Refund** (not, partly or fully refunded) and **Payment provider**.
- The headline figures, chart, breakdown and recent payments follow the filters. Subscription events follow visit, plan and provider filters.
- Live subscriptions and MRR, ad spend, lifetime value and top customers can't be filtered; those cards say so while filters are on.

## Currency

Every figure is in the site's reporting currency, with other currencies converted at the ECB rate of each payment's day. See [Reporting currency & FX](https://metricraven.com/docs/reporting-currency).

## Details

- Subscription events count goal events, so a customer who cancels and comes back twice counts twice. The hover card shows distinct customers too.
- MRR, active subscriptions and lifetime value don't depend on the selected period.
- The same data is available from `GET /stats/revenue`, `GET /stats/subscriptions` and `GET /stats/meta-ads` ([Reports API](https://metricraven.com/docs/reports-api#revenue)).