Metrics, explained

This page explains every metric SaaSFO computes, in plain language. The rule behind all of it: SaaSFO tracks the handful of numbers that change your next decision. It is not a billing dashboard — your payment processor (Stripe, Paddle, whatever you use) remains the source of record for everything finer. If a number isn't here, it's because looking it up in your processor takes less time than maintaining a second copy of it.

Where the numbers come from

• Live Data Feeds — connected billing feeds deliver daily MRR, customer counts, and per-customer events (new, churned). This is the measured history.
• Your baseline — the numbers you entered by hand (pre-feed revenue, customers you had before connecting). These anchor the totals.
• Nothing else — SaaSFO never invents history, never estimates a number it can't measure, and never shows a zero as if it were measured data.

Churn

Churn (30d) — the money lens: MRR lost to customers who churned in the trailing 30 days. Shown on the Dashboard KPI strip, the product overview KPI strip, in the product economics table (full mode), and on the product's economics card. Paired with a percentage: customers lost in the window ÷ customers at the window's start. Amber when money is being lost.

Churned customers (30d) — the user lens: how many customers left in the same window, plus how many new customers joined it, so you can see at a glance whether the boat is leaking faster than it's being filled.

Three honesty rules that make these numbers trustworthy:

1. Feed-measured only. Churn is computed from customer-ledger events the feed recorded. A product without a live feed shows no churn at all — never a fake zero — because we can't see who left without a feed watching.
2. The window ends on the feed's last delivery day, not the calendar. If your feed went quiet last week, "30d" measures the last 30 days it actually reported — the most recent honest data — rather than a stale number pretending to be current.
3. Pre-feed churn is invisible. A customer you had before connecting a feed can churn, but all we can do is decrement the customer count you entered by hand. We can't know their MRR. That's why the money-churn figure is labeled "feed-measured" — it describes the feed era, and the label says so.

Lifetime churn (feed era) — churned ÷ (active + churned) customers the feed has ever seen. It appears in product tooltips and reports. It's the coarsest churn read: the feed's whole history in one percentage.

Growth

Net new MRR (30d) — MRR at the end of the window minus MRR at its start: the single most decision-useful number. Positive means the portfolio grew last month even with churn taken out. Shown as "+$X" or "−$X".

New customers (30d) — customers the ledger gained in the window. This is the "what is selling" signal — are new customers arriving at all?

One-time sellers

Products with a one-time revenue model get a different lens: lifetime sales (declared baseline + measured daily records), shown separately and never annualized into MRR or ARR. They have no churn numbers — there's nothing to churn — and the surfaces say so instead of showing dashes without explanation.

What SaaSFO deliberately doesn't compute

• Plan-level breakdowns ("which tier is selling?") — your processor shows this live; a copy here would go stale. The closest honest substitute: each product's per-customer price mix is visible in its evidence.
• Net Revenue Retention / expansion revenue — we don't record upgrade events, so any NRR figure would be invented math.
• CAC and LTV:CAC — SaaSFO collects no marketing-spend data.
• ARR — annualizing recurring revenue is exactly the fake-ARR trap; MRR is the honest unit. One-time sales are never annualized at all.

If a metric you need isn't listed here, it's either derivable from the ones above, or it lives in your payment processor — and probably should.