The four numbers that matter
- MRR. Today’s monthly recurring revenue, with month-over-month change and a 90-day sparkline.
- Net churn. Cancellations + downgrades − reactivations + upgrades, as a percentage of MRR. Negative is the goal.
- LTV. Average lifetime value per subscriber, cohort-adjusted. Updated nightly.
- Cohorts. Retention curve by acquisition month. Hover any month to see what changed.
What it looks like
The default dashboard fits on one screen — four KPI cards, the MRR sparkline, churn breakdown by reason, and a cohort heatmap. No scrolling, no “configure your dashboard,” no 14-tab navigation. The unhelpful kind of analytics tool gives you 80 charts; the helpful kind gives you the 4 you check every morning.
Power-user moves
If you have a data team:
- CSV export on every chart, every cohort.
- Snowflake / BigQuery sync — nightly push of clean subscription tables (
subscriptions,billing_attempts,cancellations,dunning_events) so your team can layer it into your warehouse model. - Webhooks for every state change — subscribe to
subscription.created,subscription.cancelled,billing_attempt.failed, etc.
What we don’t ship
- No vanity metrics. No “total customers all-time.” No “average session duration.”
- No A/B testing platform — that’s not our job.
- No marketing attribution. Use your normal marketing analytics stack; we just sync clean revenue data into it.
Who this is for
Every Reapita store gets basic analytics on Free. Cohorts, LTV, and the warehouse sync ship on Growth and Scale.