The Beginner’s Guide to ChartMogul

New to ChartMogul? Here's how to configure your account, organize your data, and build your first reports.

If you haven’t signed up yet, start your free trial now.

Getting started

You'll land on your Home dashboard, a collection of the reports and metrics designed to give an overview of your business at a glance. Customize this dashboard or add a new one.

If you’re starting a new account, import your data.

Configuring notifications

Choose to receive emails from ChartMogul for account summaries (recap emails), MRR movements, tasks, or mentions and comments.

Turn on two factor authentication

Protect your data with an extra layer of security by enabling two factor authentication (2FA). Navigate to Sign In & Security to turn it on. Depending on your workspace settings, you may be required to set up 2FA the first time you log in to ChartMogul. Admins and Owners can also require 2FA for all users.

Importing data

Admins and Owners can import data to generate metrics and use CRM. Before importing, review data settings and subscription analytics settings to ensure ChartMogul calculates metrics according to the needs of your business.

ChartMogul’s integrations make it simple to connect and sync your existing apps. To get started, review the integration guides.

To import data using a different method, see the guides for importing data for Subscription Analytics or CRM.

Reviewing data

Once your data is imported, review your metrics.

• Review MRR, Paid Subscribers, and Paid Subscriber Churn Rate and check the values align with any existing calculations you have.
• View profiles of key customers to ensure their details, MRR and transactions are accurate and up-to-date.
• To understand common discrepancies between metrics in ChartMogul and data in your billing system, review this article. 

To update data in ChartMogul, use the data cleaning tools:

• Manual data editing – Accurately report customers’ subscription history.
• Update data imported from a billing system – Edit, add and disable invoices, invoice line items, transactions and subscription events (available for select billing systems).
• Bulk edit customers – Update owner, status, lead and trial dates, custom attributes and tags.
• Merge customers – Consolidate duplicate records, commonly created when the same customer exists across multiple sources (such as when switching billing systems).
• Exclude customers – When a customer is deleted in ChartMogul, prevent them from being reimported.

Reporting

ChartMogul reports key SaaS metrics, visualized as charts or accessed using the MCP server. With ChartMogul AI, ask questions in plain English to analyze your data.

Here’s an overview of key metrics, and why they’re useful:

• Monthly Recurring Revenue – MRR measures the revenue a business receives each month from subscriptions. For subscriptions billed on non-monthly intervals, ChartMogul normalizes the amount to a monthly equivalent. MRR is used to forecast revenue, set growth targets, and track business performance over time.
• Churn – Churn measures subscription loss across three dimensions: customers who cancel or don't renew (Paid Subscriber Churn Rate or All Subscriber Churn Rate), revenue lost due to cancellations before and after expansion (Gross and Net MRR Churn Rate), and reductions in seats or licenses (Quantity Churn Rate).
• Trial-to-Paid Conversions – The percentage of customers who start a trial and subsequently become paying subscribers. Use this rate to evaluate your go-to-market approach, onboarding resources, and trial type. A good SaaS conversion rate is 5–7%.
• Customer Lifetime Value – LTV is the estimated revenue from an average subscriber over their entire relationship with your business. Use it to identify your most valuable customers, set marketing budgets, and evaluate return on customer acquisition spend (CAC). In SaaS, a good LTV:CAC ratio is 3:1.
• Cohorts – Cohorts groups customers by the interval in which they started their first subscription so you can see specific points or events in the customer journey that lead to churn, retention, and conversion. 
• Average Sale Price – ASP tracks the initial MRR of new subscriptions, making it useful for evaluating sales performance and pricing strategy. Segment by region or industry to focus acquisition spend and understand your ideal customer profile.
• Cash Flow – The amount of cash moving in and out of your business from subscriptions, add-ons, and services. Because SaaS businesses often spend heavily to acquire customers and see returns later, tracking cash flow is key to forecasting, burn rate, and CAC payback period. ChartMogul reports Net Cash Flow and Gross Cash Flow.
• Benchmarks – Compare your growth and retention against data from 2,500 SaaS companies, updated monthly, to see how you stack up and where to focus.

Understanding your data

ChartMogul calculates the MRR for each active subscription and tracks changes to that value over time. These changes are called MRR movements and form the basis for nearly all metrics and analytics in ChartMogul. There are six categories:

• :new-biz~yellow: New Business – A customer purchases their first subscription
• :upgrade~blue: Expansion – A customer’s MRR increases, such as upgrading their plan, purchasing an additional subscription, or an expiring discount.
• :downgrade~red: Contraction – A customer’s MRR decreases, such as downgrading an existing plan, canceling one or more (but not their last) subscription, or applying a discount.
• :churn~red: Churn – A customer cancels their last (or only) subscription
• :reactivation~yellow: Reactivation – A previously churned customer moves back onto a paid plan
• :plan-switch~blue: Neutral – A customer changes their subscription, but their MRR stays the same

To understand how a customer’s subscription is reported in ChartMogul, see Lifecycle of a subscription. 

Segmenting data

For SaaS businesses, high-level metrics rarely tell the full story. With ChartMogul, you can answer questions like: Which industry has the highest MRR? Which plan has the highest churn? Which customer segment drives the most expansion MRR?

To uncover these insights, break your data down into smaller and more distinct sections as segments.

To get started:

• Review standard attributes to compare monthly vs. annual plans, identify high value customers by MRR, or track a customer’s last payment date. 
• Add custom attributes for data specific to your business like industry, market focus, or employee count.
• Set up AI enrichment to populate custom attributes automatically.
• Apply tags to classify and group customers.

Then, combine filters to create a segment for future analysis. Review our report tutorials for ideas to get started.

Saved reports and lists

Create charts relevant to your business by adding multiple segments and saving it. View the version of the chart you created from the list of Saved reports, or add them to a dashboard. Examples of saved charts include high value customers, trials by marketing source, and subscriber cohorts.

Customers

A customer in ChartMogul is an individual or company with a current or past relationship with your business. ChartMogul stores each customer as a record. View and manage their information on their customer profile. Organize customers with customer lists.

Customers are classified using statuses. These statuses apply at the same time, so a single customer holds a value in all four:

• Paid subscriber status – The customer’s current state as a paying subscriber.
• Free subscriber status – The customer’s relationship with free subscriptions, independently of any paid subscriptions they may have.
• Lead status – The customer’s stage in your sales pipeline. This is the only status that can be configured manually.
• Trial status – The customer’s relationship with trials, both current and past.

Customer lists

Add filters and segments to Customers to create groups useful to your business. For example, use the Cancellation scheduled for filter with the is present operator to see customers with upcoming churn. Target this list further by adding a filter for MRR (Current) to proactively reach out to high value accounts. Save it for future reference.

Automations

Create automations to trigger workflows that act on customer records without manual intervention, such as lead routing, creating opportunities for qualified leads, emailing past-due subscribers, and more.

Tasks

Stay organized with tasks to follow up with a lead in the next quarter or schedule an annual check-in with a high value account. Use automations to review an account before it’s scheduled to churn.

Managing sales

To get started with contacting prospects or managing customer communications, connect your email.

Contact prospects by email, or log calls and leave a note on their record. Automate communication with sequences.

When a lead is qualified, add an opportunity. Update their opportunity at each stage of the sales process.

Stay organized and collaborate with your team using comments, notes, and tasks.

Extend your account

When a new employee joins your organization, choose their role and add them as a team member. Team members who have access to multiple ChartMogul accounts can switch between them without logging out.

Once you’ve configured your account and set it up for your needs, get more out of ChartMogul:

• Export data to your favourite tools with destinations such as Slack, HubSpot, Intercom, and Snowflake.
• Check metrics on the go using the ChartMogul mobile app.
• Dig deeper into your data with Maps, Scenarios, and Key Metrics by Region.

Resources

AI Answers

Get instant answers in-app or on the help center and API documentation with AI Answers.

API documentation

For guidance developing with the API, read the Developer Hub.

Product updates

Stay up-to-date with the latest feature releases and improvements by following ChartMogul’s product updates.

Contact support

To get in touch with our support team, send an email from the help center or in-app. During business hours, the team typically responds within the hour.