You will find a data table listing the MRR movements under many of the charts in ChartMogul. There are five MRR movement categories: New business MRR, Expansion MRR, Contraction MRR, Churn MRR, and Reactivation MRR. ChartMogul lists the total MRR amount and the number of activities associated with each movement type for the selected time period and configured segment.
MRR movement definitions
New business MRR
The MRR at the moment a lead converts into a paid customer for the first time is counted.
Any increase in the MRR of an existing customer, e.g., an increase in quantity, an upgrade to a higher plan, an additional subscription, or an expiring discount.
Any decrease in MRR. e.g., a decrease in quantity, a downgrade to a lower plan, or the addition of a discount.
The MRR at the time a customer cancels their subscription. The time of the churn event depends on your churn recognition option. A customer only counts towards Churn MRR if they don’t have any other active subscriptions. If there are other active subscriptions, the cancellation of one of them would be considered a contraction.
When a previously paying customer that had churned moves back onto a paid plan.
Using the data table to dig deeper into your data
The data table lets you easily drill down into your metrics and see exactly what type of customer activity caused a particular change.
To drill down into one of the movement types, click the tab in the data table for which you want to view the individual activities. You will see a list appear below the data table with every activity. You can also click the activity itself to open the customer profile in another browser tab.
The data table and plan filters
When you filter the data to see MRR from a particular plan, the MRR breakdown only shows activities resulting in a customer having a particular plan. For instance, if you filter by Plan A and a customer switched from Plan A to Plan B, you would not see this activity among the Contraction MRR.
However, you will see such plan switches included in the MRR Entering Segment and MRR Leaving Segment rows. These rows show the total value of a subscription before it left or entered the segment you are filtering by. If, in the above example, the customer transitioned from a $50 Plan A to a $30 Plan B, then MRR Leaving Segment would be $50.
ChartMogul displays these additional rows when you use the Plan is any of filter, and when MRR movements enter or leave the segment you are filtering by. It also works for plan groups, so if you have a plan group for your annual plans, you can see the customers who are moving into such a plan.
Remember that once you click on a cell for one of the new rows, ChartMogul displays the activities resulting in the plan on a subscription being changed. The size of the activity is not the same as the size of the subscription before the change.
A current limitation is that MRR that entered or left the segment only includes the MRR from switches that also resulted in changes in MRR. For example, if someone changed from Plan A to Plan B, but the MRR remained the same, then this will not be included in the breakdown.
Effect of currency fluctuations
If you have payments in a currency other than your account’s primary one, then the total MRR from your subscriptions may shift depending on the exchange rate on the due date of the next payment. However, as the customer is still paying the same amount in their local currency, this is not captured as an activity but rather in the Exchange Rate Impact row.
This row shows the net change in MRR due to changes in the exchange rate between the different payment currencies and your account’s primary currency.
In the drilldown one can see a list of the fluctuations. For dates in which there was also an activity (e.g., an expansion), then we also show the size of the movement. However, cases where a subscription’s quantity changes multiple times a day, may cause the numbers in the table not to align fully.