You will find a data table listing the MRR movements under many of the charts in ChartMogul. There are five MRR movement categories which are: New business MRR, Expansion MRR, Contraction MRR, Churn MRR and Reactivation MRR. The total MRR amount and the number of activities associated with each movement type are listed 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, upgrade to a higher plan, adding a 2nd subscription, or a discount expiring.
Any decrease in MRR. e.g. a decrease in quantity, downgrade to a lower plan, or a discount being added.
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, simply click on the tab in the data table for which you want to view the individual activities. You will see a list drop down below the data table that lists every activity. You can also click on the activity itself to open the customer profile in another browser tab.