MRR Tracking for SaaS

Pro Plan

Track SaaS subscription metrics in Zenovay - MRR, churn, expansion, and recurring revenue analytics.

SaaS Revenue Metrics

Key Metrics

Metric	Description
MRR	Monthly Recurring Revenue
ARR	Annual Recurring Revenue
New MRR	From new customers
Expansion MRR	From upgrades
Churn MRR	Lost from cancellations
Net MRR	New + Expansion - Churn

MRR Dashboard

MRR Overview

Current MRR: $85,400
New MRR: +$8,200
Expansion: +$3,400
Churn: -$2,100
Net Change: +$9,500 (+11%)

ARR: $1,024,800

Tracking Subscriptions

Subscription Events

Track subscription lifecycle:

// New subscription
zenovay('track', 'subscription',{
  action: 'new',
  plan: 'pro',
  value: 49,
  interval: 'monthly',
  subscription_id: 'sub_12345',
  user_id: 'user_789'
});

// Upgrade
zenovay('track', 'subscription',{
  action: 'upgrade',
  from_plan: 'pro',
  to_plan: 'scale',
  value_change: 50,  // Additional MRR
  subscription_id: 'sub_12345'
});

// Downgrade
zenovay('track', 'subscription',{
  action: 'downgrade',
  from_plan: 'scale',
  to_plan: 'pro',
  value_change: -50,
  subscription_id: 'sub_12345'
});

// Cancellation
zenovay('track', 'subscription',{
  action: 'cancel',
  plan: 'pro',
  value: 49,
  subscription_id: 'sub_12345',
  reason: 'too_expensive'
});

Event Types

Action	MRR Impact
new	+ New MRR
upgrade	+ Expansion
downgrade	- Contraction
cancel	- Churn
reactivate	+ Reactivation

MRR Breakdown

MRR Components

View MRR by component:

Component	Amount	%
New	$8,200	10%
Expansion	$3,400	4%
Reactivation	$900	1%
Churn	-$2,100	-2%
Contraction	-$800	-1%
Net Change	+$9,600	+11%

MRR by Plan

Plan	MRR	Customers	ARPU
Basic	$12,400	620	$20
Pro	$42,800	856	$50
Scale	$24,700	247	$100
Enterprise	$5,500	11	$500

Trial Tracking

Trial Events

Track trial lifecycle:

// Trial started
zenovay('track', 'trial',{
  action: 'start',
  plan: 'pro',
  duration_days: 14,
  user_id: 'user_789'
});

// Trial converted
zenovay('track', 'trial',{
  action: 'convert',
  plan: 'pro',
  trial_id: 'trial_123',
  days_to_convert: 7
});

// Trial expired
zenovay('track', 'trial',{
  action: 'expire',
  plan: 'pro',
  trial_id: 'trial_123'
});

Trial Metrics

Metric	Value
Trials Started	450
Trials Converted	135
Conversion Rate	30%
Avg Days to Convert	8.2
Trial Revenue	$6,750

Churn Analysis

Churn Metrics

Metric	Value
MRR Churn	$2,100
Churn Rate	2.5%
Customers Churned	42
Avg Churned ARPU	$50

Churn by Reason

Reason	Count	MRR Lost
Too expensive	15	$850
Switched competitor	12	$620
No longer needed	8	$380
Poor experience	5	$200
Other	2	$50

Churn by Cohort

Cohort	Month 1	Month 3	Month 6
Jan 2025	5%	12%	18%
Dec 2024	4%	11%	20%
Nov 2024	6%	14%	22%

Expansion Revenue

Expansion Tracking

// Seat expansion
zenovay('track', 'expansion',{
  type: 'seats',
  from: 5,
  to: 10,
  mrr_change: 25,
  subscription_id: 'sub_12345'
});

// Plan upgrade
zenovay('track', 'expansion',{
  type: 'plan',
  from_plan: 'pro',
  to_plan: 'scale',
  mrr_change: 50,
  subscription_id: 'sub_12345'
});

// Add-on
zenovay('track', 'expansion',{
  type: 'addon',
  addon: 'extra_storage',
  mrr_change: 10,
  subscription_id: 'sub_12345'
});

Expansion Metrics

Type	MRR	% of Expansion
Plan Upgrades	$2,100	62%
Seat Additions	$900	26%
Add-ons	$400	12%

Attribution for SaaS

Trial to Paid Attribution

Track which sources drive converting trials:

Source	Trials	Conversions	Rate	MRR
Organic	180	63	35%	$3,150
Content	120	42	35%	$2,100
Paid	90	18	20%	$900
Referral	60	12	20%	$600

LTV by Source

Enterprise Plan

Source	Avg LTV	Churn Rate
Organic	$850	2.1%
Referral	$920	1.8%
Content	$780	2.4%
Paid	$620	3.2%

Cohort Analysis

Revenue Cohorts

Enterprise Plan

Track revenue retention by cohort:

Cohort	Month 0	Month 3	Month 6	Month 12
Q1 2025	$10,000	$9,200	$8,800	-
Q4 2024	$8,500	$7,900	$7,500	$7,100
Q3 2024	$9,200	$8,400	$8,000	$7,600

Net Revenue Retention

Calculate NRR:

NRR = (Start MRR + Expansion - Churn) / Start MRR × 100

Example:
Start: $80,000
Expansion: $5,000
Churn: $3,000
NRR = ($80,000 + $5,000 - $3,000) / $80,000 = 102.5%

Integration with Billing

Stripe Integration

Pro Plan

Connect Stripe for automatic tracking:

1. Go to your domain settings → Integrations tab
2. Connect Stripe
3. Map plans
4. Data syncs automatically

Webhook Setup

Receive billing webhooks:

// Handle Stripe webhook
app.post('/webhooks/stripe', (req, res) => {
  const event = req.body;

  switch (event.type) {
    case 'customer.subscription.created':
      zenovay('track', 'subscription',{
        action: 'new',
        // Map Stripe data
      });
      break;
    // Handle other events
  }
});

SaaS Dashboard

Custom Dashboard

Create SaaS-specific view:

• MRR trend widget
• Churn rate gauge
• Trial conversion funnel
• Revenue by plan chart

Key Widgets

Widget	Shows
MRR Trend	Monthly MRR over time
Net MRR	Breakdown of changes
Churn Rate	Monthly churn trend
Trial Funnel	Trial to paid conversion

Alerting

MRR Alerts

Set up alerts for:

• MRR drops below threshold
• Churn rate increases
• Trial conversion drops
• Revenue targets

Example Alert

Alert: High Churn Day
Trigger: Daily churn > $500
Action: Email + Slack

Best Practices

Track Everything

Capture all subscription events:

• New subscriptions
• Upgrades/downgrades
• Cancellations
• Reactivations

Segment by Plan

Analyze each plan separately:

• Different churn rates
• Different LTV
• Different acquisition costs

Monitor Leading Indicators

Watch for:

• Trial conversion changes
• Time to value
• Feature adoption
• Support tickets

Next Steps

• E-commerce revenue integration
• B2B company identification
• Identified users & CRM