# Revenue and MRR

> New revenue, MRR and what moved it, lifetime value by source and campaign, refunds and time to first payment, from Stripe, each with one plain sentence.

Source: https://datacenter.so/docs/revenue-and-mrr
Section: Measure

The Revenue page shows what your Stripe customers paid and what brought them. Open a site, then **Attribution**, then **Revenue**. It needs the [Stripe connector](https://datacenter.so/docs/stripe-connector), on paid plans: Solo, Studio, Agency and Custom.

Each part starts with one sentence that sums it up, such as "MRR grew $450 to $12,400: $900 new and $150 from upgrades, minus $600 canceled." The numbers under it show the detail.

Pick a period: 30 days, 90 days or 12 months. Credit follows your site's attribution model, the same one the Conversions view uses, and changing it on either view changes both. See [Attribution report](https://datacenter.so/docs/attribution-report) for the models.

Revenue keeps two touches per customer: the first and the last visit from a source. So:

- **First touch** and **Last touch** credit that visit. Last touch is the last one before the payment.
- **Linear** and **Position based** split credit evenly between the two.
- **Time decay** gives more to the one closer to the payment, halving every 7 days.
- **Any touch** gives both full credit, so rows add up to more than the total.

A visit after a payment never takes credit for it.

## New revenue

- **Revenue**: every payment in the period, renewals included.
- **New revenue**: payments from customers whose first payment was in the period.
- **New customers**: how many paid for the first time.

Tables split revenue and new revenue by source, campaign, ad platform, ad (`utm_content`, which ad URL templates fill with the ad's name) and short link.

## MRR

Monthly recurring revenue: what your active subscriptions bring in each month.

- A yearly plan counts as a twelfth a month, a weekly plan as 52 weeks over 12 months, and a plan billed every 3 months as a third. Quantity counts.
- A coupon that runs forever or for some months lowers MRR while it runs. A coupon used once does not.
- A trial counts from the day it turns into a paid plan.
- Past due subscriptions still count. Canceled, unpaid and paused ones do not. A subscription set to cancel at the end of its period counts until it ends.
- Proration does not move MRR. An upgrade in the middle of a month bills the difference once, which shows as a payment, and MRR moves by the new plan's monthly worth.
- Usage-based and tiered prices are left out, since their monthly amount is not known ahead. The page says how many subscriptions have one.

What moved MRR in the period:

| Move | What it is |
|---|---|
| New | A subscription started paying, or one that had stopped paid again |
| Upgrades | A subscription moved to a higher monthly worth |
| Downgrades | A subscription moved to a lower monthly worth |
| Canceled | A subscription stopped paying |

Each move ties to the customer, so the page shows MRR added and lost by source.

MRR history starts with your first import, which reads every subscription Stripe has. Plan changes made before that are not in Stripe's records, so an older subscription counts at its current plan from the day it started.

## Lifetime value

What each paying customer has paid so far, minus refunds, by first source and by campaign. Counted from 90 days before you connected Stripe. The sentence names the best source with 3 or more customers, so one big buyer does not decide it.

## Refunds

The money refunded in the period, how many refunds, and the share of revenue.

## Time to first payment

How long new customers took from their first visit to their first payment: the same day, 1 to 7 days, 8 to 30 days, or longer. Only customers seen on your site before they paid count here.

## Payments tied to visits

The share of payments Datacenter could tie to a visit, and how:

| How | What it means |
|---|---|
| Payment Link | The tag added the visitor's id to the link |
| Checkout with the visitor id | Your code passed `client_reference_id` or `metadata.dc_id` |
| Stripe customer seen before | The same Stripe customer paid before, tied to a visit then |
| Email given on the site | The payment's email is one the person gave on your site |
| Matched after paying | The person was tied to a visit later |
| Not seen on the site | No visit known yet |

To tie more, see [Tie payments to visits](https://datacenter.so/docs/stripe-connector#tie-payments-to-visits).

## Money in more than one currency

Money adds up in your reporting currency (**Settings**, **Reporting currency**), else the currency with the most revenue. Payments in other currencies are converted at the European Central Bank rate for the day they were paid, and each MRR change at the rate for the day it happened, so past MRR never moves with exchange rates. The **ECB rates** tip under the numbers names what was converted. See [Profit, blended ROAS and currencies](https://datacenter.so/docs/profit-and-currency).

## On the dashboard and in client reports

Add **Revenue and MRR from Stripe** to a [dashboard](https://datacenter.so/docs/client-dashboards) in edit mode, then pick its view: new revenue, MRR, lifetime value, refunds, time to first payment or payments tied to visits. Add one per view you want. Each leads with the same plain sentence.

[Client reports](https://datacenter.so/docs/client-reports) take the same blocks. The **Revenue and MRR** template has new revenue, MRR, lifetime value, refunds and time to first payment, sent monthly.