1) Essential KPIs (definitions + quick formulas) Growth & Revenue MRR (Monthly Recurring Revenue): Σ Active subscriptions’ monthly fees. New MRR / Expansion MRR / Contraction MRR / Churned MRR: MRR components by source. Net New MRR: New + Expansion − Contraction − Churned. ARR: MRR × 12. ARPA/ARPU: MRR ÷ Active customers. Customer Dynamics Gross Logo Churn %: Lost customers ÷ Starting customers. Gross MRR Churn %: Churned MRR ÷ Starting MRR. Net Revenue Retention (NRR): (Starting MRR − Churn + Expansion) ÷ Starting MRR. Customer Growth Rate: (End customers − Start customers) ÷ Start customers. Efficiency & Profitability CAC (per cohort/channel): Total acquire spend ÷ New customers acquired. Payback Period (months): CAC ÷ (ARPA × Gross Margin %). LTV: ARPA × Gross Margin % ÷ Monthly logo churn %. LTV:CAC Ratio: LTV ÷ CAC (target ≥ 3:1). Gross Margin %: (Revenue − COGS) ÷ Revenue. Operating Margin %: Operating income ÷ Revenue. Cash & Runway Net Burn: Cash outflows − Cash inflows (operational). Burn Multiple: Net Burn ÷ Net New ARR/12 (excellent < 1, good 1–2). Runway (months): Cash balance ÷ Net Burn. Billing & Collections Deferred Revenue Balance Cash Conversion (DSO): Days to collect invoices. Targets to pre-load: NRR ≥ 110%, Gross Margin ≥ 70%, Logo churn ≤ 3%/mo (or ≤ 30–35%/yr), LTV:CAC ≥ 3, Payback ≤ 12 months, Burn Multiple ≤ 1.5. --- 2) Recommended Charts & Visualizations MRR Waterfall (bar): Starting MRR → +New/+Expansion/−Contraction/−Churn → Ending MRR. NRR & GRR trend (line, 12–18 months): Shows retention health. Logo & MRR Churn (dual-axis line/column): Monthly churn percent vs churned MRR. Cohort Retention (heatmap): Customer or MRR retention by signup month. CAC by channel (stacked bar): Paid search, social, partnerships, organic. Payback Period distribution (bar): By channel or plan. LTV:CAC (scatter): Each channel/buyer segment as a point (bubble = spend). Burn & Runway (line + card): Net burn trend + runway KPI card. Gross Margin bridge (waterfall): Revenue → COGS buckets → GM. ARPA/ARPU trend (line): Mix/upsell effects. Funnel (acquisition): Visits → Signups → Trials → Paid conversions. --- 3) Suggested Dashboard Layout & Sections Header (sticky KPI cards): MRR | NRR | Logo Churn % | LTV:CAC | Gross Margin % | Net Burn | Runway (mo) Tab 1 — Executive Overview MRR & ARR big numbers, 12-mo trend line MRR Waterfall (current month) NRR vs Target (line with target band) Burn Multiple + Runway Red/Amber/Green (RAG) status tiles for Churn, LTV:CAC, Payback Tab 2 — Revenue & Retention ARPA trend Logo & MRR churn (dual chart) Cohort retention heatmap (logo & MRR) Expansion vs Contraction bars Tab 3 — Acquisition & Efficiency CAC by channel (stacked bar) Payback period by channel/plan LTV:CAC scatter (channel/segment bubbles) Trial → Paid conversion funnel Tab 4 — Cost, Burn & Cash Gross margin bridge Opex breakdown (stacked bars: R&D, S&M, G&A, CS) Net burn trend with 3-mo moving average Runway projection (line, simple scenario slider) Tab 5 — Billing & Collections Deferred revenue trend DSO & collections status bar Overdue AR aging bars (0–30, 31–60, 61–90, 90+) Tab 6 — Drilldowns Customer list with MRR, tenure, plan, health score Plan-level metrics (ARPA, churn, payback) Region/segment breakdowns --- 4) Pre-Made Reporting Template Structure (copy-ready) A. Summary (1 page) This month (vs last month): MRR, NRR, Churn %, ARPA, LTV:CAC, Gross Margin %, Net Burn, Runway. Callouts: 2–3 bullets on what moved the needle (e.g., Enterprise upsell, higher downgrades). RAG Status: Churn (Amber), LTV:CAC (Green), Payback (Green), Burn Multiple (Red). B. Trends & Drivers (2–3 pages) MRR Waterfall: Explain each component, highlight New vs Expansion mix. Retention: Cohort heatmap insights (where retention drops), NRR trend vs target. Acquisition: CAC by channel, Payback, conversion funnel (trial→paid). Unit Economics: LTV vs CAC by segment; ARPA movement. C. Cash & Runway (1 page) Burn Multiple & Net Burn trend: Variance vs plan. Runway scenarios: Base, +10% churn, −15% CAC (show months remaining). D. Insights & Recommendations (bullets) What happened: Data-backed insight (e.g., “Churn spiked in legacy Basic plan”). Why it happened: Likely causes (pricing mismatch, onboarding gaps). What to do next: 3–5 prioritized actions with owners & due dates. Example: “Launch in-app cancellation survey & triggered save offer,” Owner: CS, Due: 15th. “Refactor onboarding emails for Basic users; A/B test checklist,” Owner: Growth, Due: 22nd. “Pause paid social in Channel X; reallocate to Partner co-marketing,” Owner: Marketing, Due: 30th. E. Appendix Metric definitions & formulas Data quality notes (missing events, backfills) Plan/price catalog & changes log --- 5) Pro Tips (Visualization & Decision-Making) Lead with comparatives: Always show vs last month and vs target on KPI cards. Waterfalls tell stories: Use them for MRR & margin bridges—fastest way to explain movement. Targets as bands: Draw light target bands on lines (e.g., NRR target 110–115%). Segment early: Break every core chart by plan or channel—averages hide problems. Cohorts > snapshots: Cohort heatmaps reveal retention patterns you’ll miss in simple churn lines. Use consistent time bases: MRR on calendar month; cohort on signup month; CAC on acquisition month. Keep RAG strict: Define thresholds upfront (e.g., Churn > 4% = Red); don’t change monthly. Action-first reporting: End every section with 1–2 actions; dashboards must drive decisions. Limit pie charts: Prefer stacked bars for cost mixes and channel shares. Explain anomalies: Add small annotation notes on spikes/dips (price change, campaign, outage). --- Bonus: Minimal Data Schema (for your Sheet) Customers: id, signup_date, plan, segment, region Subscriptions: customer_id, plan_id, mrr, status (active/canceled), start_date, end_date Revenue Events: date, customer_id, type (new/expansion/contraction/churn), amount Costs: date, category (COGS/R&D/S&M/G&A/CS), amount, channel (for S&M) Acquisition: date, channel, spend, new_customers Billing/AR: invoice_id, issued_date, due_date, paid_date, amount If you want, I can drop a ready-to-use Google Sheets + Looker Studio template structure with sample formulas next.