Customer metrics: LTV, ARPU, and tenure
These figures describe the customers behind your MRR: what they are worth, how long they stay, how many of them are actually paying, and which ones are at risk or coming back.
Lifetime value (LTV)
SSA shows two different figures called LTV. The dashboard's Avg lifetime value is an estimate: the total revenue a typical customer brings in over their whole relationship with you, projected from ARPU and churn. The Customers report and drawer's LTV column is different: it is the actual money one customer has paid, minus refunds, all time.
Average LTV = ARPU divided by combined monthly churn, voluntary plus involuntary, using the same 30-day churn figure described in Churn and retention metrics. It is blank when ARPU is blank or churn is zero, and flagged as a small sample below 30 subscribers. Per-customer LTV is simply the sum of every succeeded payment minus its refunded amount.
ARPU (average revenue per user)
ARPU is your MRR divided by the number of customers actually paying: what the average paying customer is worth per month.
Paying subscribers here means distinct customers with at least one subscription that counts toward MRR. ARPU is blank when there are no paying subscribers, and it feeds directly into the average LTV figure above.
Tenure: average tenure and the Tenure column
SSA shows tenure two ways. Average tenure on the Cohorts page is an estimate: 1 divided by combined monthly churn, in months. The Subscriptions report's Tenure column is a real measurement: the whole days from a subscription's start to its cancellation date, or to now if it has not cancelled.
The Tenure column is shown in friendly units, like "3 mo" or "1 yr 2 mo," using 30-day months and 365-day years, so it can differ from the calendar by a day or two. The customer drawer's "Member for" figure uses the same day count, measured from the customer's earliest subscription of any status.
Subscriptions, subscribers, and paying subscribers
The dashboard's Subscriptions figure counts subscription contracts with status active, trialing, or past due; paused, unpaid, and cancelled subscriptions are excluded. Paying subscribers is a different count: distinct customers who actually contribute to MRR, and it is the denominator behind ARPU.
A subscriber on a trial that has not yet paid its current period counts in Subscriptions but not in paying subscribers, since it does not count toward MRR either. The hero figure links to the Subscriptions report with the "current" filter, which ticks exactly those three statuses; see Every status, explained for the full list.
At-risk MRR
At-risk MRR is the monthly revenue from subscriptions whose payment has failed and has not yet been recovered: subscriptions with status past due or unpaid.
SSA sums the monthly amount of every such subscription, across every source, converted to the majority currency. The hero figure links to the Subscriptions report with Past due and Unpaid ticked over all time, and that report's MRR card adds up to the same total.
Reactivation
A reactivation is a customer who had left and then came back: a new subscription that starts when no other subscription of that customer was active at its start. Their returning MRR is shown separately from new MRR so you can see win-backs. A customer who keeps one subscription running while starting a second one has not "come back."
SSA also requires that the customer's earliest prior cancellation happened strictly before this subscription started. The Reactivations report lists one row per reactivation with the previous cancellation date and the gap in days between leaving and returning; its summary card sums each subscription's current monthly amount, while the Revenue report's Reactivation column uses the amount at the moment it restarted.
Trial conversion
SSA tracks two separate conversion rates. Provider trial rate is the share of Stripe free trials that ended and went on to pay. WordPress signup rate is the share of WordPress accounts holding your chosen trial role that later became paying customers.
A provider trial counts as converted when at least one succeeded payment lands after the trial's end date; a WordPress signup counts as converted when that account is linked to a customer with a succeeded payment on or after registration. Both rates are blank below 10 trials or signups. The Trial Conversions report lists each converted customer with which route they came through and how many days it took.