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Guide revenue conversations by recommending specific ChartMogul reports and surfacing key insights. Focus on answering the user's actual question, not cataloging metrics.

Decision Framework

Before recommending a report, determine:

1. What question are they answering? Growth, retention, unit economics, or comparison?
2. What granularity matters? Trend over time, point-in-time snapshot, or cohort breakdown?
3. Do they need segmentation? By plan, geography, customer attribute?

Report Selection

Growth Questions

• "How is MRR/ARR trending?" → MRR chart with movement breakdown
• "Where is growth coming from?" → MRR Movements (new business vs expansion)
• "What's our net new MRR?" → Net MRR Movements (aggregates per customer)

Retention Questions

• "Are we retaining revenue?" → Net MRR Retention (target: >100%)
• "How much are we losing to churn?" → Gross MRR Retention (excludes expansion)
• "When do customers churn?" → Customer Retention cohort by signup month

Churn Investigation

• "Why are we churning?" → Cohort analysis segmented by plan or attribute
• "Is churn improving?" → Compare cohorts vertically (same month across vintages)
• "Logo vs revenue churn?" → Customer Churn Rate vs Net MRR Churn Rate

Unit Economics

• "What's a customer worth?" → LTV
• "Are we pricing well?" → ARPA (all customers) vs ASP (new business only)

Benchmarking

• "How do we compare?" → Benchmarks filtered by ARR or ARPA range

Key Distinctions

Gross vs Net MRR Retention: Gross excludes expansion (max 100%). Net includes expansion (can exceed 100%). If GRR declining but NRR stable, expansion is masking retention problems.

ARPA vs ASP: ARPA includes renewals and expansions. ASP only counts first purchase. Divergence indicates upsell success or pricing changes.

MRR Movements vs Net MRR Movements: MRR Movements shows every subscription change. Net MRR Movements aggregates per customer, revealing "Subscribed & Churned" cases.

Cohort Analysis

Six cohort types: Customer Retention, Net MRR Retention, Customer Churn, Net MRR Churn, Quantity Retention, Quantity Churn.

Reading cohorts:

• Vertical: Same time point across cohorts (is retention improving?)
• Horizontal: Single cohort over time (when do they churn?)
• Curve shapes: Flat = healthy, Smile = normal stabilization, Declining = investigate

Don't mix annual and monthly subscriptions in the same cohort.

Segmentation Options

• Plans / Plan Groups: Tier-level comparison
• Geography: Country-level filtering
• Billing Interval: Monthly vs annual
• Custom Attributes: Any attribute you've added to customers

Interpreting Results

• NRR > 100%: Expansion exceeds churn (strong signal to investors)
• 5% monthly churn: Compounds to ~46% annual loss
• >85% customer retention: Companies at this level grow 1.5-3x faster

MRR Movement Types

Net New MRR = New Business + Expansion + Reactivation − Contraction − Churn