Revenue metrics
Once Stripe is connected, Snow shows a set of revenue metrics for the site. Some follow the date range you pick at the top of the dashboard; others are an as-of-now snapshot that doesn’t move with the date picker. This page explains exactly what each one means.
Scope matters. A few cards (total revenue, trial conversion rate) reflect the date range you selected. Others (MRR, ARR, active subscribers, active trials) are always “right now,” and churn is always the last complete month. Each card is labeled with its scope so the period selector is never ambiguous.
For the selected date range
These numbers change when you change the date range.
Total revenue
The net revenue collected in the selected range: completed payments minus refunds. This includes both one-time payments and recurring subscription charges.
Paying customers
How many distinct customers have paid you (counted across their lifetime, not just the selected range). A customer counts once they’ve spent more than $1 net.
Revenue per customer
Your total net revenue divided by the number of paying customers, a quick read on how much an average customer is worth.
As of now (snapshot)
These are a live snapshot of where your subscriptions stand today. They don’t move when you change the date range.
MRR (monthly recurring revenue)
The total monthly value of your active recurring subscriptions right now.
- MRR is net of recurring discounts: a fully-comped (100%-off) subscription counts as $0.
- Past-due subscriptions are still counted (the customer is on a paid plan, just behind on payment).
- Trials are not counted (they aren’t paying yet).
ARR (annual recurring revenue)
Your MRR multiplied by 12: the simple annual run-rate of your recurring revenue.
Active subscribers
The number of distinct customers with an active (or past-due) recurring subscription right now.
Active trials
The number of subscriptions currently in a trial.
Rates
Churn rate
The share of subscribers who canceled during the last complete calendar month. It’s a cohort: subscribers who canceled during that month divided by the subscribers who were active at the start of the month.
Churn is deliberately not tied to the date picker. It always reflects the last whole month, so it’s a stable number you can track month over month, and it can’t exceed 100%.
Trial conversion rate
For the selected date range: the share of trials that converted to paid out of all trials that ended in that range.
Revenue types
Snow classifies each payment by type, so you can see what kind of revenue is coming in, not just the total. The types are:
| Type | What it means |
|---|---|
| New | The first charge that opens a new subscription. |
| Renewal | An ordinary recurring subscription charge. |
| Trial conversion | The first paid charge after a free trial. |
| Plan change | A charge (or credit) from changing plans mid-cycle. |
| One-time | A standalone, non-recurring payment. |
| Subscription | A recurring charge that couldn’t be sub-classified. |
Refunds are shown as well.
Payments that were imported before revenue types existed may show as the generic “subscription” or “one-time” until they’re re-synced. New payments are classified as they come in.
Where revenue comes from
These numbers are built from the data Snow imports from Stripe. To understand how a specific payment connects to a visit, see Conversions and Attribute revenue to visitors.