MRR waterfall
New, expansion, contraction, churned, and recovered. Broken down by plan, segment, and period.
Revenue Analytics
Revenue movement without stitching reports
Your CFO asks, "Why did MRR drop $12K?" Your growth lead asks, "Which cohort retains best?" Gruv answers both from the same data, with exports to NetSuite and your warehouse.
MRR movementCohort viewsExportable reports
Revenue · last 12 monthsUpdated · 2m ago
MRR
$682k
+14.2%
ARR
$8.18M
+62.8% YoY
Net retention
113.4%
+3.2pp
How it works
Where subscription reporting breaks
Explaining MRR movement takes a full day
Your finance lead manually separates new, expansion, contraction, churned, and recovered revenue every month. The spreadsheet has 14 tabs.
Voluntary churn and payment failures blend together
Is that $8K loss from subscribers who chose to leave, or from expired cards you could have recovered? Two different problems, one blended number.
Growth and finance use different numbers
Growth says MRR is $420K. Finance says $408K. The board meeting stalls while both teams reconcile their spreadsheets.
Billing data lives in one system, finance data in another
Your billing team needs real-time subscription status. Your finance team needs structured exports for month-end close. Neither has what the other produces.
Analytics around movement, churn, and exports
Map subscription changes into agreed reporting categories so finance and growth can review MRR movement, retention, and close inputs from the same source records.
MRR waterfall: new, expansion, contraction, churn
"MRR dropped $12K. $8K was voluntary churn. $3K was failed-payment churn. $1K was contraction from downgrades." One dashboard answers the board question.
Cohort retention curves
Compare Q1 signups vs. Q3 signups. See which cohort retains better, monetizes higher, and where each one drops off.
Voluntary churn vs. payment failures
Subscribers who chose to leave are a product problem. Expired cards are an ops problem. Gruv separates them so you fix the right one.
Capabilities
What analytics teams need
Cohort retention
Compare Q1 vs. Q3 signups. See retention, monetization, and drop-off by cohort.
Churn classification
Voluntary churn vs. payment failures vs. downgrades. Three different problems, three separate metrics.
Daily subscription changes
Signups, conversions, upgrades, downgrades, and cancellations. Updated in real time.
Scheduled exports
Choose an enabled destination and reporting cadence, then review export status and exceptions as part of close.
How it works
From events to decision-ready reporting
Subscription metrics record
Your subscription team reviews cohort revenue, expansion, contraction, and finance metrics from one record. Growth and finance use the same numbers at the board meeting.
More in Subscriptions
Explore more in Subscriptions
Recurring Billing
Gruv automates recurring billing with predictable invoice timing, saved payment methods, and real-time charge status for
Pricing Models
Gruv lets your pricing team launch flat, tiered, volume, and usage-based plans from the dashboard, no engineering deploy
Lifecycle Management
Gruv tracks every subscription from trial to cancellation with clear state transitions, pause controls, and a timestampe
Frequently Asked Questions
How does Gruv calculate MRR?+
Active subscription value normalized to a monthly amount, then classified by movement: new, expansion, contraction, churned, or recovered. Growth and finance see the same number.
Can we export analytics to our accounting system?+
Schedule an export to a destination enabled for your account. Confirm the fields, cadence, delivery status, and exception handling before finance relies on it for close.
What cohort views are available?+
Compare retention, monetization, and lifecycle by signup period, plan, channel, or region. Filter by any dimension your team cares about.
Do analytics connect back to billing and invoices?+
Yes. Every MRR movement traces to the subscription, invoice, and subscriber. Your auditor follows the thread from aggregate metric to source transaction.
Next step
See where Gruv fits
Tell us what you are trying to do, where it needs to work, and how your team handles it today.
Contact the team