What drives impact.

When it needs a look: MRR flat or down for two or more weeks while you expected growth.

Why it matters: Top-line revenue is the scoreboard. Flat MRR with rising costs means you are treading water.

Try this week: Open growth breakdown: how much came from new subs vs upgrades vs downgrades vs cancellations.

Example: At $5,000 MRR, recovering $200/mo from prevented downgrades is $2,400/year retained. Your numbers will differ.

When it needs a look: Monthly churn rises vs your recent average or crosses a threshold you set in Settings.

Why it matters: Small churn increases compound. A 2-point jump on a $3,000 MRR base is real money walking out the door.

Try this week: Review the last 10 cancellations in Stripe. Look for one shared plan, signup week, or cancellation reason.

Example: Churn drops from 6% to 4% on $3,000 MRR keeps roughly $720 more per year in the base. Illustrative only.

When it needs a look: A signup cohort retains fewer paying customers at week 4 or 8 than prior cohorts.

Why it matters: Stickiness tells you if product and onboarding changes actually worked, not just if signups spiked.

Try this week: Match the cohort week that dropped to what you shipped or changed in marketing that week.

Example: Improving 4-week retention from 40% to 50% on 20 new subs at $50/mo adds about $100/mo within a month. Illustrative only.

When it needs a look: LTV falls because ARPU dropped or churn rose (we derive LTV from your Stripe data).

Why it matters: LTV sets how much you can spend to acquire a customer and still win.

Try this week: If LTV slipped, fix churn or ARPU first. LTV follows those levers.

Example: Raising ARPU by $10 on 60 active customers is $600/mo in MRR if churn holds. Illustrative only.

When it needs a look: New subs and upgrades no longer offset cancellations.

Why it matters: Growth is not one number. You need to see whether you are winning on acquisition or losing on retention.

Try this week: If new subs are fine but MRR is flat, focus on downgrades and failed payments, not top-of-funnel.

Example: One recovered failed payment at $99/mo is $1,188/year. Payment failure alerts in the weekly email exist for this reason.

When it needs a look: Fewer users return week-over-week than your recent baseline.

Why it matters: Stripe can look healthy while the product stops bringing people back. Retention drops often precede churn.

Try this week: Compare the week retention fell to a deploy, pricing change, or onboarding edit.

Example: Catching a 15% retention drop two weeks early gives you time to fix onboarding before it shows up in cancellations.

When it needs a look: A major traffic source loses engaged sessions or quality scores turn sour.

Why it matters: Not all traffic is equal. A collapsed organic or referral source can starve the funnel while paid looks fine.

Try this week: Inspect the top source that dropped. Check landing pages and UTM changes from that channel.

Example: Losing 50 engaged sessions/week from organic at 2% trial conversion is roughly one fewer trial every week. Illustrative only.

When it needs a look: Daily or weekly active users flatten or fall while MAU still looks large (inactive base building up).

Why it matters: Stickiness between DAU and MAU shows whether you have a habit product or a leaky bucket.

Try this week: If WAU/MAU ratio slips, survey recent signups or review activation emails.

Example: Re-activating 5% of dormant MAU into weekly active use can lift trials without new ad spend. Illustrative only.