Analytics
Analytics metric definitions
How every number on your Analytics page is calculated, and which ones change with the date range and the offering filter.
Use this page when a number on Business → Analytics surprises you. It explains what goes into each one and what doesn't.
What follows your filters
The page has two controls: the period (7 days, 30 days, 90 days, Custom) and Filter by type. Not every number listens to both.
| Number | Follows the period | Follows Filter by type |
|---|---|---|
| Total Revenue | Yes | Yes |
| Net Earnings | Yes | Yes |
| Revenue & Earnings Over Time | Yes | Yes |
| ARPU | Yes | Yes (through revenue) |
| Churn Rate | Yes | No |
| Refund & Success | Yes | No |
| Revenue by Offering Type | Yes | No |
| Active Subscribers | No, it's right now | No |
| MRR | No, it's right now | No |
| Subscriber Tier Split, ARR | No, it's right now | No |
| Conversion Funnel | No, it's all time | No |
All dates use your portal's timezone.
Money
| Metric | How it's calculated |
|---|---|
| Total Revenue | Everything customers paid in the period, minus anything refunded on those payments. Stripe fees are still in it. Discounts from promo codes are already out. |
| Net Earnings | What you keep: each payment's net amount after Stripe processing fees, minus the net part of any refunds. |
| ARPU | Total Revenue for the period divided by your number of active subscribers (or by 1 if you have none). It counts all revenue, not only membership revenue. |
The comparison under Total Revenue and Net Earnings ("▲ 12% vs prior period", "▼ 8% vs prior period", "flat vs prior period") uses the same filters over the period just before yours, of the same length. Changes under half a percent show as flat. With nothing in the prior period there's nothing to compare, so there's no arrow.
Payouts & Transactions shows slightly different cards. Its Earnings card counts only settled payments, and its breakdown lists Pending separately. See Set up payouts and get paid.
Membership
| Metric | How it's calculated |
|---|---|
| Active Subscribers | People whose portal membership is active right now. Members on a free trial count. |
| MRR | The sum, across active memberships, of each member's monthly amount. A yearly member adds one-twelfth of their monthly-equivalent amount per month. One-time memberships aren't recurring, so they add nothing. |
| Subscriber Tier Split | How many active members are on Monthly and on Yearly billing. Shows "No data for this period" when you have no active members. |
| ARR | Each active member's monthly amount times 12, added up. |
| Churn Rate | Members whose membership ended during the period, divided by everyone who has ever subscribed (current and past). Shown as a percentage with the count, e.g. "4.2% (3 churned)". "No subscriber data" means nobody has subscribed yet. |
Because churn is measured against everyone who has ever subscribed, it reads lower than "share of this month's members who left". Track it over time rather than comparing it with numbers from other platforms.
Payments
| Metric | How it's calculated |
|---|---|
| Refund & Success | Payments made in the period, counted by result: Succeeded, Refunded (fully or partly), Failed. Total Refunded shows when anything was refunded. |
| Revenue by Offering Type | For each kind of offering, the total paid on payments in the period, before refunds. Membership is your portal subscription. Bars are scaled against the top earner. |
| Revenue & Earnings Over Time | Revenue per day (Daily) or per month (Monthly), with gaps filled in as zero. Turn on Transactions to add a line for the number of payments. |
On 7 days and 30 days, the badge next to Revenue & Earnings Over Time (for example "+18.0%") compares revenue in the second half of the period with the first half. It's a quick read of momentum, separate from the vs prior period comparison on the cards.
People
| Metric | How it's calculated |
|---|---|
| Leads | People in your audience who showed interest but haven't bought |
| Customers | People who have bought something |
| Subscribers | People with an active membership |
| Lead → Customer conversion | Customers divided by Leads, as a percentage |
The funnel counts everyone in your audience today, not just people who arrived in the period. Lead → Customer conversion is a ratio of those two counts, so it can go above 100% if most of your audience has already bought.
Why two numbers don't match
| You compare | Why they differ |
|---|---|
| Total Revenue vs Revenue by Offering Type | The breakdown adds up payments before refunds, and ignores Filter by type. |
| Net Earnings here vs Earnings on Payouts | Payouts' Earnings counts settled payments only. Payments still settling in Stripe are listed as Pending there. |
| Active Subscribers vs your Community member count | Community members are people in your community, paying or not. |
| Active Subscribers vs Customers & Subscribers | Customers & Subscribers lists everyone who bought or subscribed. Use its Active subscribers view to match. |
| Analytics vs your Stripe dashboard | Stripe shows your Stripe balance and its own payouts. Soul shows payments for your offerings, in your portal timezone. |