Customer Counts

Contents

• Overview
• Purpose
• Report Metadata
• Key Metrics and Definitions
• Data Rules and Logic
• Important Behaviour Notes
• Filters
• Sample Report Output

Overview

The Customer Count Report provides a snapshot of customer movement over a selected reporting period. It tracks how the number of active customers changes based on recurring subscription activity. The report focuses on count-based metrics rather than revenue metrics and categorizes customers as Starting, New, Expansion, Contraction, Churn, and Ending Customers.

Unlike detailed reports, it presents aggregated customer counts rather than individual customer-level details.

Purpose

The purpose of this report is to:

• Track customer growth and churn trends
• Provide a quick snapshot of customer movement over the selected reporting period. 
• Support high-level business analysis
• Enable comparison of customer acquisition and contraction trends. 

This report is especially useful for stakeholders who need count-based insights instead of revenue-based metrics such as MRR.

Report Metadata

Key Metrics & Definitions

Starting Customers

Number of active customers at the beginning of the period

Definition

• Customers with active subscriptions having recurring charges in prior periods

Formula

New Customers

Customers who started their first subscription in the current period

Criteria

• Subscription starts in the period
• No active subscriptions before this period

Expansion Customers

Customers who:

• Continue to have active subscriptions AND
• Either:
  • Added new subscriptions OR
  • Increased MRR in existing subscriptions

Contraction Customers

Customers who:

• Still remain active AND
• Either:
  • Cancelled part of subscriptions OR
  • Decreased MRR

Churn Customers

Customers whose recurring subscriptions end during the reporting period and who have no remaining active recurring subscriptions. 

Criteria

• Subscription ends in the period
• No active subscriptions after this period

Ending Customers

Number of active customers at the end of the period

Formula

Also:

Data Rules & Logic

Inclusion Criteria

• Only customers with recurring subscription charges (MRR > 0)

Exclusion

• Customers without recurring subscriptions
• One-time charges

Note: Customers with zero MRR are excluded from the customer movement calculations. 

Important Behavior Notes

• Expansion & Contraction customers are NOT part of the ending formula
• Customer movement categories are determined based on recurring subscription (MRR) activity rather than total revenue. 
• A customer can:
  • Be counted in Expansion/Contraction
  • Still remain in Ending Customers
• These are movement indicators, not additive counts

Filters

You can:

• Filter by:
  • Customer fields (Region, Segment, etc.)
  • Subscription fields (Plan, Product, Status, etc.)
• Add custom dimensions
• Apply advanced filters across both entities

Sample Report Output