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Agency Dashboard - SaaS Analytics & MRR

Learn to use GHL Customer Care’s SaaS Analytics to track MRR, churn, cohorts, ARPA, and plan performance. Learn access, setup, and methodology. Pro plan required.

6 min read1,265 words8 explained imagesUpdated Mon, 17 Aug at 3:41 PM
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On this page
  1. Key Benefits of the SaaS Analytics Tab
  2. Understanding Your SaaS Metrics
  3. How to Access and Read SaaS Analytics
  4. State Transitions → MRR Type
  5. Subscription Status Meanings
  6. What’s Included vs Excluded in GHL Customer Care MRR
  7. Methodology & Currency Handling
  8. Frequently Asked Questions
  9. Related Articles

This article focuses on the SaaS Analytics tab in the Agency Dashboard and explains how to use it for day‑to‑day SaaS decision‑making. It also covers Monthly Recurring Revenue (MRR), including how MRR is defined, calculated, and visualized.

TABLE OF CONTENTS

What is the SaaS Analytics in the Agency Dashboard?

Access requirement: SaaS Analytics is available exclusively to agencies on the $497 (Pro) plan.

SaaS Analytics centralizes subscription KPIs so you can understand growth, retention, and plan performance at a glance. It aggregates revenue trends, MRR components, customer counts, plan mix, and cohorts to help you identify what’s working and where to intervene.

The SaaS Analytics tab gives agencies a deep analytical view of their SaaS business on GHL Customer Care. It combines revenue and customer metrics with plan-level insights and cohorts so you can monitor MRR, churn, upgrades/downgrades, ARPA, and more—all in one place.

Key Benefits of the SaaS Analytics Tab

  • Visibility: Track MRR, Total SaaS Revenue, MRR by Plan, churn, upgrades, downgrades, cohorts, and ARPA in one view.

  • Better decisions: Evaluate plan design and pricing by watching MRR by Plan and ARPA trends.

  • Growth focus: Spot Expansion and Reactivation opportunities quickly.

  • Risk control: Detect Contraction and Churn early and act with targeted retention steps.

  • Operational efficiency: Event-based calculations reduce manual reconciliation and reliance on external tools.

Understanding Your SaaS Metrics

Use the metrics in SaaS Analytics to understand how your recurring revenue and customer base are changing over time.

MetricWhat it meansWhy it matters
MRRThe monthly recurring revenue generated from eligible active SaaS subscriptions. Recurring charges are normalized to a monthly value.Shows the current size of your recurring SaaS revenue base.
New MRRRecurring revenue generated from customers starting a paid SaaS subscription for the first time.Helps you understand revenue growth from newly acquired customers.
Expansion MRRAdditional recurring revenue generated when an existing customer increases their subscription value, such as by moving to a higher-priced plan.Shows how much recurring revenue is growing within your existing customer base.
Contraction MRRRecurring revenue lost when an existing customer moves to a lower subscription value without fully canceling.Helps identify revenue decreases caused by downgrades or reduced subscription value.
Churned MRRRecurring revenue lost when an existing paid subscription ends.Shows how much recurring revenue is being lost through customer churn.
Reactivation MRRRecurring revenue restored when a previously inactive SaaS subscription becomes active again.Helps track revenue recovered from returning customers.
Total SaaS RevenueThe total SaaS revenue generated during the selected reporting period.Provides a broader view of SaaS revenue alongside recurring revenue metrics such as MRR.
Total SaaS CustomersThe number of SaaS customers represented in the selected reporting period.Helps you track the size and growth of your SaaS customer base.
ARPAAverage Revenue Per Account shows the average revenue generated per SaaS account.Helps you understand the average value of your SaaS customers and how that value changes over time.
Net MRR Churn RateMeasures the recurring revenue lost from existing customers after accounting for revenue gained through expansion.Helps you understand whether growth from existing customers is offsetting revenue lost through churn and contraction.

How to Access and Read SaaS Analytics

Subscriptions must be created and managed in GHL Customer Care to appear in SaaS Analytics.

  1. Login to your Agency account.

  2. Navigate to Agency Dashboard > SaaS.

    Step 2 of 13: Navigate to Agency Dashboard > SaaS What this shows Step 2 of 13: Navigate to Agency Dashboard > SaaS. What this shows Shows where to go for step 2 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". This screenshot accompanies step 2 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". At this point in the walkthrough you navigate to Agency Dashboard > SaaS. For context, this section explains: Subscriptions must be created and managed in GHL Customer Care to appear in SaaS Analytics. The navigation path used here is Agency Dashboard > SaaS. The next step is to click on the Product button to filter by existing SaaS products. Step 2 of 13Path: Agency Dashboard > SaaSImage 1 of 8 Where to goNavigate to Agency Dashboard > SaaS.
    Buttons and menus referenced Agency DashboardSaaSAgencyProductDateRangefinderReloadExportMRRCustomersRevenue
    Next stepClick on the Product button to filter by existing SaaS products.
    All 13 steps in this procedure
    1. Login to your Agency account.
    2. Navigate to Agency Dashboard > SaaS. this image
    3. Click on the Product button to filter by existing SaaS products.
    4. Use the Date Range finder to filter by particular time span.
    5. Click on the Reload button to refresh the data.
    6. Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
    7. Go through the MRR Components
    8. Total SaaS Customers and Revenue by month.
    9. Total MRR by Month and Amount & Average Revenue Per Account(ARPA).
    10. MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    11. Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    12. Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
    13. Plan-Wise Customer Distribution – How your total customers are split across different subscription plans.

  3. Click on the Product button to filter by existing SaaS products.

  4. Use the Date Range finder to filter by particular time span.

  5. Click on the Reload button to refresh the data.

  6. Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
    Step 6 of 13: Click on Export to send a CSV file to the selected users. It usually… What this shows Step 6 of 13: Click on Export to send a CSV file to the selected users. What this shows Shows what to click for step 6 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". This animation accompanies step 6 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". At this point in the walkthrough you click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes. The navigation path used here is Agency Dashboard > SaaS. The next step is to go through the MRR Components. Step 6 of 13Path: Agency Dashboard > SaaSImage 2 of 8 What to clickClick on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
    Buttons and menus referenced ExportAgencyAgency DashboardSaaSProductDateRangefinderReloadMRRCustomersRevenue
    Next stepGo through the MRR Components
    All 13 steps in this procedure
    1. Login to your Agency account.
    2. Navigate to Agency Dashboard > SaaS.
    3. Click on the Product button to filter by existing SaaS products.
    4. Use the Date Range finder to filter by particular time span.
    5. Click on the Reload button to refresh the data.
    6. Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes. this image
    7. Go through the MRR Components
    8. Total SaaS Customers and Revenue by month.
    9. Total MRR by Month and Amount & Average Revenue Per Account(ARPA).
    10. MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    11. Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    12. Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
    13. Plan-Wise Customer Distribution – How your total customers are split across different subscription plans.
  7. Go through the MRR Components
    • MRR: total monthly recurring revenue.
    • New MRR: first-time paid subscriptions or trial conversions.
    • Expansion MRR: upgrades or added recurring value.
    • Contraction MRR: downgrades or recurring value reductions.
    • Churned MRR: cancellations or full lapses.
    • Reactivation MRR: previously cancelled/paused subscriptions returning to paid.
      Step 6 of 6: Reactivation MRR: previously cancelled/paused subscriptions returning… What this shows Step 6 of 6: Reactivation MRR: previously cancelled/paused subscriptions returning to paid. What this shows Shows what this covers for step 6 of 6 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". This screenshot accompanies step 6 of 6 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". At this point in the walkthrough you reactivation MRR: previously cancelled/paused subscriptions returning to paid. Step 6 of 6Image 3 of 8 What this coversReactivation MRR: previously cancelled/paused subscriptions returning to paid.
      Buttons and menus referenced AgencyAgency DashboardSaaSProductDateRangefinderReloadExportMRRCustomersRevenue
      All 6 steps in this procedure
      1. MRR: total monthly recurring revenue.
      2. New MRR: first-time paid subscriptions or trial conversions.
      3. Expansion MRR: upgrades or added recurring value.
      4. Contraction MRR: downgrades or recurring value reductions.
      5. Churned MRR: cancellations or full lapses.
      6. Reactivation MRR: previously cancelled/paused subscriptions returning to paid. this image
  8. Total SaaS Customers and Revenue by month.
    Step 8 of 13: Total SaaS Customers and Revenue by month What this shows Step 8 of 13: Total SaaS Customers and Revenue by month. What this shows Shows what this covers for step 8 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". This screenshot accompanies step 8 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". At this point in the walkthrough you total SaaS Customers and Revenue by month. The navigation path used here is Agency Dashboard > SaaS. The next step is to total MRR by Month and Amount & Average Revenue Per Account(ARPA). Step 8 of 13Path: Agency Dashboard > SaaSImage 4 of 8 What this coversTotal SaaS Customers and Revenue by month.
    Buttons and menus referenced SaaSCustomersRevenueAgencyAgency DashboardProductDateRangefinderReloadExportMRR
    Next stepTotal MRR by Month and Amount & Average Revenue Per Account(ARPA).
    All 13 steps in this procedure
    1. Login to your Agency account.
    2. Navigate to Agency Dashboard > SaaS.
    3. Click on the Product button to filter by existing SaaS products.
    4. Use the Date Range finder to filter by particular time span.
    5. Click on the Reload button to refresh the data.
    6. Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
    7. Go through the MRR Components
    8. Total SaaS Customers and Revenue by month. this image
    9. Total MRR by Month and Amount & Average Revenue Per Account(ARPA).
    10. MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    11. Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    12. Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
    13. Plan-Wise Customer Distribution – How your total customers are split across different subscription plans.
  9. Total MRR by Month and Amount & Average Revenue Per Account(ARPA).
    Step 9 of 13: Total MRR by Month and Amount & Average Revenue Per Account(ARPA) What this shows Step 9 of 13: Total MRR by Month and Amount & Average Revenue Per Account(ARPA). What this shows Shows what this covers for step 9 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". This screenshot accompanies step 9 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". At this point in the walkthrough you total MRR by Month and Amount & Average Revenue Per Account(ARPA). The navigation path used here is Agency Dashboard > SaaS. The next step is to MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan). Step 9 of 13Path: Agency Dashboard > SaaSImage 5 of 8 What this coversTotal MRR by Month and Amount & Average Revenue Per Account(ARPA).
    Buttons and menus referenced MRR by Month and AmountAverage Revenue Per Account(ARPA)AgencyAgency DashboardSaaSProductDateRangefinderReloadExportMRR
    Next stepMRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    All 13 steps in this procedure
    1. Login to your Agency account.
    2. Navigate to Agency Dashboard > SaaS.
    3. Click on the Product button to filter by existing SaaS products.
    4. Use the Date Range finder to filter by particular time span.
    5. Click on the Reload button to refresh the data.
    6. Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
    7. Go through the MRR Components
    8. Total SaaS Customers and Revenue by month.
    9. Total MRR by Month and Amount & Average Revenue Per Account(ARPA). this image
    10. MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    11. Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    12. Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
    13. Plan-Wise Customer Distribution – How your total customers are split across different subscription plans.
  10. MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    Step 10 of 13: MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS… What this shows Step 10 of 13: MRR by Plan. What this shows Shows what this covers for step 10 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". This screenshot accompanies step 10 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". At this point in the walkthrough you MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan). The navigation path used here is Agency Dashboard > SaaS. The next step is to customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers. Step 10 of 13Path: Agency Dashboard > SaaSImage 6 of 8 What this coversMRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    Buttons and menus referenced MRRbyPlanAgencyAgency DashboardSaaSProductDateRangefinderReloadExport
    Next stepCustomer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    All 13 steps in this procedure
    1. Login to your Agency account.
    2. Navigate to Agency Dashboard > SaaS.
    3. Click on the Product button to filter by existing SaaS products.
    4. Use the Date Range finder to filter by particular time span.
    5. Click on the Reload button to refresh the data.
    6. Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
    7. Go through the MRR Components
    8. Total SaaS Customers and Revenue by month.
    9. Total MRR by Month and Amount & Average Revenue Per Account(ARPA).
    10. MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan). this image
    11. Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    12. Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
    13. Plan-Wise Customer Distribution – How your total customers are split across different subscription plans.
  11. Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    Step 11 of 13: Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and… What this shows Step 11 of 13: Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers. What this shows Shows what this covers for step 11 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". This screenshot accompanies step 11 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". At this point in the walkthrough you customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers. The navigation path used here is Agency Dashboard > SaaS. The next step is to net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period. Step 11 of 13Path: Agency Dashboard > SaaSImage 7 of 8 What this coversCustomer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    Buttons and menus referenced Customer Plan Expansion/ContractionAgencyAgency DashboardSaaSProductDateRangefinderReloadExportMRRCustomers
    Next stepNet MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
    All 13 steps in this procedure
    1. Login to your Agency account.
    2. Navigate to Agency Dashboard > SaaS.
    3. Click on the Product button to filter by existing SaaS products.
    4. Use the Date Range finder to filter by particular time span.
    5. Click on the Reload button to refresh the data.
    6. Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
    7. Go through the MRR Components
    8. Total SaaS Customers and Revenue by month.
    9. Total MRR by Month and Amount & Average Revenue Per Account(ARPA).
    10. MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    11. Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers. this image
    12. Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
    13. Plan-Wise Customer Distribution – How your total customers are split across different subscription plans.

  12. Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.

  13. Plan-Wise Customer Distribution – How your total customers are split across different subscription plans.

    Step 13 of 13: Plan-Wise Customer Distribution – How your total customers are split… What this shows Step 13 of 13: Plan-Wise Customer Distribution – How your total customers are split across different subscription plans. What this shows Shows what this covers for step 13 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". This screenshot accompanies step 13 of 13 in the "How to Access and Read SaaS Analytics" section of "Agency Dashboard - SaaS Analytics & MRR". At this point in the walkthrough you plan-Wise Customer Distribution – How your total customers are split across different subscription plans. The navigation path used here is Agency Dashboard > SaaS. Step 13 of 13Path: Agency Dashboard > SaaSImage 8 of 8 What this coversPlan-Wise Customer Distribution – How your total customers are split across different subscription plans.
    Buttons and menus referenced Plan-Wise Customer DistributionAgencyAgency DashboardSaaSProductDateRangefinderReloadExportMRRCustomers
    All 13 steps in this procedure
    1. Login to your Agency account.
    2. Navigate to Agency Dashboard > SaaS.
    3. Click on the Product button to filter by existing SaaS products.
    4. Use the Date Range finder to filter by particular time span.
    5. Click on the Reload button to refresh the data.
    6. Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
    7. Go through the MRR Components
    8. Total SaaS Customers and Revenue by month.
    9. Total MRR by Month and Amount & Average Revenue Per Account(ARPA).
    10. MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
    11. Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
    12. Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
    13. Plan-Wise Customer Distribution – How your total customers are split across different subscription plans. this image

State Transitions → MRR Type

From → ToMaps toNotes
Trialing → Active (paid)New MRRFirst paid month after trial.
None → Active (new paid)New MRRFirst-time purchase without trial.
Active → Active (higher plan)Expansion MRRUpgrade or increased recurring value.
Active → Active (lower plan)Contraction MRRDowngrade or reduced recurring value.
Active → CancelledChurned MRRCancellation at period end or immediate per policy.
Cancelled/Paused → ActiveReactivation MRRSubscription returns to paid/active.

Subscription Status Meanings

Status determines whether revenue is counted and how it appears in components.

StatusMeaningCounted in MRR?
ActiveCurrent paid subscription in good standing.Yes
Past DuePayment failed; grace logic may apply.Yes, until cancellation per policy
TrialingFree/discounted trial before first payment.No (until paid)
PausedTemporarily suspended at customer/agency action.No, unless reactivated
CancelledEnded subscription; no active billing.No (contributes to churn when it occurs)
Unpaid/IncompletePayment setup incomplete or unpaid.No

What’s Included vs Excluded in GHL Customer Care MRR

Scope clarity prevents confusion when comparing to other tools.

Included

  • SaaS subscriptions created and managed within GHL Customer Care.

  • Recurring charges normalized to a monthly value (e.g., annual divided by 12).

Excluded

  • Subscriptions billed outside GHL Customer Care (e.g., direct Stripe items not managed in GHL Customer Care).

  • One-time charges, setup fees, and usage-only nonrecurring items.

Methodology & Currency Handling

Consistent methods and currency treatment ensure comparable, auditable results.

  • Event-based MRR: MRR changes are recorded from subscription lifecycle events (new, upgrade, downgrade, cancel, reactivate). This yields auditable New/Expansion/Contraction/Churned/Reactivation values.

  • Improved accuracy backend: MRR and churn calculations run on our updated backend for higher accuracy and consistency.

  • Currency normalization: Values are normalized in USD for consistency. Multi-currency is not included in MRR totals unless otherwise noted.

  • Why numbers differ from other tools: Inclusion logic, timing, proration, and currency handling vary. GHL Customer Care measures only subscriptions managed within GHL Customer Care and normalizes to monthly values using an event-based approach.

Frequently Asked Questions

Q: Who can access the SaaS Analytics tab?

Agencies on the $497 (Pro) plan).

Q: Do trials count toward MRR?

No. MRR starts when the subscription becomes paid/active.

Q: Are one-time charges or setup fees included?

No. Only recurring subscription amounts normalized to a monthly value are included.

Q: How do upgrades and downgrades show up?

Upgrades appear as Expansion MRR; downgrades appear as Contraction MRR.

Q: What counts as churned MRR?

Monthly value from subscriptions that cancel or fully lapse.

Q: Can cancelled accounts be counted again?

Yes. When they resume a paid subscription, the monthly value is Reactivation MRR.

Q: What currency are values shown in?

USD normalization.

Q: Do paused subscriptions count?

No, while paused. If they return to paid/active, that contributes to Reactivation MRR.

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