The formula for calculating Churn Rate is:

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The ROAS value does not need to be calculated manually, as in the case of ROI. Simply select "Clicks" in the report settings and the "Return on investment in advertising" column will be displayed in the data table.

To determine ROAS in Yandex Direct, you need to know the same numbers as when calculating ROI. That is, go to the report "E-Commerce" - "Orders".

Monthly Recurring Revenue (MRR)
This is a significant indicator for subscription platforms. MRR is the price paid by visitors per month of using the program.

Calculation formula:

MRR = number of clients * average revenue per client for a given period (ARPU).

Based on MRR, regular income for the year is determined. To do this, the resulting value is multiplied by 12.

You can view MRR information:

in regular financial statements;
in customer payment statements;
in the CRM system.
The metric is used in SaaS projects that offer software by uk telegram data subscription. It allows you to compare the profit received from customers with the costs of attracting them.

Churn Rate
This metric shows how many users stopped being clients of the company during a specific period, for example, refused service.


Churn Rate = [(number of customers at the beginning of the period – number of customers at the end of the period) / Number of customers at the beginning of the period] * 100%.

Bystatistics, the average Churn Rate is 2-8%. A rate of up to 2% of MRR is considered low. Moreover, the younger the company, the more often customers leave it.

If the Churn Rate is negative, it may indicate that the number of customers increased at the end of the period.