Understand your revenue
How FounderHQ counts revenue, MRR, and refunds, and how it decides which channel earned a payment.
Revenue in Analytics comes from the payment accounts you connected. This page explains what each number means. To connect an account, see Revenue.
Revenue
Revenue for a period is new revenue plus renewals, minus refunds.
| Part | What it is |
|---|---|
| New revenue | A customer's first payment |
| Renewals | Later payments of a subscription |
| Refunds | Refunds and lost disputes. They are subtracted. |
A payment counts on the day the money moved, not on the day FounderHQ heard about it.
MRR
Click the Revenue tile on the Overview. A green line shows your MRR: your monthly recurring revenue at the end of each day, week, or month.
MRR is a level, not a sum. Hover a point to see what moved it:
| Line | Meaning |
|---|---|
| New | Subscriptions that started |
| Expansion | Customers who moved to a higher price |
| Contraction | Customers who moved to a lower price |
| Churned | Subscriptions that ended |
| Reactivated | Customers who came back |
A subscription in a currency FounderHQ has no exchange rate for is left out of MRR, and the Overview tells you how many.
All amounts are shown in your reporting currency. Each payment is converted at its own day's rate. Set the currency in Settings → Organization.
Which channel earned a payment
FounderHQ links each payment to the person who paid, then looks at their visits. It gives you two answers.
| Answer | The visit it credits |
|---|---|
| Closed by | The last visit before the payment |
| Introduced by | The visit that first brought them |
A blog post that brought someone six weeks ago and an ad they clicked yesterday both did work. One answer would hide one of them.
To switch, rank the Channel card on the Overview by Revenue, then use the menu in its center. Closed by is shown first.
The rules
- Only a visit with a real source counts: a search, a link, a campaign, an ad. A direct visit does not, and neither does a move between two of your own pages.
- FounderHQ looks back 90 days from the payment. You can set 30, 60, or 180 days instead.
- A payment with no source in that time is Direct.
- A payment FounderHQ cannot link to anyone shows as Not linked to a visit. It still counts in your revenue.
Details are in Attribution.
Change how payments are credited
Open Analytics → Settings and find Attribution.
| Setting | Choices |
|---|---|
| Revenue owner | Individual: the person who paid. Organization: the company they work for. |
| Attribution window | 30, 60, 90, or 180 days |
Changing the window recalculates your existing payments.
Revenue of one person
Open a person in Analytics → People and choose the Revenue tab. It shows their MRR, their lifetime total, when they started paying, and every payment and refund.