# Understand your revenue (https://www.getfounderhq.com/docs/analytics/guides/understand-your-revenue)

Revenue in Analytics comes from the payment accounts you connected. This
page explains what each number means. To connect an account, see
[Revenue](/analytics/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](/analytics/guides/read-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](https://app.getfounderhq.com/?openSettings=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](/analytics/concepts/attribution).

## Change how payments are credited

Open [Analytics → Settings](https://app.getfounderhq.com/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](https://app.getfounderhq.com/analytics/people) and choose the
**Revenue** tab. It shows their MRR, their lifetime total, when they
started paying, and every payment and refund.