Analytics Deep Dive - MRR, Churn & Growth Metrics

Make the most of ClientFlow's analytics. Learn what each analytics tab measures, how to read your collection and client numbers, and how to use trends and forecasts to plan.

Introduction

ClientFlow's analytics go beyond basic reports. This deep dive shows you what each tab measures, how the main figures are calculated, and how to use them to run your business on facts instead of guesses.

Requirements: Analytics starts on the Starter plan (basic analytics). Advanced analytics, such as the revenue forecast, the Insights tab and the report builder, needs PRO. The more months of payments and appointments you have recorded, the more the trends and forecasts have to work with.

The Overview Tab: Key Figures

The Overview tab leads with these five figures:

Figure	What It Measures
Collection Rate	How much of what was expected has actually been collected
Total Collected	The amount received
Pending	The amount still outstanding
Avg Payment Speed	How many days clients typically take to pay
Health Score	A summary of how healthy your payment picture looks

The Client Retention card on the same tab also shows how many of your clients are active, out of your total.

Pro Tip: Don't track everything at once. Start with 3-5 figures that fit your stage (getting started: new clients and collection rate; established: retention and revenue trend).

The Other Analytics Tabs

Tab	What It Shows
Client Analysis	Client health scores, client segments by payment rate (Excellent, Good, Needs Attention, At Risk), a client value matrix (Champions, Loyal, Needs Attention, Churning), your top clients and the clients that need attention
Growth	Net growth, new and churned clients, retention rate, acquisition sources and a cohort retention table
Performance	Appointment completion rate, no-show rate, task completion, average appointments per client, a busiest-times map and your top-performing clients
Compare	This month against last month, this quarter against last quarter, or this year against last year, for revenue, collection rate, clients, overdue payments, payments and appointments
Forecast (PRO)	Expected revenue for the next 3, 6 or 12 months, based on your active clients and your historical collection rate, with a confidence level
Insights (PRO)	A business health score out of 100, achievements, recommendations, a year-over-year comparison and seasonal patterns
Reports	The custom report builder (PRO) and emailed reports

Monthly Recurring Revenue (MRR)

What is MRR? Predictable monthly income from recurring clients. In ClientFlow it is a metric you can add to a custom report (PRO).

MRR = sum of the monthly amount set on each active client
ARR = MRR × 12

Example (illustrative numbers):
10 clients at $100/month = $1,000
5 clients at $150/month = $750
MRR: $1,750
ARR: $21,000

What Counts Toward MRR

Only clients who are active and have a monthly amount set
Only clients billed in your main currency; other currencies are left out rather than added together
Marking a client Inactive removes them from MRR

Client Retention Analysis

ClientFlow counts a client as churned when you mark them Inactive. That makes the figures only as good as your client statuses.

Retention Rate

Retention Rate = (Total Clients - Clients marked Inactive this month) ÷ Total Clients × 100

Example (illustrative numbers):
Total clients: 100
Marked Inactive in January: 4
Retention: (100 - 4) ÷ 100 = 96%

The Growth tab shows this alongside new clients, churned clients and net growth, and charts the trend over time.

Pro Tip: Keep client statuses up to date. A client who has stopped coming but is still marked Active makes your retention look better than it is.

Lifetime Value (LTV)

Each client's profile shows how much they have paid in total. The Analytics tabs do not include a lifetime-value report, so here is a quick back-of-the-envelope estimate you can work out yourself:

Estimated LTV = average monthly revenue per client ÷ monthly churn rate

Example (illustrative numbers):
Average revenue per client: $100/month
Monthly churn: 5% (0.05)
Estimated LTV = $100 ÷ 0.05 = $2,000

ClientFlow does not track what it costs you to win a client, so it cannot show an LTV-to-acquisition-cost ratio.

Cohort Analysis

The Growth tab groups clients by the month they were added and shows, for each later month, how many of them still had a payment recorded. It helps you see whether newer clients stay as long as older ones. The table below shows the idea with example numbers; yours will differ.

Signup Month	Month 0	Month 1	Month 2	Month 3	Month 6
Jan (example)	100%	92%	87%	83%	75%
Feb (example)	100%	95%	91%	88%	82%
Mar (example)	100%	93%	89%	85%	-

Pro Tip: Compare cohorts from before and after a major change (new pricing, a new onboarding process). If later cohorts hold up better, the change may have helped, though other factors can matter too.

Performance and Busiest Times

The Performance tab shows your appointment completion rate and no-show rate, how many appointments each client has on average, and a heat map of when your appointments are most concentrated. Use the busiest-times map to decide where to add or protect availability in Settings → Availability.

Custom Reports (PRO)

For the figures you want to see again and again, build a custom report from the list of ready-made metrics, pick a date range and a chart, and save it. See the Custom Report Builder guide for the steps.

Next Steps

Use analytics to:

Make data-driven decisions - Look at your own numbers before you guess
Identify growth opportunities - Focus on what the data shows is working
Catch at-risk clients early - Client Analysis flags them
See your busiest times - Plan your availability around them
Look ahead - Use the forecast (PRO) as a planning aid, not a promise

Read time: ~15 minutes | Difficulty: Advanced