If your customer count looks stable but revenue feels unpredictable, or you’re constantly asking, “Are we actually growing?”, this dashboard gives you a straight answer. Instead of guessing from occupancy or scanning memberships one by one, you can see who stayed, who left, who expanded, and what that did to your revenue.

The Retention & Churn Dashboard aggregates your membership and revenue data monthly and organizes it into clear retention, churn, and growth metrics. It helps you understand stability, risk, and long-term customer value across all plans and locations, so you can act before churn impacts your numbers.

All reports aggregate data monthly. Selecting any date within a month returns data for the entire month. For example, filtering a dashboard to show data from March 15 to May 2 will display aggregated data for March, April, and May.

You can drill into each metric and visualization shown on the dashboard. For example, if 5 members have left in one month, you can click on the value -5 to get a list of those 5 churned customers.

You can control which customer types are considered "new" when calculating the dashboard metrics. If you wish to include returning customers in the calculations, set "Consider Returning Customers New" to Yes.

At the top of the dashboard, there are 4 widgets with summarized membership information for the selected time period:

All reports aggregate data monthly. Selecting any date within a month selects the data for the whole month. For example, filtering a dashboard to show data from March 15 to May 2 will display aggregated data for March, April, and May.

When a price adjustment is applied to a membership, the existing membership is ended, and a new membership record is created with the adjusted price, effective from the specified date.

However, this change does not count as a new or expiring membership—it is treated as a continuation of the same membership for retention and churn calculations.

This visualization compares retained revenue to total active revenue for the selected time period, broken down by month. Retained revenue includes only memberships that were active in the previous month and remain active in the current month, while total active revenue includes all active memberships in the month, including new, retained, expanded, contracted, and lost revenue. This comparison helps track revenue stability and growth trends over time.

This visualization compares retained customers to total active customers for the selected time period, broken down by month. Retained customers are those who were active in the previous month and remain active in the current month, while total active customers include all customers with an active membership in the current month, including new, retained, returning, and lost customers. This comparison helps track customer retention and overall growth trends over time.

This chart shows a monthly outline of the net growth of your membership revenue, broken down by bucket:

You can also control the metrics shown on the column charts. For example, suppose you are only interested in comparing the new and lost revenue for the selected timeframe. In that case, you can click the names of the other metrics on the chart legend to deselect them and remove them from the visualization.

Remember that the Membership Revenue visualized on this graph is intentionally not prorated. It shows you a realistic breakdown of each category. For example, suppose you have a company that starts mid-month; we prorate it. In that case, we might mislead you that the New revenue is significantly lower this month, but that the Expansion revenue next month is considerably higher.

This chart shows the monthly number of new and lost customers.

Customers are considered:

The Retention Insights by Plan Type section combines retention and customer value metrics to provide a comprehensive view of plan performance. It includes Retention Insights by Plan Type, showing retained, new, returning, and lost (churned) customers, along with revenue movements such as new, expansion, contraction, and lost revenue.

It also incorporates Lifetime Value & Tenure Metrics by Plan Type, summarizing total membership revenue to date, plan average lifetime value per customer, plan average length of stay, and plan average monthly revenue. Together, these visualizations help teams analyze how different plans contribute to customer retention, longevity, and overall revenue generation over time, offering both behavioral and financial insights.

Retained revenue for the selected time period, broken down by month and plan type. It includes only revenue from memberships that were active in the previous month and remain active in the current month. It does not include new revenue, expansions, contractions, or lost revenue.

Total revenue from new customers for the selected time period, broken down by month and plan type.

Total revenue from lost customers for the selected time period, broken down by month and plan type. A customer is considered lost in the month with no active memberships—the month following their last active month.

The total expansion revenue for the selected time period, broken down by month and plan type. Calculated by subtracting each customer’s plan membership revenue in the previous month from their plan membership revenue in the current month, then summing these differences across all customers.

The total contraction revenue for the selected time period, broken down by month and plan type. Calculated by subtracting each customer’s plan membership revenue in the current month from their plan membership revenue in the previous month, then summing these differences across all customers.

Retained customers for the selected time period, broken down by month and plan type. This includes only customers who had an active membership in the previous month and remain active in the current month. It does not include new, returning, or lost customers.

New customers for the selected time period, broken down by month and plan type. This includes only customers who joined for the first time in the month (returning customers can be included if the “Consider Returning Customers New” filter is applied).

Total number of lost customers for the selected time period, broken down by month and plan type. A customer is considered lost in the month with no active memberships—the month following their last active month.

A summary view of customer value and behavior by plan type, including total membership revenue to date, plan average lifetime value per customer, plan average length of stay, and plan average monthly revenue. This table helps compare how different plan types contribute to retention, customer longevity, and overall revenue generation over time.

Note: Plan Average Lifetime Value is expected to differ from overall Average Lifetime Value per Customer (summary chart at the top of the dashboard) because a single customer can have memberships in multiple plans. For example, if Customer A was on both Plan X and Plan Y, they are counted in the averages for each plan, while the overall LTV counts each customer only once. Plan averages can be compared to the overall customer average at the top of the dashboard as a benchmark for plan performance.

This table summarizes the totals shown across the dashboard visualizations and provides a monthly breakdown. Each total can be clicked to see a list of members who make it up.

The table cells are highlighted in different colors based on the identified trend. For example, if the active memberships revenue for the current month is greater than the revenue for the previous month, the cell will be formatted in a darker shade of green.

The metrics included in the table are:

The whole dashboard has been recently reworked and significantly enhanced.

In the Retention Totals table: