Revenue Atlas

The problem

Revenue growth alone does not show whether a subscription business is acquiring customers, expanding existing accounts or losing recurring revenue through churn.

How it works

Revenue Atlas links customers, subscriptions, monthly invoices and cancellations. A deterministic dataset models 600 fictional accounts from January 2023 through December 2025. Reporting-month, region, segment and acquisition-channel filters apply consistently across the overview, revenue bridge, retention cohorts and account explorer.

What to explore

• Executive overview of MRR, annualized run rate and net revenue retention
• Revenue bridge separating new business, expansion, contraction and churn
• Customer and revenue cohort heatmaps with unobserved months left blank
• Searchable accounts with monthly balances and supporting invoices
• Filtered CSV exports and linked source tables with explicit metric definitions

Why these choices matter

The revenue bridge reconciles opening MRR plus new business and expansion, less contraction and churn, to closing MRR. Net revenue retention follows the opening customer base and excludes new customers. Cohort views compare customers at the same age, while blank cells distinguish future observations from zero retention. Account histories and invoice exports make the summaries traceable.

Designed to be checked

Twelve automated checks cover invoice relationships, cancellation timing, monthly revenue reconciliation, independently calculated metric examples, cohort observation limits and app interactions. The first month has no opening revenue base, so retention is shown as unavailable.

Annualized run rate means current MRR multiplied by twelve. It is not realized annual revenue or a forecast. The simplified monthly billing model excludes annual contracts, taxes, refunds and reactivations.