Analyze overview and revenue

Overview is organized into four sections:

• Revenue: MRR (active recurring revenue volume from CRM), ARR (MRR × 12), ARPU (revenue per active customer), and the estimated net change in MRR (new revenue minus estimated churn).
• SaaS Health: estimated churn rate (lost relative to closed deals), estimated customer lifetime value, average deal size, and stickiness (average daily active users relative to unique visitors in the period).
• Acquisition & Pipeline: pipeline MRR with a coverage factor, win rate, pipeline velocity (expected new revenue per period), and the lead-to-customer conversion rate.
• Product & Traffic: unique visitors, page views, average daily active users, and a detected sign-up event, followed by session duration, bounce rate, stickiness, and pages per visitor. This section only appears with a connected analytics integration.

Below that, an area chart shows the visitor trend over the chosen period, followed by tiles for every tracked event configured in settings.

Tiles that can't be calculated show a dash instead of a number — for example ARPU with no active customers, or stickiness with no visitor data. Without a connected analytics integration, the Product & Traffic section is hidden entirely, with a note linking to settings.

The Revenue tab shows four tiles (active MRR, ARR, win rate, pipeline MRR with a weighted value), followed by the pipeline funnel: a bar overview of leads by stage (Possible, Lead, Contacted, Demo, Proposal, Invited, Active) with counts and, where set, a monthly revenue value per stage.

Below the pipeline funnel, in the same tab, the full Lead Engine dashboard follows, with segments, sources, hygiene metrics, and mailbox sync.

→ Understand the Lead Engine dashboard