Agency Dashboard - SaaS Analytics & MRR

Modified on: Tue, 16 Dec, 2025 at 5:03 AM

This article focuses on the SaaS Analytics tab in the Agency Dashboard and explains how to use it for day‑to‑day SaaS decision‑making. It also covers Monthly Recurring Revenue (MRR), including how MRR is defined, calculated, and visualized.

TABLE OF CONTENTS

What is the SaaS Analytics in the Agency Dashboard?
Key Benefits of the SaaS Analytics Tab
How to Access and Read SaaS Analytics
State Transitions → MRR Type
Subscription Status Meanings
What’s Included vs Excluded in HighLevel MRR
Methodology & Currency Handling
Frequently Asked Questions
Related Articles

What is the SaaS Analytics in the Agency Dashboard?

Access requirement: SaaS Analytics is available exclusively to agencies on the $497 (Pro) plan.

SaaS Analytics centralizes subscription KPIs so you can understand growth, retention, and plan performance at a glance. It aggregates revenue trends, MRR components, customer counts, plan mix, and cohorts to help you identify what’s working and where to intervene.

The SaaS Analytics tab gives agencies a deep analytical view of their SaaS business on HighLevel. It combines revenue and customer metrics with plan-level insights and cohorts so you can monitor MRR, churn, upgrades/downgrades, ARPA, and more—all in one place.

Key Benefits of the SaaS Analytics Tab

Visibility: Track MRR, Total SaaS Revenue, MRR by Plan, churn, upgrades, downgrades, cohorts, and ARPA in one view.
Better decisions: Evaluate plan design and pricing by watching MRR by Plan and ARPA trends.
Growth focus: Spot Expansion and Reactivation opportunities quickly.
Risk control: Detect Contraction and Churn early and act with targeted retention steps.
Operational efficiency: Event-based calculations reduce manual reconciliation and reliance on external tools.

How to Access and Read SaaS Analytics

Subscriptions must be created and managed in HighLevel to appear in SaaS Analytics.

Login to your Agency account.
Navigate to Agency Dashboard > SaaS.
Click on the Product button to filter by existing SaaS products.
Use the Date Range finder to filter by particular time span.
Click on the Reload button to refresh the data.
Click on Export to send a CSV file to the selected users. It usually takes 7 - 10 minutes.
Go through the MRR Components
- MRR: total monthly recurring revenue.
- New MRR: first-time paid subscriptions or trial conversions.
- Expansion MRR: upgrades or added recurring value.
- Contraction MRR: downgrades or recurring value reductions.
- Churned MRR: cancellations or full lapses.
- Reactivation MRR: previously cancelled/paused subscriptions returning to paid.
Total SaaS Customers and Revenue by month.
Total MRR by Month and Amount & Average Revenue Per Account(ARPA).
MRR by Plan. (Monthly Recurring Revenue coming from individual SaaS plan).
Customer Plan Expansion/Contraction (Upgrades/Downgrades) by Month and Number of Customers.
Net MRR Churn Rate – The percentage of monthly recurring revenue lost from existing customers (after accounting for upgrades/expansions) over a given period.
Plan-Wise Customer Distribution – How your total customers are split across different subscription plans.

State Transitions → MRR Type

From → To	Maps to	Notes
Trialing → Active (paid)	New MRR	First paid month after trial.
None → Active (new paid)	New MRR	First-time purchase without trial.
Active → Active (higher plan)	Expansion MRR	Upgrade or increased recurring value.
Active → Active (lower plan)	Contraction MRR	Downgrade or reduced recurring value.
Active → Cancelled	Churned MRR	Cancellation at period end or immediate per policy.
Cancelled/Paused → Active	Reactivation MRR	Subscription returns to paid/active.

Subscription Status Meanings

Status determines whether revenue is counted and how it appears in components.

Status	Meaning	Counted in MRR?
Active	Current paid subscription in good standing.	Yes
Past Due	Payment failed; grace logic may apply.	Yes, until cancellation per policy
Trialing	Free/discounted trial before first payment.	No (until paid)
Paused	Temporarily suspended at customer/agency action.	No, unless reactivated
Cancelled	Ended subscription; no active billing.	No (contributes to churn when it occurs)
Unpaid/Incomplete	Payment setup incomplete or unpaid.	No

What’s Included vs Excluded in HighLevel MRR

Scope clarity prevents confusion when comparing to other tools.

Included

SaaS subscriptions created and managed within HighLevel.
Recurring charges normalized to a monthly value (e.g., annual divided by 12).

Excluded

Subscriptions billed outside HighLevel (e.g., direct Stripe items not managed in HighLevel).
One-time charges, setup fees, and usage-only nonrecurring items.

Methodology & Currency Handling

Consistent methods and currency treatment ensure comparable, auditable results.

Event-based MRR: MRR changes are recorded from subscription lifecycle events (new, upgrade, downgrade, cancel, reactivate). This yields auditable New/Expansion/Contraction/Churned/Reactivation values.
Improved accuracy backend: MRR and churn calculations run on our updated backend for higher accuracy and consistency.
Currency normalization: Values are normalized in USD for consistency. Multi-currency is not included in MRR totals unless otherwise noted.
Why numbers differ from other tools: Inclusion logic, timing, proration, and currency handling vary. HighLevel measures only subscriptions managed within HighLevel and normalizes to monthly values using an event-based approach.

Frequently Asked Questions

Q: Who can access the SaaS Analytics tab?

Agencies on the $497 (Pro) plan).

Q: Do trials count toward MRR?

No. MRR starts when the subscription becomes paid/active.

Q: Are one-time charges or setup fees included?

No. Only recurring subscription amounts normalized to a monthly value are included.

Q: How do upgrades and downgrades show up?

Upgrades appear as Expansion MRR; downgrades appear as Contraction MRR.

Q: What counts as churned MRR?

Monthly value from subscriptions that cancel or fully lapse.

Q: Can cancelled accounts be counted again?

Yes. When they resume a paid subscription, the monthly value is Reactivation MRR.

Q: What currency are values shown in?

USD normalization.

Q: Do paused subscriptions count?

No, while paused. If they return to paid/active, that contributes to Reactivation MRR.