Understanding Monthly Recurring Revenue (MRR) in the Agency Dashboard

TABLE OF CONTENTS

• 1. What Is MRR?
• 2. Where to Find MRR on the Agency Dashboard
• 3. How HighLevel Calculates MRR
  • 3.1 New MRR → New Revenue Starts
  • 3.2 Expansion MRR → Revenue Grows
  • 3.3 Contraction MRR → Revenue Shrinks
  • 3.4 Reactivation MRR → Revenue Returns
  • 3.5 Churn MRR → Revenue Lost
  • 3.6 Subscription State Transitions and MRR Mapping
  • 3.7 Subscription Status Definitions
• 4. Currency Handling
• 5. Why Your MRR May Differ from Other Tools
• Related Articles

1. What Is MRR?

Monthly Recurring Revenue (MRR) represents the predictable revenue your agency earns each month from active, recurring subscriptions inside HighLevel.

It’s one of the most important indicators of your SaaS business growth — helping you track new revenue, churn, expansions, and overall performance.

You may see small differences between your MRR numbers here and other tools like Stripe, ProfitWell, or ChartMogul. That’s because each platform uses its own logic to calculate MRR.

The Agency Dashboard reflects HighLevel’s standardized calculation method, which focuses on simplicity and transparency.

2. Where to Find MRR on the Agency Dashboard

You’ll see MRR metrics displayed across multiple tabs in your Agency Dashboard.
Each tab serves a different purpose and includes MRR from specific sources.

MRR shown in the dashboard includes only subscriptions created and managed through HighLevel.

Subscriptions originating outside of HighLevel (for example, direct Stripe or third-party platform subscriptions not linked to HighLevel) are not included in these calculations.

3. How HighLevel Calculates MRR

Each subscription activity is analyzed and classified into one of the following five MRR types:

1. New MRR – new revenue from new subscriptions

2. Expansion MRR – increased revenue from upgrades or plan changes

3. Contraction MRR – decreased revenue from downgrades or discounts

4. Reactivation MRR – revenue regained from reactivated subscriptions

5. Churn MRR – revenue lost from cancellations

3.1 New MRR → New Revenue Starts

Triggered when a new subscription begins or a trial converts to a paid plan.

Examples

• A new customer subscribes to your plan.

• A trial customer upgrades to a paid tier.

3.2 Expansion MRR → Revenue Grows

Occurs when the monthly value of a subscription increases.

Examples

• A user upgrades to a higher plan.

• A discount is removed.

• Switching from monthly to yearly (compared at a 30-day equivalent).

• A paused subscription is resumed.

? Pro tip: Expansions often signal healthy customer satisfaction and growth momentum.

3.3 Contraction MRR → Revenue Shrinks

Occurs when a subscription’s monthly value decreases.

Examples

• Customer downgrades to a lower plan.

• A discount or coupon is applied.

• Switching from yearly to monthly billing.

• A subscription is paused.

3.4 Reactivation MRR → Revenue Returns

Triggered when a previously cancelled or inactive subscription becomes active again.

Examples

• Customer re-subscribes after cancellation.

• A cancelled subscription is reactivated at the same location.

3.5 Churn MRR → Revenue Lost

Represents the monthly revenue lost when a subscription is cancelled or payment fails.

Examples

• A customer cancels their subscription.

• A paused subscription is later cancelled (counted under churn and contraction).

3.6 Subscription State Transitions and MRR Mapping

3.7 Subscription Status Definitions

4. Currency Handling

All subscription amounts are converted into USD for uniformity.
This ensures metrics are comparable across global agencies.

Coming Soon:
Multi-currency support will allow you to view and filter MRR in your preferred currency.

5. Why Your MRR May Differ from Other Tools

Each analytics tool interprets MRR differently:

• Stripe may include taxes or add-ons.

• ProfitWell might recognize MRR only after successful billing.

• Some platforms ignore paused or partial billing states.

HighLevel uses an event-based calculation model — measuring MRR based on real-time subscription state changes within your HighLevel account — giving you an accurate reflection of your SaaS growth inside the platform.

Related Articles

• HighLevel vs ProfitWell vs Stripe MRR