Growth & revenue analytics

sys_finance · read-only for other operator roles

The platform's business view: subscription revenue, churn, acquisition efficiency and the marketing-site conversion funnel. Sources: billing projections, Plausible events and the trial pipeline.

MRR

412 300 SEK

+6.2 % MoM · +58 % YoY

ARR

4.95 MSEK

churn-adjusted forecast: 6.1 MSEK

Net revenue churn

−1.1 %/mo

expansion > churn (NRR 104 %)

Active paying tenants

312

+9 this month · 14 in trial

Revenue forecast — 12 months BaseBull (+2 federations)Bear (churn ×1.5)

Shaded band = 80 % confidence interval, churn-adjusted. Scenario switch recomputes the band.

Churn per segment

Segment	Churn	Trend	Note
Club (self-serve)	2.4 %/mo	↘ improving	Nordvik-like small clubs churn at season end
Boulodrome / venue	1.1 %/mo	→ stable	sticky — hardware & bookings
Federation	0.2 %/yr	→ stable	contract-bound, renewal risk flagged 90 d ahead
Chain	0.0 %	→ stable	2 accounts, both expanding

Early-warning indicators

Sjöstad PKHigh

Club · Logins −72 % 30d · 0 competitions scheduled

Bouledistrikt ÖstMedium

District · Invoices unpaid 21 d · admin inactive

Empty state: "No tenants at risk — all engagement signals healthy."

CAC per channel — efficiency ranking

Channel	CAC	Payback	Rank
Federation referrals	1 100 SEK	1.9 mo	#1
Organic / SEO country pages	1 750 SEK	3.1 mo	#2
Webinars	2 300 SEK	4.0 mo	#3
Paid social	6 900 SEK	11.8 mo	#4

Attribution: first-touch UTM + self-reported "how did you hear about us".

LTV per segment — target LTV/CAC > 3:1

Segment	LTV	LTV/CAC	Contribution margin
Club	21 000 SEK	5.4:1	71 %
Venue	68 000 SEK	9.2:1	64 %
Federation	412 000 SEK	31:1	82 %

Conversion funnel — visit → trial → paid (30 d)

Visits (30 d)48 210 · 100 %

Sign-ups / trials started1 240 · 2.6 %

Activated (first competition)512 · 41 % of trials

Converted to paid203 · 16.4 % of trials

Largest drop-off: trial → activation (59 % never schedule a competition) → onboarding-email automation targets this step.

Trial pipeline — auto-conversion

Almviks PKday 11/14 · auto-convert ON

Boule Béziersday 6/14 · auto-convert OFF

Fjällby BFday 13/14 · card missing → dunning email sent

14-day free trial; converts automatically unless the tenant disables the toggle before day 14.

Cohort retention heatmap — % of paying tenants retained

Cohort	M0	M1	M2	M3	M4	M5
2026-01	100 %	94 %	90 %	88 %	86 %	85 %
2026-02	100 %	95 %	91 %	89 %	87 %	—
2026-03	100 %	96 %	93 %	90 %	—	—
2026-04	100 %	97 %	94 %	—	—	—
2026-05	100 %	97 %	—	—	—	—

Trend: each newer cohort retains better than the previous — onboarding wizard v2 shipped 2026-02.

Marketing-site analytics (F19.08)

A/B tests — landing pages

Landing hero: "all-in-one" vs "made for pétanque"Running

48 210 visitors · B +11 % sign-up (p=0.03)

Pricing: annual-first vs monthly-first toggleCompleted

22 400 visitors · A +6 % checkout (winner shipped)

Empty state: "No experiments running — create one from a landing-page variant."

UTM campaigns

Campaign	Source	Visits	Trials	Paid
utm_campaign=webinar-aug	Webinar invite (newsletter)	2 180	164	31
utm_campaign=fipjp-congress	FIPJP congress QR	840	92	17
utm_campaign=se-country-page	SEO country page CTA	5 320	218	40

Analytics configuration

Analytics provider Privacy-respecting, cookieless — no consent banner needed Tracked domain Heatmap integration Click/scroll heatmaps on landing, pricing and feature pages Raw event retention (days) Aggregates are kept forever; raw events are dropped after this window Track UTM parameters Store utm_source/medium/campaign on sign-up for attribution Funnel step: activation event Event name that marks a trial as activated

State — analytics source unreachable

Plausible has not responded for 12 min — funnel and UTM panels show cached data (as of 09:41). Billing KPIs are unaffected (separate source).

Revenue figures are projections from the billing domain (read-only here). Subscription mutations (plans, dunning) live in billing — this screen never edits a tenant's subscription.