> ## Documentation Index
> Fetch the complete documentation index at: https://help.the-meridian.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Introduction

CRM Analytics turns your install and subscription history into the metrics a Shopify app business runs on (recurring revenue, churn, retention), computed from what Meridian already records for every store.

Analytics is available for **public apps**, and reads your app's Shopify connection (see [Stores](/dashboard) for what happens when that connection is missing or has stopped).

## The overview

Headline KPIs (**MRR**, **paying stores** with the conversion rate behind them, **average customer lifetime value** with average lifespan, **ARPU**, and **churn**) over a trend chart you can switch between MRR, ARR and active subscriptions.

Below that: **revenue by plan**, **installs by week**, and **uninstall reasons** where merchants gave one.

## Filters

Four controls apply to the whole screen:

* **Period**: today, yesterday, last 7 / 30 / 90 days, last 12 months, month to date, year to date, all time, or a custom range. Ranges use UTC day boundaries. Charts switch grain with the window (day, week, or month) so a short range still has a readable series.
* **Comparison**: against the previous period, previous year, or none. All-time has no previous period.
* **Plan**: narrow to one plan.
* **Segment**: narrow to a [segment](/segments), which restricts every metric on the page to that audience.
* **Test data**: include or exclude development-store activity.

A segment that matches nothing is a legitimate answer: you get an empty report, not an error.

## The metrics

Eighteen metrics are computed, and the ones the screens don't show are available through the [Report Builder](/report-builder):

| Group | Metrics |
| - | - |
| **Revenue** | MRR · ARR · ARPU · average CLV |
| **Movements** | Net MRR change · new · expansion · contraction · churned MRR |
| **Churn and retention** | Subscription churn rate · revenue churn rate · install churn rate · net revenue retention · average subscription length |
| **Base** | Active subscriptions · active installs · installs · uninstalls |

They're reconstructed from each store's lifecycle and subscription history rather than stored as running totals, so a figure for a past month is the figure as of that month, and it stays consistent when you change the window.

## The report screens

| Screen | Question it answers |
| - | - |
| **[Churn](/analytics-churn)** | Who did we lose, and how? |
| **[Trials](/analytics-trials)** | How many trialists are in the pipeline, and how many convert? |
| **[Retention](/analytics-retention)** | Do customers stick? |
| **[Revenue](/analytics-revenue)** | Why did MRR move? |

For anything else (your own dataset, grouping, filters and chart) use the [Report Builder](/report-builder).


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