Playbooks

Learn how to create business metrics using SQL playbooks, designed for any BI tool.

Daily Active Users / Monthly Active Users Ratio

Gauge daily stickiness of monthly users — SQL to pair DAU and MAU.

Gross Revenue Churn

Quantify lost MRR before expansions — SQL to isolate revenue leakage.

Contribution Margin

Match revenue to variable costs — SQL to reveal true profit.

Customer Lifetime Value vs Customer Acquisition Cost

Weigh lifetime value against acquisition spend — SQL to calculate both.

Customer Churn Rate

Track cancellations fast — SQL to surface churned accounts.

User Retention Rate

Chart engagement longevity — SQL to extract event-log cohorts.

Net Revenue Retention

Compare expansion vs churn + SQL to compute net retention %.

Cohort Analysis

Group sign-ups, plot retention heat-map SQL to power the view.

Average Revenue Per User ( ARPU)

Join revenue + active users — SQL to reveal monetization power.

Annual Recurring Revenue (ARR)

Annualize recurring contracts — SQL to show long-view runway.

Monthly Recurring Revenue (MRR)

Snapshot monthly subscription income — SQL to split new, expansion and churn MRR.