Shared language

RealGrowthMetrics glossary

Every calculator references the same plain-language definitions so teams can align on what the numbers actually mean.

ARPU (Average Revenue Per User)

Revenue per paying member each month. Tiny changes here compound quickly, so it is a primary lever in every projection.

The percentage of your active members who cancel in a given month. High churn eats more acquisition than any marketing budget can replace.

Ending members minus starting members in a period. It captures the tug-of-war between churn and new logos-no vanity metrics.

How long it takes the gross margin from a customer to repay the cost to acquire them. Shorter payback cycles create healthier cash flow.

Members multiplied by ARPU. We round to whole dollars because strategic direction matters more than pennies.

The delta between baseline churn and improved churn scenarios. It quantifies the upside from keeping the customers you already won.

Need a definition we missed?

Ping us via the contact details in the privacy policy and we will add it.