| MRR | Monthly Recurring Revenue — how much you earn every month from active subscriptions. |
| ARR | Annual Recurring Revenue — your yearly subscription revenue, calculated as MRR multiplied by 12. |
| ARPA | Average Revenue Per Account — how much each customer pays on average per month. |
| Churn | When a customer cancels their subscription and stops paying. |
| Churn Rate | The percentage of customers who cancel within a given period. |
| Contraction | When a customer downgrades or reduces their spending. |
| Expansion | When an existing customer upgrades or increases their spending. |
| Reactivation | When a previously churned customer comes back and starts paying again. |
| GRR | Gross Revenue Retention — the percentage of revenue you keep from existing customers, not counting upsells. Always 100% or below. |
| NRR | Net Revenue Retention — the percentage of revenue you keep from existing customers, including upsells. Above 100% means your existing customers are growing. |
| ASP | Average Sales Price — the average amount a new customer pays when they first sign up. |
| LTV | Lifetime Value — the total revenue you expect to earn from a customer over their entire relationship with you. |
| Active Account | A customer record that has had billing activity (payments, subscription changes) within the current period. Used to determine your plan tier. |
| Exit Breakdown | The percentage distribution of how accounts leave a moment, split by success and failure outcomes. |
| Moment | An automated workflow that triggers actions when specific customer behaviors occur. |
| Moment Goal | The category assigned to a moment describing its purpose: Activate, Convert, Grow, Recover, or Other. |
| Object | A type of record (e.g., Accounts, Users, Companies). You can create custom objects to fit your data model. |
| Product Stage | A classification of an account’s product engagement level: Engaged, Activated, Non-Activated, or Dormant. Calculated from usage data. |
| Record | A data entry in Bigdelta representing a customer, user, company, subscription, or other entity. |
| Revenue Stage | A classification of an account’s payment status: Paying, Trialing, Non-Paying, or Churned. Assigned automatically from billing data. |
| Sender | A configured email identity (name and address) used in the From field when sending emails from Bigdelta. |
| Tracking Key | A key used to send event data from your website or app to Bigdelta. Created in Settings → Access Keys. |
| View | A saved configuration of filters, sorting, columns, and layout for browsing records. Each view remembers its settings. |
| Webhook | A custom HTTP request that can be triggered as an action within Moments to send data to external services. |
