> ## Documentation Index
> Fetch the complete documentation index at: https://docs.bigdelta.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Glossary

> Definitions of key terms and metrics used throughout Bigdelta.

## Terms and definitions

The table below covers the most common terms you will encounter while using Bigdelta.

| Term               | Definition                                                                                                                                                   |
| ------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------ |
| **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.                                                   |