Understanding the Growth Dashboard: Terms, Charts, and What They Mean

The Growth overview page answers two linked questions: where is growth coming from, and is it sustainable? This guide walks through the terminology and every section of the page, top to bottom, so the charts read as answers instead of noise.

Before You Start: Connect a Site

Growth needs a connected site before it shows real data - the script tag for visits, a signup event, and (for revenue and churn) a connected Stripe or Paddle account. If you haven't set this up yet, follow How to Set Up Growth: Revenue Attribution by Channel first, then come back here to read the results.

Core Terminology

A handful of terms show up throughout the dashboard. They're worth knowing before the charts make sense:

Source - a traffic origin, like product_hunt, google, or twitter, taken from UTM parameters or referrer data on each visit and signup.
Campaign - an optional sub-label under a source, for splitting one channel into more specific efforts (e.g. two different Google Ads campaigns).
Launch - an optionally pre-registered record that gives a source/campaign pair a friendlier display name and a cost figure. Sources work fine without one; a launch is purely cosmetic and for cost tracking.
Instance - one occurrence of a repeated channel, like a single Product Hunt attempt or one email batch, under the same source and campaign.
Funnel stages - Visits → Signups → Paid, plus MRR Added per source. Every chart on this page is built from some slice of that same funnel.
Subscription statuses - real statuses (active, trialing, past_due, paused, unpaid, incomplete, incomplete_expired, canceled) come straight from your payment processor. Growth adds one synthetic status, never_paid, for signups who never started a subscription at all.

Reading the Overview Page, Top to Bottom

The page reads in the same order every time. Here's what each section is doing.

Verdict banner

One auto-generated sentence summarizing the period, in this priority order:

If total net MRR is zero or negative for the period, it flags the worst-performing source, or says nothing moved the needle if nothing stands out.
If MRR is concentrated in one channel above a risk threshold, it calls out concentration risk (e.g. "58% of net MRR relies on one channel").
If one source clearly dominates - at least 1.5x the next closest channel - it names it.
Otherwise: "Growth is spread fairly evenly across your sources."

Treat it as a headline, not the full story - it's meant to tell you where to look first, not replace the charts below it.

Growth Trend chart

Grouped bars for Visitors and Signups against a secondary MRR axis, bucketed by day or by month depending on how wide your date range is. This is the fastest way to spot whether a spike in traffic actually turned into signups and revenue, or fizzled out along the way.

Leaderboard table

One row per source, sorted by Net MRR, showing Visits, Signups, Paid, MRR Added, MRR Churned, and Net MRR side by side. This is the table most people scan first. Click any row to open that source's dedicated Source Detail page.

MRR Movement by Channel

Two side-by-side bar lists - MRR Added and MRR Churned - per channel, each sized relative to the largest value in its list. It separates the "which channels bring revenue in" question from the "which channels leak revenue out" question, since a source can be strong on one and weak on the other.

Where Net MRR Is Coming From

A segmented concentration bar and legend showing each top source's share of net MRR, with an amber risk callout when one channel's share crosses the "at risk" threshold mentioned in the verdict banner. This is the visual version of "how many eggs are in one basket."

Churn Rate by Source

Ranked by churned-to-added MRR ratio - not by leaderboard order - so the riskiest source is always at the top regardless of its size, color-coded low/mid/high severity. A small channel with a bad churn rate can outrank a big one here on purpose.

Where Visitors Actually Started

Grouped horizontal bars comparing last-touch (the source credited with a visit) against first-touch (that same visitor's very first recorded source). This exists to stop close-to-signup channels like direct or branded search from getting over-credited, and discovery channels like content or social from getting under-credited for work that happened earlier in the journey.

Top Campaigns

A switchable bar chart grouped by source, ranked by visits and colored by churn severity - with a distinct "not enough paid customers to color reliably" color for campaigns whose sample size is too small to read churn accurately. That prevents one or two customers from painting a whole campaign red or green.

Visit → Signup → Paid

An overall three-stage funnel with exact numbers, plus a per-source breakdown that splits Visit→Signup and Signup→Paid into two separate conversion rates. A source can underperform at either stage for very different reasons - a bad landing page hurts Visit→Signup, while a pricing or onboarding problem hurts Signup→Paid - so keeping them split matters.

Recent Signups / Recent Visits / Recent Churns

Three live feeds. The churn feed tags entries "high signal" or "low signal" based on tenure multiplied by MRR lost, rather than listing every cancellation with equal weight - so a long-tenured customer with real MRR churning stands out from a trial account that never converted.

Export

The Export button emails you the full per-source breakdown as an attachment rather than triggering a browser download - it's generated asynchronously, so give it a minute to land in your inbox. This is also how you see every source beyond the top 8 shown on the page itself.

A Few Things Worth Knowing

All dollar figures come from your connected Stripe or Paddle sync. If no billing account is connected, those fields show empty or zeroed rather than estimated.
Signup→Paid conversion compares a cohort, not a single snapshot - paid conversion can lag signup by days or weeks, so treat it as directional rather than exact.
Every chart caps at the top 8 sources for legibility. The full list is always available via Export.

Frequently Asked Questions

What does Growth show before I connect Stripe or Paddle?

Visits and signups populate as soon as the script tag and signup event are installed. Every dollar figure - MRR, lifetime revenue, churn - stays empty or zeroed rather than estimated until a Stripe or Paddle account is connected, since Growth never guesses at revenue it hasn't actually seen.

What counts as "concentration risk" in the verdict banner?

It fires when one channel accounts for an outsized share of your net MRR - the banner calls this out explicitly, e.g. "58% of net MRR relies on one channel." It's a warning about dependency, not a judgment that the channel is bad; a strong channel is still a risk if it's the only one carrying the business.

Can I filter the whole page down to one source or campaign?

Yes. The topbar has a source/campaign dropdown next to the date range picker. Selecting one filters every chart and table on the overview page to that channel, or you can click a row in the Leaderboard to jump straight to that source's dedicated detail page.

Every chart caps at 8 sources - how do I see the rest?

Charts and the leaderboard show your top 8 sources so they stay readable. Use the Export button to email yourself the full per-source breakdown as an attachment, covering every source regardless of how small.

Why does Signup → Paid conversion say "directional" in the funnel?

A customer can sign up and take days or weeks to convert to paid. The funnel compares whichever cohort is being viewed, so the Signup → Paid rate is a directional read on typical behavior, not an exact same-period calculation - the page footnotes this for that reason.