Tuna Subscription Box | Analytics Dashboard
Subscription metrics from BigQuery mart tables via Dataform
MRR
$18,420
+6.2% vs prior period
Active Subscribers
612
+4.8% vs prior period
Trial-to-Paid
34.2%
+1.1% vs prior period
Monthly Churn
5.8%
-0.3% vs prior period
MRR Trend
Monthly recurring revenue over 18 months
Churn Reasons
Self-reported churn reasons
Cohort Retention
Monthly cohort retention rates (%)
| Cohort | Signups | M0 | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025-07 | 84 | 100% | 72% | 58% | 48% | 42% | 38% | 35% | 33% | 31% |
| 2025-08 | 92 | 100% | 74% | 61% | 51% | 44% | 40% | 37% | 34% | — |
| 2025-09 | 88 | 100% | 71% | 57% | 47% | 41% | 37% | 34% | — | — |
| 2025-10 | 96 | 100% | 75% | 62% | 52% | 45% | 41% | — | — | — |
| 2025-11 | 104 | 100% | 73% | 59% | 49% | 43% | — | — | — | — |
| 2025-12 | 110 | 100% | 76% | 63% | 53% | — | — | — | — | — |
| 2026-01 | 98 | 100% | 74% | 60% | — | — | — | — | — | — |
| 2026-02 | 108 | 100% | 72% | — | — | — | — | — | — | — |
| 2026-03 | 114 | 100% | — | — | — | — | — | — | — | — |
Trial-to-Paid by Channel
Conversion rates by acquisition source
| Channel | Paid Conversions | Trial → Paid | Revenue | CPA |
|---|---|---|---|---|
| google / cpc | 312 | 36.8% | $9,360 | $28.4 |
| meta / paid_social | 238 | 33.1% | $7,854 | $34.2 |
| google / organic | 216 | 38.4% | $7,128 | — |
| tiktok / paid_social | 142 | 28.9% | $4,260 | $42.1 |
| email / newsletter | 148 | 42.6% | $5,180 | $3.8 |
LTV by Acquisition Source
Average lifetime value by channel
| Source | Avg LTV | Customers |
|---|---|---|
| google / organic | $142.80 | 216 |
| email / newsletter | $138.40 | 148 |
| google / cpc | $118.20 | 312 |
| meta / paid_social | $104.60 | 238 |
| tiktok / paid_social | $86.20 | 142 |
| direct / none | $124.80 | 96 |