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Last updated on Aug 25, 2026
If your Advanced Subscription Momentum Report results don't match what you expected, a handful of settings and data conditions are usually why. Because the report interprets your Transaction data rather than relying on explicit tags, timing, rounding, and configuration choices can all affect what you see.
Most differences between expected and actual results come down to one of the following:
None of these is inherently a cause for alarm, but understanding the impact these conditions and settings can have on the report's interpretation of your data helps you read the results correctly.
There are some fields in the Advanced Subscription Momentum Report that include calculations that divide other results populated in the report, such as some Churn values, CLV to CAC Ratio (Customer Lifetime Value to Customer Acquisition Cost ratio), and "Average Customer Lifetime Value".
If there is a zero in the denominator of any of these calculations, the result will display as "infinity" in the report.
For example, if your Customer Acquisition Cost is 0 (which can occur if you did not add any new Customers in a period or if you reported 0 CAC), then your CLV to CAC ratio will be CLV divided by 0 and will result in "infinity" in your results.
Important: Churn Rate, Renewal Rate, and Effective Retention Rate are the exception to this rule. When Opening is 0, these three specifically return 0% (or 100% for Renewal Rate) rather than "infinity" — see Effects of single-period Transactions on churn and renewal rates below.
The Carry Forward setting affects results reported in the Momentum and Customer Count sections. Carry Forward is used when your report end period is this month or later and you want to include Customers and Transactions that would otherwise be expired. In essence, you want to assume Customers will renew at present value.
This option provides the additional categorization of Opening and End of Period to distinguish Transactions that are Active (really exist in the period) vs. those that have simply Expired (neither Renewed nor Canceled).
When on, Carry forward assumes the full value of any Expired Transaction is included in the End of Period calculation that is used in many of the other calculations within the report, including CLV calculations.
Expired Transactions are carried forward if they are classified as Lost. Even if there is an expired transaction for a customer, the report WILL NOT carry forward that expired transaction if there is any future transaction for the customer. In this case, that transaction will not be carried forward because it is contraction and not lost.
Transactions that have been Canceled are NOT carried forward.
Important: Carry Forward does NOT affect the results in the Transaction Renewals and Customer Renewals sections.
This report computes using the Transaction Order, Start and End Dates.
The Report generates results using logic that includes the selected report value (MRR/ARR/QTY/etc.) of the Transaction if any date on or after the Transaction Start Date and before or on the Transaction End Date falls within the selected period. For instance, a Transaction that Starts on February 3rd and ends on April 14th would be in February, March, and April.
This report was originally designed to analyze historical information. You can run the report through the present month, or into future months, but you will see Expirations or Losses for Customers that have Transactions that haven't yet been renewed in the future. Use the Carry Forward Expired option to carry such Transactions into future reporting periods.
When a Transaction ends on the last day of the month, the renewal or cancellation of the Transaction takes place on the first day of the following month.
Examples:
The Advanced Subscription Momentum Report uses very specific rules to determine if a Transaction is counted in a row. Transactions that start and end within a reporting period are excluded unless the end date is on the last day of the last month of the period, or unless the Include Intra-Period Fluctuations option is selected.
While a simple rule, this can lead to confusion when you:
Assuming you do not have Include Intra-Period Fluctuations selected, and periodicity is Monthly with reporting period Aug, these Transactions are excluded from the report results:
And with periodicity Quarterly, reporting period Aug - Oct, these are excluded:
By contrast, these Monthly-periodicity Transactions (reporting period Aug) are included, because each one's End Date lands on the last day of the period:
And these Quarterly-periodicity Transactions (reporting period Aug - Oct) are included for the same reason:
If you find that your Momentum numbers do not add up: End of Period ≠ (Opening + New + Expansion - Lost - Contraction) - then the issue may be MRR jitter due to rounding.
MRR/ARR is stored at the Transaction level as a number with two decimal places, for example, 100.00 or 100.05. By default (with the Show Decimals setting unchecked), the Momentum results are rounded to the nearest whole number to keep the reports cleaner and easier to read, and this rounding is also what causes the jitter described here. Enable Show Decimals in the report's Formatting options to see two decimal places instead and avoid this specific source of jitter.
Because the actual calculations are done using the decimal numbers and the results are then rounded prior to populating in the Advanced Subscription Momentum Report, you may come across minor jitter in certain instances even with Show Decimals enabled.
The Advanced Subscription Momentum Report provides results for records that span the reporting periods. For instance, a Transaction will be included in each of the months between its start and end dates. If a Transaction's start and end dates are contained within a reporting period, then the Transaction is excluded from the report unless this option is selected.
Example: Report periodicity is set to Yearly and the report date range is 1/1/14 - 12/31/16. The report will have three columns, 2014/2015/2016. Transaction A starts on 2/12/14 and ends on 8/11/14 - a range contained within the first reporting period, 2014. Without this option selected, Transaction A is excluded, meaning it is not included in any of the reporting sections. With this option selected, Transaction A is included in the New and the Lost in 2014.
For best results, run the Advanced Subscription Momentum Report with Periodicity set to Monthly. The report is optimized to provide the best results with that setting.
Regardless of the Periodicity setting, you may have Transactions that are contained within a single reporting period. When Periodicity is set to Monthly, "single-period Transaction" means a Transaction that starts in the month and ends before the last day of the month. For Quarterly or Yearly, it means the Transaction starts in the first month of the period and ends before the last day of the last month of the period.
Examples of single-period Transactions, Periodicity = Monthly with reporting date range Jan - Dec:
Examples of single-period Transactions, Periodicity = Quarterly with reporting date range Jan - Dec:
By selecting this box, you are determining whether to include single-period Transactions in results for the sections that are designed to output results derived from the value of the TX, for example, those sections that populate the MRR, ARR, or Amount for the included TX(s), presented in your chosen currency (such as the Momentum section).
With this special setting selected, Transactions that fall entirely within a single period will display in both the "New" and "Lost" categories for that period, assuming the Transaction has an amount greater than $0. Note that $0 Transactions will not populate in any results calculated based on TX value, but will populate in Count sections.
Note: Sections that output a count of all included Transactions (for example, the Customer Count section) are not affected by this setting. The Count sections of the Advanced Subscription Momentum Report will include the Transaction in both New and Lost for that period regardless of whether Include Intra-Period Fluctuations is selected.
It's important to understand how Maxio Platform calculates Churn and Renewal Rates when interpreting report results, particularly as they pertain to intra-period Transactions.
Maxio Platform calculates Churn Rate as (Contraction + Lost) / Opening, and Renewal Rate as 1 - Churn Rate. For a sole, single-period Transaction, where Opening is 0 and Lost is 1, this returns:
This 0%/100% result is a deliberate exception for the zero-Opening case (see Infinity in your results above), not a coincidence of the math. Your Churn and Renewal Rates within a more comprehensive data set depend on your larger report results, specifically the output for Contraction, Lost, and Opening in a given period as provided by the Momentum section of the report.
The Customer Count algorithms in the Advanced Subscription Momentum Report are designed to provide count numbers that are used for the greater purpose of calculating Customer Lifetime Value (CLV), which involves complex equations and calculations.
Because individual calculations are independent, and because they are based on interpretations of your specific Transaction data, there are conditions in which a simple equation to calculate Momentum and Count data does not hold true.
One such condition is a gap between the End Date of one Transaction and the Start Date of the Transaction that renews it.
If a Customer has multiple Transactions that overlap, and one of those Transactions fits entirely within the Start and End Dates of the other Transaction, then the Transaction will not populate in the "New" or "Lost" results for the Momentum report.
However, no Expansion or Contraction values will populate if the smaller Transaction is an intra-period Transaction, even if you have selected to include intra-period Transactions in report results.
For a full breakdown of what each Momentum category and metric means, see Understanding the Advanced Subscription Momentum Report.
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