/modeling-revenue-metrics

name: modeling-revenue-metrics
description: >
  Build reusable revenue models — MRR, ARR, gross revenue, new/expansion/contraction/churn, ARPU, LTV, and
  per-customer/per-account revenue — on either PostHog data-warehouse views (HogQL) or an external dbt
  project. Use when the user wants to model, define, or compute recurring revenue, monthly/annual recurring
  revenue, churn or retention of revenue, lifetime value, average revenue per user, or revenue by customer,
  cohort, product, or currency. On PostHog, build on the managed *_revenue_view views (revenue_item,
  mrr, customer, subscription, charge, product) fed by Stripe or custom revenue events — not raw Stripe
  tables — and normalize money with convertCurrency(). In dbt, stage the payment source and compute
  fct_mrr / fct_revenue_item / dim_customer marts with tests. Covers picking the right source, the
  subscription-config gotcha that leaves MRR empty, currency handling, and linking revenue to persons/groups.
  Read modeling-warehouse-foundations first for the view-vs-dbt mechanics.

Modeling revenue metrics

Turn payment/subscription data into durable revenue models. Read `modeling-warehouse-foundations` first for the view-vs-dbt decision, the `view-*` workflow, and `convertCurrency()`; this skill is the revenue-specific layer on top. Metric definitions live in [`references/revenue-metric-definitions.md`](references/revenue-metric-definitions.md); copy-paste recipes in [`references/posthog/`](references/posthog/) and [`references/dbt/`](references/dbt/).

Step 1 — find where revenue lives

Revenue reaches PostHog two ways; both feed the same **managed revenue views**:

• **A payment platform as a warehouse source** — Stripe today (Chargebee/Polar/RevenueCat coming). Best when

the business runs on a billing platform. Connect via `setting-up-a-data-warehouse-source`.

• **Custom revenue events** — you send events (e.g. `purchase_completed`) with a revenue property. Best when

there's no supported platform or you already track revenue in-product.

If neither exists yet, use `suggesting-data-imports` to recommend a source. In **dbt**, the equivalent is staging whichever billing tables landed in the warehouse.

Step 2 — model on the managed views, not raw tables

PostHog auto-generates a curated set of views per source. **Do not re-derive revenue from raw Stripe tables** — the managed views already handle deferred-revenue recognition, currency, and a stable schema.

Each source gets its own views. There is no cross-source view. Names depend on the source type:

• Warehouse source: `<source>.<prefix>.<kind>_revenue_view`, for example `stripe.prod.mrr_revenue_view`. The

`<prefix>.` part is absent when the source has no prefix.

• Custom revenue events: `revenue_analytics.events.<event_name>.<kind>_events_revenue_view`, where every

non-alphanumeric character in the event name becomes `_`.

`<kind>` is one of the managed views in the table below. Discover the exact names. Do not search for `revenue_analytics`, because it does not match warehouse source views:

SELECT table_name FROM system.information_schema.tables
WHERE position(table_name, 'revenue_view') > 0 ORDER BY table_name

If this returns nothing, the project has no revenue source configured yet. Check the governed `mrr` metric (`metric-list`) or discover warehouse billing tables, and read their columns before modeling. Do not guess view names.

| Managed view | Grain | Use for | | ------------------------------- | ---------------------------- | --------------------------------------------------------------------------------------------------------------------- | | `revenue_item` (**start here**) | 1 / invoice line item | Gross revenue, monthly recurring revenue, revenue by product/customer/period. Implements deferred revenue + currency. | | `mrr` | 1 / (customer, subscription) | **Live snapshot** of current MRR — not a time series. | | `customer` | 1 / customer | `dim_customer`: email, country, cohort, metadata. | | `subscription` | 1 / subscription | Subscription state for churn/expansion logic. | | `charge` | 1 / charge | Raw charges; prefer `revenue_item` unless you specifically need charges. | | `product` | 1 / product | Product dimension. |

Key `revenue_item` columns: `amount` (already converted to the project **base currency**), `currency` (that base currency), `original_amount` / `original_currency` (as charged), `is_recurring`, `customer_id`, `subscription_id`, `product_id`, `group_0_key`…`group_4_key` (B2B account keys), `timestamp`.

Rules before you model (revenue gotchas)

1. **MRR is empty without a subscription config.** For event-based revenue, MRR only populates when a subscription property is configured. Empty MRR + populated gross revenue is **expected behaviour**, not a bug — say so instead of "fixing" it. 2. **The `mrr` managed view is a current snapshot**, not history ("MRR at the current time"). For MRR _over time_, sum recurring `amount` per month from `revenue_item` (see the recipe), or materialize a monthly snapshot of the `mrr` view on a schedule. 3. **`amount` is already in base currency.** Use it directly for reporting. Only call `convertCurrency(original_currency, 'XXX', original_amount, timestamp)` when you need a _different_ ta