# Core Subscription Metrics

To scale a replenishment brand, you must track these KPIs religiously. Do not obsess over daily sales; obsess over MRR and Cohort Retention.

## 1. MRR (Monthly Recurring Revenue)
The predictable revenue generated by active subscribers every month. This is the valuation engine of your business. 

## 2. ARPU (Average Revenue Per User)
How much a subscriber spends per month. You can increase this by adding one-time cross-sells to their recurring box (e.g., adding a branded shaker to a protein powder subscription).

## 3. Churn Rate
The percentage of subscribers who leave over a given period. 
* *Healthy Benchmark:* For consumer physical goods (coffee, cosmetics), a monthly churn rate of 5% to 8% is excellent. Anything over 10% requires immediate intervention.

## 4. CLTV (Customer Lifetime Value)
How much gross profit a subscriber generates before they churn. 
* *Rule of Thumb:* Your CLTV should be at least 3x your CAC (Customer Acquisition Cost). If it costs $30 to acquire a subscriber, they must generate at least $90 in profit before canceling.