Overview

The Business Performance Report provides a portfolio-level summary that tracks growth, engagement, and investor activity across all your smallcases. This is your executive dashboard for monitoring acquisition velocity, conversion funnels, and overall business health.

 Refresh Rate: Updates within 15 minutes

 

When to Use This Report

  • Monitor new signups and measure conversion funnel

  • Track total active subscriptions across portfolios

  • Calculate subscription funnel drop-off rates

  • Compare performance across different portfolios

  • Generate executive summaries and KPI dashboards

  • Identify underperforming portfolios requiring attention

  • Track subscription cycle completion rates

  • Measure portfolio-level AuM growth

 

Field Reference


Portfolio Identification

Field

Description

SCID

Unique identifier for the smallcase

smallcase_name

Name of the smallcase

plan_type

Flat Fee or AuM


New Activity (Date Range Filtered)

Field

Description

new_signups

Users who filled the subscription contact form in the selected date range (includes both REQUESTED_ACCESS and SUBSCRIBED users)

new_subscriptions

Users who subscribed for the first time in the selected date range

total_subscription_cycles

Total subscription cycles that started in the selected date range (can include multiple cycles from the same user)


Cumulative Totals (As of End Date)

Field

Description

total_signups

Total users who ever filled the contact form, up to the selected end date

total_active_subscriptions

Total active subscriptions as of the selected end date

total_completed_subscription_cycles

Total subscription cycles that completed as of the selected end date (across all time)


Current State (Report Download Date)

Field

Description

total_investors

⚠️ Subscribed users currently invested — Always as of report download date (NOT filtered by date range)

total_aum

⚠️ Sum of current networth across all subscribed users — Always as of report download date (NOT filtered by date range)

 

 

Critical: Understanding Date Range Behavior

Most fields are filtered by your selected date range.

BUT: total_investors and total_aum always reflect the current state as of when you download the report.

 

Example:

  • Selected date range: Jan 1 - Jan 31, 2025

  • Downloaded report on: Feb 15, 2025

  • new_subscriptions: Subscriptions that happened in January

  • total_investors: Users invested as of Feb 15 (not Jan 31)

Why: These fields are real-time snapshots of current portfolio health, regardless of historical date selection.

 


Frequently Asked Questions

Q: Why doesn't total_active_subscriptions equal new_subscriptions?

  • Because total_active_subscriptions includes:

    • New subscriptions in the date range

    • Existing subscriptions from before the date range that are still active

    • new_subscriptions only counts first-time subscriptions within the selected period.

 

Q: How do I calculate churn rate?

  • This report doesn't directly provide churn. You need:

    • Churn = Subscriptions ended / Subscriptions at start of period 

  • Workaround: Use Renewal Metrics to track expiries and non-renewals.

 

Q: What's the difference between total_subscription_cycles and total_completed_subscription_cycles?

  • total_subscription_cycles: Cycles that started in your selected date range

  • total_completed_subscription_cycles: Cycles that finished as of the selected end date (across all time)

 

Q: Why is total_aum different from the sum of Networth in the Subscription Meta Report?

  • total_aum only counts subscribed users. The Subscription Meta Report includes all users (subscribed, unsubscribed, etc.). Filter Subscription Meta to Status = SUBSCRIBED and sum Networth — should match total_aum.

 

Q: Can I see historical total_investors?

  • No, because total_investors is always real-time. 

  • Workaround: Export this report at regular intervals (e.g., monthly) and archive the data to build a time series.

 

Q: Why is total_completed_subscription_cycles so much higher than total_active_subscriptions?

  • Because completed cycles include both current subscribers' cycles AND churned subscribers' cycles from before they left.