> For the complete documentation index, see [llms.txt](https://help.alternativepayments.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.alternativepayments.io/analytics/client-trends-report-what-it-shows-and-how-to-use-it.md).
# Client Trends Report - What It Shows and How to Use It
This article explains what the report shows, how to read month-over-month MRR changes, how to drill into a single client, and how to use MRR change type for retention and expansion decisions.
***
### What the Client Trends report shows
Go to **Analytics** then **Client trends** in your Partner Dashboard.
At the top of the page you will find the **MRR Profitability** section, with three summary cards:
* **Rolling MRR changes** — your net MRR movement across the selected range, with the percentage change against the previous equivalent period.
* **Most profitable** — your highest-margin clients, ranked.
* **Least profitable** — your lowest-margin clients, ranked.
Below the cards is the trend chart. Use the metric dropdown beside **Monthly Recurring Revenue (MRR)** to change which measure is plotted, and **Filters** to narrow what is included. The header of the chart shows the total for the range, the change against the prior period, the period average, and the months covered.
Underneath the chart is the client table. It lists every client with:
| Column | What it shows |
| ----------------------- | ----------------------------------------------------------------- |
| **Client** | The client name. Select a row to open that client's detail view. |
| **Avg MRR** | Average monthly recurring revenue across the selected range. |
| **MRR change (period)** | Change in MRR across the whole selected range. |
| **MRR change (MoM)** | Month-over-month change, labelled with the type of change. |
| **Profit margin** | Margin for that client after service and labour costs. |
| **Labor cost impact** | A band showing how much of your team's time that client consumes. |
**Avg MRR**, **MRR change (MoM)**, **Profit margin**, and **Labor cost impact** are sortable. Use **Search client** to jump to one client, and **Export** to download the table.
{% hint style="info" %}
**Note:** The header shows when your data was last synced, for example **Synced 2h ago**. Select it to see a per-source breakdown — ConnectWise, QuickBooks, Autotask, or HaloPSA — with the last successful sync for each. If a figure looks out of date, check here first.
{% endhint %}
***
### Drilling into a single client
Select **See details** next to any client to open their detail view.
The client view shows:
* **Monthly Recurring Revenue (MRR)** for that client over the selected range, with the change against the prior period and the period average.
* **Profitability breakdown**, a month-by-month table with a **TOTAL** column, covering **% of total MRR**, **MRR**, **Service COGS**, **Labor COGS**, **Profit**, and **Margin**.
To share the numbers with your team, use **Download report** at the top of the client view for the whole client, or **Export** on the **Profitability breakdown** card for just that table.
***
### Understanding MRR change type
Each month-over-month movement in the **MRR change (MoM)** filter is labelled with the kind of change behind it, so you can tell growth from recovery and a loss from a downgrade. Analytics tracks four kinds of MRR movement:
* **New** — revenue from a client billing with you for the first time. This appears as **Added** in the client table.
* **Expansion** — an existing client's recurring revenue increasing.
* **Contraction** — an existing client's recurring revenue decreasing.
* **Churn** — recurring revenue lost when a client stops billing.
Sort the table by **MRR change (MoM)** to bring the largest movements in either direction to the top. Contraction is the label worth watching: it shows an account shrinking while still active, which is usually visible well before a client actually leaves.
***
### Using Client Trends in renewal and account conversations
Client Trends is most useful when you have a decision to make about a specific account.
Before a renewal or a QBR, open the client's detail view and look at margin over the full term rather than the last invoice. A client whose margin has fallen steadily while labour cost impact has risen is one to reprice before the agreement auto-renews, not after.
Sorting by **Profit margin** and **Labor cost impact** together shows where your team's time is going relative to what it earns you. That combination is what supports a conversation about scope, net terms, or rates, because it separates clients who are demanding from clients who are unprofitable.
For accounts already in collections, historical MRR changes give you the context for an internal conversation about risk: a client showing contraction alongside an ageing balance is a different situation from a client with a one-off overdue invoice.
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