Default metrics

An overview of the out-of-the-box metrics Vitally provides for your accounts

Product Events

Event totals

As users at your customers generate individual events (e.g. Login, Button clicked, Purchase made), we'll keep track of the total number of times that event has been seen for every customer. We also show a percentage increase/decrease in the event total for the last 30 days compared to the total for the prior 30 days.
Note that you can also report on an account's product event history - see this article for more!

Event last seen

Along with event totals, we also track the last time any user at a customer generated a specific event. Vitally's 'Last Seen' is based on the last timestamp for a tracked event for a user (or any user at an account).

First/last seen timestamps

For every account, we track the first and last time any user at the account 'used' your product. This is determined using events sent by users. Note that if you are using an analytics service like Segment, we only update these timestamp for new track events and not other API calls like identify, group, or page.
Additionally, Last Seen is also updated from NPS plugin identifying a user.

Active user percent

A simple yet critical metric, Active user percent is the percentage of users at each customer that have used your product over the last 30 days. Thus, if your business has a seat-based pricing model, this reports the percentage of licenses active at each customer.
This is calculated strictly based on tracked users in Vitally. If you have licenses that are not being used and no user is being tracked, this calculation will not include those licenses.

Elements used

Elements allow you to easily track if customers have used the core features of your product. We provide you with a count of the Elements used by each customer, allowing you to easily understand if each customer is setup for success.

Account owner fields

Vitally also provides default columns and filters for your Accounts that tracks important details about the Account Owner (i.e. the individual user at the account owning the renewal decision), like how often they've communicated with you and used your product. See our documentation on Account Owners to learn more.

Last sent/received message timestamps

If you enable an integration that sends your customer conversations to Vitally (e.g. Gmail, Intercom), we'll track both the last date anyone on your team sent a message to any user at the account as well as the last date any user at the account sent a message to anyone on your team.

Subscription metrics

Once you setup tracking of your subscribed customers, Vitally provides a wealth of insight into the customer's current subscription status with your business with these default subscription columns:
  • MRR/ARR: The monthly or annual recurring revenue for the account
  • Next renewal date: The date the customer's current subscription is set to renew
  • Previous renewal date: The date the customer's current subscription previously renewed
  • Trial start & end date: The start and end date for the account's current (or most recent) trial
  • Churn date: The date the customer churned. Note that no one will have this column set to a value unless you are viewing your churned accounts.
  • First date with revenue: The date the customer's current subscription started.
NEW! You can now see ARR or MRR in the Account profile. To switch between these, an Admin can go to Settings gear (⚙️) at the bottom left > click on Account & Billing > Switch between MRR/ARR

User Default Metrics

Like accounts, users also have some pre-defined metrics within Vitally.
  • Product Events (Total & Last Seen) - see description above
  • Join Date: Creation in Vitally
  • First/Last Seen Timestamps - see description above
  • Sessions: The number of unique days for a user where a product event has been tracked
  • Last sent/received message timestamps - see description above
  • Unsubscribed: Denotes if the user has unsubscribed from messaging


Q: I'm filtering by 'First Seen is Not Set but I'm getting incorrect results. A: If First Seen has no value, we will fall back to Created At.
Q: When I first connect data to Vitally, how do I set the "First Date with Revenue" trait for my existing customers? A: Depends on the source! We look at historical invoices for revenue integrations. For others, it's when they were first moved to 'subscribed'.
Q: Where is Vitally getting the Renewal Date if I'm not tracking a trait in lifecycle tracking? A: Renewal date can be manually set, or perhaps it was mapped to a field at one point and then later removed in Lifecycle Tracking. Vitally will never assume a renewal date.