MRR Subtypes: why your expansion and churn really moved

For years, GrowPanel told you how much MRR you gained to expansion or lost to churn. But not why. The new MRR Subtypes report fixes that — it breaks every movement down by the mechanism behind it.

It lives as a new Subtypes tab in the MRR report group, next to MRR, Movements and Growth.

Expansion isn't one thing

Pick a movement type — expansion, contraction or churn — and the report decomposes it into its underlying subtypes, as a stacked bar chart over time with a matching breakdown table.

Take expansion. In your MRR chart it looks like a single green number. But it could be:

• Real upsell — a plan upgrade, a new add-on, more seats
• A discount ending — the billed price went up simply because a promo rolled off

Those look identical on the surface. They're opposite stories. One is customers doing more with you. The other is a discount schedule unwinding — and it'll reverse the moment the next cohort's promo kicks in. If your NRR looks great but it's mostly "Discount removed," that's worth knowing before you put it in a board deck.

Contraction mirrors the same idea in reverse (downgrades, quantity drops, and discounts being added), and churn splits into voluntary (the customer chose to leave) versus involuntary — a failed payment you can actually win back with better dunning.

Drill into the customers behind it

Every cell in the table is clickable. Click a subtype in a given month and you get the individual customer movements that make it up — who upgraded, who had a discount roll off, who churned to a failed card. So you can go from "expansion was mostly discounts ending" straight to the exact accounts.

The report supports all the usual filters (plan, region, currency, billing frequency, and more), and you can flip the chart between expansion, contraction and churn from a single selector.

Tell behaviour from mechanics

The whole point is to separate genuine customer behaviour from pricing and billing mechanics — and stop mistaking a discount schedule for growth. It's the difference between a healthy expansion trend and a promo that's quietly about to unwind.

MRR Subtypes is live now for every account. Open the Subtypes tab under MRR, or read the full guide.