New Paying Accounts
The logos behind your New MRR — how many customers, not just how many dollars.
What is it?
New Paying Accounts is the count of accounts that started a paid subscription for the first time in the period. It is the account-level companion to New MRR — where new MRR measures the dollars acquired, this measures how many logos are behind them.
Counts and dollars can tell different stories. A month with strong new MRR but few new accounts means you landed a handful of large customers; many accounts for modest MRR means broad, small-ticket acquisition. Neither is wrong, but they call for different playbooks.
How to calculate?
Count the accounts whose first paid subscription began in the period, excluding returning customers, who belong under reactivation. Keep the definition of 'first paid' consistent — the moment a card is charged, not when a trial starts.
Read it beside new MRR and average sales price: together they tell you whether new revenue is coming from more customers or bigger ones.