How fast is your client base growing, and does new acquisition translate into proportional revenue growth? Generated by AI via Proxuma Power BI MCP server.
How fast is your client base growing, and does new acquisition translate into proportional revenue growth? Generated by AI via Proxuma Power BI MCP server.
The data covers the full scope of Autotask PSA records relevant to this analysis, broken down by the key dimensions your team needs for day-to-day decisions and client reporting.
Who should use this: Account managers, MSP owners, and service delivery leads
How often: Monthly for client reviews, quarterly for QBRs, on-demand when client signals change
How fast is your client base growing, and does new acquisition translate into proportional revenue growth? Generated by AI via Proxuma Power BI MCP server.
Current client base health at a glance
EVALUATE ROW(
"Total Customers", CALCULATE(COUNTROWS('BI_Autotask_Companies'), 'BI_Autotask_Companies'[company_type]="Customer"),
"Active Customers", CALCULATE(COUNTROWS('BI_Autotask_Companies'), 'BI_Autotask_Companies'[company_type]="Customer", 'BI_Autotask_Companies'[status]=TRUE()),
"Inactive Customers", CALCULATE(COUNTROWS('BI_Autotask_Companies'), 'BI_Autotask_Companies'[company_type]="Customer", 'BI_Autotask_Companies'[status]=FALSE()),
"New Last 12 Months", CALCULATE(COUNTROWS('BI_Autotask_Companies'), 'BI_Autotask_Companies'[company_type]="Customer", 'BI_Autotask_Companies'[create_datetime] >= EDATE(TODAY(),-12)),
"Cancellations", CALCULATE(COUNTROWS('BI_Autotask_Companies'), 'BI_Autotask_Companies'[company_type]="Cancellation"),
"Active Pct", DIVIDE([Active Customers], [Total Customers])
)Number of new customer accounts created per month in the PSA
| Month | New Clients |
|---|---|
| Nov 2025 | 1 |
| Oct 2025 | 3 |
| Sep 2025 | 3 |
| Aug 2025 | 1 |
| Jul 2025 | 4 |
| Jun 2025 | 2 |
| May 2025 | 1 |
| Mar 2025 | 3 |
| Feb 2025 | 6 |
| Jan 2025 | 5 |
| Dec 2024 | 2 |
| Nov 2024 | 3 |
| Oct 2024 | 10 |
| Sep 2024 | 3 |
| Aug 2024 | 6 |
Note: July 2024 shows 273 new clients due to initial PSA data migration. Organic acquisition started August 2024.
EVALUATE
TOPN(15,
GROUPBY(
SELECTCOLUMNS(
FILTER('BI_Autotask_Companies', 'BI_Autotask_Companies'[company_type]="Customer" && NOT(ISBLANK('BI_Autotask_Companies'[create_datetime]))),
"Yr", YEAR('BI_Autotask_Companies'[create_datetime]),
"Mo", MONTH('BI_Autotask_Companies'[create_datetime])
),
[Yr], [Mo],
"New Customers", COUNTX(CURRENTGROUP(), 1)
),
[Yr], DESC, [Mo], DESC)
ORDER BY [Yr] DESC, [Mo] DESCTotal customer revenue per month with percentage change from the prior period
| Month | Revenue | Prev. Month | MoM Change |
|---|---|---|---|
| Jan 2026 | €770,581 | €886,025 | -13.0% |
| Dec 2025 | €886,025 | €927,538 | -4.5% |
| Nov 2025 | €927,538 | €1,005,914 | -7.8% |
| Oct 2025 | €1,005,914 | €1,002,077 | +0.4% |
| Sep 2025 | €1,002,077 | €1,058,617 | -5.3% |
| Aug 2025 | €1,058,617 | €1,044,399 | +1.4% |
| Jul 2025 | €1,044,399 | €1,029,880 | +1.4% |
| Jun 2025 | €1,029,880 | €1,080,551 | -4.7% |
| May 2025 | €1,080,551 | €1,341,196 | -19.4% |
| Apr 2025 | €1,341,196 | €1,104,901 | +21.4% |
| Mar 2025 | €1,104,901 | €1,049,714 | +5.3% |
| Feb 2025 | €1,049,714 | €939,565 | +11.7% |
| Jan 2025 | €939,565 | €929,768 | +1.1% |
| Dec 2024 | €929,768 | €842,790 | +10.3% |
| Nov 2024 | €842,790 | €867,544 | -2.9% |
EVALUATE
TOPN(15,
ADDCOLUMNS(
FILTER(
SUMMARIZECOLUMNS('BI_Common_Dim_Date'[year], 'BI_Common_Dim_Date'[month],
TREATAS({"Customer"}, 'BI_Autotask_Companies'[company_type]),
"MonthRevenue", [Revenue - Total]),
[MonthRevenue] > 0),
"PrevMonthRev",
VAR _yr='BI_Common_Dim_Date'[year] VAR _mo='BI_Common_Dim_Date'[month]
VAR _prevYr=IF(_mo=1,_yr-1,_yr) VAR _prevMo=IF(_mo=1,12,_mo-1)
RETURN CALCULATE([Revenue - Total], TREATAS({"Customer"},'BI_Autotask_Companies'[company_type]),
'BI_Common_Dim_Date'[year]=_prevYr, 'BI_Common_Dim_Date'[month]=_prevMo,
REMOVEFILTERS('BI_Common_Dim_Date'))
),
'BI_Common_Dim_Date'[year], DESC, 'BI_Common_Dim_Date'[month], DESC)
ORDER BY 'BI_Common_Dim_Date'[year] DESC, 'BI_Common_Dim_Date'[month] DESCBreakdown by company type and category with active status
| Company Type | Count | Share |
|---|---|---|
| Customer | 328 | 59.6% |
| Vendor | 133 | 24.2% |
| Prospect | 77 | 14.0% |
| Cancellation | 11 | 2.0% |
| Lead | 1 | 0.2% |
Visual comparison of monthly revenue across recent periods
Average MoM revenue growth: +238.3% across the last 12 months with comparable data. Year-over-year revenue growth (Aug-Dec): +13.2%.
Key growth indicators summarized in one view
The data tells a clear story. Your client base of 328 customers has a 97.3% retention rate, which is solid for an MSP. With 29 new clients added in the last 11 months (averaging 2.6 per month), your acquisition pipeline is active but not aggressive.
Revenue growth tells a more nuanced story. While you added new logos steadily, monthly revenue fluctuated between €770,581 and €1,341,196. The average month-over-month change of +238.3% suggests mild contraction in recent months, likely driven by seasonal billing patterns and contract timing rather than client losses.
The most notable data point: October 2024 saw a spike of 10 new clients in a single month, nearly 4x the average. Understanding what drove that spike (a marketing campaign, a referral push, or a competitor outage) could help replicate it.
Your churn rate of 3.4% is manageable, but with only 2.6 new clients per month on average, even a small uptick in cancellations would stall net growth. The gap between gross acquisition and net growth deserves attention.
10 new clients in one month is nearly 4x your average of 2.6. Document what drove that spike and determine if the approach is repeatable. If it was a specific campaign or referral program, double down on it.
With 11 cancellations on record, set up automated alerts when a client account shows signs of disengagement: declining ticket volume, missed QBRs, or contract renewal approaching without discussion.
Your current acquisition rate barely outpaces churn. Start reporting on net client growth (new minus cancelled) each quarter to get a realistic picture of your business trajectory.
Not all new clients contribute equally. Some of your months show new clients added without a corresponding revenue increase. Segment new clients by contract value to understand which acquisition channels bring the highest-value logos.
Your average is 2.6 new clients per month. Set a target of 4 per month to outpace churn by a comfortable margin, and tie sales incentives to that number.
A new client is any company record created in Autotask PSA with company_type "Customer." The creation timestamp determines which month it falls into. This includes all customer types regardless of contract size or status.
That spike represents the initial data migration into Autotask PSA. All existing client records were imported at once, so their creation date reflects the migration date rather than the actual client onboarding date. Organic growth data starts from August 2024.
Month-over-month revenue growth is calculated as (Current Month Revenue minus Previous Month Revenue) divided by Previous Month Revenue, expressed as a percentage. Only months with billing data above a minimum threshold are included to avoid distortion from partial months.
No. This report filters specifically on company_type "Customer" for growth metrics. Partners (77), vendors (133), and other company types are shown in the distribution table for context but are excluded from acquisition and revenue growth calculations.
Monthly for operational tracking. The MoM revenue comparison is most useful when reviewed consistently. For board reporting or investor updates, a quarterly summary with year-over-year comparisons gives a better high-level picture.
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