Guide · performance reports
How to read an agency performance report.
An agency performance report should show what you earned, what it cost, where new revenue came from, and what changed since last period. Read it for net revenue, the split applied, subscriber growth and churn, and message and conversion activity. Here is what each line means and the questions to ask.
What a good report includes
A performance report should answer four questions at a glance: what you earned, what it cost, where new revenue came from, and what changed since last period. It should show gross and net revenue, the split applied, subscriber growth and churn, and message and conversion activity. If a report hides cost or shows only flattering numbers, ask why.
Reports are also how you hold an agency accountable to the math in the economics of a managed creator. Agree on the format and the cadence before you sign, using our questions to ask before you sign.
Key report metrics, defined
These are the lines that matter most. Definitions vary slightly by agency and platform, so confirm how each is calculated.
| Metric | What it measures | Why it matters |
|---|---|---|
| Gross vs net revenue | Total sales versus what remains after the platform cut. | The split is usually figured on net, so you need both numbers to check the cost is right. |
| Split applied | The agency share taken for the period. | Confirm it matches your contract and the agreed basis, gross or net. |
| New subscribers | Fans added in the period. | Shows whether marketing and promotion are working to bring in new revenue. |
| Churn or cancellations | Fans lost in the period. | Growth means little if churn is high. Net subscriber change is what counts. |
| Average revenue per fan | Earnings divided by paying fans, sometimes shown as ARPPU. | Tells you whether each fan is worth more over time, a sign of good chatting and offers. |
| Message and PPV conversion | Share of messages or pay per view offers that convert to sales. | Measures how well chatting turns attention into revenue. |
| Rebill rate | Share of subscribers who renew rather than cancel. | A healthy rebill rate signals durable, recurring income. |
| Refunds and chargebacks | Money returned or disputed by fans or their banks. | High levels eat revenue and can risk your payment processing. Watch the trend. |
How to read a report in five minutes
Use this order every period. It moves from the number that pays you to the drivers behind it.
- 01
Start with net, not gross
Find your net revenue after the platform cut and after the split. That take home number is the one that pays you.
- 02
Check the split is correct
Confirm the agency share matches your contract and the agreed basis. A small error repeated monthly adds up.
- 03
Read growth against churn
Look at new subscribers next to cancellations. Net change and rebill rate tell you if the audience is really growing.
- 04
Look at quality, not just volume
Average revenue per fan and message conversion show whether each fan is worth more, which is where good chatting earns its keep.
- 05
Compare to last period and ask why
Put this report next to the previous one. For any big move, up or down, ask the agency to explain what drove it and what they will do next.
Related reading and hubs
A report is most useful when you also understand the cost model and the contract behind it.
Frequently asked questions
What should an agency performance report show?
It should show gross and net revenue, the split applied, new subscribers and churn, average revenue per fan, message and conversion activity, rebill rate, and refunds or chargebacks. In short: what you earned, what it cost, where revenue came from, and what changed since last period.
What metrics matter most?
Net take home revenue first, since that is what pays you. Then the split applied, net subscriber change after churn, rebill rate, and average revenue per fan. Volume alone can mislead, so weigh it against quality and retention.
How often should I get a report?
Monthly is common, with some agencies sharing weekly snapshots. Agree on the cadence and format before you sign, and ask to see a sample report during your evaluation so there are no surprises later.
What is a red flag in a report?
Reports that hide cost, show only gross revenue, omit churn, or change format each period so you cannot compare. Rising refunds or chargebacks with no explanation is another warning. A good agency explains big moves without being asked.
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Get matched with an agencyLast updated May 24, 2026