Normalized MRR and ARR
Weekly, monthly, quarterly, semiannual and annual compared after normalization. Moving 99 a month to 1,800 a year is 51 of expansion, not 1,701.
Revenue and cost, closing on one basis
What each user earns you — and what they cost.
DuckLedger joins revenue, cost and behavior in one ledger. MRR, cohorts and churn from 7 gateways and the app stores; cloud, AI, WhatsApp and hosting with an owner; screens, friction and campaigns per person. And the answer that only exists once it all closes: margin by product, by customer, by user and by campaign.
Multi-product · RBAC · Encrypted secrets · No spreadsheet archaeology
Sample · current month
MRR
R$ 248.4k
Gross margin
63.3%
Cost / user
R$ 3.12
LTV:CAC
4.1×
Full revenue metrics
MRR, ARR, waterfall, NRR, GRR, cohorts and conversion funnel.
Every cost has an owner
Cloud, AI and expenses allocated to the product that caused them.
Margin per user
Revenue minus direct cost, down to the person and the session.
Behavior with revenue
Screens, friction, retention and campaigns tied to what each person pays.
See it in 2 minutes
How DuckLedger works, in motion
Three short videos: the path from money to margin per person, what in-product behavior says about retention and campaigns, and how a cloud bill becomes cost per request.
Asaas, Stripe, Pagar.me, Mercado Pago and the app stores land in one ledger — Pix, cards and in-app, with fees and refunds kept apart from gross.
0:00 / 0:41
Read the script
- Revenue. Asaas, Stripe, Pagar.me, Mercado Pago and the app stores land in one ledger — Pix, cards and in-app, with fees and refunds kept apart from gross.
- Cost. AWS, AI providers, WhatsApp, Vercel, Supabase and Hostinger import their bills on their own, with a product and a classification.
- Usage. The SDK sends what the product does. Every model call, message and request gets an owner: a person, by name.
- The joint. Revenue minus cost, per person. This is where you see who pays for what they use — and who costs more than they bring.
- The result. Gross margin, cost per user, LTV:CAC and payback, computed on profit rather than on accumulated revenue.
- Duck CFO. Ask in plain language. Duck CFO answers with your numbers, in tables and charts, and shows where each figure came from.
What it answers
The questions neither half of the equation can answer alone
A revenue tool knows what came in. A FinOps tool knows what went out. Some already join cloud cost with usage billing — but not Asaas, Pix, stores and AI on one Brazilian founder P&L. These are DuckLedger’s questions.
Revenue
- Why did MRR move this month?
- A typed waterfall: new, expansion, reactivation, contraction and churn — each movement written once and never revised.
- Is the base retaining, or just growing over the leak?
- NRR, GRR and quick ratio anchored to the snapshot the month opened on.
- How many trials actually convert?
- Trial and free→paid funnel with the outcome recorded when it happens, measured over resolved rather than started.
- How much comes from cards, Pix and the app stores?
- Asaas, App Store, Google Play and RevenueCat in one ledger, with fees and refunds separated from gross.
Cost
- Which product spent the R$ 8k of AWS?
- Cost Explorer imported and allocated by workspace, not one undifferentiated “infra” line.
- What did the AI model cost, per feature?
- Cost by provider, project and key, attributed to the product that made the call.
- Does this cost serve a customer, buy one, or neither?
- Explicit classification — cost of revenue, acquisition or overhead. Until it is classified, margin is not invented.
- What is the real fixed cost per product?
- Manual, recurring and CSV-imported expenses, with supplier and category.
Per user
- What does serving this user cost?
- Usage events and traces carrying measured or estimated cost, summed per person and per session.
- Does this customer pay for what they consume?
- Net revenue attributed to the customer, minus their direct cost — the contribution result.
- What did that AI conversation cost?
- A trace per conversation, checkout or job, with every step, provider and currency visible.
- Does LTV cover CAC — in profit, not in revenue?
- LTV computed on gross profit, payback by cohort, and churn weighted by margin.
Product and campaigns
- Which screens do people use most — and come back to?
- A screen ranking with people, sessions, time, conversion and D7/D30 return.
- Where do people get stuck?
- A friction score per screen with its reason: errors, failures, rage or dead clicks and abandoned forms.
- Which campaign brings customers who are profitable?
- Visitors, sign-ups, paying, CAC, ROAS and result on margin, by first or last touch.
- What did the people who stay and pay use early on?
- Early adoption against D30 retention and contribution per person — the onboarding list that works.
The joint
Checkout to profit is six stages. Almost nobody crosses the fourth.
Revenue tools stop at stage 3. Cloud FinOps starts at 4; large stacks already import usage-billing revenue, but they do not cover Asaas, Pix, or a Brazilian founder. “Is this customer profitable?” lives at the joint — same product, same period, same currency.
- 1
Charge
- 2
Subscription
- 3
Analytics
- 4
Cost
- 5
Allocation
- 6
Profit
- Revenue tools2–3
MRR, churn, cohorts
- Cloud FinOps tools4–5
cloud cost by tag
- DuckLedger2–6
crosses the joint
The gateway moves the money at stage 1. DuckLedger explains the five that follow.
Revenue side
Subscription metrics that reconcile with the statement
Not a pretty MRR chart on top of a CSV. A ledger of movements, daily snapshots and outcomes written when they happen — because a canceled subscription no longer remembers what it was worth.
Movement waterfall
New, expansion, reactivation, contraction and churn — with voluntary churn separated from involuntary by the status the subscription lapsed from.
Cohorts and retention
Cohort retention, ARPU, average lifetime, and NRR/GRR anchored to the snapshot the month opened on.
Trial and free→paid funnel
Outcomes written once and never recomputed. Rate over resolved, with the still-open population always shown beside it.
Stores and in-app purchase
RevenueCat covers Apple, Google and web at once; App Store and Play also connect directly. Store commission and refunds kept apart from gross.
Brazilian payments, natively
Asaas, Stripe, Pagar.me, Paddle, Iugu, Mercado Pago and AbacatePay: Pix, boleto, cards and subscriptions, with idempotent webhooks and several gateways synced side by side.
Segmentation and forecast
Customer attributes, saved segments, and a revenue forecast built from observed movements.
Revenue attribution
Every payment resolved to the product that earned it — never “somewhere in the gateway.”
Cost side
Every cost with an owner and a classification
A cost with no product never becomes margin. DuckLedger imports spend where it originates, attributes it to a workspace, and forces a question accounting never asks: does this serve a customer, buy one, or neither?
Vercel, Supabase and Hostinger
Vercel exact by service and project; Supabase and Hostinger estimated from the plan and labelled as such. Alerts when a renewal gets dearer.
WhatsApp per person
Each message priced from Meta’s rate of the day, by category and country — and tied to the person who received it.
AWS Cost Explorer
Automatic sync of spend by service, written as an expense on its competence date and allocated by product.
AI APIs by provider
OpenAI, Anthropic, OpenRouter, Gemini and more, with a daily sync and attribution by project, key and workspace.
Real expenses
Manual, recurring and CSV-imported, with supplier, category and competence date.
Cost classification
Cost of revenue, acquisition or overhead. Every category starts as overhead, so an unclassified one never silently inflates margin or CAC.
Allocation by product
Shared cost stays at the organization; each workspace’s P&L stays clean and comparable.
Unit cost
An auditable formula engine: total cost over active users, operations or requests — whichever metric you define.
Savings radar
Six deterministic rules point at what to cut: an idle subscription, an expensive model for the task, an unused service. Each with the amount at stake.
Bills reconciled with usage
The cost the SDK measured is compared with the provider’s bill. The difference shows; the two are never added.
Where it closes
LTV in gross profit, not in accumulated revenue
A revenue LTV tells you what a customer will pay. Only LTV on margin tells you what you keep — the one version comparable to what acquiring them cost. Four figures no revenue-only tool can produce.
gross margin = (revenue − cost of revenue) / revenue CAC = acquisition spend / new customers LTV (margin) = ARPU × average lifetime × gross margin LTV:CAC = LTV (margin) / CAC payback = CAC / (ARPU × gross margin)
A month that acquired nobody does not have a CAC of zero — it has no CAC. A negative margin has no payback period. The figure comes back null instead of lying.
Profit cohorts
Everyone charts revenue retention by cohort. Here the cohort accumulates gross profit until it covers what acquiring it cost — and the month that happens has a name.
Margin-weighted churn
Losing a high-margin customer and a negative-margin one are not the same event. One of them improves the company.
Cash and competence never sum
The margin rate comes from the P&L; recurring revenue lives on its own basis. Carrying the rate into MRR is standard practice — adding cash revenue to MRR is the error this separation exists to prevent.
Per user and per session
The cost of serving one person, event by event
Average cost per active user is a division, not a measurement. Instrument what the product actually does, and every model call, job and conversation gets an owner, a session, a currency and an amount.
Node SDK
One ingest key and one package. Batching, retries and idempotency on the event ID.
Supabase / PostgreSQL
Usage already lives in your tables: one read-only view and a scheduled query.
PostHog
Already-standardized events import directly with host, project and a personal key.
await usage.withTrace(
{
kind: 'conversation',
name: 'Support chat',
subject: user.id,
},
async (trace) => {
trace.step('retrieveContext');
usage.track({
type: 'ai.tokens_spent',
data: {
model: 'gpt-4o',
prompt_tokens: 1200,
completion_tokens: 400,
},
});
},
);Tokens with no cost attached are priced from public list rates and marked estimated. Pass a measured cost and it replaces the estimate.
Traces that correlate the whole unit of work
Conversation, checkout or job: every step, provider and service hop on one row, with duration and cost.
Measured and estimated never blur
What the provider charged and what the price catalog computed carry different labels on the same screen.
Currencies sit side by side
A trace that burned USD on a model and BRL on a gateway fee cost two things. Picking an exchange rate to merge them is your decision, not the cell’s.
Usage subject linked to the paying account
Your app’s internal ID becomes the identity; the e-mail links the person to the customer on its own, and one account can pay for many users without multiplying the revenue.
Who is using it right now
A live panel of active people, from where and on what — with real-time cost and revenue and a forecast for the month.
Product behavior
Where people use the product, where they get stuck — and what it is worth
Analytics tools show clicks. DuckLedger ties every screen, funnel and campaign to the revenue and cost of the people who went through it. The question stops being “how many used it” and becomes “do the people who use this stay and make money?”.
Most used screens
People, views, sessions, median time, conversion and D7/D30 return per screen — with ids collapsed into /orders/:id.
Friction with a reason
Errors, failed actions, rage clicks, dead clicks, abandoned forms and slow completions, in one score that always explains itself.
Session funnels
Screens, actions and features in sequence. The step with the biggest drop is highlighted.
Retention and cohorts
D1, D7 and D30 over people who have had time to return, weekly cohorts and DAU/MAU stickiness.
Return per person
Sessions, active days and main screen next to each person’s revenue, cost and contribution.
Campaigns on margin
First- and last-touch UTMs through to payment: visitors, sign-ups, activated, paying, CAC, ROAS and result.
Onboarding insights
People who used each screen or feature early versus those who did not: retention, paying share and contribution.
Heatmaps in PostHog
Connect PostHog and every screen links to its heatmap and recordings, without a second tool to babysit.
The key never reaches the browser
The tracker posts to a route of your app, which attaches the signed-in user. A page cannot pretend to be someone else.
Private by default
Paths without query strings, ids collapsed to :id, elements named without their text and no form contents read.
The campaign survives sign-up
The source stays on the device: someone who came from an ad and signed up days later is still credited to that ad.
Duck CFO
Ask. The answer comes with your numbers.
An assistant that reads your ledger — revenue, cost, usage and behavior — and answers as a report, with tables and charts. It also sets things up: it creates and validates keys and explains which SDK to use.
- Answers with sources. Every figure comes from a query on your ledger, and the answer says where it came from.
- A report, not a paragraph. Tables and charts inside the answer, ready to take to the meeting.
- Helps you integrate. Creates and validates API keys and points to the right SDK for your stack, inside the chat.
Why did NutriOS margin drop in September?
✦ Duck CFO
AI cost per user rose 38% after support chat moved to a larger model, while revenue held flat. Moving short conversations back to the previous model would recover about $2.1k a month.
How the numbers behave
A number that cannot be justified is not shown
This is not modesty — it is what separates a decision dashboard from a decorative one. When the basis is missing, DuckLedger says it is missing.
Null instead of zero
Spending R$ 3,000 and acquiring nobody is not free acquisition. With no basis the answer is null, and the screen says what still needs connecting.
Estimated is labeled estimated
A cost derived from list prices never dresses up as a measured one. The same holds for trace names inferred from the route.
Environments never mix
Sandbox and production are filed under the environment the event carries, not the one the connection was set to.
Nothing is counted twice
Idempotent webhooks, store aliases resolved to a single customer, and instrumented cost reconciled against the invoice rather than added to it.
Where it fits
Half the equation already has tooling. The whole one does not.
Compared by category, not by brand. Large FinOps already joins cloud cost with usage-billing revenue; DuckLedger joins Asaas, stores, cloud, AI and expenses on one P&L, in reais.
MRR, churn, cohorts
- Revenue tools
- Does it well
- Cloud FinOps
- Does not
- Spreadsheet + accountant
- Does it partially
- DuckLedger
- Does it well
Apple and Google subscriptions
- Revenue tools
- Does it partially
- Cloud FinOps
- Does not
- Spreadsheet + accountant
- Does it partially
- DuckLedger
- Does it well
Pix, boleto and BR billing
- Revenue tools
- Does not
- Cloud FinOps
- Does not
- Spreadsheet + accountant
- Does it well
- DuckLedger
- Does it well
Cloud cost by product
- Revenue tools
- Does not
- Cloud FinOps
- Does it well
- Spreadsheet + accountant
- Does it partially
- DuckLedger
- Does it well
AI API cost
- Revenue tools
- Does not
- Cloud FinOps
- Does it partially
- Spreadsheet + accountant
- Does it partially
- DuckLedger
- Does it well
Margin and profit by product
- Revenue tools
- Does not
- Cloud FinOps
- Does it partially
- Spreadsheet + accountant
- Does it partially
- DuckLedger
- Does it well
LTV on gross profit
- Revenue tools
- Does not
- Cloud FinOps
- Does not
- Spreadsheet + accountant
- Does not
- DuckLedger
- Does it well
Cost and revenue per user
- Revenue tools
- Does not
- Cloud FinOps
- Does it partially
- Spreadsheet + accountant
- Does not
- DuckLedger
- Does it well
WhatsApp and hosting cost per person
- Revenue tools
- Does not
- Cloud FinOps
- Does not
- Spreadsheet + accountant
- Does not
- DuckLedger
- Does it well
Screens and friction tied to revenue
- Revenue tools
- Does not
- Cloud FinOps
- Does not
- Spreadsheet + accountant
- Does not
- DuckLedger
- Does it well
CAC and ROAS per campaign, on margin
- Revenue tools
- Does it partially
- Cloud FinOps
- Does not
- Spreadsheet + accountant
- Does it partially
- DuckLedger
- Does it well
Answer the same day
- Revenue tools
- Does it well
- Cloud FinOps
- Does it well
- Spreadsheet + accountant
- Does not
- DuckLedger
- Does it well
How it works
From connection to margin in four steps
No six-week implementation. Wire the structure once, and the numbers compound on their own.
- 01
Map the products
One organization, one workspace per product. Shared cost stays at the org; each product’s P&L is comparable from day one.
- 02
Connect revenue
Asaas for Pix, boleto and cards; RevenueCat or the stores for in-app purchase. Backfill once, webhooks for the rest.
- 03
Connect cost
AWS, AI providers, WhatsApp, Vercel, Supabase, Hostinger and expenses. Classify each category as cost of revenue, acquisition or overhead.
- 04
Instrument usage
Server SDK plus the browser tracker. From there, “what does this user cost, earn, where do they get stuck and where did they come from” has an answer with a name and a session.
Pricing
Start free. Pay when it already pays for itself.
One subscription per company, priced on how many customers you track. No per-seat charge, no cut of your revenue.
Free
Para validar antes de pagar.
Free
- Até 10 clientes cadastrados
- 1 gateway conectado
- Custos, despesas e lucro por produto
- Dashboard e cockpit do founder
Pricing
Starter
Para quem já tem receita entrando.
R$99.90/month
- Até 1.000 clientes cadastrados
- Todos os gateways e lojas
- MRR, churn, coorte e projeção
- API, webhooks e chaves de uso
- Custos de IA e AWS importados
Scale
Para operações com vários produtos.
R$299.90/month
- Até 10.000 clientes cadastrados
- Tudo do Starter
- Workspaces ilimitados
- Relatórios agendados e alertas
- Suporte prioritário
On paid plans the card goes in now and the first charge lands after 14 days. Cancel before that and nothing is charged.
Hit the limit? Nothing is deleted — only new customer records pause until you change plan.
Managed service
Or leave the work to me.
Connecting sources, classifying cost, splitting it per product and reading the number every month is work — and it is where most people stop. On the managed tiers that part is mine, not yours: you get the close and the decision it points to.
Fechamento
Um produto, a margem fechada todo mês.
R$2,500/month
For companies at R$ 20 mil a R$ 100 mil de MRR
6 month minimum term
- Implementação inclusa: gateways, lojas, AWS e provedores de IA conectados por nós
- Custos classificados e rateados por produto — sem planilha da sua parte
- Fechamento de margem entregue todo mês, com 45 minutos de leitura junto
- Réguas de recuperação de cobrança falha e win-back ativas
- Suporte direto por WhatsApp
Fechamento+
Vários produtos, cada um com o seu P&L.
R$4,900/month
For companies at R$ 100 mil a R$ 400 mil de MRR
6 month minimum term
- Tudo do Fechamento, em quantos produtos e workspaces você tiver
- P&L por produto, por coorte e por canal de aquisição
- Revisão trimestral de preço e de plano, com o número na mesa
- Relatório pronto para sócios e para o contador
- Aviso proativo quando um produto entra no vermelho
Implementation is inside the monthly fee, never billed separately. Above R$ 400k MRR, or for anything outside the scope above, the engagement is quoted.
Security
Financial data treated as the production system it is
An ingest key lives on your server and its scope is deliberately narrow: send events, read the meter catalog, register a missing type. Nothing else.
- HttpOnly cookies and rotating refresh tokens
- Gateway and provider secrets encrypted at rest
- Organizations, workspaces and permission-scoped RBAC from day one
- Audit trail, including for machine actors
- Read-only external database connections with TLS certificate verification
- Signed webhooks with an auditable delivery log
- Cloud tokens used on read-only endpoints only, stored encrypted
- A browser tracker that reads no forms, keeps no query strings and never holds the ingest key
Stop answering “are we profitable?” with an export.
If you run digital products and the revenue answer lives in one tool, the cost in another, and the margin in none — that joint is what DuckLedger closes.
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