# Sondola

> Sondola is a metrics workspace for tech startups, operated by Sondola Inc. It connects read-only to 34 tools, computes the metrics that matter across product, growth, revenue and finance, organizes them under one North Star with its driver metrics, and tracks goals with daily pace. Every number shows its source and when it was read. The Startup plan is $149 a month billed yearly or $179 month to month per company with unlimited users. Startups that have raised under $5M with fewer than 50 people can apply to use it at no cost.

## Pages

- [Sondola: goals, metrics and cash for startup founders](https://www.sondola.com/): Your North Star, goals, metrics and runway in one view, read-only from 34 tools. Source and read time on every number. Free for qualifying startups.
- [Sondola pricing: $149 a month, free for qualifying startups](https://www.sondola.com/pricing): Startup is $149 a month billed yearly or $179 month to month, unlimited users. Free for startups under $5M raised with fewer than 50 people.
- [Apply to Sondola for Startups](https://www.sondola.com/apply): Raised under $5M with fewer than 50 people, bootstrapped included? Apply in about two minutes for the Sondola Startup plan at no cost, 12 months at a time.
- [Talk to Sondola about your team](https://www.sondola.com/contact): Not eligible for Sondola for Startups, or need custom terms? Tell us about your company and we will reply within two business days.
- [Sondola integrations: 34 read-only connectors](https://www.sondola.com/integrations): See what Sondola reads from Stripe, RevenueCat, Mercury, QuickBooks, PostHog and 29 more tools, and how each one connects. Read-only, always.
- [Connect Adapty | Sondola setup guide](https://www.sondola.com/integrations/adapty): How to connect Adapty to Sondola read-only: what you need, each setup step, permissions and fixes. Reads MRR, subscribers, trials, refunds.
- [Connect Adjust | Sondola setup guide](https://www.sondola.com/integrations/adjust): How to connect Adjust to Sondola read-only: what you need, each setup step, permissions and fixes. Reads installs, sessions, daily actives and revenue.
- [Connect Amplitude | Sondola setup guide](https://www.sondola.com/integrations/amplitude): How to connect Amplitude to Sondola read-only: what you need, each setup step, permissions and fixes. Reads MAU, retention, funnels, lifecycle stages.
- [Connect Apple Ads | Sondola setup guide](https://www.sondola.com/integrations/apple-ads): How to connect Apple Ads to Sondola read-only: what you need, each setup step, permissions and fixes. Reads taps and cost per tap.
- [Connect AppsFlyer | Sondola setup guide](https://www.sondola.com/integrations/appsflyer): How to connect AppsFlyer to Sondola read-only: what you need, each setup step, permissions and fixes. Reads installs by source, organic share, CPI.
- [Connect App Store Connect | Sondola setup guide](https://www.sondola.com/integrations/asc): How to connect App Store Connect to Sondola read-only: what you need, each setup step, the permissions it asks for, refresh timing and fixes.
- [Connect AWS costs | Sondola setup guide](https://www.sondola.com/integrations/aws-costs): How to connect AWS costs to Sondola read-only: what you need, each setup step, permissions and fixes. Reads Bedrock spend, and the rest of your AWS bill.
- [Connect Brex | Sondola setup guide](https://www.sondola.com/integrations/brex): How to connect Brex to Sondola read-only: what you need, each setup step, permissions and fixes. Reads cash on hand and card spend by vendor.
- [Connect Chargebee | Sondola setup guide](https://www.sondola.com/integrations/chargebee): How to connect Chargebee to Sondola read-only: what you need, each setup step, permissions and fixes. Reads MRR, subscriptions, churn and revenue.
- [Connect CleverTap | Sondola setup guide](https://www.sondola.com/integrations/clevertap): How to connect CleverTap to Sondola read-only: what you need, each setup step, permissions and fixes. Reads CRM sends, views, clicks, unsubscribes.
- [Connect Customer.io | Sondola setup guide](https://www.sondola.com/integrations/customerio): How to connect Customer.io to Sondola read-only: what you need, each setup step, permissions and fixes. Reads campaign sends, opens, clicks, unsubscribes.
- [Connect Firebase | Sondola setup guide](https://www.sondola.com/integrations/firebase): How to connect Firebase to Sondola read-only: what you need, each setup step, the permissions it asks for, refresh timing and fixes.
- [Connect Google Analytics 4 | Sondola setup guide](https://www.sondola.com/integrations/ga4): How to connect Google Analytics 4 to Sondola read-only: what you need, each setup step, the permissions it asks for, refresh timing and fixes.
- [Connect Google Cloud billing | Sondola setup guide](https://www.sondola.com/integrations/gcp-billing): How to connect Google Cloud billing to Sondola read-only: what you need, each setup step, the permissions it asks for, refresh timing and fixes.
- [Connect Google Play | Sondola setup guide](https://www.sondola.com/integrations/google-play): How to connect Google Play to Sondola read-only: what you need, each setup step, permissions and fixes. Reads Android crash and ANR rates.
- [Connect Google Search Console | Sondola setup guide](https://www.sondola.com/integrations/gsc): How to connect Google Search Console to Sondola read-only: what you need, each setup step, the permissions it asks for, refresh timing and fixes.
- [Connect HubSpot | Sondola setup guide](https://www.sondola.com/integrations/hubspot): How to connect HubSpot to Sondola read-only: what you need, each setup step, permissions and fixes. Reads deals won, bookings, pipeline, new contacts.
- [Connect Instagram | Sondola setup guide](https://www.sondola.com/integrations/instagram): How to connect Instagram to Sondola read-only: what you need, each setup step, permissions and fixes. Reads followers, reach, views, engagement.
- [Connect Intercom | Sondola setup guide](https://www.sondola.com/integrations/intercom): How to connect Intercom to Sondola read-only: what you need, each setup step, permissions and fixes. Reads conversations started and leads created.
- [Connect Klaviyo | Sondola setup guide](https://www.sondola.com/integrations/klaviyo): How to connect Klaviyo to Sondola read-only: what you need, each setup step, permissions and fixes. Reads email and SMS events, order value.
- [Connect Mercury and verify cash balances | Sondola](https://www.sondola.com/integrations/mercury): Connect Mercury with a read-only API token, then check cash on hand, Net burn, bank and spend by vendor against the same dates in Mercury.
- [Connect Meta Ads | Sondola setup guide](https://www.sondola.com/integrations/meta): How to connect Meta Ads to Sondola read-only: what you need, each setup step, permissions and fixes. Reads spend and cost per attributed trial.
- [Connect Mixpanel | Sondola setup guide](https://www.sondola.com/integrations/mixpanel): How to connect Mixpanel to Sondola read-only: what you need, each setup step, permissions and fixes. Reads events, unique users, saved reports.
- [Connect OneSignal | Sondola setup guide](https://www.sondola.com/integrations/onesignal): How to connect OneSignal to Sondola read-only: what you need, each setup step, permissions and fixes. Reads push deliveries and clicks.
- [Connect OpenAI usage and costs | Sondola setup guide](https://www.sondola.com/integrations/openai-costs): How to connect OpenAI usage and costs to Sondola read-only: what you need, each setup step, the permissions it asks for, refresh timing and fixes.
- [Connect Paddle | Sondola setup guide](https://www.sondola.com/integrations/paddle): How to connect Paddle to Sondola read-only: what you need, each setup step, permissions and fixes. Reads MRR, paying subscribers and net revenue.
- [Connect Plausible | Sondola setup guide](https://www.sondola.com/integrations/plausible): How to connect Plausible to Sondola read-only: what you need, each setup step, permissions and fixes. Reads visitors, visits and pageviews.
- [Connect PostHog and verify product metrics | Sondola](https://www.sondola.com/integrations/posthog): Connect PostHog with a scoped personal API key, project ID and region, then verify events, active users and first-seen people in Sondola.
- [Connect QuickBooks Online: burn and revenue | Sondola](https://www.sondola.com/integrations/quickbooks-online): Connect QuickBooks Online through Intuit OAuth, then check Net burn, books, card debt, revenue and spend by category, each with its period and read date.
- [Connect RevenueCat and verify subscriptions | Sondola](https://www.sondola.com/integrations/revenuecat): Connect RevenueCat with a v2 secret key and project ID, then verify MRR, subscribers, trials, churn and revenue against the same reporting period.
- [Connect Sentry | Sondola setup guide](https://www.sondola.com/integrations/sentry): How to connect Sentry to Sondola read-only: what you need, each setup step, permissions and fixes. Reads errors and crash-free sessions and users.
- [Connect Shopify | Sondola setup guide](https://www.sondola.com/integrations/shopify): How to connect Shopify to Sondola read-only: what you need, each setup step, permissions and fixes. Reads orders, revenue, AOV, new customers.
- [Post a weekly Slack digest | Sondola setup guide](https://www.sondola.com/integrations/slack-digest): Post a weekly Sondola digest to one Slack channel with an incoming webhook: what it sends, who sees cash figures, and each setup step.
- [Connect Stripe and verify MRR and revenue | Sondola](https://www.sondola.com/integrations/stripe): Connect Stripe with a restricted read key, then verify MRR, subscriptions, new and churned subscriptions and revenue for the same period.
- [Connect Xero | Sondola setup guide](https://www.sondola.com/integrations/xero): How to connect Xero to Sondola read-only: what you need, each setup step, permissions and fixes. Reads revenue, net burn, cash and spend by category.
- [Startup metrics, defined and calculated | Sondola](https://www.sondola.com/metrics): How to calculate MRR, ARR, churn, CAC payback, runway, burn multiple, AI spend and more from the tools you already use, and the mistakes that distort each.
- [MRR: how to calculate monthly recurring revenue | Sondola](https://www.sondola.com/metrics/mrr): MRR is the monthly value of active paid subscriptions at month end. See the formula, how to normalize annual plans, and the mistakes that inflate it.
- [ARR: annual recurring revenue explained | Sondola](https://www.sondola.com/metrics/arr): ARR is the yearly value of every active subscription at period end. Learn the formula, how it relates to MRR, and why it is not the same as revenue.
- [Net new ARR: formula and components | Sondola](https://www.sondola.com/metrics/net-new-arr): Net new ARR is new plus expansion ARR minus contraction and churn over a period. See how to build it from its parts and why the components matter.
- [Churn rate: how to calculate subscriber churn | Sondola](https://www.sondola.com/metrics/churn-rate): Subscriber churn rate is paid subscribers lost in a month divided by paid subscribers at the start. See the formula and the errors that distort it.
- [NRR: how to calculate net revenue retention | Sondola](https://www.sondola.com/metrics/nrr): Net revenue retention compares recurring revenue from a group of customers today with the same group 12 months earlier. See the formula and common errors.
- [ARPU: average revenue per paying user | Sondola](https://www.sondola.com/metrics/arpu): ARPU in Sondola is revenue per paying user in a period. See the formula, how it differs from ARPPU and ARPA, and the mistakes that make it misleading.
- [Trial-to-paid conversion: formula and pitfalls | Sondola](https://www.sondola.com/metrics/trial-to-paid): Trial-to-paid is the share of free trials that convert to a first paid period. See the formula, why recent trial groups read low and a published figure.
- [CAC: how to calculate customer acquisition cost | Sondola](https://www.sondola.com/metrics/cac): Blended CAC is total sales and marketing spend divided by new paying customers in the same period. See the formula and the mistakes that understate it.
- [CAC payback period: formula and pitfalls | Sondola](https://www.sondola.com/metrics/cac-payback): CAC payback is the number of months of margin from a customer needed to recover what it cost to acquire them. See the formula and how to avoid errors.
- [LTV to CAC ratio: how to calculate it | Sondola](https://www.sondola.com/metrics/ltv-cac-ratio): The LTV to CAC ratio compares what a customer brings in with what it cost to acquire them. Sondola uses 12-month LTV. See the formula and pitfalls.
- [SaaS magic number: formula and how to read it | Sondola](https://www.sondola.com/metrics/magic-number): The SaaS magic number is net new ARR in a quarter divided by the prior quarter's sales and marketing spend. See the formula and the errors to avoid.
- [Burn multiple: the formula and how to read it | Sondola](https://www.sondola.com/metrics/burn-multiple): Burn multiple is net burn divided by net new ARR in the same month. See how to calculate and read it, and the mistakes that make it look better than it is.
- [Burn rate: how to calculate monthly net burn | Sondola](https://www.sondola.com/metrics/burn-rate): Net burn is how much cash a company loses in a month after revenue. See how to calculate it from accounting data, and how it differs from gross burn.
- [Runway: how to calculate months of cash left | Sondola](https://www.sondola.com/metrics/runway): Runway is how long current cash lasts at the current rate of net burn. See the formula, which burn to divide by, and what the estimate leaves out.
- [Gross margin for software: how to calculate it | Sondola](https://www.sondola.com/metrics/gross-margin): Gross margin is revenue minus the direct cost of delivering the product, divided by revenue. See what belongs in cost of revenue for apps and SaaS.
- [DAU/MAU ratio: how to measure stickiness | Sondola](https://www.sondola.com/metrics/dau-mau-ratio): The DAU/MAU ratio shows what share of monthly active users are active on a typical day. See the formula, how to read it and the mistakes that distort it.
- [Day 30 retention: how to measure it | Sondola](https://www.sondola.com/metrics/day-30-retention): Day 30 retention is the share of new users who come back around 30 days after first use. See how Sondola defines it and why definitions change the number.
- [AI spend: what to count and how to measure it | Sondola](https://www.sondola.com/metrics/ai-spend): AI spend is what a company pays for AI in a month: model APIs, AI on the cloud bill and AI tools. See what to count and what hides or doubles it.
- [AI cost as a share of revenue: the formula | Sondola](https://www.sondola.com/metrics/ai-cost-share-of-revenue): AI cost as a share of revenue is monthly AI spend divided by revenue. See the formula, what to count on each side, and a published reference point.
- [Inference efficiency ratio: formula and targets | Sondola](https://www.sondola.com/metrics/inference-efficiency-ratio): The inference efficiency ratio divides revenue by the cost of running the AI models that serve customers. See the formula, the basis and published targets.
- [Runway calculator: months of cash left | Sondola](https://www.sondola.com/tools/runway-calculator): Enter cash on hand and monthly net burn to see how many months of runway you have and the date cash runs out, with burn growth included.
- [CAC payback calculator with LTV to CAC | Sondola](https://www.sondola.com/tools/cac-payback-calculator): Enter CAC, monthly revenue per customer and gross margin to see how many months it takes to earn back what a customer cost, plus LTV to CAC.
- [Sondola compared: Databox and other founder tools](https://www.sondola.com/compare): How Sondola compares with the dashboard, goals and revenue tools founders use, with dated prices and an at-a-glance feature matrix.
- [Sondola vs Databox (2026): pricing, features and fit](https://www.sondola.com/compare/databox): Sondola is $149 a month billed yearly for unlimited users. Databox Team Scale is $319 a month for 10 users. Compare goals, integrations and AI.
- [Sondola vs Geckoboard (2026): pricing, features and fit](https://www.sondola.com/compare/geckoboard): Sondola vs Geckoboard, reviewed Oct 25, 2026. Sondola is $149 a month billed yearly with unlimited users. Geckoboard starts at $79 a month billed annually.
- [Sondola vs Klipfolio (2026): pricing, features and fit](https://www.sondola.com/compare/klipfolio): Sondola vs Klipfolio Klips and PowerMetrics, reviewed Oct 25, 2026. Sondola is $149 a month billed yearly. Klips starts at $120 a month billed annually.
- [Sondola vs Visible (2026): pricing, features and fit](https://www.sondola.com/compare/visible): Sondola vs Visible, reviewed Oct 25, 2026. Sondola is $149 a month billed yearly. Visible has a $0 Starter plan, then from $59 a month billed annually.
- [Sondola vs ChartMogul (2026): pricing, features and fit](https://www.sondola.com/compare/chartmogul): Sondola vs ChartMogul, reviewed Oct 25, 2026. Sondola is $149 a month billed yearly. ChartMogul is free to $10K MRR, then from $57 a month billed annually.
- [Sondola vs Tability (2026): pricing, features and fit](https://www.sondola.com/compare/tability): Sondola vs Tability, reviewed Oct 25, 2026. Sondola is $149 a month billed yearly for unlimited users. Tability is from $6 per user a month billed yearly.
- [Sondola vs cfo.ai (2026): pricing, features and fit](https://www.sondola.com/compare/cfo-ai): Sondola vs cfo.ai (formerly Runway), reviewed Oct 25, 2026. Sondola is $149 a month billed yearly. cfo.ai starts at $375 a month billed annually.
- [Sondola vs a spreadsheet (2026): pricing, features and fit](https://www.sondola.com/compare/spreadsheets): Sondola vs a Sheets or Excel KPI tracker, reviewed Oct 25, 2026. Sondola is $149 a month billed yearly. Sheets and Excel are free with Workspace or 365.
- [Sondola vs ChatGPT or Claude (2026): pricing and fit](https://www.sondola.com/compare/chatgpt-claude): Sondola vs ChatGPT or Claude for startup metrics, reviewed Oct 25, 2026. Sondola is $149 a month billed yearly. Claude Pro is $17 a month billed yearly.
- [Finmark alternative after the shutdown | Sondola](https://www.sondola.com/compare/finmark): Finmark was retired on April 1, 2026. What Sondola replaces, what it does not, and how to make sure your numbers can always leave with you.
- [Live demo: explore a Sondola workspace | Sondola](https://www.sondola.com/demo): Open a read-only Sondola workspace for a fictional company, no signup. Inspect goals, metric movements, sources and freshness in the real product.
- [How the Sondola demo is built | Sondola](https://www.sondola.com/demo/how-it-is-built): Sandbar and Kelpline are simulated companies. The model behind their numbers, the published benchmarks it is calibrated to, and what we chose.
- [How Sondola works: a 72-second product tour](https://www.sondola.com/watch/sondola-overview): Watch a captioned tour of Sondola: connect your tools, review your company goals and open the evidence behind a number. Real product captures.
- [About Sondola: why we built it](https://www.sondola.com/about): Sondola is built by serial entrepreneurs who also ran a software agency. Why every number shows its source, and how we price it.
- [Sondola team: authors and editorial approach](https://www.sondola.com/authors/sondola): Who writes Sondola's guides to company metrics, source checking and reporting, and the editorial rules the team follows.
- [Resources: metric guides, calculators and setup | Sondola](https://www.sondola.com/resources): Practical guides to reviewing company performance: metric definitions, calculators, comparisons, setup help and a 72-second product tour.
- [What's new in Sondola | Changelog](https://www.sondola.com/changelog): Every change that reaches Sondola, dated the day it went live, newest first: new features, improvements and fixes. The same list is in the app.
- [Corrections and improvements | Sondola](https://www.sondola.com/corrections): Product-wide corrections and improvements to how Sondola calculates, handles and shows numbers, each dated with the reason recorded for it.
- [How to check a metric before you rely on it | Sondola](https://www.sondola.com/checks): Eight checks for any metric: period, unit, direction, missing values, freshness, corrections, source and demo data. A practical reference.
- [Data freshness: a worked example | Sondola](https://www.sondola.com/guides/freshness): A dated Sandbar demo example that separates a source check, a data-through date and a metric period, including a connection error and missing data.
- [Setup and troubleshooting | Sondola docs](https://www.sondola.com/docs): Connect a source, choose a metric, verify its first complete period and investigate missing, old or corrected data in Sondola.
- [Legal, privacy and subprocessors | Sondola](https://www.sondola.com/legal): Sondola Inc. terms, privacy policy, data processing addendum, subprocessors, startup program terms and cookie notice in one place.
- [Terms of Service | Sondola](https://www.sondola.com/legal/terms): The agreement between Sondola Inc. and the companies that use Sondola: read-only access, your data, fees, limits and disputes.
- [Privacy Policy | Sondola](https://www.sondola.com/legal/privacy): What Sondola Inc. collects, why, who processes it, how long it is kept and how to use your privacy rights.
- [Data Processing Addendum | Sondola](https://www.sondola.com/legal/dpa): How Sondola Inc. processes customer data as a processor and service provider, with security measures and transfer terms.
- [Subprocessors | Sondola](https://www.sondola.com/legal/subprocessors): The companies Sondola Inc. uses to run Sondola, what data each handles, where, and how you hear about changes.
- [Sondola for Startups Program Terms | Sondola](https://www.sondola.com/legal/startup-program-terms): Eligibility, renewal, graduation and the rules of Sondola for Startups, the Startup plan at no cost for qualifying startups.
- [Cookie notice | Sondola](https://www.sondola.com/legal/cookies): The storage Sondola uses on its site and app, what is strictly necessary, and how to change your analytics choice.
- [Security and permissions | Sondola](https://www.sondola.com/security): How Sondola keeps read-only access to your tools, protects credentials and isolates each workspace.