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    The Ultimate SaaS Metrics Cheat Sheet

    Uploaded by

    KDEWolf
    This document provides a cheat sheet of key metrics for SaaS businesses to monitor, organized into the following categories: revenue, MRR movements, customer success, cohort analysis, growth & expansion, and sales. It defines important metrics like monthly recurring revenue, customer churn rate, customer lifetime value, and customer acquisition cost. Cohort analysis is highlighted as a powerful tool to understand how subscriptions evolve over time and identify trends in churn or retention for new customers. The goal is to help SaaS businesses start analyzing their most important metrics to measure performance and ROI.

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    The Ultimate SaaS Metrics Cheat Sheet

    Uploaded by

    KDEWolf
    270 views2 pages
    This document provides a cheat sheet of key metrics for SaaS businesses to monitor, organized into the following categories: revenue, MRR movements, customer success, cohort analysis, growth & expansion, and sales. It defines important metrics like monthly recurring revenue, customer churn rate, customer lifetime value, and customer acquisition cost. Cohort analysis is highlighted as a powerful tool to understand how subscriptions evolve over time and identify trends in churn or retention for new customers. The goal is to help SaaS businesses start analyzing their most important metrics to measure performance and ROI.

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    This document provides a cheat sheet of key metrics for SaaS businesses to monitor, organized into the following categories: revenue, MRR movements, customer success, cohort analysis, growth & expansion, and sales. It defines important metrics like monthly recurring revenue, customer churn rate, customer lifetime value, and customer acquisition cost. Cohort analysis is highlighted as a powerful tool to understand how subscriptions evolve over time and identify trends in churn or retention for new customers. The goal is to help SaaS businesses start analyzing their most important metrics to measure performance and ROI.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    270 views2 pages

    The Ultimate SaaS Metrics Cheat Sheet

    Uploaded by

    KDEWolf
    This document provides a cheat sheet of key metrics for SaaS businesses to monitor, organized into the following categories: revenue, MRR movements, customer success, cohort analysis, growth & expansion, and sales. It defines important metrics like monthly recurring revenue, customer churn rate, customer lifetime value, and customer acquisition cost. Cohort analysis is highlighted as a powerful tool to understand how subscriptions evolve over time and identify trends in churn or retention for new customers. The goal is to help SaaS businesses start analyzing their most important metrics to measure performance and ROI.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    The Ultimate SaaS Metrics Cheat Sheet

    Revenue

    pay particular attention to these numbers.

    Monthly Recurring Revenue Annualized Run Rate Negative Churn


    A measure of your normalized (amortized) A state achieved when revenue expansion
    monthly subscription revenue. outweighs churn and downgrade revenue.

    negative value.
    MRR x 12

    Average Revenue Per Account Average Sale Price

    paid accounts.

    MRR New business MRR in period


    Customer Count New customers in same period

    MRR Movements

    involved in your business. When viewed as a monthly trend, it’s easy to evaluate high level performance compared to
    previous months.

    $3k
    Reactivation
    $2k
    Expansion
    $1k Increases from existing customers, usually from upgrades.
    New Business
    $0 Leads converting to new customers.

    $-1k
    Churn
    Customers canceling active subscriptions.
    Contraction

    Customer Success
    Are customers achieving their business goals within your product?
    These metrics help measure the impact of customer success within your business.

    Customer Churn Rate MRR Retention Rate Customer Retention Rate


    The rate at which your customers are The rate at which customers renew their
    canceling their subscriptions. subscriptions.

    Churned customers in period MRR of renewed subscriptions Number of renewed customers


    Total customers at start of period MRR of subscriptions up for renewal Number of contracts up for renewal

    Net MRR Churn Rate Negative Churn


    A state achieved when revenue expansion
    outweighs churn and downgrade revenue.
    Sum of churn & contraction MRR - Sum of expansion & reactivation MRR
    negative value.
    MRR at start of period
    Cohort Analysis
    Cohort analyses are a powerful tool to help you % of churned customers in lifetime month (relative to previous month)
    understand how your subscriptions evolve over time 0 1 2 3 4 5 6
    and identify important trends in churn or retention. Jun 2021 2.50% 0.80% 5.00% 2.12% 1.35% 0.40% 1.04%
    Jul 2021 0.00% 1.50% 4.09% 3.65% 1.04% 1.43%
    Example Aug 2021 1.22% 4.69% 5.60% 4.23% 2.15%
    Take all new customers who start paying in a given Sep 2021 2.40% 5.66% 5.40% 3.54%
    time period (usually a single month around 6–12 Oct 2021 3.50% 2.67% 7.23%
    months in the past) and analyze how they develop Nov 2021 1.65% 2.56%
    over a period of time (usually 6–12 months). Dec 2021 1.34%
    2.50% 2.98% 5.46% 3.39% 1.51% 0.92% 1.04%
    In this example, we can see that month two has
    In this example months 1-3 have higher churn before easing to around 1%

    Growth & Expansion

    Customer Acquisition Cost CAC Quick Ratio


    A measure of a company’s ability to grow recurring revenue in spite of

    Sum of sales & marketing expenses (New business MRR + Expansion MRR)
    No. of new customers added (Churned MRR + Contraction MRR)

    Customer Lifetime Value LTV CAC : LTV Ratio Payback Period


    An estimate of the average total value of a Used to approximate return on investment The average time taken for CAC to be
    customer over their lifetime (from signup to
    churn). generally accepted as a good target for SaaS.
    ARPA x gross margin % CAC
    Customer churn rate (ARPA x gross margin %)

    MRR Expansion Rate


    The rate of new recurring revenue added from existing customers, usually through add-ons and upgrades.

    (Expansion MRR at end of month - Expansion MRR at beginning of month)


    x 100
    Expansion MRR at beginning of month

    Sales

    Average Sales Cycle Length


    The average number of days taken for a lead to convert into an active paying customer.

    ACV Annual Contract Value


    The average annualized revenue per customer contract. Don’t include any one — time fees — just subscription revenue.

    Start analyzing your most important SaaS metrics.


    Get started at chartmogul.com

    sales@chartmogul.com @ChartMogul

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