100 SaaS Metrics

The appeal of investing in Software as a Service (SaaS) companies lies in the abundant availability of data that can be utilized to gain a deeper understanding of a business. Let's delve into this topic by exploring 100 key SaaS metrics and benchmarks, as well as how to measure each one of them:

1. Monthly Recurring Revenue (MRR): The total amount of predictable revenue that a company can expect to receive on a monthly basis.

2.Annual Recurring Revenue (ARR): The total amount of predictable revenue that a company can expect to receive on an annual basis.

3.Customer Acquisition Cost (CAC): The total cost of acquiring a new customer, including all aspects of marketing and sales.

4.Churn Rate: The rate at which customers cancel their subscriptions.

5.Customer Lifetime Value (CLTV): The total revenue that a company can expect to receive from a customer during their lifetime.

6. Expansion MRR: Additional revenue from existing customers through upsells, cross-sells, or upgrades.

7. Net Promoter Score (NPS): A measure of customer satisfaction and loyalty.

8. Gross Margin: The difference between revenue and cost of goods sold, divided by revenue.

9. Revenue Per User (RPU): The revenue generated per user or account.

10. Retention Rate: The percentage of customers that continue to subscribe to a service over a given period.

11. Active Users: The number of active users in a given period, usually measured daily (DAU) or monthly (MAU).

12. Product Usage Metrics: These could include session duration, number of sessions per user, features used, etc.

13. Sales Efficiency: A measure of the effectiveness of the sales process.

14. Sales Cycle Length: The average amount of time it takes to close a deal.

15. Lead Conversion Rate: The percentage of leads that become paying customers.

16. Revenue Run Rate: The projection of future revenues based on the current revenue.

17. Burn Rate: The rate at which the company is spending its venture capital.

18. Free to Paid Conversion Rate: The percentage of free users who become paying customers.

19. Customer Support Tickets: The number of customer support inquiries or issues raised.

20. Customer Satisfaction Score (CSAT): A measure of how products and services meet or surpass customer expectations.

21. Product-Qualified Leads (PQLs): Users who have reached a usage threshold that indicates a high likelihood of becoming a paying customer.

22. Average Revenue Per User (ARPU): This is the total revenue divided by the number of users/subscribers.

23. Logo Churn Rate: The rate at which the company loses customers, regardless of their size or value.

24. Net Revenue Retention (NRR): Measures the revenue from existing customers by accounting for upgrades, downgrades, and churn.

25. Onboarding Time: The time it takes for a new user to become fully operational with the software.

26. Trial-to-Paid Conversion Rate: The percentage of trial users who convert to paid users.

27. Cost Per Lead (CPL): The marketing cost to acquire a single lead.

28. Sales Accepted Leads (SAL): The number of leads accepted by sales as being qualified prospects.

29. Revenue Churn: The lost revenue due to customers cancelling or downgrading their subscriptions.

30. Payback Period: The time it takes for a customer to generate enough net revenue to cover the cost of acquiring them.

31. Qualified Lead Velocity Rate (LVR): The growth rate of qualified leads month over month.

32. Days Sales Outstanding (DSO): Measures the average number of days it takes to collect payment after a sale has been made.

33. Service Level Agreement (SLA) Performance: Measures how well a company’s service delivery meets its agreed-upon standards.

34. Customer Health Score: A metric combining various data points to measure the overall health or satisfaction of the customer relationship.

35. Upsell and Cross-Sell Rate: The rate at which existing customers purchase additional features or products.

36. Customer Engagement Score: A measure of how engaged users are with your product based on their interactions and usage.

37. Feature Adoption Rate: This measures how many customers are using a specific feature or set of features within your application. It can help identify the most and least valuable aspects of your product.

38. Time to First Value (TTFV): The time it takes for a customer to realize value from your product after signup. This can be a strong indicator of long-term customer satisfaction and retention.

39. API Call Volumes: For SaaS businesses with service-based architectures or that provide APIs for customers, tracking the volume of API calls can be indicative of system usage and load.

40. Productivity Metrics: This could involve measures of how your product improves customer efficiency or reduces time spent on certain tasks.

41. Customer Success Score: A composite measure of key performance indicators (KPIs) that indicate how successfully your customers are using your product.

42. Product Return on Investment (ROI): Demonstrating the ROI of your product to customers can help in reducing churn and increasing satisfaction.

43. Support Handling Time: The amount of time it takes for your team to handle customer support issues.

44. Percentage of Self-Serve Customers: If your SaaS has both self-serve and sales-assisted models, this can be an important measure of where your signups are coming from.

45. System Uptime/Reliability: The amount of time your service is available without interruption, often measured as a percentage of total time.

46. Revenue Retention Rate: Measures the revenue from existing customers by accounting for upsells and cross-sells, even if the total number of customers decreases.

47. Platform Usage Metrics: Specific actions users take on your platform, which might include button clicks, pages viewed, or actions completed.

48. Pricing Page Conversion Rate: The percentage of visitors to your pricing page who become customers.

49. Off-boarding Rate: Measures the rate at which users deactivate or close their accounts.

50. Time between Upgrades: The time it takes for a customer to move from one subscription level to another.

Enterprise SaaS (51 - 54)

51. Enterprise Readiness Score: A measure of how prepared a product is to meet the stringent requirements of enterprise customers, including things like security, scalability, and customizability.

52. Sales Team’s Win Rate: The percentage of sales opportunities that result in a won deal. In the enterprise space, where sales cycles are longer and deals are larger, this is particularly important.

53. Contract Value: Enterprise contracts can vary greatly in terms of size and scope, making the total contract value an important metric.

54. Integration Usage: Enterprises often need to integrate SaaS solutions with their existing tech stack. Measuring the usage of your integrations can provide valuable insight.

SMB SaaS (55 - 57)

55. Self-Serve Signups: SMBs often prefer self-service options, making this a key metric for SMB-focused SaaS.

56. Time to Productivity: Given the limited resources at many SMBs, the time it takes for them to start gaining value from a SaaS product is critical.

57. Net Dollar Retention (NDR): This measures the growth in recurring revenue from existing customers, including upsells, churn, contraction, and expansion. For SMB customers, who might frequently upgrade or downgrade, this metric is key.

Consumer SaaS (58 - 62)

58. Referral Rate: Given the importance of virality in consumer SaaS, the rate at which existing users are referring new ones can be a key growth indicator.

59. App Store Ratings: For consumer SaaS products, particularly mobile apps, the ratings on app stores can be a key measure of user sentiment.

60. Social Media Engagement: Measuring engagement on social media platforms can provide insights into brand recognition and reputation.

61. Behavioral Metrics: This includes metrics like daily activity, user-generated content, interaction with other users, etc.

62. Community Activity: If your consumer SaaS has a community component, tracking the activity levels and engagement within this community can be crucial.

63. Customer Effort Score (CES): Measures how much effort a customer has to put into interacting with your product.

64. Product Engagement Score: A composite score based on various usage metrics that indicate how engaged users are with your product.

65. Revenue Per Employee: Useful for understanding productivity and efficiency within your organization.

66. Qualified Marketing Traffic: The number of visitors to your site who fit your target demographic or customer persona.

67. Product Performance Metrics: Depending on your product, specific performance metrics (like speed, efficiency, error rates) might be crucial.

68. Percentage of Recurring Revenue: The percentage of your total revenue that comes from recurring subscriptions vs. one-time purchases or other sources.

69. Partner/Channel Sales: If you utilize partner channels for sales, tracking their performance will be critical.

70. Cohort Analysis: Measures behavior or performance of specific user cohorts over time.

71. User Churn by Cohort: Similar to cohort analysis, but specifically looks at churn rates of different cohorts.

72. Customer Feedback Score: Measures the feedback received from customers through various channels.

73. Billing Metrics: This could include metrics related to billing operations, disputes, failed charges, etc.

74. Technical Support Metrics: Measures the efficiency of your technical support, including resolution time, satisfaction score, etc.

75. Sales Response Time: The time it takes for your sales team to respond to a new lead.

76. Failed Payments: Tracking the number of failed payment transactions can reveal potential issues with your payment processor or customer payment methods.

77. Trial Extension Requests: If you offer trials, tracking extension requests can offer insights into whether your trial length is sufficient.

78. Customer References: The number of customers willing to act as references or case studies can be a powerful sales and marketing tool.

79. Revenue by Region: Segmenting revenue geographically can reveal important trends and opportunities.

80. Outbound Call Metrics: For sales teams making outbound calls, metrics like calls per rep, calls per conversion, etc. can be useful.

81. Product Tutorial Completion Rate: If you provide tutorials or onboarding content, the completion rate can indicate their effectiveness.

82. Platform-Specific Metrics: If your software is available on multiple platforms, you might track usage or revenue per platform.

83. Sales by Product Line or Version: If you offer multiple products or versions, breaking down sales by these categories can offer insights.

84. Account Expansion Potential: A measure of how much more a customer could spend based on their size, industry, or other factors.

85. Customer Support Satisfaction: A measure of customer satisfaction with the support they’ve received.

86. Customer Support Response Time: The average time it takes for a customer to receive a response to a support request.

87. Product Backlog Burn Rate: For SaaS companies that are constantly developing, how quickly are you working through your product development backlog?

88. User Session Length: How long, on average, are users actively using your software in a single session?

89. Customer Goal Achievement: Are your customers achieving the goals they set out to reach by using your product?

90. Product Training Attendance: If you offer product training or webinars, how many customers are participating?

91. Billing Efficiency: The cost of maintaining your billing system relative to the revenue it processes.

92. Renewal Rate: The percentage of customers who renew their contracts at the end of their term.

93. Support Contact per User: The average number of support requests per user. High numbers can indicate usability issues.

94. Revenue per Sales Rep: Measures productivity of your sales team.

95. Upsell/Cross-sell Success Rate: The rate at which you’re able to sell additional products or services to existing customers.

96. Cost of Service Delivery: The costs associated with delivering your service to customers, which impacts profitability.

97. Discount Amount: The average amount of discount given to customers, which can impact revenue and profitability.

98. Product Quality Metrics: Could be bugs reported, uptime/downtime ratio, or other measures of the technical quality of your product.

99. Webinar or Event Attendance: If you host educational or promotional events, tracking attendance and the resulting conversions can be valuable.

100. Percent of Revenue from Partnerships: If partnerships play a role in your business, how much revenue do they contribute?

You might be wondering, 'Okay, how do I calculate each of these?' Well, my friend, let me introduce you to ChatGPT.

Have fun! ;)