Essential Saas Company Metrics

Highlights: The Most Important Saas Company Metrics

  • 1. Monthly Recurring Revenue (MRR)
  • 2. Annual Recurring Revenue (ARR)
  • 3. Churn Rate
  • 5. Customer Acquisition Cost (CAC)
  • 6. Average Revenue per User (ARPU)
  • 7. Net Promoter Score (NPS)
  • 8. Expansion Revenue
  • 10. Gross Profit Margin
  • 11. Monthly Active Users (MAUs)
  • 12. Retention Rate
  • 13. Time to Value (TTV)
  • 14. Revenue Run Rate

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In today’s competitive business landscape, SaaS (Software as a Service) companies are continually on the quest for growth, scalability, and maximizing profitability. Understanding key performance indicators (KPIs) and regularly analyzing the critical metrics can provide invaluable insights into the health of the business and inform strategic decision-making.

In this insightful blog post, we will be delving into an array of vital SaaS company metrics and discussing how they can help drive the success and sustainability of your business. Join us as we explore these essential metrics, their implications, and how to effectively leverage them to stay ahead in the ever-evolving SaaS industry.

Saas Company Metrics You Should Know

1. Monthly Recurring Revenue (MRR)

MRR measures the total monthly revenue generated by a SaaS company from its customers’ recurring subscription fees.

2. Annual Recurring Revenue (ARR)

ARR is the annualized version of MRR and estimates the yearly revenue generated from recurring subscription fees.

3. Churn Rate

Churn rate measures the percentage of customers who cancel their subscription within a given period, indicating the rate of customer attrition.

4. Customer Lifetime Value (CLTV or LTV)

LTV is the estimated total revenue generated from a customer during their entire relationship with the SaaS company.

5. Customer Acquisition Cost (CAC)

CAC is the total cost incurred to acquire a new customer, including marketing, sales, and other onboarding expenses.

6. Average Revenue per User (ARPU)

ARPU measures the average revenue generated per user in a given time period, offering insights into the company’s pricing and revenue performance.

7. Net Promoter Score (NPS)

NPS gauges the likelihood that a customer will recommend a company’s product or service, providing insight into customer satisfaction and loyalty.

8. Expansion Revenue

Expansion revenue refers to the additional revenue generated from existing customers – either through cross-selling, upselling, or upgrades.

9. Lead-to-Customer Conversion Rate

This metric measures the percentage of leads (potential customers) that convert into actual paying customers, reflecting the effectiveness of a company’s sales funnel.

10. Gross Profit Margin

Gross profit margin is the percentage of revenue that remains after subtracting the cost of goods sold, indicating the efficiency of the company’s pricing and cost structures.

11. Monthly Active Users (MAUs)

MAUs represent the number of unique users who actively engage with the SaaS product within a given month, revealing user engagement levels.

12. Retention Rate

The retention rate measures the percentage of customers who renew their subscriptions after a specific time period, indicating customer satisfaction and product value.

13. Time to Value (TTV)

TTV refers to the average time it takes for customers to start experiencing value from a SaaS product, reflecting the company’s onboarding process effectiveness.

14. Revenue Run Rate

Revenue run rate estimates the company’s projected yearly revenue based on current monthly revenue, offering insights into the company’s growth potential and financial health.

Saas Company Metrics Explained

SaaS company metrics play an essential role in understanding the financial health, growth potential, and overall success of a business. Metrics such as Monthly Recurring Revenue (MRR) and Annual Recurring Revenue (ARR) highlight the consistent revenue generated from subscription fees, indicating stability and growth potential. Churn Rate and Customer Lifetime Value (CLTV or LTV) offer insights into customer retention, satisfaction, and overall revenue generated per customer.

Customer Acquisition Cost (CAC) and Average Revenue per User (ARPU) demonstrate the efficiency of marketing efforts and reflect the company’s pricing and revenue strategies. Net Promoter Score (NPS) and Expansion Revenue reveal customer satisfaction, loyalty, and potential growth through cross-selling and upselling opportunities. Metrics such as Lead-to-Customer Conversion Rate emphasize the effectiveness of a company’s sales processes, while Gross Profit Margin indicates the success of pricing and cost structures.

Monthly Active Users (MAUs) and Retention Rate provide insights into user engagement and satisfaction with the SaaS product, and Time to Value (TTV) measures the effectiveness of a company’s onboarding process. Lastly, the Revenue Run Rate offers an estimate of the company’s projected yearly revenue based on current financial performance, providing insight into the company’s future growth potential and overall financial health.


In summary, SaaS company metrics play a pivotal role in guiding businesses towards growth and success. By keeping a close watch on metrics such as MRR, LTV, CAC, churn rate, and customer satisfaction, companies can make well-informed decisions, optimize their strategies, and ensure long-term profitability.

It is crucial for businesses in the SaaS industry to not only measure these metrics but to also incorporate them into their daily operations and long-term planning. By fostering a data-driven approach and continuously adapting to the evolving market landscape, SaaS companies can position themselves as industry leaders and pave the way for sustainable growth and success.



What are the key performance indicators (KPIs) for a SaaS company?

The main KPIs for a SaaS company include Annual Recurring Revenue (ARR), Monthly Recurring Revenue (MRR), Customer Acquisition Cost (CAC), Life Time Value (LTV) of a customer, and Churn Rate.

What is the significance of Annual Recurring Revenue (ARR) in a SaaS company?

ARR is a metric that demonstrates the total revenue a SaaS company can expect to earn annually from its recurring subscription contracts. It helps in tracking the company's growth, forecasting future revenue, and assessing the impact of pricing or packaging changes.

How is the Customer Acquisition Cost (CAC) calculated for a SaaS Company?

CAC is calculated by dividing the total sales and marketing expenses over a specific period by the total number of customers acquired within the same timeframe. This metric helps companies measure the effectiveness of their sales and marketing strategies and determine the resources required to attract new customers.

Why is Life Time Value (LTV) important for a SaaS company?

LTV estimates the total revenue a company can generate from a customer throughout their entire relationship. It helps businesses determine the long-term profitability of each customer, allocate resources effectively, and evaluate the efficiency of their customer retention strategies.

What does the Churn Rate indicate in terms of SaaS company metrics?

Churn Rate measures the percentage of customers who cancel their subscriptions within a given period. A high churn rate indicates customer dissatisfaction and negatively impacts recurring revenue. SaaS companies should aim to reduce churn by focusing on customer service, product improvements, and customer retention strategies.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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