Monthly
Monthly Recurring Revenue
The predictable revenue from all active subscriptions, normalised to one month.
Money
SaaS and subscriptions
SaaS and subscription metrics: MRR, ARR, churn, net revenue retention, LTV to CAC, payback, quick ratio and the Rule of 40, with formulas and DAX.
Starter dashboardThe 6 KPIs most teams in SaaS and subscriptions track, each in its best chart
Monthly
Annual Recurring Revenue
The yearly value of the recurring subscriptions active today.
Money
Monthly
ARR Growth Rate
How much ARR grew over the last twelve months, as a percentage.
Percent
Monthly
MRR Growth Rate
How much MRR grew from last month, as a percentage.
Percent
Monthly
Customer Churn Rate
The share of customers at the start of a period who cancelled during it.
Percent
Monthly
Gross Revenue Churn
The share of last month’s MRR lost to cancellations and downgrades, before counting any expansion.
Percent
Monthly
Net MRR Churn
MRR lost to churn and downgrades minus MRR gained from existing customers expanding, as a share of starting MRR.
Percent
Quarterly
Net Revenue Retention
The revenue a group of customers brings today compared with a year ago, counting expansion, downgrades and churn.
Percent
Quarterly
Gross Revenue Retention
The share of last year’s revenue kept from the same customers, counting losses but not expansion.
Percent
Quarterly
SaaS Customer Lifetime Value
The gross profit an average customer brings before they cancel.
Money
Quarterly
LTV to CAC Ratio
How many times the profit from a customer covers what it cost to win them.
Ratio
Quarterly
CAC Payback Period
How many months of a new customer’s gross profit it takes to earn back what it cost to win them.
Number
Monthly
Average Revenue per Account
The average MRR each paying customer brings.
Money
Monthly
SaaS Quick Ratio
How much MRR the business gains for every unit it loses in a month.
Ratio
Quarterly
Rule of 40
Revenue growth rate plus profit margin, which together should reach 40%.
Percent
Quarterly
Burn Multiple
How much cash the company burns for each unit of net new ARR it adds.
Ratio
Quarterly
SaaS Magic Number
How much new annual recurring revenue each unit of last quarter’s sales and marketing spend produced.
Ratio
Monthly
Trial to Paid Conversion
The share of trials (or free users) who become paying customers.
Percent
Quarterly
Customer Retention Rate
The share of customers at the start of a period who are still customers at the end.
Percent