SaaS KPIs: Which to focus on at each stage of your company's growth

SaaS KPIs: Which to focus on at each stage of your company's growth

They may sound obvious, but these words from Paul Graham, the co-founder of Viaweb and Y Combinator, have grown into a truism for startup founders:

“A startup is a company designed to grow fast.”

And if that startup is a SaaS (software as a service) company, Graham’s words could perhaps become “designed to grow really fast.”

It’s often this speed, and the resulting pressure, that leads to SaaS founders and CEOs believing they need to always have a grasp on every SaaS KPI under the sun.

The result, aside from being overwhelming and nearly impossible, is inefficiency. And inefficiency will ultimately limit growth.

This inefficiency can take many forms, but here are the three most common ways it impacts SaaS leaders:

  1. They spend their energy thinking about obtaining venture capital or worrying about their LTV:CAC ratio (Lifetime Value to Customer Acquisition Cost) well before they've found product-market fit;
  2. They’ve attained solid market traction but fail to shift some of their attention from product engagement metrics to growth metrics like annual or monthly growth rates;
  3. They’ve been growing fast for a while but struggle to add efficiency metrics like CAC (customer acquisition cost) Payback and Revenue per Employee.

While the SaaS community is awash in metrics, and it can seem like new SaaS KPIs are being created each day, I’ve found it helpful to organize SaaS KPIs in relation to where they are most important in these three stages of a SaaS company’s lifecycle: Product, Growth, and Efficiency.

In the video below I delve a bit deeper into this topic, and in the infographic that follows you’ll find the SaaS KPIs organized by stage. I hope you find these resources valuable.

Here’s the SaaS KPIs infographic, made with the graphic design software Venngage:

Klipfolio SaaS KPI

If you want to learn how Klipfolio dashboards can help you track these SaaS KPIs, visit And if you just want to deepen your understanding on the SaaS metrics mentioned (and then some), check out our SaaS Metrics and KPIs resource page.

Allan Wille is a Co-Founder and Chief Innovation Officer of Klipfolio. He’s also a designer, a cyclist, a father and a resolute optimist.


Originally published March 30, 2017, updated Jul, 29 2020

Related Articles

Karma Team

Inside the mind of a successful data-driven startup founder

By Melinda ElmborgDecember 5, 2019


How to build an algorithm in 6 steps

By Erik van DorpOctober 28, 2019

Start building dashboards for your team and your clients.