SaaS Metrics

The most important SaaS metrics and KPIs. Learn about what metrics and KPIs are best for you, vote, and contribute your own.

Daily Active Users

Daily Active Users are the number of unique users of an application or platform that have interacted with it in a day. This metric is used to track daily user engagement. Daily Active Users includes both new users and existing users who have interacted with the application.

goal icon

Deviation from Target Churn Rate

Deviation from Target Churn measures how close or far away you are from hitting your ideal target churn rate in a specific time period. It is calculated by finding the difference between the forecasted churn rate and the target churn rate.

goal icon
user icon

Expansion MRR Growth Rate

Expansion Monthly Recurring Revenue (MRR) Growth Rate is the velocity at which additional revenue from existing customers is being added to the business, expressed as a percentage of total MRR. Expansion MRR Growth Rate is often cited as a monthly rate, but it's also possible to express it using an annual timeframe, for example, "Our Expansion MRR Growth Rate for April was 5%" or "Our Expansion MRR Growth Rate was 80% last year".

Expansion Revenue as a Percentage of New Revenue

Expansion Revenue as a Percentage of New Revenue measures how much of new revenue comes from expansion. Expansion revenue can be an efficient path to growth because it is not associated with high acquisition costs.

goal icon

Forecasted Number of Customers

Forecasted Number of Customers gives you the predicted number of customers your company will have over a given period of time. Though there are multiple ways to forecast customer count, the simplest calculation is to multiply your leads with your average close rate.

Gross Burn

A company's Gross Burn is the total cash spent on operations. These costs typically include all salaries, rent, and other overhead as well as interest and taxes. This metric is often confused with Net Burn, which is a measure of negative cash flow, and includes revenue and expenses.

metric icon
goal icon

Gross MRR Churn Rate

Gross Monthly Recurring Revenue Churn Rate (Gross MRR Churn Rate) is the percentage of recurring revenue lost due to both cancellation and downgrades. Note that it is common to express this metric as a monthly rate, though it can also be expressed as Gross ARR Churn Rate.

goal icon
user icon

Gross Revenue Retention Rate

Gross Revenue Retention (GRR) Rate is the percentage of recurring revenue retained from existing customers in a defined time period, including downgrades, and cancels. It does not include any expansion revenue. GRR is also commonly referred to as Gross Renewal Rate.

goal icon
user icon

Growth in ARR Multiple Since the Previous Raise

Growth in ARR Multiple Since the Previous Raise measures how much a company’s ARR Multiple has grown since the previous round of capital funding. ARR Multiple is the ratio between ARR and a company’s valuation.

Growth in Revenue Since the Previous Raise

Growth in Revenue Since the Previous Raise measures how much a company’s revenue has grown since the previous round of capital funding.

Growth in Valuation Since the Previous Raise

Growth in Valuation Since the Previous Raise measures how much a company’s value has grown since the previous round of capital funding.

Hype Factor

Hype Factor is an efficiency metric that shows how efficiently a company converts capital raised into ARR. SaaS companies convert venture capital into two things: annual recurring revenue (ARR) and hype. ARR has direct value as every year it turns into GAAP revenue. Hype has value to the extent it creates halo effects that drive interest in the company that ultimately increase ARR.

goal icon
user icon

Can't find what you are looking for?

Contribute a metric