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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.
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.
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.
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.
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.
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.
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.
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 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.