SaaS KPIs Cheat Sheet
Welcome to the world of Revenue Operations (RevOps), where data-driven decision-making reigns supreme. As a someone who has been in RevOps for a long time, I understand the vital role that Key Performance Indicators (KPIs) play in optimising revenue generation processes. I've gathered a wealth of KPIs, along with their concise definitions for whether you're a fellow RevOps enthusiast, a sales leader, or a revenue-focused executive. This resource is designed to be your go-to reference for unlocking the power of data in achieving revenue excellence.
1. Monthly Recurring Revenue (MRR): The predictable and recurring revenue generated from subscription-based customers on a monthly basis
2. Annual Recurring Revenue (ARR): The predictable and recurring revenue generated from subscription-based customers on an annual basis
3. Churn Rate: The percentage of customers who cancel or do not renew their subscriptions within a specific time period. Calculated as (Number of Churned Customers / Total Customers at the Beginning of the Period) × 100
4. Customer Lifetime Value (CLTV): The average total revenue generated from a customer during their entire relationship with the company, accounting for subscription duration and associated costs.
5. Customer Acquisition Cost (CAC): The average cost incurred to acquire a new customer. Calculated as (Total Sales and Marketing Expenses / Number of New Customers Acquired).
6. CAC Payback Period: The time it takes for the company to recoup the CAC through the revenue generated from a new customer. This helps assess the efficiency of customer acquisition.
7. Gross Margin: The percentage of revenue that remains after deducting the cost of goods sold (COGS). Calculated as ((Revenue - COGS) / Revenue) × 100.
8. Net Promoter Score (NPS): A customer satisfaction metric that measures the likelihood of customers to recommend the company's product/service to others.
9. Customer Satisfaction (CSAT): A metric that gauges customer satisfaction with the product or service, often measured through surveys and feedback.
10. Active Users/Customers: The number of users or customers actively engaging with the product/service within a given time period.
11. Usage Metrics: Depending on the nature of the SaaS product, these could include metrics such as the number of logins, features used, data uploaded, etc.
12. Customer Retention Rate: The percentage of customers who continue using the product/service over a specific time period. Calculated as ((Customers at the End of the Period - New Customers) / Customers at the Start of the Period) × 100.
13. Upsell/Cross-sell Rate: The percentage of existing customers who upgrade to higher-tier plans or purchase additional features/products.
14. Lead-to-Customer Conversion Rate: The percentage of leads that convert into paying customers. Calculated as (Number of New Customers / Number of Leads) × 100.
15. Average Revenue per User (ARPU): The average revenue generated from each user/customer. Calculated as (Total Revenue / Total Number of Users/Customers).
16. Average Selling Price (ASP): The average price at which the product/service is sold.
17. Sales Pipeline Value: The total value of potential deals currently in the sales pipeline.
18. Sales Conversion Rate: The percentage of leads or opportunities that are successfully converted into paying customers.
19. Time to First Value: The time it takes for a customer to realize the initial value of the product after onboarding.
20. Employee Satisfaction: Internal KPI that measures the satisfaction and engagement of company employees. Often measured through surveys and feedback
21. Operational Efficiency Metrics: These could include metrics related to product development cycle, bug resolution time, customer support response time, etc.
22. Average Contract Length (ACL): The average duration of customer contracts. This metric can provide insights into customer commitment and potential revenue stability.
23. Renewal Rate: The percentage of customers who renew their subscriptions. Calculated as (Number of Renewed Customers / Total Customers Eligible for Renewal) × 100.
24. Expansion Revenue: The additional revenue generated from existing customers who upgrade their plans or purchase additional products/features.
25. Customer Engagement: Measured through metrics like frequency of product usage, feature adoption, and interaction with the platform.
26. User Churn Rate: Similar to customer churn rate, but focused on individual users within a customer account.
27. Net Revenue Retention Rate: Measures the change in revenue from existing customers after accounting for expansions, contractions, and churn. A rate above 100% indicates overall growth from existing customers.
28. Customer Acquisition Rate: The rate at which new customers are acquired over a specific time period.
29. Lead Conversion Time: The time it takes for a lead to convert into a paying customer. It helps in understanding the efficiency of the sales process.
30. Product Adoption Rate: Measures how quickly new users or customers adopt and start using the product after signing up.
31. Feature Adoption Rate: Measures the usage of specific features within the product, helping to identify which features are most valuable to customers.
32. Average Response Time: For customer support, this measures the average time taken to respond to customer inquiries or issues.
33. First Response Time: The time taken to provide the first response to a customer inquiry. A crucial metric for customer satisfaction.
34. Customer Support Resolution Rate: The percentage of customer issues or inquiries that are successfully resolved by the support team
35. Website Traffic: The number of visitors to your company website. This could be segmented by source (organic, referral, paid) and location.
36. Conversion Rate: The percentage of website visitors who take a desired action, such as signing up for a trial or subscribing.
37. Lead Velocity Rate: Measures the growth rate of leads in the pipeline, indicating the health of the sales funnel.
38. Referral Rate: The percentage of new customers acquired through referrals from existing customers or partners.
39. Customer Onboarding Completion Rate: Measures the rate at which new customers complete the onboarding process.
40. Product Stickiness: Measures the extent to which customers rely on the product for their daily operations, making it more difficult for them to switch to a competitor.
41. Time on Platform: The average amount of time users spend actively using the platform during a session.
42. Trial-to-Paid Conversion Rate: The percentage of trial users who convert to paid customers.
43. Employee Productivity Metrics: These could include metrics related to development velocity, support ticket resolution per employee, and other department-specific measures.
44. Customer Acquisition Funnel Conversion Rates: Breakdown of conversion rates at each stage of the customer acquisition funnel, from lead generation to conversion.
45. Lead Source Effectiveness: Measures the effectiveness of different lead sources (e.g., organic search, paid ads, referrals) in terms of generating high-quality leads.
46. Sales Cycle Length: The average time it takes for a lead to move through the entire sales process and become a customer.
47. Customer Segmentation Metrics: Analyze performance metrics based on customer segments, such as industry, company size, or geographic location.
48. Active Usage Frequency: Measures how often active users engage with the product within a given time frame (e.g., daily, weekly).
49. Mobile vs. Desktop Usage: Breakdown of product usage across mobile devices and desktop computers.
50. Customer Health Score: An aggregated score that combines various metrics to assess the overall health of customer relationships.
51. Customer Effort Score (CES): Measures the ease of customers' interactions with the product, service, or support
52. Funnel Drop-Off Points: Identify where in the user journey customers are dropping off, helping to pinpoint areas for improvement.
53. Content Engagement Metrics: For content marketing efforts, track metrics such as blog post views, whitepaper downloads, and webinar attendance.
54. Social Media Engagement: Metrics related to likes, shares, comments, and overall engagement on social media platforms.
55. Partnership and Integration Performance: For SaaS companies with partner networks, track metrics related to partner-driven leads, conversions, and joint marketing efforts.
56. Customer Sentiment Analysis: Analyze customer feedback and sentiment through tools like sentiment analysis on support tickets, reviews, and surveys.
57. Subscriber Growth Rate: For email newsletters or updates, measure the rate at which new subscribers are joining.
58. Competitor Benchmarking: Compare your company's performance to that of key competitors in terms of key metrics like market share, growth rate, and customer satisfaction.
59. New Feature Adoption Rate: Track how quickly users adopt and engage with newly released product features.
60. User Feedback Participation Rate: Measure the rate at which users provide feedback or suggestions for product improvement.
61. Cost per Lead by Channel: Calculate how much it costs to generate a lead from different marketing channels.
62. Lead Quality Metrics: Assess lead quality through metrics like lead score, job title, company size, and engagement level.
63. Customer Feedback Response Rate: Track how often your team responds to customer feedback, whether positive or negative.
64. Social Proof Metrics: Monitor metrics like the number of positive reviews, testimonials, and case studies.
65. Trial Engagement Metrics: Measure trial users' engagement with the product during the trial period.
66. Compliance and Security Metrics: For SaaS products handling sensitive data, monitor compliance with industry standards and security protocols.
67. Downtime and Uptime: Measure the percentage of time your product is available for users, aiming for high uptime and minimal downtime.
68. Refund and Cancellation Rate: Monitor the rate at which customers request refunds or cancel their subscriptions.
69. Landing Page Conversion Rates: Measure the effectiveness of landing pages in converting visitors into leads.
70. Employee Training and Development Metrics: Monitor the progress of new employees' training programs and their integration into their roles.
