saas metrics for stratup

16 key SaaS metrics for startups in 2024


The global software-as-a-service (SaaS) market is predicted to reach over $900 billion by 2030, having grown to $237.48 billion in 2022. Due to market saturation, weaker businesses are being forced out before they can establish themselves.

Ensuring that your SaaS company is tracking the appropriate metrics is essential for making well-informed decisions and promoting long-term growth, regardless of your level of experience with data. Here are seventeen crucial SaaS metrics to monitor.

What are SaaS Metrics?

saas metrics

The vital signs that assist you in monitoring the expansion, prosperity, and well-being of a software as a service (SaaS) enterprise are SaaS metrics. These indicators, which range from customer acquisition cost (CAC) to customer lifetime value (LTV), can help you attract investors and provide you with information about what’s happening in product development, marketing, sales and customer success.

These measurements offer priceless insights into many facets of the performance and well-being of the company.

How many metrics exist for SaaS?

Nowadays, businesses monitor their performance using a wide range of SaaS metrics and variants. We’ll cover the top 16 here. We won’t cover all issues; they need regular monitoring for your company’s health.

Also read : Customer Retention Strategies for SaaS Product

So without more delay, let’s get going.

16 Key SaaS Metrics

16 key

It might be challenging to determine how your SaaS business is doing. It’s possible that you’re receiving a lot of leads but no conversions. SaaS metrics will reveal your company’s image and suggest improvements.

1. Lead to Rate of Customers

Getting leads to become customers is the ultimate aim of any SaaS company. Your lead-to-customer rate demonstrates your ability to generate sales-ready leads and convert them into customers.

2. Value of a Customer Lifetime

The customer lifetime value (CLTV), one of the most often used SaaS metrics, indicates the total amount of money your company anticipates earning from a client throughout the course of that account. The lifetime value increases as a consumer uses your product for a longer period of time.

3. Improving planning and strategy

Understanding key indicators of performance (KPIs) makes the process of allocating resources and doing strategic planning easier. SaaS analytics help entrepreneurs choose which areas to allocate money for with the greatest impact and how effective their tactics are.

4. Cost of Customer Acquisition

It looks like you’re gaining a lot of new clients. However, have you ever pondered, “What is the true cost to my company?” The client acquisition cost, or CAC, gauges this.

5. Ratio of LTV to CAC

This implies that you will not be profitable even if your monthly income continues to rise annually. To calculate that, you can use an LTV-to-CAC ratio. It determines a customer’s worth by comparing all of the expenses incurred in acquiring them.

6. Promoting a mindset of ongoing development

The organisation regularly monitors and analyes SaaS data to foster a culture of continuous improvement. It motivates groups to continuously look for methods to improve client experiences, streamline processes, and develop.

7. The Customer Engagement Score (CES)

CES goes above and above by tracking consumers’ interactions with your product in addition to whether they check in. The customer engagement score assists you in determining which aspects of your product are successful and where you may need to improve in order to maintain users’ attention.

8. ARPA, or average revenue per account

Average revenue per user (ARPU), or ARPA, is a crucial indicator for determining the average revenue produced per customer account during a certain time frame. It provides information about how your client base affects revenue and helps in spotting upselling and customer growth patterns.

9. Burn several

A company’s growth model’s sustainability and efficiency are gauged by its burn multiple, which is calculated by dividing net cash burned by net new ARR over a certain time period. Since it places growth in the context of investment, it’s a great addition to growth metrics like NRG.

Burn Multiple: Cash Used / Fresh Annual Recurring Refund

10. Rate of Churn

Churn Rate is the proportion of users who cancel their memberships within a specified period of time. This measure is essential for comprehending client happiness and retention. A high turnover rate may indicate problems with the good or service, whereas a low rate suggests devoted customers.

11. The Gross Margin

The percentage of income left over after deducting costs of goods sold (COGs) or, in the case of a software business, direct costs related to service delivery is known as gross margin. Costs associated with software licensing, server hosting, and direct team costs for customer support and other departments are a few examples of these charges.

12. Time Frame for CAC Payback

The CAC payback period calculates how long it would take you to recover customer acquisition expenditures, which are usually related to sales and marketing. This measure is essential for comprehending the effects on cash flow and the state of the company’s finances, particularly for SaaS companies where large upfront acquisition expenses may apply.

Formula for the CAC Payback Period: CAC ÷ MRR from a new client

13. The NPS, or net promoter score

The Net Promoter Score (NPS) evaluates client loyalty and satisfaction by calculating the probability that they will tell others about the service. It’s a vital sign of consumer attitude and involvement. While low NPS numbers can indicate discontent and the need for adjustments in product or service quality to increase customer experience and loyalty, high NPS values reflect strong customer retention and advocacy.

14. Growth Income

Expansion revenue is a metric used to quantify additional revenue generated from current clients, frequently by way of cross-selling and upselling of extra features or services or higher tier plans. These upsells in a software as a service (SaaS) company could be enhanced functionality, higher usage caps, or premium support services.

15. Active Users Monthly

The number of unique users who use your program in a particular month is displayed by the Monthly Active Users. Users on free plans and those on the free trial are primarily excluded from this. This will enable you to follow the customers who purchase your goods but don’t use them. In order to keep these users from leaving your tool, you’ll need to use re-engagement tactics.

16. Rate of Trial Conversion

Trial Conversion Rate is a metric used to quantify the proportion of customers in SaaS businesses using freemium revenue models who go from a free trial to a paid subscription. This measure is essential for evaluating how well the trial period persuades customers of the worth of the product. While a lower rate identifies areas for improvement in the trial experience or product features to boost the possibility of users becoming paying customers, a higher rate indicates a successful trial strategy and product-market fit.

Advice on gauging important SaaS metrics 

The following data-related best practices need to be kept at the forefront of your mind, regardless of the metrics you employ to monitor a SaaS company’s performance.
Not everything can be measured, therefore you shouldn’t: Your North Star goals, or the most crucial results your company wants to accomplish, should guide what you measure.
You must comprehend the “why” underlying the data: Accurately measuring SaaS metrics is insufficient. In order to identify the underlying causes and motivate change, you must also become inquisitive and intrigued about the reasoning behind the statistics.


Businesses may pinpoint areas for development, enhance their marketing and sales tactics, comprehend consumer behaviour, and make data-driven decisions to boost client acquisition and revenue by keeping an eye on these SaaS indicators. Deliverables Agency is aware of the particular requirements and difficulties faced by startups and small-to-midsize companies. Discover our developer-friendly cloud computing solutions, like Droplets, Kubernetes, and App Platform, together with our straightforward, predictable pricing.

Which books are the best for learning about SaaS metrics?

  • Lean Analytics: Using Data to Create a Better Startup Faster
  • Customers sucess: How Forward-thinking Businesses are
  • Increasing Recurring Revenue and Lowering Churn Lean: the Crucial
  • The Essential Guide to SaaS Metrics: How to Expand Your Subscription Company Through Accurate Business Measuring

Can I use every one of these measures right away?

Although it is feasible, it is more productive to concentrate on the indicators that are most pertinent to your SaaS business’s goals and current stage.

How can I improve my SaaS analytics?

Prior to implementing focused measures, such as enhancing user onboarding to increase activation rates or refining marketing tactics to reduce CAC, identify areas of weakness or potential.

How Do SaaS Metrics Differ?

SaaS metrics provide a thorough picture of the performance and general health of an organisation. The majority of SaaS companies gauge their level of success based on the number of loyal members and customer retention rate.

What makes SaaS metrics crucial?

SaaS analytics are essential for guiding your company’s course, whether you’re changing course or refining your approach to generating B2B leads.

  • Measuring the performance of businesses
  • Strengthening planning and strategy
  • Boosting customer connections
  • Fostering a continuous improvement culture
  • crucial SaaS KPIs to keep an eye on

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