Predictable revenue that a company can expect to receive on an annual basis from its subscription-based products or services.
SaaS and Subscription Metrics
The most important metrics that every SaaS finance team should have, at their fingertips
Measures how long it takes for a company to recoup the costs of acquiring a new customer.
Cash Burn is cash used (“burned”) by the company’s operations when the company is not cash generative. Cash Runway is the amount of time until Cash Burn uses up all available cash.
A forward looking view of MRR, usually MRR plus new bookings less churn.
Cost to acquire one new customer.
Customer churn is the percentage of customers who stop doing business with a company or using a service.
Percentage of existing customers who remain customers after a given period.
The total gross profit a customer generates over their lifetime. Typically calculated as monthly gross profit divided by the monthly churn rate.
The percentage of revenue that a company retains from its existing customers over a given period of time.
Margin after direct costs, expressed as a percentage. Calculated as (revenue − cost of sales) ÷ revenue × 100.
Lifetime value divided by acquisition costs, indicating the margin delivered by each new customer.
Predictable revenue that a company can expect to receive on a monthly basis from its subscription-based products or services.
Percentage increase in MRR over a certain period of time, most typically a quarter or a year.
Measures growth in revenue from a group of customers. Typically split into upgrades, downgrades, renewals and losses.
Amount of recurring revenue lost over a specific period due to customer cancellations, downgrades, or price reductions.
Percentage increase in revenue over a certain period of time, most typically a quarter or a year.
The percentage of customers or subscriptions that are successfully renewed at the end of a specific period.
A measure of growth or sales efficiency. Calculated as Revenue Growth divided by Customer Acquisition Costs.
Measures the growth and profitability of a subscription business. Calculated as annual revenue growth rate plus EBITDA margin.
Sales Efficiency measures how efficiently a company converts its sales and marketing investments into new revenue.
See how Net Dollar Retention connects to the metrics above in our guide on Net Retention Rate.