KPI library
SaaS KPIs: MRR, churn and more explained
Subscription KPIs track recurring revenue: what comes in, what grows and what drops away. The data comes from your subscription or payment system and your CRM.
18 subscriptions and saas KPIs
- Monthly recurring revenue (MRR)The recurring subscription revenue you receive every month.Formula and example
- Annual recurring revenue (ARR)Recurring subscription revenue expressed as an annual figure.Formula and example
- MRR growth rateHow much your monthly recurring revenue grows compared with last month.Formula and example
- Customer churn rateThe percentage of customers who cancel their subscription in a period.Formula and example
- Revenue churn rateThe percentage of recurring revenue lost through cancellations and downgrades.Formula and example
- Net revenue retention (NRR)Revenue from the same customers a year later, expansion included, as a % of then.Formula and example
- Gross revenue retention (GRR)The share of existing customers' recurring revenue you keep, excluding expansion.Formula and example
- Average revenue per account (ARPA)Average monthly recurring revenue per customer account.Formula and example
- LTV:CAC ratioHow many times a customer pays back their acquisition cost over the relationship.Formula and example
- CAC payback periodThe number of months a new customer takes to pay back their acquisition cost.Formula and example
- Expansion MRRExtra monthly recurring revenue from existing customers through upgrades and add-ons.Formula and example
- Trial conversion rateThe percentage of free trials that turn into a paid subscription.Formula and example
- DAU/MAU ratioThe share of your monthly users who use the product on an average day.Formula and example
- Activation rateThe percentage of new users who reach your product's key moment within a set period.Formula and example
- SaaS quick ratioHow many euros of MRR you gain for every euro of MRR you lose.Formula and example
- Rule of 40Revenue growth plus profit margin: the balance between growth and profitability.Formula and example
- Burn multipleHow many euros of cash you burn for every euro of net new ARR.Formula and example
- Failed payment recovery rateThe share of failed subscription payments you go on to collect.Formula and example
Further reading
- ResourcesKPI library: 193 KPIs with formulas and examples193 KPIs explained for finance, sales, marketing, e-commerce, inventory, logistics, HR, projects, service and SaaS, with formulas, examples, SQL and DAX.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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