SaaS Metrics

A software distribution model in which applications are hosted by a service provider and made available to customers over the internet on a subscription basis. SaaS businesses are characterised by recurring revenue, high gross margins, and significant intangible asset value in software and customer relationships.

A method of segmenting customers into groups based on shared characteristics or time of acquisition, then tracking their behaviour and value over time. Cohort analysis is essential for understanding customer lifetime value trends, retention dynamics, and the true unit economics of growth-stage businesses.

The total cost of acquiring a new customer, including marketing, sales, and onboarding expenses. Optimising the ratio of customer lifetime value to CAC (LTV:CAC) is a central challenge for growth businesses and a key metric scrutinised by investors.

The percentage of recurring revenue retained from existing customers over a period, including expansion revenue from upsells and cross-sells. NRR above 100% indicates that growth from existing customers outpaces losses from churn, a hallmark of strong product-market fit.

A method of tracking the behaviour of groups of customers (cohorts) who share a common characteristic — typically their acquisition date — over time. Cohort retention analysis reveals whether product improvements are genuinely improving customer retention by isolating the performance of each intake group, and is essential for forecasting lifetime value and revenue trajectory in subscription businesses.

A performance benchmark for SaaS and subscription businesses stating that the sum of revenue growth rate and profit margin should equal or exceed 40%. The Rule of 40 balances growth and profitability and is widely used by investors to assess whether a company is creating sustainable enterprise value.

The annualised value of recurring subscription revenue. ARR is the primary top-line metric for SaaS and subscription businesses, providing a normalised view of predictable revenue that strips out one-time fees and variable charges.

The direct revenues and costs associated with a single unit of a business model—typically one customer, one transaction, or one product sold. Healthy unit economics (where lifetime value exceeds acquisition cost with adequate margin) are a prerequisite for sustainable growth at scale.

What is SaaS honesty about churn and retention?

SaaS founders often hide churn with misleading cohort definitions or optimistic assumptions. Honest churn: measured consistently, includes all customer segments, and accounts for seasonality.

How do intangible assets interact with valuation multiples?

Companies with strong intangible assets (brands, IP, data moats) command higher valuation multiples—e.g., 8-10x revenue versus 2-3x for commodity businesses.

What is expansion MRR and contraction MRR?

Expansion MRR is new revenue from existing customers (upsells, cross-sells, seat expansion). Contraction MRR is lost revenue from downgrades, seat reductions, or feature cancellations.