Spinning Ball Ricardo Ghekiere

14 SaaS Marketing Metrics (and how they are calculated)

May 21, 2023

In the dynamic world of Software as a Service (SaaS), understanding and tracking key marketing metrics is crucial. These metrics provide valuable insights into the health and growth potential of your business, guiding your decision-making process and strategy. In this blog post, we'll delve into some of the most important SaaS marketing metrics, providing you with the knowledge you need to drive your business forward.

1. Customer Acquisition Cost (CAC)

CAC is the total cost of acquiring a new customer, including all marketing and sales expenses. It's calculated as:

CAC = Total Marketing and Sales Costs / Number of New Customers Acquired

2. Lifetime Value (LTV)

LTV is the total revenue that a company can expect from a single customer over the duration of their relationship. It's calculated as:

LTV = Average Purchase Value x Average Purchase Frequency x Average Customer Lifespan

3. Churn Rate

Churn rate is the percentage of customers who stop using your product over a given period of time. It's calculated as:

Churn Rate = (Customers at the Start of Period - Customers at the End of Period) / Customers at the Start of Period

4. Monthly Recurring Revenue (MRR)

MRR is the predictable revenue that a company can expect to receive on a monthly basis. It's calculated as:

MRR = Sum of all Recurring Revenue for the Month

5. Annual Recurring Revenue (ARR)

ARR is the predictable revenue that a company can expect to receive on an annual basis. It's calculated as:

ARR = MRR x 12

6. Average Revenue Per User (ARPU)

ARPU measures the revenue generated per user or unit. It's calculated as:

ARPU = Total Revenue / Total Number of Users

7. Customer Retention Cost (CRC)

CRC is the cost of activities and initiatives aimed at retaining existing customers. It's calculated as:

CRC = Total Retention Costs / Total Customers Retained

8. Expansion MRR

Expansion MRR is the additional recurring revenue gained from existing customers through upsells, cross-sells, and add-ons. It's calculated as:

Expansion MRR = (MRR at the End of Period - MRR at the Start of Period) - MRR from New Customers + MRR from Churned Customers

9. Net Promoter Score (NPS)

NPS is a measure of customer satisfaction and loyalty. It's calculated based on responses to a single question: "On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?"

10. Conversion Rate

Conversion rate is the percentage of visitors to your website or landing page who complete a desired action. It's calculated as:

Conversion Rate = (Number of Conversions / Number of Total Visitors) x 100

11. Lead Velocity Rate (LVR)

LVR is the growth in qualified leads from month to month. It's calculated as:

LVR = (Number of Qualified Leads This Month - Number of Qualified Leads Last Month) / Number of Qualified Leads Last Month

12. Payback Period

The Payback Period is the time it takes for a customer to generate enough revenue to cover the CAC. It's calculated as:

Payback Period = CAC / (Gross Margin per Customer / Average Monthly Lifespan of a Customer)

13. Customer Engagement Score

This is a measure of how engaged your customers are with your product or service. It's usually calculated based on a combination of factors such as usage frequency, feature usage, and session length.

14. Revenue GrowthRate

The Revenue Growth Rate is a measure of how quickly a company's revenue is increasing. It's calculated as:

Revenue Growth Rate = (Revenue This Period - Revenue Last Period) / Revenue Last Period


Understanding and tracking these SaaS marketing metrics is crucial for any business in the SaaS space. They provide a comprehensive view of your business's health and growth potential, enabling you to make data-driven decisions that contribute to your company's success. By mastering these metrics, you can ensure that your business is on the right track towards sustainable growth and profitability. Remember, what gets measured gets managed. So, start measuring, start managing, and start growing your SaaS business today.

May 21, 2023