Sign up for free
Full access. No credit card needed.

Get 15 rooms for FREE when you sign up for Aligned. Exclusive for House of Aligned and SaaStr week only 4-8 September 2023

(it's completely free)

June 9, 2023

17 SaaS Sales Metrics

Unveiling the Secrets to Revenue Growth

This whole Software-as-a-Service (SaaS) industry is pretty damn competitive – forget World Cups and the Olympics, this is where we should be getting medals!

Because of this, data-driven decision-making is paramount. By leveraging the power of SaaS sales metrics and SaaS operating metrics, like Monthly Recurring Revenue (MRR) for example, companies can gain valuable insights, make informed decisions, and drive sales increase and improve conversion rates within your sales funnel.

So let’s explore the significance of data for SaaS companies, delve into a selection of essential sales metrics, including those that help us assess our sales funnel and SaaS operating metrics, and uncover how these metrics helped us identify our most valuable current customers.

Let’s get you onto that podium, shall we?

But first… Why is data so important for SaaS companies?

In the fast-paced world of SaaS, data serves as the foundation for success. Here’s why data is crucial for SaaS companies:”

Strategic Decision-MakingPerformance EvaluationRevenue OptimizationCustomer-Centric Approach
Data empowers companies to make informed strategic decisions based on real-time insights, rather than relying on assumptions or guesswork.Enable organizations to assess the performance of marketing, sales, and customer success teams objectively. Data-driven evaluations help identify areas for improvement and optimize resource allocation.By analyzing key metrics, SaaS companies can uncover opportunities to maximize average income expansion, optimize pricing strategies, and identify upselling or cross-selling possibilities.Data provides deep insights into average customer behavior, preferences, and needs. You can leverage this information to personalize your offerings, enhance the average customer experience, and drive customer satisfaction and retention.

We’re a SaaS company. And one of our main features is helping reps make better decisions with never before tracked insights to help drive more revenue. So, it only made sense to delve into the best SaaS metrics out there.

Ruler Analytics spoke to other experts in the SaaS industry to better understand which SaaS metrics they track and why they’re important.

Here’s what they had to say:

1. Customer Lifetime Value (CLTV)


Customer lifetime value (CLTV) stands as a crucial metric for gauging how long your customers are likely to stick around in the long run. Bram Jansen, the Chief Editor at vpnAlert, defines it as the means to “evaluate the advantage gained from a lasting partnership between your business and the consumer. This metric enables you to identify the most efficient channel for attracting the greatest number of consumers at the optimal cost.”

Ruler Analytic’s research revealed that 59% of SaaS marketers include customer lifetime value in their routine reporting. Surprisingly, 43% affirmed that CLTV ranked among their top three valuable SaaS metrics.

2. Customer Acquisition Cost (CAC)


CAC determines the cost required to acquire each new customer. Monitoring CAC helps optimize marketing and sales strategies, ensuring efficient customer acquisition while maintaining a healthy return on investment.

It’s been said that A reasonably good ratio to aim for is 3:1. That means the value of every customer gotten should be 3 times more than the cost of acquisition. If the ratio is 2:1 or even 1:1, then your CAC is too high.

56% of SaaS businesses reported measuring their cost per acquisition in reporting. And 44% stated that CAC was one of their most important metrics.

3. Customer Retention Rate


Customer retention rate measures the percentage of customers you retain over a specific period. By focusing on customer retention, SaaS companies can reduce churn, strengthen customer loyalty, and maximize long-term revenue.

59% of marketers agreed that having a client on a roster for a long time is a sign of good customer service. They consider customer retention rate as a crucial metric in their regular reports. In fact, 30% of the respondents stated that CRR ranked among their most valuable metrics as a SaaS company.

4. Monthly Recurring Revenue (MRR)


Monthly Recurring Revenue (MRR) provides insights into your predictable revenue stream, helping gauge your company’s financial health and forecast future growth accurately. It represents the cumulative value of active subscriptions or contracts in your sales pipeline, reflecting the ongoing revenue generated from existing customers

49% stated that they regularly tracked Monthly Recurring Revenue (MRR) and monitored their sales pipeline to create targets for growing their inbound revenue.

5. Annual Recurring Revenue (ARR)


Annual Recurring Revenue (ARR) estimates the annual value of your recurring revenue, including the cumulative Annual Contract Value (ACV) of all your contracts. This metric enables you to assess the long-term revenue potential of your Saas business and track growth over time.

49% of SaaS experts regularly tracked ARR but just 15% counted it as one of their top three metrics.

6. Churn Rate


Customer churn rate quantifies the percentage of customers who cancel or stop using your product. By monitoring churn, SaaS companies and customer success teams can identify areas of improvement, take proactive measures to retain existing customers, and new customers and minimize revenue loss.

46% of experts regularly track churn rate while 36% counted it as one of their top three metrics to track in the SaaS space.

7. Conversion Rate


Conversion rate measures the percentage of leads or prospects that convert into paying customers. It helps evaluate the effectiveness of your sales and marketing strategies, identify bottlenecks, and optimize the conversion process.

Like in Saas, Marketing is a key facet of driving and scaling businesses, and if leads aren’t converting from a visit to your site, then that means that you need to make a change. 

Among SaaS experts, 46% acknowledged that they consistently monitor the conversion rate to customers as a part of their reporting. Additionally, 28% expressed that the conversion rate was one of their key statistics for evaluating the performance of their SaaS company.

8. Monthly Unique Visitors


Tracking monthly unique visitors helps gauge the reach and effectiveness of your marketing efforts, allowing you to optimize campaigns and drive more traffic to your website.

The significance of traffic to your website lies not only in its quantity but also in its quality. While monthly unique visitors may not offer novel insights, they indicate the size of your audience and the effectiveness of your marketing efforts. The count of monthly unique visitors serves as a measure of how well your top-of-the-funnel conversion is performing.

46% indicated that they include monthly unique visitors in their regular reports. However, only 8% considered it to be one of their most significant statistics.

9. Signups


Monitoring the number of signups provides insights into the interest and demand for your product. It helps evaluate the effectiveness of your marketing channels and conversion strategies.

Increasing signups generally leads to higher revenue, assuming your product aligns with the user’s needs. In our engagement with SaaS experts, we discovered that 39% of them track signups as part of their reporting. However, only 15% identified it as one of their most crucial metrics as a leader in the SaaS business.

10. Average Revenue per Account (ARPA)


ARPA calculates the average revenue generated per customer account. By understanding ARPA, SaaS companies can identify opportunities to increase revenue through upselling or product enhancements.

You can calculate your ARPA by diving your MRR by the number of active existing customers and new customers.  Ruler Analytics found that 33% of SaaS sales leaders track their ARPA. Just 10% placed it as one of their most important metrics.

11. Marketing Qualified Leads (MQLs)


Marketing Qualified Leads represent leads that have shown potential and meet specific marketing criteria. Tracking Marketing Qualified Leads allows you to focus your marketing efforts on high-potential leads, improving conversion rates.

Among SaaS leaders, 33% track the number of Marketing Qualified Leads, yet only 2.5% consider them to be among the top three most important SaaS metrics.

12. Return on Investment (ROI)


ROI measures the return on the investment made in your marketing and sales process activities. It helps evaluate the effectiveness and profitability of your campaigns

33% of SaaS leaders stated they tracked their return on investment. And, 15% stated it as one of their top metrics to measure.

13. Average First Response Time


Average first response time measures the time it takes for your team to respond to customer inquiries. Monitoring this metric helps ensure timely and efficient customer support.

26% of SaaS leaders measure their average response time. However, just 5% cited it as one of their most important metrics to measure.

14. Product Qualified Leads (PQLs)


PQLs represent leads that have demonstrated a strong intent to purchase based on their product usage or engagement. Tracking PQLs allows you to focus your sales efforts on highly qualified leads, improving conversion rates.

A mere signup is not equivalent to a Product Qualified Lead (PQL), which involves a series of user engagements indicating an intention to continue using the product. The definition of PQLs can vary across different businesses.

Ruler’s research, they discovered that 23% of SaaS leaders track PQLs. While this percentage might appear relatively low, it’s important to remember that PQL measurement may not be relevant or applicable to every business in the industry.

15. Net Promoter Score (NPS)


NPS measures customer satisfaction and loyalty by gauging their likelihood to recommend your product. It’s usually seen as a pop-up on a website where users can share how likely they are to recommend that product. Monitoring NPS helps identify areas for improvement and foster customer advocacy.

They found that just 23% of SaaS businesses measure their NPS. And, just 7% stated that NPS is one of their most important metrics.

16. Number of Active Users


Tracking the number of monthly active (MAU) users provides insights into user engagement and adoption of your product. It helps assess the success of customer retention efforts and overall product usage.

30% of SaaS businesses stated that they report on their number of monthly active users. But just 10% declared it was one of their top three metrics to track.



The CAC:CLTV ratio compares the customer acquisition cost to the customer lifetime value. It helps evaluate the efficiency and profitability of your customer acquisition strategy, which 21% of SaaS businesses state that they do. 

So now that you know a little more about the key SaaS metrics available to you and your sales team, and what your sales strategy should be, you might have noticed something important.

To make sense of all these metrics, you’ve got to have a good handle on your data.

Take Customer Acquisition Costs, for example. To figure that out, you need to be able to link the revenue you bring in, to specific marketing. And that’s not easy without some marketing attribution.

Just remember, revenue, Customer Acquisition Costs, and CLTV are some of the most important metrics for SaaS

Frequently Asked Questions

What are SaaS sales metrics, and why are they important?

SaaS sales metrics refer to the quantifiable measurements used to track and evaluate the performance of the sales cycle activities and revenue generation. These key sales metrics are important as they provide valuable insights and data-driven decision-making capabilities, enabling businesses to optimize their strategies and drive recurring sales growth.

How can SaaS sales metrics help drive sales increase and optimize business strategies?

SaaS sales metrics play a crucial role in driving recurring sales growth and optimizing business strategies by providing actionable data and insights throughout the sales cycle. By analyzing and leveraging these metrics at different stages of the sales cycle, businesses can identify areas for improvement, optimize resource allocation, and align their sales cycle and marketing efforts effectively, resulting in enhanced recurring revenue generation and business performance.

Which SaaS sales metrics should I prioritize tracking for my business?

Prioritizing the tracking of SaaS sales metrics depends on your business goals and objectives. However, some commonly recommended metrics to consider throughout the sales cycle include Customer Lifetime Value (CLTV), Monthly Recurring Revenue (MRR), Customer Acquisition Cost (CAC), Customer Churn Rate, Conversion Rate, Net Promoter Score (NPS), and Average Revenue Per User (ARPU).

How do I calculate and interpret customer lifetime value (CLTV) using SaaS sales metrics?

CLTV can be calculated by multiplying the average purchase value by the average purchase frequency and multiplying the result by the average customer lifespan. Interpreting CLTV involves understanding that it represents the total revenue a customer generates throughout their entire relationship with your SaaS company during the sales cycle. High CLTV indicates valuable existing and new customers who contribute significantly to your recurring revenue, and prioritizing their satisfaction and retention becomes crucial for long-term success.

What is the significance of Customer churn rate and revenue churn in the SaaS industry, and how can they be reduced using SaaS sales metrics?

Customer churn rate, a key SaaS sales metric, measures the percentage of customers who cancel or stop using your SaaS product or service, directly impacting revenue churn throughout the sales cycle. Reducing both customer churn rate and revenue churn leads to higher customer retention, increased revenue, and improved profitability in the SaaS industry. By analyzing customer churn rates and revenue churn at different stages of the sales cycle, businesses and sales teams can identify potential issues, proactively take measures to retain customers, and enhance overall customer satisfaction and loyalty.

How can conversion rate optimization using SaaS sales metrics impact my business during the sales cycle?

Conversion rate optimization, driven by the analysis of SaaS sales metrics throughout the sales cycle, focuses on increasing the percentage of leads that convert into paying existing new customers. By optimizing conversion rates at each stage of the sales cycle, businesses can improve efficiency, maximize return on investment (ROI), and accelerate recurring revenue growth. Through the analysis of SaaS sales metrics like conversion rate at different points in the sales cycle, businesses can identify bottlenecks, optimize their sales and marketing strategies, and improve the overall customer acquisition sales process.

How does the SaaS sales model benefit current customers, and how can SaaS operating metrics help improve customer satisfaction?

The SaaS sales model offers significant benefits to current customers. Firstly, the model provides a subscription-based pricing structure, allowing customers to access the software without the burden of high upfront costs. This affordability and flexibility enable current customers to easily scale their usage and align expenses with their needs. Additionally, the SaaS sales model fosters continuous improvement and innovation, ensuring that current customers receive regular updates, new features, and enhancements to maximize their experience and value.

  • SaaS operating metrics play a crucial role in improving customer satisfaction by providing valuable insights into the performance of the SaaS solution and its impact on current customers.
  • By analyzing SaaS operating metrics such as uptime, response time, and service-level agreements, businesses can identify areas for improvement and proactively address issues.
  • The data-driven approach facilitated by SaaS operating metrics helps enhance the overall experience for current customers.
  • Proactive issue resolution and improvement efforts based on these metrics contribute to strengthening customer relationships.
  • Improved customer experience through data-driven enhancements increases customer loyalty.
  • The utilization of SaaS operating metrics drives long-term success in the SaaS sales model by focusing on customer satisfaction and retention.

What are you waiting for?
Your room is waiting 🪄

No credit card required