SaaS Metrics
Unit economics, MRR and ARR, churn, LTV:CAC, conversion funnel, break-even and runway — the SaaS arithmetic in one place.
A one-page snapshot of revenue, churn and unit metrics. The green/amber/red thresholds are common rules of thumb, not sourced benchmarks.
The green, amber and red thresholds are rules of thumb without a source. The magic number here is (new customers x ARPU x margin) / sales and marketing spend, a simplified variant of the usual definition.
MRR, ARR, ARPU and month-over-month growth from your subscription tiers.
| Tier Name | Monthly Price ($) | # Customers |
|---|
Customer and revenue churn, annualised, with net revenue retention and rule-of-thumb ranges.
The ranges below are common rules of thumb, not sourced benchmarks. What counts as good churn depends on your price point and customer size.
Customer lifetime value against acquisition cost, with payback period. The 3x guide is a rule of thumb.
The 3x guide below is a widely repeated rule of thumb, not a standard or a sourced benchmark.
Average Revenue Per User per month
Revenue minus cost of goods sold
Percentage of customers lost per month
Total cost to acquire one customer
Visitor-to-paid funnel rates from signups, cost per lead and cost per acquisition. Typical ranges shown are rough rules of thumb.
The "typical" ranges below are rough rules of thumb with no source. Every rate here is measured against the signups figure, so Signup → Activated and Signup → Paid both use the same denominator.
Break-even units and revenue from fixed costs, variable costs and price.
Months of runway, burn and zero-cash date from cash, revenue and expenses.