SaaS / Software Metrics
124 metrics in SaaS / Software
Customer Acquisition Cost (CAC)Total sales & marketing spend divided by new customers acquired
SalesMarketingCurrencyMonthly
Monthly Recurring Revenue (MRR)Predictable revenue normalized to a monthly amount
FinanceSalesCurrencyMonthly
Net Promoter Score (NPS)Measures customer loyalty and likelihood to recommend
Customer SuccessProductScore / IndexQuarterly
Churn RatePercentage of customers lost over a given time period
Customer SuccessProductPercentageMonthly
Customer Lifetime Value (LTV)Total revenue expected from a customer over their entire relationship
FinanceMarketingCustomer SuccessCurrencyQuarterly
Win RatePercentage of deals won out of total opportunities
SalesPercentageQuarterly
Average Deal SizeMean revenue per closed deal
SalesCurrencyMonthly
Sales Cycle LengthAverage number of days from first contact to closed deal
SalesDurationMonthly
Quota AttainmentPercentage of sales quota achieved by a rep or team
SalesPercentageQuarterly
Pipeline VelocitySpeed at which deals move through your sales pipeline
SalesRateMonthly
Employee Turnover RatePercentage of employees who leave the organization over a period
HR / PeoplePercentageQuarterly
Gross MarginPercentage of revenue remaining after cost of goods sold
FinancePercentageMonthly
Conversion RatePercentage of visitors or leads who take a desired action
MarketingProductPercentageWeekly
Daily Active Users (DAU)Number of unique users who engage with the product each day
ProductEngineeringCountDaily
Gross Margin (GM)Revenue minus cost of goods sold, expressed as a percentage of revenue
FinanceExecutive / C-SuitePercentageMonthly
Operating Margin (OM)Operating income as a percentage of revenue
FinanceExecutive / C-SuitePercentageQuarterly
Net Profit Margin (NPM)Net income as a percentage of revenue
FinanceExecutive / C-SuitePercentageMonthly
Return on Equity (ROE)Net income as a percentage of shareholder equity
FinanceExecutive / C-SuitePercentageQuarterly
EBITDA (EBITDA)Earnings before interest, taxes, depreciation, and amortization
FinanceExecutive / C-SuiteCurrencyQuarterly
Monthly Burn Rate (MBR)Average monthly cash outflows exceeding revenue
FinanceExecutive / C-SuiteCurrencyMonthly
Cash Runway (CRW)Number of months a company can operate with current cash and burn rate
FinanceExecutive / C-SuiteDurationMonthly
Days Sales Outstanding (DSO)Average days to collect payment after a sale
FinanceSalesDurationMonthly
Asset Turnover Ratio (AT)Revenue generated per dollar of assets
FinanceExecutive / C-SuiteRatioQuarterly
Cost Per Acquisition (CPA)Total marketing spend divided by number of customers acquired
MarketingSalesCurrencyMonthly
Click-Through Rate (CTR)Percentage of users who click an ad or link after seeing it
MarketingPercentageDaily
Cost Per Mille (CPM)Cost of 1,000 ad impressions
MarketingCurrencyDaily
Cost Per Click (CPC)Average cost paid per ad click
MarketingCurrencyDaily
Marketing Qualified Leads (MQL)Leads nurtured by marketing and ready for sales handoff
MarketingSalesCountWeekly
Sales Qualified Leads (SQL)Leads accepted and qualified by sales team
MarketingSalesCountWeekly
Email Open Rate (EOR)Percentage of recipients who open an email
MarketingPercentagePer Campaign
Email Click Rate (ECR)Percentage of email recipients who click links in the message
MarketingPercentagePer Campaign
Website Conversion Rate (CVR)Percentage of website visitors who complete a desired action
MarketingProductPercentageDaily
Return on Ad Spend (ROAS)Revenue generated for every dollar spent on advertising
MarketingRatioDaily
Website Traffic (WT)Total number of visitors or sessions to the website
MarketingCountDaily
Bounce Rate (BR)Percentage of single-page sessions
MarketingProductPercentageDaily
Average Session Duration (ASD)Average time visitors spend on the website per session
MarketingProductDurationDaily
Pages Per Session (PPS)Average number of pages viewed per visitor session
MarketingProductRatioDaily
Cost Per Lead (CPL)Total marketing spend divided by number of leads generated
MarketingSalesCurrencyMonthly
Lead Conversion Rate (LCR)Percentage of leads that convert to customers
SalesMarketingPercentageMonthly
Marketing ROI (MROI)Net profit from marketing relative to marketing costs
MarketingFinancePercentageQuarterly
Monthly Active Users (MAU)Number of unique users who engage with the product in a month
ProductEngineeringCountMonthly
Day 1 Retention Rate (D1 Ret)Percentage of users who return on day 1 after first engagement
ProductEngineeringPercentageDaily Cohorts
Day 7 Retention Rate (D7 Ret)Percentage of users who return within 7 days after first engagement
ProductEngineeringPercentageWeekly Cohorts
Day 30 Retention Rate (D30 Ret)Percentage of users who remain active 30 days after first use
ProductEngineeringPercentageMonthly Cohorts
Feature Adoption Rate (FAR)Percentage of users who engage with a specific feature
ProductEngineeringPercentageWeekly
Time to Value (TTV)Days from first use to achieving core product value
ProductEngineeringDurationCohort-based
Onboarding Completion Rate (OCR)Percentage of new users who complete onboarding flow
ProductEngineeringPercentageDaily
Activation Rate (AR)Percentage of new users who reach the aha moment
ProductEngineeringPercentageDaily Cohorts
Stickiness Ratio (Stickiness)Ratio of daily to monthly active users (DAU/MAU)
ProductEngineeringPercentageMonthly
Session Frequency (SF)Average sessions per user over a period
ProductEngineeringRatioDaily
Product Engagement Score (PES)Composite metric measuring user engagement across actions
ProductEngineeringScore / IndexWeekly
Average Session Length (ASL)Average time spent per user session
ProductEngineeringDurationDaily
Viral Coefficient (k-factor)Average new users acquired per existing user via sharing
ProductMarketingRatioWeekly
Net Revenue Retention (NRR)Revenue retained plus expansion from existing customers
ProductFinancePercentageMonthly
Annual Recurring Revenue (ARR)Predictable annual revenue from subscriptions
FinanceSalesCurrencyMonthly
Average Revenue Per User (ARPU)Average monthly or annual revenue per active customer
SalesFinanceProductCurrencyMonthly
CAC Payback PeriodMonths required to recover customer acquisition costs
SalesFinanceDurationMonthly
LTV:CAC RatioRelationship between customer lifetime value and acquisition cost
SalesFinanceRatioQuarterly
Revenue Churn RatePercentage of recurring revenue lost from cancellations in a period
SalesFinanceCustomer SuccessPercentageMonthly
Expansion RevenueNew revenue from upsells and cross-sells to existing customers
SalesFinanceCustomer SuccessCurrencyMonthly
Pipeline Coverage RatioRatio of sales pipeline value to sales quota
SalesRatioMonthly
Sales VelocityRate at which deals progress through sales pipeline stages
SalesRateMonthly
Revenue per Sales RepAverage revenue generated by each sales representative
SalesCurrencyMonthly
Opportunity Conversion RatePercentage of qualified opportunities that close as won deals
SalesPercentageMonthly
Gross Dollar Retention (GDR)Percentage of recurring revenue retained from existing customers
FinanceCustomer SuccessSalesPercentageMonthly
Customer Concentration RiskPercentage of revenue from top customers indicating dependency risk
SalesFinancePercentageMonthly
Lead Response TimeAverage time from lead creation to first sales outreach
SalesDurationWeekly
Employee Retention Rate (ERR)Percentage of employees who remain with the organization over a specific period
HR / PeoplePercentageMonthly
Revenue per Employee (RPE)Average revenue generated by each employee
FinanceHR / PeopleCurrencyQuarterly
Employee Net Promoter Score (eNPS)Measures employee loyalty and likelihood to recommend as a place to work
HR / PeopleScore / IndexQuarterly
Time to Fill (TTF)Average days required to fill an open position from posting to hire acceptance
HR / PeopleDurationMonthly
Employee Satisfaction Score (ESS)Overall employee satisfaction rating aggregated across multiple dimensions
HR / PeopleScore / IndexQuarterly
Internal Mobility Rate (IMR)Percentage of employees who move into new roles or receive promotions internally
HR / PeoplePercentageQuarterly
Training Completion Rate (TCR)Percentage of assigned training programs that employees successfully complete
HR / PeoplePercentageMonthly
Workforce Productivity (WP)Measure of how effectively employees produce output relative to their roles
HR / PeopleRateMonthly
Bench Strength (BS)Percentage of critical positions with ready successors in the pipeline
HR / PeoplePercentageQuarterly
Cost per Employee (CPE)Average total compensation cost associated with each employee
FinanceHR / PeopleCurrencyQuarterly
Recruitment ROI (RROI)Return on investment from recruitment and hiring activities
HR / PeoplePercentageQuarterly
Defect Rate (DR)Percentage of products or deliverables with quality defects
OperationsPercentageDaily
Customer Lifetime Value (CLV)Total expected profit from a customer relationship over time
FinanceSalesCurrencyQuarterly
Net Revenue Retention (NRR)Revenue growth including expansion minus churn as % of prior year
FinanceSalesPercentageMonthly
Customer Health Score (CHS)Composite indicator of customer relationship strength and risk
Customer SuccessScore / IndexWeekly
Time to Value (TTV)Days from onboarding to customer realizing initial product benefit
Customer SuccessProductDurationMonthly
Data Breach Incident Rate (DBR)Number of data breach incidents per year
EngineeringOperationsCountOngoing
R&D Investment Percentage (R&D%)Research and development spending as % of annual revenue
ProductEngineeringFinancePercentageQuarterly
Employee Engagement Score (EES)Overall employee satisfaction and engagement measured on scale of 0-100
HR / PeopleExecutive / C-SuiteScore / IndexQuarterly
R&D Investment Percentage (R&D %)Percentage of revenue invested in research and development
ProductEngineeringExecutive / C-SuitePercentageAnnual
Time to Market (TTM)Average time from concept to product launch
ProductEngineeringDurationQuarterly
Net Promoter Score (NPS)Customer likelihood to recommend company on scale of 0-100
MarketingCustomer SuccessProductScore / IndexMonthly
Operational Efficiency Ratio (OER)Operating expenses as percentage of revenue
FinanceOperationsPercentageMonthly
Employee Training Hours Per Person (ETH)Average annual training hours per employee
HR / PeopleOperationsDurationAnnual
Brand Awareness Index (BAI)Percentage of target market that recognizes company brand
MarketingExecutive / C-SuitePercentageSemi-annual
Customer Data Security Incidents (CDSI)Number of security breaches affecting customer data annually
EngineeringOperationsExecutive / C-SuiteCountAnnual
Internal Promotion Rate (IPR)Percentage of leadership positions filled by internal candidates
HR / PeopleExecutive / C-SuitePercentageAnnual
Innovation Pipeline Value (IPV)Projected revenue from projects currently in development
ProductEngineeringExecutive / C-SuiteCurrencyQuarterly
Diversity & Inclusion Index (DII)Composite score measuring workforce diversity and inclusive practices
HR / PeopleExecutive / C-SuiteScore / IndexAnnual
Customer Lifetime Value Distribution (CLVD)Range and distribution of CLV across customer segments
SalesCustomer SuccessFinanceRatioQuarterly
Contract Renewal Rate (CRR)Percentage of expiring contracts that are renewed by customers
Customer SuccessSalesPercentageMonthly
Average Deal Size (ADS)Mean revenue value of closed contracts
SalesFinanceCurrencyMonthly
QA Test Coverage (QA Coverage)Percentage of code and features covered by automated and manual tests
EngineeringOperationsPercentageSprint/Monthly
First Contact Resolution Rate (FCR)Percentage of support tickets resolved on first customer contact
Customer SuccessOperationsPercentageMonthly
Revenue Per Employee (RPE)Total revenue divided by headcount
FinanceExecutive / C-SuiteOperationsCurrencyQuarterly
Competitive Win Rate (CWR)Percentage of deals won against specific competitors
SalesProductPercentageMonthly
Return on Marketing Investment (ROMI)Revenue generated per dollar of marketing spend
MarketingFinanceRatioMonthly
Product Roadmap Delivery Rate (PRDR)Percentage of committed roadmap features completed on schedule
ProductEngineeringPercentageQuarterly
% Revenue from New Products (% New Revenue)Percentage of revenue from products launched in past 3 years
ProductFinanceExecutive / C-SuitePercentageAnnual
Customer Satisfaction Score (CSAT)Average satisfaction rating from customer surveys (0-100 scale)
Customer SuccessProductScore / IndexMonthly
ML Model Accuracy & Performance (ML Accuracy)Accuracy, precision, and recall metrics for production machine learning models
EngineeringProductPercentageWeekly
Days Sales Outstanding (DSO)Average number of days to collect payment after invoice
FinanceDurationMonthly
Security Vulnerability Remediation Time (SVRT)Average days from vulnerability discovery to remediation/patching
EngineeringOperationsDurationWeekly
Data Breach & Security Incidents (DBI)Number and severity of data breaches and security incidents in reporting period
OperationsEngineeringCountMonthly
Research & Development Intensity (RDI)R&D spending as percentage of total revenue
ProductEngineeringFinancePercentageQuarterly
Patent Filings & Intellectual Property (PF)Number of patent applications filed and patents granted in period
EngineeringProductCountQuarterly
New Product Revenue Percentage (NPR)Percentage of revenue from products launched in last 12-24 months
SalesProductFinancePercentageQuarterly
Product Innovation Velocity (PIV)Number of new features released, improvements shipped, and innovation cycles completed per quarter
ProductEngineeringCountQuarterly
Feature Adoption Rate (FAR)Percentage of users actively using new features within 90 days of release
ProductCustomer SuccessPercentageMonthly
Time to Market (TTM)Average days from concept approval to product/feature launch to customers
ProductEngineeringOperationsDurationQuarterly
Customer Lifetime Value to Acquisition Cost Ratio (LTV:CAC)Ratio of total customer lifetime value to customer acquisition cost
SalesMarketingCustomer SuccessRatioQuarterly
Customer Health Score (CHS)Predictive score (0-100) indicating likelihood of customer retention, expansion, or churn
Customer SuccessSalesScore / IndexWeekly
Customer Effort Score (CES)Average ease rating (0-10 scale) of customer interactions with company
Customer SuccessProductOperationsScore / IndexMonthly
Product Usage Depth & Feature Adoption (PUDS)Composite score of unique features used, frequency of engagement, and depth of platform utilization
ProductCustomer SuccessScore / IndexWeekly
Profitability by Customer Segment (CSP)Gross profit and margin by customer segment (industry, company size, product tier, geography)
FinanceSalesProductCurrencyQuarterly
Customer Referral & Word-of-Mouth Rate (RR)Percentage of new customers acquired through customer referrals and recommendations
SalesCustomer SuccessMarketingPercentageMonthly
Quality Defect Rate (QDR)Percentage of products/deliverables with defects, rework needs, or quality issues
OperationsProductEngineeringPercentageWeekly
Related Guides
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Churn Rate vs. Retention Rate: Two Sides of the Same Coin?
Understand how churn and retention measure customer loss, why both matter, and how to use each metric to improve your business.
Metric FundamentalsWhat Is Churn Rate? Understanding Customer and Revenue Churn
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Calculation GuidesHow to Calculate Conversion Rate Across Your Funnel
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Metric ComparisonsNPS vs. CSAT vs. CES: Choosing the Right Customer Metric
Understand the differences between Net Promoter Score, Customer Satisfaction, and Customer Effort Score, and when to measure each one.