Monthly Recurring Revenue (MRR)
Total predictable revenue earned per month from all active subscriptions.
Annual Recurring Revenue (ARR)
The annualized value of recurring revenue from subscriptions, useful for long-term growth tracking.
Customer Churn Rate
The percentage of customers who cancel their subscription in a given period.
Revenue Churn Rate
The percentage of recurring revenue lost from existing customers in a period, including downgrades and cancellations.
Net Revenue Retention (NRR)
Measures revenue growth from existing customers after accounting for expansion, contraction, and churn.
Gross Revenue Retention (GRR)
The percentage of recurring revenue retained from existing customers without including expansion revenue.
Customer Acquisition Cost (CAC)
The average cost to acquire a new paying customer, including sales and marketing expenses.
Customer Lifetime Value (LTV)
The total projected revenue from a customer over the entire duration of their relationship with your business.
LTV:CAC Ratio
Compares customer lifetime value to acquisition cost to assess efficiency and profitability of growth.
Average Revenue Per User (ARPU)
The average monthly or annual revenue generated per customer.
Payback Period
The time it takes to recover the CAC from the revenue generated by a customer.
Active Users / Engagement Rate
A measure of how often users engage with the product, indicating product value and stickiness.
A SaaS metrics library provides a structured overview of the most important metrics used to measure growth, revenue quality, and overall business health in subscription-based companies. As SaaS businesses scale, data becomes fragmented across billing systems, CRMs, product analytics, and support tools, making it increasingly difficult to maintain a clear and consistent understanding of performance.
This library is designed to serve as a practical reference for founders, operators, and revenue teams who want to understand what each metric actually measures, why it matters, and how it connects to broader revenue outcomes. From core revenue indicators like MRR and ARR to retention, churn, unit economics, and efficiency metrics, a well-structured SaaS metrics library helps teams align on definitions and avoid misleading or conflicting interpretations.
More importantly, modern SaaS metrics should not be viewed in isolation. Their real value emerges when they are analyzed together, tracked over time, and linked to concrete actions.