Official definitions for all business metrics. These definitions are used by the AI when building dashboards.
The percentage of customers who cancel their subscription within a given period, divided by the total active customers at the start of that period. Excludes trial accounts (< 14 days) and internal test accounts.
The sum of all active subscription fees normalized to a monthly amount. Includes base subscription + add-ons. Excludes one-time fees and usage overages.
MRR multiplied by 12. Represents the annualized value of all active recurring subscriptions.
The percentage of recurring revenue retained from existing customers over a period, including expansions and contractions but excluding new customers. NRR > 100% means expansion revenue exceeds lost revenue.
The average total revenue expected from a single customer account over their entire relationship. Calculated as ARPU divided by churn rate.
Total MRR divided by the number of active paying customers. Excludes trial and free-tier accounts.
The percentage of customers who remain active at the end of a period compared to the start. This is the complement of churn rate. Retention Rate = 100% - Churn Rate.
The elapsed time in minutes from when a support ticket is created to when the first agent response is sent. Measured during business hours only (Mon-Fri 8am-8pm ET).
The elapsed time from ticket creation to final resolution. Only includes tickets with status 'resolved' or 'closed'. Measured in hours.
The percentage of support interactions rated 4 or 5 on a 1-5 scale. Only includes tickets where a satisfaction score was provided.
The percentage of deals that reached 'closed_won' status out of all deals that reached a terminal state (closed_won + closed_lost) within the period.
The total weighted value of all open deals in the sales pipeline. Weighted by probability percentage assigned to each deal stage.
The mean contract value of closed-won deals within a given period.
The count of unique customers who used at least one product feature on a given day.
The percentage of active customers who have used a specific feature at least once in the past 30 days.
Total sales and marketing spend in a period divided by the number of new customers acquired in that same period. Includes salaries, ad spend, tooling costs, and event expenses attributed to acquisition.
The number of months it takes for gross profit from a new customer to recoup the cost of acquiring them. A shorter payback period indicates more efficient growth.
Revenue minus cost of goods sold (COGS), expressed as a percentage of revenue. COGS for SaaS includes hosting, third-party API costs, and customer success team salaries directly tied to service delivery.
The percentage of recurring revenue retained from existing customers, excluding any expansion revenue. GRR can never exceed 100%. Measures how well the company retains its base revenue.
Additional recurring revenue generated from existing customers through upsells, cross-sells, or add-on purchases. Excludes revenue from new customers.
Revenue lost from existing customers who downgraded their plan or removed add-ons, but did not fully churn. Tracked monthly.
A measure of customer loyalty based on survey responses to "How likely are you to recommend us?" on a 0-10 scale. Promoters (9-10) minus Detractors (0-6), expressed as a number from -100 to 100.
The count of open support tickets that have not yet been resolved or closed. Includes tickets in all priority levels. Monitored daily to track support team capacity.
The average number of days from initial opportunity creation to deal close (won or lost). Helps forecast revenue timing and identify pipeline bottlenecks.
The percentage of marketing-qualified leads (MQLs) that convert into paying customers within a defined attribution window (default 90 days).
The percentage of a sales rep's or team's revenue target achieved in a given period. Measured against closed-won ARR.
The total number of active full-time equivalent (FTE) employees at a point in time. Includes full-time and part-time staff converted to FTE. Excludes contractors.
Annualized recurring revenue divided by total FTE headcount. A key efficiency metric for SaaS companies — benchmarks vary by stage but $150K-$250K ARR per employee is typical at scale.
The net amount of cash spent per month. Calculated as total monthly operating expenses minus total monthly revenue. Negative burn rate means the company is cash-flow positive.
The number of months the company can continue operating at its current burn rate before running out of cash.
The elapsed time from a customer's first login to the moment they complete their first key activation milestone (e.g. first dashboard created, first integration connected). Measured in days.
The percentage of new accounts that complete all steps in the guided onboarding flow within their first 14 days.