A clear, no-fluff glossary of SaaS KPIs. Click into any metric to explore what it means, why it matters, and how to act on it.
The percentage of new users who complete a key first action, signaling successful onboarding and product activation.
MarketingTotal number of sales activities (calls, emails, meetings) done per rep in a set time period.
SalesReturn on investment from ad spend, calculated as revenue generated divided by advertising cost.
MarketingTotal recurring revenue expected annually from subscriptions, calculated as MRR × 12.
SalesThe mean revenue earned from closed-won deals over a defined time period.
SalesThe mean time taken to resolve customer issues across all tickets or cases.
CXAverage revenue generated per user attributed to marketing, helping assess campaign profitability and monetization effectiveness.
MarketingAverage number of days it takes to close a deal, from first contact to signed contract.
SalesPercentage of visitors who leave a webpage without taking action, indicating engagement or content relevance issues.
MarketingA metric reflecting brand visibility via surveys, search trends, and media mentions to gauge brand recognition and awareness.
MarketingIdentifies which campaigns or touchpoints contributed to conversions, helping allocate credit across marketing efforts.
MarketingReturn on investment for a campaign, calculated by comparing campaign-driven revenue to campaign cost.
MarketingCustomer acquisition cost specific to a marketing channel, helping assess efficiency by source.
MarketingMeasures how effective a channel is at driving pipeline, revenue, or engagement relative to cost.
MarketingReturn generated from a specific channel relative to spend, used to optimize cross-channel allocation.
MarketingIndicates the percentage of customers who stop using your product over a given time period.
CXMonthly or annual recurring revenue lost due to cancellations or customer downgrades.
SalesPercentage of ad impressions that result in clicks, showing ad relevance and creative effectiveness.
MarketingTracks how specific user cohorts retain over time, helping identify long-term product engagement patterns.
CXThe percentage of content viewers who complete a desired action, like sign-ups or purchases, indicating content effectiveness.
MarketingThe number of times marketing content is viewed, showing reach and audience interest in educational or promotional materials.
MarketingMeasures the increase or decrease in contract value at renewal, showing account growth or churn risk over time.
SalesLength of a customer’s contract in months or years, used to assess deal stability and revenue predictability.
SalesTotal dollar value of a customer contract, including product, service, and add-ons, reflecting deal size and impact.
SalesMRR or ARR lost due to customers reducing their subscription spend without fully churning.
SalesThe share of campaign visitors who complete a desired action, like sign-up or purchase, indicating success.
MarketingTracks how often key features—critical to product value—are used by your customers.
CXAverage cost to acquire a customer through paid marketing, used to assess efficiency and profitability.
MarketingTotal marketing cost of running a campaign, including media, content, and operations expenses.
MarketingThe average cost for each click in a paid marketing campaign, indicating bidding efficiency and cost trends.
MarketingAverage spend required to acquire a lead, used to evaluate paid marketing performance by channel.
MarketingMeasures how many users complete your CSAT survey compared to how many were asked.
CXMeasures how many customers publicly support or promote your product via reviews, referrals, or case studies.
CXMeasures how easy it is for customers to get help or complete actions within your product or support journey.
CXThe rate at which existing customers increase usage, seat count, or plan tier over time.
CXA composite score reflecting overall customer experience, often built from NPS, CSAT, CES, and sentiment.
CXCounts the number of feedback submissions across touchpoints like surveys, reviews, or support.
CXA composite score that predicts churn risk or growth potential based on product usage and engagement.
CXPredicts the total revenue a company can expect from a single customer account over time.
CXThe percentage of customers a company retains over a specific period, excluding new customer acquisition.
CXMeasures customer satisfaction after an interaction or milestone, usually on a 1–5 or 1–10 scale.
CXAnalyzes how customer emotion or satisfaction changes over time through text or survey data.
CXNumber of unique users who engage with your product in a single day, used to assess stickiness and engagement.
MarketingDAU/MAU metrics track product stickiness by showing how often users return to the platform.
CXDeals that were expected to close but got delayed, highlighting forecasting gaps or process slowdowns.
SalesTime taken for a deal to move from first contact to close, used to evaluate sales velocity and efficiency.
SalesThe average percentage discount given across deals, used to assess pricing discipline and sales negotiation strength.
SalesPercentage of users who drop off before completing onboarding, signaling friction or poor UX in early stages.
MarketingThe percentage of email recipients who clicked on a link, reflecting campaign engagement and the effectiveness of CTAs.
MarketingThe share of email recipients who completed a desired action like form fills or purchases, indicating email ROI.
MarketingThe rate at which emails are opened, showing subject line effectiveness and email deliverability health.
MarketingPercentage of customer issues that require higher-level support or intervention.
CXMRR or ARR gained from existing customers via upsells, add-ons, or plan upgrades.
SalesAdditional revenue generated from existing customers through upsells, cross-sells, or add-ons.
CXHow quickly and consistently users adopt new features over time, indicating product adoption strength.
MarketingShows how often a specific product feature is used by active customers within a given period.
CXFeature usage broken down by user segment to identify patterns and inform roadmap prioritization.
MarketingTracks when a user first experiences product value, often tied to activation or onboarding milestones.
CXThe percentage of sales interactions followed up with a call, email, or meeting within a timeframe.
SalesThe percentage of forecasted revenue that was accurately predicted, indicating sales forecasting effectiveness.
SalesMeasures how much of the total pipeline is covered by active forecasts to understand sales planning reliability.
SalesCompares forecasted revenue against actual revenue to measure forecast accuracy and improve sales predictability.
SalesTracks how often users return or engage with the product, revealing habitual usage or drop-off risk.
MarketingPercentage of users who move from one funnel stage to the next, measuring marketing and sales funnel efficiency.
MarketingThe rate at which users drop off at each stage of the funnel, identifying bottlenecks and optimization opportunities.
MarketingIdentifies where a lead came from (channel or campaign), used to optimize marketing attribution.
MarketingMeasures the rate at which net new leads grow month-over-month, showing pipeline momentum.
MarketingProportion of leads that convert into paying customers, reflecting sales effectiveness and lead quality.
MarketingBreaks down leads generated by each marketing channel to assess source performance and ROI.
MarketingTotal number of leads generated over a time period, often tracked weekly or monthly.
MarketingAverage number of leads or opportunities driven per campaign, used to benchmark demand gen performance.
MarketingShows how many of the purchased licenses or seats are actively being used.
CXA breakdown of lost deals to uncover patterns, blockers, and sales performance insights across stages.
SalesCategorizes reasons behind lost deals to improve messaging, targeting, and sales enablement strategy.
SalesA ratio comparing customer lifetime value to acquisition cost, used to evaluate the sustainability of marketing investments.
MarketingA ratio of net new ARR to CAC, used to evaluate efficiency of go-to-market spend and company growth health.
SalesLeads that meet predefined criteria for marketing readiness, typically based on behavior or firmographics.
MarketingOpportunities directly generated by marketing efforts, measuring pipeline impact and demand generation success.
MarketingTotal number of users who engage with the product within a 30-day period, indicating growth or churn risk.
MarketingPredictable monthly revenue earned from subscription customers, excluding one-time payments.
SalesMonthly or annual recurring revenue attributed to marketing activities, showing marketing’s contribution to ARR/MRR.
MarketingCaptures customer loyalty by measuring how likely users are to recommend your product to others.
CXShows revenue growth or loss from existing customers after upsells, downgrades, and churn.
CXRevenue gained from brand-new customers within a given period, excluding upsells or expansions.
SalesRevenue from one-time services or transactions not tied to a subscription model.
SalesPercentage of users who respond to your Net Promoter Score survey, indicating engagement with feedback loops.
CXTotal count of customer-facing touchpoints made by sales reps within a set timeframe.
SalesTotal number of active leads or deals currently in the sales pipeline.
SalesThe percentage of users who complete all required onboarding steps within a set time frame.
CXTracks users who abandon onboarding before completion, indicating friction in early experience.
CXTracks opportunities moving forward in the pipeline to measure deal momentum and sales effectiveness.
SalesMeasures the number of new sales opportunities created in a given time period, reflecting top-of-funnel health.
SalesRatio of deals won to deals lost, indicating overall sales performance and close effectiveness.
SalesPercentage of opportunities that convert into customers, used to evaluate sales process effectiveness.
MarketingThe total number of pages viewed by users, indicating content consumption and visitor engagement levels.
MarketingBreaks down total pipeline value by segment (e.g., SMB, mid-market, enterprise) to assess coverage and focus.
SalesBreakdown of open opportunities by sales stage, showing pipeline distribution and deal progress.
SalesThe percentage of total revenue or pipeline influenced or sourced by marketing activities across all channels.
MarketingRatio of total pipeline value to sales quota for a given period; shows if pipeline is sufficient.
SalesThe rate at which your sales pipeline is increasing in value over time.
SalesPipeline owned or influenced by each rep, used to gauge rep coverage, workload, and territory allocation.
SalesMeasures how fast deals move through your pipeline, factoring in win rate, deal size, and cycle time.
SalesThe percentage of PQLs that convert into paying customers, showing product-led growth effectiveness.
MarketingTracks the percentage of users who begin actively using a product or feature over a set time frame.
CXUsers who show high intent based on product behavior, such as usage frequency or feature activation.
MarketingDetailed insights into how users interact with different areas or workflows in the product.
CXShows changes in how customers use your product over time, revealing adoption patterns.
CXRevenue earned from implementation, onboarding, or consulting services provided to customers.
SalesPercentage of customers who refer others to your product or service, often tied to referral programs.
CXThe percentage of customers who renew their subscription at the end of the billing cycle.
CXMeasures how well support responses resolve issues, based on internal audits or customer ratings.
CXTime taken for sales to respond to new leads, which directly impacts conversion rates and speed to revenue.
SalesRevenue attributed to each channel, helping marketers double down on high-performing sources.
MarketingRevenue attributed to specific regions or sales territories, helping identify performance trends geographically.
SalesRevenue generated by each rep, used to track individual contributions and team efficiency.
SalesUser-generated feedback that builds trust and influences purchase decisions, often used to support brand credibility.
MarketingPoints in the sales process where deals commonly stall or drop off, identifying friction and optimization areas.
SalesAverage time it takes to close a deal from initial engagement, used to assess sales process length and predictability.
SalesSales output per rep, usually measured by revenue or closed deals, showing rep-level productivity efficiency.
SalesLeads that meet qualification criteria and are ready for handoff to sales, typically based on intent.
MarketingAverage time opportunities spend in each sales stage, used to diagnose pipeline velocity and bottlenecks.
SalesPercentage growth rate of a segment over time, helping prioritize go-to-market focus and forecast opportunity size.
SalesUses AI or NLP to determine the emotional tone of customer feedback or support interactions.
CXThe percentage of deals that move from one sales stage to the next in a given period.
SalesThe total number of support tickets received in a given timeframe, indicating demand or issues.
CXTracks the percentage of users who begin but do not complete a feedback or survey form.
CXTracks shifts in CSAT, CES, or NPS scores over time to monitor improvements or declines.
CXHow long an opportunity remains in a sales stage, used to improve deal velocity and process pacing.
SalesTime between sign-up and when the user experiences core product value, indicating onboarding success.
MarketingThe time it takes a new user to complete onboarding and start using the product effectively.
CXMeasures the average time taken to resolve a customer issue from the time it was reported.
CXThe duration between a user signing up and realizing core product value for the first time.
CXThe total potential revenue from all open opportunities in the sales pipeline.
SalesBreakdown of website traffic by source like organic, paid, or referral, used to assess channel effectiveness.
MarketingThe number of users who start a free trial, often used as a leading indicator of demand.
MarketingPercentage of trial users who become paying customers, key to PLG funnel performance.
MarketingTotal count of distinct individuals visiting the website in a given period, reflecting marketing reach and awareness.
MarketingActions or signals that indicate a user is ready to expand or upgrade, helping trigger lifecycle plays.
MarketingMeasures the percentage of new users who reach a key milestone or value moment in the product.
CXA composite metric of user behavior like logins, clicks, and time spent, indicating depth of engagement.
MarketingThe total number of website visits, including repeat visits, used to track engagement, campaign performance, and interest.
MarketingThe percentage of opportunities that result in closed-won deals, measuring overall sales effectiveness.
SalesWin rate broken down by segment, highlighting where sales strategies are most and least effective.
SalesPercentage of won deals per rep, showing individual effectiveness and close performance.
Sales