Start here: what these KPIs are for
SaaS KPIs focus on recurring revenue, retention, customer economics, and growth quality.
Use these pages when you need to explain a KPI to a beginner, build it in Excel, validate the inputs, or recreate the same logic in Power BI. Each page includes a plain-English definition, real-life example, Excel formula, DAX measure, interpretation notes, and common mistakes.
SaaS KPI list
Activation Rate
Activated Users / New Signups
☁️Annual Recurring Revenue
MRR × 12
☁️Average Contract Value
Contract Revenue / Number of Contracts
☁️Average Revenue per User
MRR / Active Users
☁️CAC Payback Period
CAC / Monthly Gross Profit per Customer
☁️Churn Rate
Customers Lost / Customers at Start
☁️Customer Lifetime Value
ARPU × Gross Margin / Churn Rate
☁️Expansion MRR Rate
Expansion MRR / Starting MRR
☁️Feature Adoption Rate
Users of Feature / Active Users
☁️Gross Revenue Retention
(Starting MRR - Churn - Contraction) / Starting MRR
☁️LTV to CAC Ratio
LTV / CAC
☁️Monthly Recurring Revenue
Sum of Monthly Subscription Revenue
☁️Net Revenue Retention
(Starting MRR + Expansion - Contraction - Churn) / Starting MRR
☁️Revenue Churn
MRR Lost / Starting MRR
☁️Trial Conversion Rate
Paid Conversions / Trials Started
How to use these KPI formulas
- Pick one KPI and confirm the business definition.
- Add the inputs to a clean Excel table, one row per period or segment.
- Paste the formula from the KPI page and format the result correctly.
- Add a target or benchmark column so the number has context.
- Link related KPIs together instead of judging one metric alone.