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SaaS Metrics Index: 100+ KPI Definitions, Formulas and Benchmarks

The complete reference index for SaaS KPIs tracked by DealARR — 107+ metrics across 13 categories, each with a plain-English definition, calculation formula, and industry benchmark.

Revenue Metrics

  • ARR — Annual Recurring Revenue: the annualized value of all active subscription contracts
  • MRR — Monthly Recurring Revenue: ARR divided by 12
  • NRR — Net Revenue Retention: revenue retained from existing customers including expansion
  • GRR — Gross Revenue Retention: revenue retained excluding expansion
  • Expansion ARR — additional ARR from upsells and cross-sells to existing customers
  • Churned ARR — ARR permanently lost to customer cancellations

SaaS Efficiency Metrics

  • Rule of 40: Growth Rate + Profit Margin — target >=40
  • SaaS Quick Ratio: (New MRR + Expansion MRR) / (Churned MRR + Contraction MRR)
  • CAC Payback Period — months to recover customer acquisition cost, target <=12 months
  • LTV/CAC Ratio — Lifetime Value vs. acquisition cost, target >=3x
  • Burn Multiple — net burn per dollar of new ARR, lower is better

Sales & Retention

  • Quota Attainment — percentage of sales target achieved
  • Win Rate — percentage of opportunities closed-won
  • Logo Churn Rate — percentage of customers lost in the period
  • Revenue Churn Rate — percentage of MRR lost to cancellations
  • CAC — Customer Acquisition Cost