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Building a SaaS company is a series of decisions made under uncertainty. You launch features, test channels, hire people, and hope you are moving in the right direction. Without clear metrics, it is easy to confuse activity with progress.
In this article, you will learn about 15 SaaS metrics every startup should track from the early stages.
Main metrics to keep an eye on as a SaaS
For founders and product managers, they are practical tools used every day. They show where customers find value, where they get stuck, and where the business quietly loses momentum.
1. Monthly Recurring Revenue (MRR)
MRR shows how much predictable revenue your product generates each month. It includes all active subscriptions normalized to a monthly value.
This metric matters because SaaS businesses grow on recurring income. One‑time payments do not show long‑term stability. MRR helps you forecast revenue, plan hiring, and measure growth over time.
Track MRR changes every month. Pay attention not only to total MRR, but also to what increases or decreases it.
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2. Annual Recurring Revenue (ARR)
ARR is MRR multiplied by twelve. It gives a longer‑term view of revenue.
Investors often look at ARR because it smooths short‑term fluctuations. For founders, ARR is useful when planning annual budgets and long‑term goals.
If your pricing is mostly monthly, ARR still matters. It helps you think beyond short sprints and focus on sustainable growth.
“ARR is the number I check first, but not because it makes me feel good. It tells me whether our decisions from six months ago were right or wrong. If ARR is growing in a healthy way, it means sales, product, and onboarding are moving in the same direction. If it’s flat, the problem is never just marketing.” ― Mikhail Fedorinin, founder of Albato
3. MRR Growth Rate
MRR alone is not enough. Growth rate shows momentum.
MRR growth rate measures how fast your recurring revenue increases month over month. A flat MRR with many new users usually means churn problems. Fast growth with low retention is also a warning sign.
This metric helps you understand if your go‑to‑market strategy works.
4. Customer Acquisition Cost (CAC)
CAC shows how much you spend to acquire one paying customer.
It includes marketing, sales salaries, tools, and ad spend. Divide total acquisition costs by the number of new customers in the same period.
CAC matters because growth is only healthy if it is efficient. If CAC is too high, scaling will increase losses instead of profit.
5. Customer Lifetime Value (LTV)
LTV estimates how much revenue one customer generates over their entire relationship with your product.
This metric shows the long‑term value of acquisition. A common rule is that LTV should be at least three times higher than CAC.
LTV improves when customers stay longer, upgrade plans, or buy add‑ons. Product quality and onboarding play a key role here.
“When we started tracking LTV seriously, it changed how we looked at growth. High sign-ups don’t matter if customers leave before they see real value. LTV forces you to ask a hard question: are users actually building something meaningful with your product, or just trying it once and leaving?” ― Mikhail Fedorinin, founder of Albato
6. LTV to CAC Ratio
This ratio connects growth and efficiency.
A low ratio means you spend too much to acquire customers or lose them too fast. A healthy SaaS business usually targets an LTV to CAC ratio of 3:1 or higher.
Tracking this ratio helps you decide when to scale marketing and sales.
7. Churn Rate
Churn rate shows how many customers leave your product during a given period.
You can track churn by customers or by revenue. Both are important. Customer churn shows product fit. Revenue churn shows financial impact.
“Churn is uncomfortable, but it’s the most honest metric in SaaS. Every cancellation is feedback you didn’t fully listen to. At Albato, churn taught us where integrations were confusing, where setup took too long, and where expectations didn’t match reality. Revenue hides problems. Churn exposes them.” ― Mikhail Fedorinin, founder of Albato
High churn is one of the biggest risks for SaaS startups. It often signals problems with onboarding, pricing, or product value.
8. Revenue Churn
Revenue churn measures how much recurring revenue you lose from existing customers.
This metric is especially important if you offer multiple plans or usage‑based pricing. Losing one large customer can hurt more than losing several small ones.
Some companies also track net revenue churn, which includes expansion revenue from upgrades.
9. Net Revenue Retention (NRR)
NRR shows how much revenue you retain from existing customers, including upgrades and downgrades.
An NRR above 100 percent means your current customers generate more revenue over time, even after churn. This is a strong sign of product value.
For many SaaS founders, NRR is one of the most important long‑term metrics.
10. Average Revenue Per User (ARPU)
ARPU shows how much revenue you earn per customer on average.
This metric helps you understand pricing efficiency. If ARPU is low, you may rely too much on volume. If ARPU grows, upsells and higher plans likely work.
ARPU is also useful when modeling future revenue scenarios.
11. Conversion Rate
Conversion rate measures how many users move from one stage to the next.
For SaaS, this often includes:
- Visitor to signup
- Signup to active user
- Trial to paid customer
Low conversion rates usually point to unclear messaging, weak onboarding, or poor product fit.
12. Activation Rate
Activation rate shows how many new users reach a key value moment in your product.
This moment could be creating a first project, connecting an integration, or sending the first automation. Activation is where users start seeing real value.
Improving activation often reduces churn and increases LTV.
13. Monthly Active Users (MAU)
MAU measures how many users actively use your product each month.
This metric reflects product engagement. A growing user base with low activity is a risk. Active usage usually correlates with retention and upgrades.
Track MAU alongside engagement actions that matter for your product.
14. Time to Value
Time to value shows how fast a new user experiences meaningful results.
Shorter time to value improves activation and retention. Long setup processes often cause early churn.
For SaaS products with integrations and workflows, automation can significantly reduce time to value.
15. Burn Rate and Runway
Burn rate is the rate at which your company spends cash. Runway shows how long you can operate before running out of money.
These metrics are critical for early‑stage startups. Growth means little if cash ends too soon.
Clear visibility into burn and runway helps founders make calm, informed decisions.
“Runway changes how a founder thinks. With a long runway, you can build calmly and fix real problems. With a short one, even good ideas feel urgent. At Albato, knowing our runway helped us choose focus over speed and product quality over noise.” ― Mikhail Fedorinin, founder of Albato
Discover how SaaS integrations can help you improve your conversion rates, retention, and ROI.
Deliver automated SaaS reporting to your clients
As a SaaS, helping your customers stay on top of their metrics can be a major value-add. With Albato Embedded as your partner, you can connect your platform to hundreds of tools that your customers use: CRMs, analytics platforms, billing systems, and more. All without any custom coding.
Here’s what your clients can do:
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Set up workflows to automatically collect key metrics like MRR, churn, LTV, and activation rates from multiple platforms.
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Generate clear, actionable reports tailored to each client’s business goals.
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Send these reports directly to Slack, Telegram, or email so the team always has real-time insights.
Albato Embedded enables fully native integrations with no third-party branding.
Partnering with us means your clients don’t just get metrics—they get automated insights that drive growth.
