KPI category
SaaS KPI Formulas
SaaS KPI formulas for recurring revenue, churn, retention, expansion, customer lifetime value, and subscription business health.
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Popular formulas
Common SaaS KPIs
MRRSum of Monthly Recurring RevenueARRMRR × 12Churn RateLost Customers / Customers at Start of PeriodRevenue ChurnLost MRR / Starting MRRCustomer ChurnCustomers Lost / Customers at StartNet Revenue Retention(Starting MRR + Expansion MRR - Contraction MRR - Churned MRR) / Starting MRRGross Revenue Retention(Starting MRR - Contraction MRR - Churned MRR) / Starting MRRLTVARPU × Gross Margin / Churn RateLTV:CAC RatioLTV / CACCAC Payback PeriodCAC / Monthly Gross Profit per CustomerARPURevenue / Number of UsersARPARevenue / Number of Accounts
All SaaS KPI formulas
| KPI | Formula | Excel | Tool |
|---|---|---|---|
| MRR | Sum of Monthly Recurring Revenue | =SUM(B2:B100) | Calculator |
| ARR | MRR × 12 | =B2*12 | Calculator |
| Churn Rate | Lost Customers / Customers at Start of Period | =IFERROR(B2/C2,0) | Calculator |
| Revenue Churn | Lost MRR / Starting MRR | =IFERROR(B2/C2,0) | Calculator |
| Customer Churn | Customers Lost / Customers at Start | =IFERROR(B2/C2,0) | Calculator |
| Net Revenue Retention (NRR) | (Starting MRR + Expansion MRR - Contraction MRR - Churned MRR) / Starting MRR | =IFERROR((B2+C2-D2-E2)/B2,0) | Calculator |
| Gross Revenue Retention (GRR) | (Starting MRR - Contraction MRR - Churned MRR) / Starting MRR | =IFERROR((B2-C2-D2)/B2,0) | Calculator |
| LTV | ARPU × Gross Margin / Churn Rate | =IFERROR((B2*C2)/D2,0) | Calculator |
| LTV:CAC Ratio | LTV / CAC | =IFERROR(B2/C2,0) | Calculator |
| CAC Payback Period | CAC / Monthly Gross Profit per Customer | =IFERROR(B2/C2,0) | Calculator |
| ARPU | Revenue / Number of Users | =IFERROR(B2/C2,0) | Calculator |
| ARPA | Revenue / Number of Accounts | =IFERROR(B2/C2,0) | Calculator |
| Expansion MRR | Additional MRR from Existing Customers | =B2 | Calculator |
| Contraction MRR | Lost MRR from Downgrades | =B2 | Calculator |
| Logo Retention | Retained Customers / Starting Customers | =IFERROR(B2/C2,0) | Calculator |
| SaaS Quick Ratio | (New MRR + Expansion MRR) / (Churned MRR + Contraction MRR) | =IFERROR((B2+C2)/(D2+E2),0) | Calculator |
| Magic Number | (Current Quarter ARR - Previous Quarter ARR) × 4 / Previous Quarter Sales and Marketing Spend | =IFERROR(((B2-C2)*4)/D2,0) | Calculator |
| Rule of 40 | Revenue Growth Rate + Profit Margin | =B2+C2 | Calculator |
How to use these KPIs
Start with a small set of metrics that connect to decisions. Define each KPI once, document the formula, and reuse the same calculation in Excel, dashboards, and business reports.
Build dashboards faster
Each KPI page includes a plain formula, Excel formula, Power BI DAX measure, calculator, related KPIs, and common mistakes to avoid.