SaaS metrics
Enter one month of MRR movements and customer counts to see the growth, churn and retention numbers investors ask tech founders about.
| Ending MRR | – |
|---|---|
| ARR (ending MRR × 12) | – |
| Net new MRR | – |
| MRR growth (month on month) | – |
| Logo (customer) churn | – |
| Gross revenue churn | – |
| Net revenue retention (monthly) | – |
| Net revenue retention (annualised) | – |
| SaaS quick ratio | – |
| Customers at end of month | – |
| ARPA (ending MRR ÷ ending customers) | – |
Benchmarks are rules of thumb for B2B SaaS, not targets. Quick ratio: above 4 strong, 1 to 4 OK, below 1 shrinking. Monthly logo churn: under 2% good for SMB customers (enterprise is often under 1%), 2% to 5% watch, above 5% high. Annualised net revenue retention: 100% or more good, 90% to 100% watch, under 90% weak.
All figures are for one calendar month. Enter contraction and churn as positive amounts; the tool subtracts them.
Projection. The green line repeats this month’s MRR growth % for 12 months, compounded. The navy line is usually more realistic: it adds the same £ of new MRR each month, while expansion, contraction and churn stay at the same percentage of each month’s starting MRR. Neither is a forecast; one month of data is noisy, so use an average of the last three to six months where you can.
Benchmarks are common rules of thumb for B2B SaaS. They vary by price point, customer size and stage. Nothing you type leaves your browser.
Techcelerate members work through results like these together in Execution Sprints, with tech founders who have built, failed and exited.