SaaS KPIs Template

Focus on performance and growth by implementing these 25 fundamental SaaS KPIs.

About this template

# of KPIs:

A set of Key Performance Indicators (KPI) aimed specifically at SaaS businesses. The KPIs in this template can help track and visualise performance in areas such as, customer acquisition, conversion ratios and account churn, as well as financial KPIs covering monthly recurring revenue (MRR) and revenue expansion metrics. Each KPI within this template has been specifically selected from experienced SaaS professionals, ensuring a best of class approach to performance management.

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KPIs in this Template:

Account Churn %

The percentage of accounts that have cancelled this period

Active accounts

The total number of active / paid accounts

Bugs Reported

The number of bugs reported this period


Cost to Acquire Customers

Canceled Demos / Webinars

The number of canceled demos / webinars this period

Churned Accounts

The number of cancelled accounts this period

Converted Trials

The number of trials converted into paid accounts

Cost per paid account

The total cost of obtaining a new account

Cost per trial

The cost per trial

Customer Lifetime Value (CLV)

Customer Lifetime Value of existing customers

Customer Retention Rate

The rate at which you are retaining customers

Demo Requests

The number of demo requests

Live Demo / Webinar completion

The number of live demos / Webinars completed this period

Monthly Unique Visitors

The number of unique web users / visitors per month


Monthly Recurring Revenue

New Trial Accounts

The number of new trial accounts

Online Marketing Spend

The total marketing costs including salaries, PPC, Advertising, PR


The number of releases this period

Revenue Churn %

The percentage of cancelled account per percentage

Trial Conversion

Trial Conversion Rate

Trial Conversion Percentage

The percentage of trials converted into paid accounts


The number of trials this period

Users to Conversions

The number of web users / visitors to converted customers

Visitor / Trial Percentage

The number of visitors that convert into new trials

Webinar / Demo success

The number of Demos / Webinars into paid accounts