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SaaS Metrics and Analytics library

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HubSaaS Metrics and AnalyticsThe full reference for SaaS marketing metrics: formulas, benchmarks by ACV band and stage, attribution methods, and the reporting stack behind them.
GuideHow to Calculate CAC for SaaSThe CAC formula most SaaS teams get wrong, which costs belong in the numerator, blended vs paid vs new-customer CAC, and three worked examples with real numbers.
GuideCAC Payback PeriodThe formula, why gross margin belongs in it, benchmark bands from 6 to 24 months by stage, and the five levers that actually move payback for B2B SaaS teams.
PlaybookHow to Reduce CAC Payback PeriodA diagnostic tree that takes a 22-month payback apart lever by lever: pricing, channel mix, sales cycle, win rate and contract terms, with the order to fix them.
GuideLTV to CAC RatioWhy the 3:1 rule is folklore, how to build a ratio you can defend, and what the ratio should be at each ACV band and funding stage, with worked math.
GuideHow to Calculate LTV for SaaSChurn-based, cohort-based and NRR-based LTV compared on the same dataset, plus the margin adjustment and lifetime cap that keep the number honest.
GuideSaaS Magic NumberThe magic number formula, the 0.75 and 1.0 thresholds, why the lagged version is the only honest one, and what a sub-0.5 result tells you to change.
GuideRule of 40 and Burn MultipleTwo efficiency metrics marketers are now measured on, with formulas, current benchmark ranges, and how marketing spend decisions move each of them.
GuideNet Revenue Retention (NRR)How to calculate NRR correctly, the benchmark by segment from 97 to 118 percent, and the marketing levers that move it, with the common calculation errors.
GuideHow to Calculate SaaS Churn RateLogo churn, gross revenue churn and net churn with formulas, the denominator choice that changes the answer, and how to annualise a monthly rate correctly.
PlaybookHow Marketing Moves NRRCampaign plays for seat growth, usage upgrades, churn-risk saves and downgrade paths, with the product usage signals that trigger each and the metrics to judge them.
GuideSaaS Marketing AttributionFirst touch, last touch, linear, time decay, W and U shaped models explained with the math, plus what to do when 70 percent of the buyer journey is invisible.
GuideSelf-Reported Attribution for B2B SaaSWhere to place the how did you hear about us question, the wording and answer options that produce usable data, and how to reconcile it with CRM attribution.
PlaybookIncrementality Testing for B2B SaaSHow to run geo holdouts, PSA tests and switchback tests when you have hundreds of conversions a month, not millions, with a worked test design and sample size math.
GuideMarketing Mix Modeling for B2B SaaSWhether MMM works at B2B SaaS data volumes, what it costs, open source options like Robyn and Meridian, and the three conditions that make it worth running.
GuideThe SaaS Marketing Analytics StackThe six layers from event capture to board dashboard, what to buy at each ARR band, and why warehouse native reporting beats a pile of disconnected tools.
GuideSegment for SaaS CompaniesHow SaaS teams use Segment as the tracking spine: event naming, identify and group calls, MTU pricing traps, and when RudderStack or a warehouse beats it.
GuideCohort Analysis for SaaS MarketersHow to build acquisition, revenue and behaviour cohorts, read a retention curve honestly, and judge channels months before the revenue actually lands.
CalculatorARPA and ARPU calculatorAverage revenue per account and per user, split by segment so the blended number stops lying to you. See the formula, change the inputs and save your results.
CalculatorAttribution model comparison calculatorThe same pipeline scored by first touch, last touch and linear, so you can see how much the model changes the story. See the formula, change the inputs and save your results.
DefinitionAverage contract valueUnderstand average contract value in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
DefinitionBlended CACUnderstand blended cac in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
PlaybookBuild a SaaS marketing board reportA board report should explain performance, uncertainty and the decisions management needs to make using a small set of reconciled measures. Follow a practical process with a worked situation, tradeoffs and a useful next step.
CalculatorBurn multiple calculatorNet burn divided by net new ARR. The cleanest read on how expensive your growth is. See the formula, change the inputs and save your results.
CalculatorChannel payback comparison calculatorCompare three channels side by side on CAC, payback and contribution rather than on cost per click. See the formula, change the inputs and save your results.
DefinitionCost of revenueUnderstand cost of revenue in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
CalculatorCustomer acquisition cost calculatorWork out what a new customer really costs once you count salaries, tools and agency fees, not just ad spend. See the formula, change the inputs and save your results.
CalculatorCustomer lifetime value calculatorEstimate LTV from ARPA, gross margin and churn, and see how much a single point of churn is worth. See the formula, change the inputs and save your results.
ToolEvaluate B2B SaaS attribution toolsChoose an attribution tool by the data it can reconcile and the limits it exposes, rather than the amount of pipeline it claims to influence. Use the evaluation criteria, official product links and a practical acceptance test.
ToolEvaluate SaaS marketing analytics platformsAn analytics platform should answer the team's important questions from trustworthy data with clear identity, definitions and access controls. Use the evaluation criteria, official product links and a practical acceptance test.
ExampleHow to read marketing metrics in public SaaS filingsPublic filings can help examine business economics when the reader preserves accounting definitions, periods and company context. Review the situation, the decisions and the limits before applying the pattern.
CalculatorLTV to CAC ratio calculatorThe efficiency ratio investors ask about first, with the payback period next to it so you can see the cash reality. See the formula, change the inputs and save your results.
ComparisonLTV:CAC vs CAC paybackCompare ltv to cac ratio and cac payback period for SaaS: where each fits, the tradeoffs to test and a practical decision process.
ChecklistMarketing analytics audit checklistCheck the reliability of the data used to decide marketing priorities and spending. Work through 10 checks, record evidence and owners, and save an editable copy.
ComparisonMixpanel vs Amplitude: a SaaS analytics evaluationCompare mixpanel and amplitude for SaaS: where each fits, the tradeoffs to test and a practical decision process.
GuideModel SaaS marketing costs by activityA useful marketing cost model includes the people and systems required to run a program, not just media or writing fees. Follow a practical process with a worked situation, tradeoffs and a useful next step.
ChecklistMonthly SaaS metrics review checklistReview the business through consistent definitions, cohort maturity and decisions rather than isolated charts. Work through 10 checks, record evidence and owners, and save an editable copy.
CalculatorMRR growth calculatorProject MRR forward from new business, expansion and churn, and see where you land in twelve months. See the formula, change the inputs and save your results.
ComparisonMulti-touch attribution vs incrementality testingCompare multi-touch attribution and incrementality testing for SaaS: where each fits, the tradeoffs to test and a practical decision process.
CalculatorNet revenue retention calculatorNRR and GRR from one cohort, plus what your revenue does over three years if nothing else changes. See the formula, change the inputs and save your results.
ResearchNRR and churn benchmarks: align the revenue cohortRetention comparisons require the same starting customer cohort and consistent treatment of expansion, contraction, churn and reactivation. Review definitions, sampling choices and common comparison errors.
ComparisonNRR vs GRR: understand retained revenueCompare net revenue retention and gross revenue retention for SaaS: where each fits, the tradeoffs to test and a practical decision process.
ExampleOne customer journey, different attribution answersDifferent attribution models can assign different credit to the same observed journey without changing the customer's actual behavior. Review the situation, the decisions and the limits before applying the pattern.
PlaybookReduce SaaS cost per lead without hiding qualityLower CPL by improving relevant acquisition and conversion, while keeping the lead definition and downstream quality stable. Follow a practical process with a worked situation, tradeoffs and a useful next step.
CalculatorRevenue per employee calculatorCapital efficiency in one number, compared against the benchmarks by stage. See the formula, change the inputs and save your results.
CalculatorRule of 40 calculatorGrowth rate plus profit margin, the shorthand investors use to judge whether your growth is worth its cost. See the formula, change the inputs and save your results.
CalculatorRunway and growth tradeoff calculatorHow long the money lasts, and what cutting or adding marketing spend does to that. See the formula, change the inputs and save your results.
ResearchSaaS benchmark sources: understand who is measuredBenchmark providers use different populations and collection methods, so their findings should be compared through scope and definitions before their numbers. Review definitions, sampling choices and common comparison errors.
CalculatorSaaS magic number calculatorHow much new ARR each dollar of sales and marketing buys, and whether you should be spending more or less. See the formula, change the inputs and save your results.
TemplateSaaS marketing dashboard specificationBuild a report that connects acquisition activity to accepted pipeline and retained customer value. Use the editable worksheet, example and review steps to turn it into a working document.
ListSaaS marketing metrics tied to decisionsChoose metrics that expose a business transition or constraint, then keep their definitions visible. Compare practical options, review the tradeoffs and choose a relevant next step.
TemplateSaaS marketing tracking plan templateDefine events and campaign metadata so acquisition and product reports use consistent meanings. Use the editable worksheet, example and review steps to turn it into a working document.
ListSaaS metrics that become misleading without contextA metric becomes a vanity measure when it is used to imply progress it cannot support. Compare practical options, review the tradeoffs and choose a relevant next step.
CalculatorSaaS quick ratio calculatorNew and expansion revenue divided by churned and contracted revenue. Growth quality in one number. See the formula, change the inputs and save your results.
DefinitionSaaS quick ratioUnderstand saas quick ratio in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
ResearchSaaS sales and marketing spend: compare accounting scopeSales and marketing expense ratios depend on accounting classification and the revenue measure used in the denominator. Review definitions, sampling choices and common comparison errors.
GuideWhen a benchmark compares unlike businessesA team treats an external average as a target despite different stage, segment or motion. Diagnose the cause, choose a bounded correction and verify benchmark use with documented comparability limits.
GuideWhen a conversion report mixes events and peopleRepeated actions inflate the numerator while the denominator counts unique users. Diagnose the cause, choose a bounded correction and verify ratios with compatible counting rules.
GuideWhen a metric changes without a version recordA trend shifts because the definition changed, but the report attributes it to performance. Diagnose the cause, choose a bounded correction and verify trend changes explainable by performance or measurement changes.
GuideWhen an LTV model hides a constant-churn assumptionA precise lifetime value is presented despite changing retention and customer economics. Diagnose the cause, choose a bounded correction and verify ltv estimates accompanied by sensitivity and model limits.

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