top of page

SaaS Financial Metrics 101

Navigating the Landscape of Key Performance Indicators

The realm of Software as a Service (SaaS) has seen explosive growth over the past decade. As tech companies navigate this lucrative but competitive landscape, understanding the right financial metrics becomes paramount. In this post, we'll dive deep into some of the most pivotal SaaS metrics: MRR (Monthly Recurring Revenue), Churn Rate, and Customer Acquisition Cost.

1. Monthly Recurring Revenue (MRR): The Pulse of SaaS

MRR stands for Monthly Recurring Revenue, and it is precisely what it sounds like: the revenue your SaaS business can expect to earn every month from its subscribers.

Why is it important?

  • MRR offers a consistent snapshot of your revenue stream, allowing for more predictable financial forecasting.

  • It helps in gauging the health and growth rate of your business.

How to calculate MRR? Simply, MRR = (Total number of paying users) x (Average revenue per user)

2. Churn Rate: Keeping the Leaky Bucket in Check

Churn Rate represents the percentage of subscribers who stop using your software during a given time frame. While acquiring new customers is essential, retaining existing ones is often more cost-effective.

Why is it important?

  • A high churn rate indicates dissatisfaction among your user base and can be a sign of underlying issues with your product or service.

  • Understanding churn can help pinpoint problems in the user experience or areas where the competition might be outperforming you.

How to calculate Churn Rate? Churn Rate = (Number of customers at the start of the period - Number of customers at the end of the period) / Number of customers at the start of the period

3. Customer Acquisition Cost (CAC): Price Tag of Growth

CAC represents the cost associated with acquiring a new customer, including marketing expenses, sales team costs, and any other costs related to the acquisition.

Why is it important?

  • By understanding CAC, businesses can determine the ROI of their marketing and sales efforts.

  • It offers insights into scalability; if CAC is too high, you might be spending too much to acquire customers who don't generate sufficient revenue.

How to calculate CAC? CAC = (Total cost of sales and marketing) / (Number of new customers acquired)

In Conclusion

While these are just a few of the many metrics SaaS businesses should monitor, they're foundational. Understanding MRR provides a clear picture of your revenue, Churn Rate offers insights into customer satisfaction, and CAC allows you to assess the efficiency of your growth strategies.

Navigating the SaaS landscape requires an understanding of these numbers, ensuring not just growth but sustainable, profitable growth. As the SaaS world evolves, keeping an eye on these metrics will ensure that your business remains agile, efficient, and, most importantly, customer-centric.


Nex CPA is a boutique Canadian digital accounting firm that provides online accounting solutions by combining technology and forward-thinking businesses. Tailored for the modern entrepreneur, we provide an easy, automated and client-focused service so you can focus on working 'on' the business and not 'in' the business.

For more information, please contact us at



bottom of page