12 SaaS Sales Metrics You Should Care About in 2024

Table of contents

  1. Why SaaS Sales Metrics are Important
  2. 12 Key SaaS Sales Metrics to Monitor
  3. Case Study: Successful SaaS Sales Metrics Implementation Using Goodmeetings
  4. The Takeaway

According to Statista, the overall SaaS market is expected to continue growing, as businesses worldwide are adopting SaaS solutions for several business functions.

The result? Increased competition!

If you want to ensure that you’re maintaining an edge over your competitors, tracking the right SaaS metrics is important.

These metrics will offer valuable insights into the health of your sales process by revealing areas of strength and pinpointing opportunities for improvement.

By focusing on them, you can easily make data-driven decisions that lead to sustainable growth and profitability for your organization.

In this blog post, we’ll explore the top SaaS sales metrics that every forward-thinking business should prioritize this year. We’ll cover:

  • Why these metrics are so important
  • How you can calculate them
  • Practical ways to improve them.

Let’s get started!

Why SaaS Sales Metrics are Important

Here are some reasons why these metrics are indispensable for your SaaS business:

1. Informed decision-making

SaaS sales metrics offer a wealth of data that guides strategic decision-making. This allows you to make informed decisions about where to invest your time, money, and resources.

It ensures that your efforts are directed towards strategies and activities that yield the highest returns, minimizing waste and maximizing efficiency.

2. Identifying strengths and weaknesses

These metrics help you uncover what’s working and what needs improvement within your organization.

By analyzing performance data, you can identify areas where your product, customer service, or sales tactics excel and where they fall short.

This insight will allow you to take targeted actions to strengthen weak spots and build on your successes.

Related: How Does Emotional Intelligence Help in Closing More Deals?

3. Enhancing customer relationships

Metrics also provide deep insights into customer behavior and preferences.

And, when you analyze these metrics, you can easily identify patterns and trends that reveal what your customers value most about your service.

This will help you tailor your offerings to better meet customer needs, improve satisfaction, and increase loyalty.

4. Optimizing sales processes

Sales metrics allow you to see and understand how different aspects of your sales funnel are performing, meaning you can easily identify bottlenecks and inefficiencies.

With this knowledge at hand, you can implement targeted improvements that streamline your sales operations, shorten the sales cycle, and increase the overall productivity of your sales team.

5. Facilitating strategic planning

These metrics also provide the data needed to set realistic goals, measure progress, and adjust strategies as needed.

This continuous feedback loop ensures that your business remains agile and can adapt to changing market conditions, ultimately leading to sustained success.

6. Measuring success & accountability

Metrics provide a transparent way to measure success and hold your team accountable.

By setting clear, measurable goals based on key metrics, you can ensure that everyone in the organization understands their role in achieving the company’s objectives.

Plus, regularly reviewing these metrics will help you track progress, celebrate achievements, and address any issues promptly.

Related: How To Improve Sales Performance With 11 Key Metrics

12 Key SaaS Sales Metrics to Monitor

Now that we’ve covered why SaaS sales metrics, it’s time to explore some of the key ones your company should be tracking.

1. Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) measures the total cost of acquiring a new customer.

This includes all expenses related to marketing, sales, and any other resources used to attract and convert leads into paying customers.

Understanding your CAC is vital because it directly impacts your profitability and overall business sustainability.

It helps you understand how much you are spending to gain a new customer. If your CAC is too high, it could indicate inefficiencies in your sales and marketing processes or that your product isn’t resonating with your target audience.

So, if you want to ensure that your customer acquisition efforts are cost-effective and sustainable, monitoring and optimizing your CAC is important.

How to calculate

To calculate CAC, you need to divide the total cost of acquiring customers by the number of new customers acquired within a specific period. The formula is:

CAC = Total Sales and Marketing Expenses ÷ Number of New Customers Acquired

For example, if your sales and marketing expenses for a month are $50,000 and you acquired 100 new customers, your CAC would be:

CAC= 50,000 ÷ 100 = $500

How to reduce your CAC

Focus on optimizing your marketing and sales strategies.

This can be achieved by:

  • Enhancing your lead generation processes
  • Refining your targeting to attract high-quality leads
  • Improving your sales funnel to convert leads more efficiently
  • Leveraging cost-effective marketing channels.

What’s more, investing in customer retention strategies can help reduce the pressure on acquiring new customers, as retaining existing customers is typically less expensive than acquiring new ones.

2. Customer Lifetime Value (CLV)

This metric represents the total revenue a business can expect from a single customer account throughout its relationship with the company.

It’s essential because it helps you understand the long-term value of your customer relationships.

By knowing how much revenue a customer will generate over time, you can make more informed decisions about how much to invest in customer acquisition and retention.

A higher CLV indicates that your customers are more valuable and loyal, which can significantly impact your overall profitability and growth strategy.

How to calculate

To calculate CLV, you need to determine the average purchase value, purchase frequency, and the average customer lifespan. The formula is:

CLV = Average Purchase Value × Average Purchase Frequency × Average Customer Lifespan

For example, if the average purchase value is $100, the average purchase frequency is 10 times per year, and the average customer lifespan is 3 years, the CLV would be:

CLV = 100 × 10 × 3 = $3,000

How to improve your CLV

This process involves adopting several strategies aimed at enhancing customer satisfaction and loyalty:

  • Providing exceptional customer service and support to encourage repeat business
  • Implementing effective retention strategies such as loyalty programs, personalized marketing, and regular engagement through valuable content and offers
  • Identifying opportunities for upselling and cross-selling to existing customers
  • Continuously gathering and analyzing customer feedback to improve your product or service.

Related: What is Sales Acceleration? – Tools and Tactics Included

3. Monthly Recurring Revenue (MRR)

Monthly Recurring Revenue (MRR) is a metric that represents the predictable revenue a business can expect to receive every month from its subscription-based services.

It’s essential for SaaS businesses because it provides a consistent and reliable measure of revenue that can be used for forecasting and planning. It can also help you track the effectiveness of your sales and marketing efforts.

How to calculate

The formula for calculating this metric is:

MRR = Total Number of Customers × Average Revenue Per User (ARPU)

For example, if you have 100 customers each paying $50 per month, your MRR would be:

MRR = 100 × 50 = $5,000

How to improve your MRR

Focus on acquiring new customers by enhancing your marketing and sales efforts to attract and convert high-quality leads.

You can also offer higher-tier plans, add-ons, or premium features that provide additional value to your customers to increase the ARPU.

Another way to improve your MRR is to prioritize customer retention by delivering exceptional service, reducing churn, and encouraging long-term commitments through discounts or incentives for annual subscriptions.

4. Churn Rate

Churn Rate measures the percentage of customers who discontinue their subscription or stop using your service within a specific period.

It’s a critical metric because it reflects customer satisfaction and the effectiveness of your retention strategies.

Understanding your churn rate helps you identify underlying issues that may be causing customers to leave, such as poor customer service, product limitations, or competitive offerings.

By addressing these issues, you can improve customer retention, stabilize your revenue, and foster long-term growth.

Note: Reducing churn is often more cost-effective than acquiring new customers, making it a key focus area for sustainable growth.

How to calculate

To calculate the churn rate, divide the number of customers lost during a specific period by the total number of customers at the beginning of that period, then multiply by 100 to get the percentage.

The formula is:

Churn Rate =

Number of Customers Lost During Period ÷ Total Number of Customers at Start of Period) × 100

For example, if you started the month with 200 customers and lost 20 customers by the end of the month, your churn rate would be:

Churn Rate = (20 ÷ 200) × 100 = 10%

How to reduce your Churn Rate

You can do so by:

  • Improving customer onboarding by providing clear instructions, resources, and support to help them get started with your product quickly and effectively
  • Offering exceptional customer service to address issues promptly and efficiently
  • Maintaining regular communication with your customers through emails, newsletters, and updates
  • Implementing loyalty programs or offering discounts to long-term customers.

Related: 15 Ways to Use ChatGPT For Sales Emails

5. Sales Cycle Length

Sales Cycle Length is the amount of time it takes to convert a lead into a paying customer. This metric measures the duration from the initial contact with a prospect to the final sale.

Understanding your sales cycle length helps in evaluating the efficiency of your sales process and identifying areas for improvement.

A shorter sales cycle means that your sales team is converting leads into customers more quickly, which allows your company to generate revenue faster.

How to calculate

You need to track the time taken for each deal from the first contact to the closing of the sale. Then, find the average duration of all deals within a specific period.

The formula is:

Sales Cycle Length = Total Number of Days to Close All Deals​ ÷ Number of Deals Closed

For example, if you closed three deals, with the first taking 30 days, the second 45 days, and the third 60 days, the sales cycle length would be:

Sales Cycle Length = (30 + 45 + 603) ÷ 3 = 45 days

How to shorten your sales cycle

Start by ensuring that your sales team is well-trained and equipped with the right tools and information to engage prospects effectively.

You can also refine your lead qualification process to focus on high-potential leads, reducing time spent on unqualified prospects.

Plus, you can automate repetitive and time-consuming tasks with the help of CRM systems and sales automation tools. This will enable your sales team to focus on high-value activities.

6. Sales Conversion Rate

Your sales conversion rate is the percentage of leads or prospects that are converted into paying customers.

This metric measures the effectiveness of your sales process and the ability of your sales team to close deals.

A higher conversion rate indicates that your sales team is effectively turning leads into customers, which can lead to increased revenue and growth.

How to calculate

The formula is:

Sales Conversion Rate = (Total Number of Sales ÷ Total Number of Leads) × 100

For example, if you had 200 leads in a month and 50 of them made a purchase (converted into customers), your sales conversion rate would be:

Sales Conversion Rate = (50 ÷ 200) × 100 = 25%

How to increase your Sales Conversion Rate

To improve your conversion rate:

  • Ensure that your sales and marketing teams are aligned to attract high-quality leads that are more likely to convert.
  • Refine your lead qualification criteria to focus on prospects that fit your ideal customer profile.
  • Invest in training and development for your sales team to improve their skills in handling objections, building rapport, and closing deals.
  • Establish a systematic follow-up process to keep leads engaged and move them through the sales funnel.

7. Monthly Revenue Growth Rate

The Monthly Revenue Growth Rate measures the percentage increase in your company’s revenue from one month to the next.

This metric is crucial for understanding how quickly your business is growing over a short period and can provide early indicators of trends—whether positive or negative.

A consistently high growth rate signals robust business performance, effective sales strategies, and strong market demand.

How to calculate

To calculate the Monthly Revenue Growth Rate, subtract the revenue of the previous month from the revenue of the current month, divide the result by the revenue of the previous month, and then multiply by 100 to get the percentage.

The formula is:

Monthly Revenue Growth Rate = (Current Month’s Revenue − Previous Month’s Revenue) ÷ Previous Month’s Revenue × 100

Let’s say your revenue in January was $50,000 and in February it increased to $60,000, the Monthly Revenue Growth Rate would be:

Monthly Revenue Growth Rate = (60,000−50,000) ÷ 50,000 × 100 = 20%

How to improve your Monthly Revenue Growth Rate

Here are some strategies that will help you boost your Monthly Revenue Growth Rate:

  • Identify and enter new markets to increase your customer base.
  • Continuously improve and innovate your product or service offerings to meet evolving customer needs.
  • Review and adjust your pricing strategies to ensure they align with market demand and perceived value.
  • Invest in effective marketing and sales campaigns to attract more leads and convert them into paying customers.

8. Average Revenue Per User (ARPU)

This next metric measures the average revenue generated from each active user or customer over a specific period.

It helps SaaS businesses understand how much revenue each customer is contributing on average.

By monitoring ARPU, you can gauge the effectiveness of your pricing strategies, identify opportunities for revenue growth, and make informed decisions about customer acquisition and retention efforts.

How to calculate

To calculate ARPU, divide the total revenue generated in a specific period by the number of active users or customers during that same period.

The formula is:

ARPU = Number of Active Users ÷ Total Revenue

For example, if your total revenue for a month is $100,000 and you have 500 active users, your ARPU would be:

ARPU = 100,000 ÷ 500 = $200

How to increase your ARPU

One effective way to do this is by introducing tiered pricing plans that offer more features and value at higher price points, encouraging customers to upgrade.

You can also u can also focus on upselling and cross-selling opportunities by promoting add-ons, premium features, or complementary products that enhance the customer experience.

9. Sales-Qualified Leads (SQL)

Sales-qualified leads (SQL) are prospects that have been vetted and deemed ready for direct engagement by the sales team.

These leads have shown a strong intent to purchase and meet specific criteria that indicate a higher likelihood of conversion.

SQLs are typically identified based on their interactions with marketing efforts, such as engaging with content, filling out forms, or showing interest in product demos.

Focusing on SQLs allows the sales team to prioritize their efforts on prospects with the highest potential for conversion.

By accurately identifying and nurturing SQLs, businesses can improve their sales pipeline, reduce the sales cycle length, and ultimately drive more revenue.

How to calculate

Calculating SQLs involves a combination of specific criteria and lead-scoring models to assess a lead’s readiness for direct sales engagement.

This process typically includes evaluating lead behavior, demographic data, and engagement levels.

For example, you might assign points to leads based on actions like downloading a whitepaper or visiting high-value pages on your website.

These points help prioritize leads most likely to convert.

Now, the formula for calculating the Sales Qualified Lead Rate is:

SQL Rate = (Number of SQLs ÷ Total Number of Leads) × 100

How to increase your SQLs

Start by refining your ideal customer profile to ensure your marketing efforts are attracting the right audience.

Plus, you can use data analytics to identify high-potential prospects and tailor your outreach to address their specific pain points and needs.

Implement lead nurturing campaigns that provide valuable content and engage prospects through personalized emails, webinars, and targeted ads.

Related: 10 Effective Ways To Use ChatGPT for Sales Prospecting (Prompts Included!)

10. Marketing-Qualified Lead (MQL)

A marketing-qualified lead is a lead identified by the marketing team as more likely to convert into a customer compared to other leads based on their engagement with marketing activities.

This includes actions like downloading content, filling out forms, or frequent visits to key web pages​​​​.

MQLs are crucial for SaaS businesses as they help streamline the sales funnel by ensuring that the sales team focuses on leads with the highest conversion potential.

The main difference between MQLs and Sales Qualified Leads (SQLs) lies in their stage in the buyer’s journey and readiness to purchase. While MQLs have shown interest and require further nurturing, SQLs are deemed ready for a sales conversation and have a higher intent to buy​​​​.

How to calculate

There isn’t a specific formula for calculating MQLs, but you can identify them by setting specific criteria based on engagement metrics and demographic information. This is often supported by a lead scoring system that assigns points to various actions and behaviors of the leads.

However, you can calculate your MQL to SQL conversion rate, a crucial metric that tracks the percentage of marketing-qualified leads that transition into sales-qualified leads.

The formula is:

MQL to SQL Conversion Rate = (Number of SQLs ÷ Number of MQLs) × 100

For example, if you have 200 MQLs and 50 of them convert to SQLs, the conversion rate would be:

(50 ÷ 200) × 100 = 25%

This conversion rate provides valuable insights into how well your marketing and sales teams are working together to move leads through the sales funnel.

How to increase your MQLs

Here’s how you can do so:

  • Refine your targeting and segmentation methods to ensure you are attracting the right audience.
  • Develop compelling and relevant content that addresses the pain points and interests of your target market (use various formats such as blogs and eBooks to engage different segments.)
  • Optimize your lead capture mechanisms, such as forms and landing pages, to reduce friction and increase conversions.

Related: 10 B2B Sales Prospecting Tools in the Market

11. Lead Velocity Rate

Lead Velocity Rate (LVR) measures the growth rate of qualified leads month-over-month. It provides insight into the effectiveness of your marketing and sales efforts in generating leads that have the potential to convert into paying customers.

Essentially, LVR indicates how quickly your pipeline is expanding, offering a forward-looking metric to predict future revenue growth.

How to calculate

Subtract the number of qualified leads in the previous month from the number of qualified leads in the current month, then divide by the number of qualified leads in the previous month and multiply by 100 to get the percentage growth rate.

The formula is:

LVR = (Current Month’s Qualified Leads − Previous Month’s Qualified Leads) ÷ Previous Month’s Qualified Leads × 100

For instance, if you had 500 qualified leads last month and 600 qualified leads this month, your LVR would be:

LVR = (600 − 500) ÷ 500 × 100= 20%

How to improve your LVR

You can do this by optimizing your follow-up and lead nurturing strategies. With regular and personalized follow-ups, you can maintain a reliable lead base and prevent potential leads from dropping off.

Plus, addressing any objections or concerns early on can streamline the sales process and enhance conversion rates​.

Related: 4 simple ways to re-engage lost leads and customers

12. Customer Engagement Score (CES)

Customer Engagement Score (CES) is a metric that measures the level of interaction and engagement a customer has with your product or service.

It combines various data points such as usage frequency, feature adoption, and interaction with customer support to provide a comprehensive view of how engaged and satisfied your customers are.

CES helps businesses understand customer behavior and identify which customers are most likely to renew, upgrade, or churn.

How to calculate

Calculating the CES involves the following steps:

  • Identify key engagement metrics: Determine which metrics best represent customer engagement for your business. These can include website visits, social media interactions, email opens, event attendance, repeat purchases, or product usage.
  • Assign weights to metrics: Assign a weight to each metric based on its importance and impact on overall engagement. For example, making a purchase might be weighted more heavily than simply opening an email.
  • Calculate the weighted score: For each metric, multiply the weight by the number of occurrences of that event. Then sum the weighted scores for all events to get the CES.

The formula is as follows:

Customer Engagement Score = (w1 × n1) + (w2 × n2) + (w3 × n3) + …

(w is the weight of an event and n is the number of times the event occurred.)

For example, if you have three key events: logins (weight 1), adding a team member (weight 10), and upgrading to a paid subscription (weight 50), and you track these events over a month with the respective occurrences of 30, 4, and 1, the CES would be:

CES = (1×30) + (10×4) + (50×1) = 30+40+50 = 120

How to improve your CES

Define what engagement means for your product or service by focusing on key activities that indicate active and meaningful interaction (such as making purchases, using core features, or contacting customer support​​​​.)

You should assign weighted scores to these events based on their importance. For instance, upgrading from a free trial to a paid subscription should carry more weight than simply logging in​​.

Another way to enhance your CES is by offering personalized experiences, using in-app gamification, and ensuring excellent customer support.

Related: 12 Sales Dashboard – Examples and Templates

Case Study: Successful SaaS Sales Metrics Implementation Using Goodmeetings

If you want to properly implement successful SaaS sales metrics, using a tool like Goodmeetings can make all the difference.

This AI-powered tool offers innovative capabilities that streamline the tracking and analysis of essential sales metrics.


Let’s show you how Goodmeetings can empower SaaS sales teams like yours by providing real-time insights and actionable data.

Boosting sales call conversions

A leading EdTech global firm faced significant challenges in optimizing its sales performance and ensuring compliance with U.S. standards.

They struggled with:

  • Low conversion rates (around 15%) from online sales calls
  • Ensuring all meetings were audited and recorded to comply with U.S. standards
  • Inconsistent referral pitches and processes
  • Varying performance among sales counselors.

To address these issues, the firm incorporated Goodmeetings into its strategy and enjoyed the following benefits:

  • Enhanced sales analytics that allowed the company to identify key areas for improvement and optimize its sales strategies
  • Ensured nearly 100% compliance & reduced the risk of legal issues using Goodmeetings’ automatic call recording and auditing features
  • Standardized and enhanced referral pitches by leveraging analytics
  • Accessed AI-driven analytics that helped to enhance sales counselor performance, improving sales techniques and objection handling.

Implementing Goodmeetings led to remarkable improvements in the firm’s sales metrics. Check out the results:

Sales Conversion Rates15%26%72.5%
Call Audit EfficiencyAudits on 5-10% of callsAudits on nearly 100% of calls900-1900%
Referral Revenue Contribution17%28%64.7%

Testimonial from the company | Source: Goodmeetings

Overall, by leveraging Goodmeetings, this firm was able to achieve its sales goals & set new benchmarks in sales conversions.

Interested in Transforming Your Sales Operations like this EdTech Firm?

Related: 15 Best AI Sales Tools & Software [2024]

The Takeaway

By tracking these metrics, SaaS companies like yours can craft more effective sales strategies, enhance customer relationships, and secure a competitive edge in an increasingly crowded market.

And, with Goodmeetings on your side, you can enhance your metric tracking capabilities, drive more informed decision-making, and enjoy higher conversion rates.

Uncover Critical Metrics & Boost Your Sales Performance With Goodmeetings

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