SaaS Charts

• Annual Revenue
• Average revenue per user
• Churn %
• Conversion
• Customer Acquisition Cost (CAC)
• CAC recovery time
• Lifetime value
• Lifetime value to CAC
• Monthly recurring revenue
• Monthly recurring revenue movement
• Trialists

Annual Revenue

Explanation: Annual recurring revenue compared with the prior year.

Formula: Recurring revenue

Report codes:  REV.TRA.REC

Average revenue per user (ARPU)

Explanation: Average revenue per user displayed on a monthly basis.

Formula: Recurring revenue / Total Customers

Report codes: REV.TRA.REC, CUS.TOT

Churn %

Explanation: Shows the percentage of churn per month.

Formula: ( 1 - (Total Customers [Last 12 months] - New customers [Last 12 months] ) / Previous month Total customers [Last 12 months] ) * 100

Report codes: CUS.TOT, CUS.NEW

Conversion

Explanation: Shows the percentage of leads or trialists that turned into paying customers per month.

Formula: New customers / Sales - leads * 100

Report codes:  CUS.NEW, SAL.LEA

Customer Acquisition Cost (CAC)

Explanation: The monthly cost for acquiring new customers each month.

Formula: (Sales & Marketing + Sales & Marketing expenses + Sales & Marketing ) / New customers

Report codes: EXP.COS.WAG.SAL, EXP.SAL, CUS.NEW

CAC recovery time

Explanation: The time taken to recover the amount of money invested on customer acquisitions.

Formula: ((Sales & Marketing + Sales & Marketing expenses + Sales & Marketing) / New customers) / (Recurring revenue / Total customers)

Report codes: EXP.COS.WAG.SAL, EXP.SAL, CUS.NEW, REV.TRA.REC, CUS.TOT

Lifetime value

Explanation: The average monthly value over the average lifetime of a recurring customer.  

Formula: (Recurring Revenue / Total customers) / (1- (Total customers [Last 12 months] - New customers [Last 12 months] / Last month total customers [Last 12 months])

Report codes: REV.TRA.REC, CUS.TOT, CUS.NEW

Lifetime value to CAC

Explanation: The cost of acquiring a new customer vs the revenue brought in over the average lifespan of the customer.  

Formula: (( Recurring revenue / Total customers ) / ( 1- (Total customers [Last 12 months] - New customers [Last 12 months] ) / Last month Total customers [Last 12 months])) / ((Sales & marketing + Sales & marketing expenses + Sales & Marketing ) / New Customers)

Report codes: REV.TRA.REC, CUS.TOT, CUS.NEW

Monthly recurring revenue

Explanation: Shows the monthly recurring revenue in the business.

Formula: Recurring revenue

Report codes: REV.TRA.REC

Monthly recurring revenue movement

Explanation: Difference between this month and previous month revenue.

Formula: Recurring revenue - Last month recurring revenue

Report codes: REV.TRA.REC - REV.TRA.REC

Trialists

Explanation: Number of customers trialling the products, represented by “Leads” in Spotlight.

Formula: Sales - Leads

Report codes: SAL.LEA