SaaS Charts

 

Annual Revenue

annual revenue

Explanation: Annual recurring revenue compared with the prior year.

Formula: Recurring revenue

Report codes:  REV.TRA.REC

 

 Average revenue per user (ARPU)

average revenue per user

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

Formula: Recurring revenue / Total Customers

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

 

Churn %

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

 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)

 customer aquisition cost

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

 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

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

lifetime value to customer aquisition cost

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

 monthly recurring revenue

Explanation: Shows the monthly recurring revenue in the business. 

Formula: Recurring revenue 

Report codes: REV.TRA.REC

 

Monthly recurring revenue movement

 mrr 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

 trialists

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

Formula: Sales - Leads

Report codes: SAL.LEA

 

Back to the top

Release Notes - Terms of Use - Privacy Policy - Launch Application - Copyright Spotlight Reporting 2021