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SaaS Metrics Encylopedia

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Financial Metrics

ARR

Billings

Burn Rate

CapEx

Cash Collection

Cash From Operations

Cash Runway

COGS

Depreciation & Amortization

DPO

DSO

EBITDA

Free Cash Flow

Gross Margin

Gross Profit

Invoice to Cash (I2C)

OpEx

Total Revenue

Recurring Revenue

Non-Recurring Revenue

Revenue Per Customer

Taxes

ACV

TCV

MRR

S&M as % of Revenue

COGS as % of Revenue

R&D as % of Revenue

G&A as % of Revenue

Growth and Efficiency Metrics

ARR Growth

CAC

CAC Payback

Efficiency Rule

FCF Margin

Magic Number

Net New Revenue

Revenue per FTE

Rule of 40

Sales KPIs

Bookings

New Logo Bookings

New Bookings as % of Total

Expansion Bookings

Sales CAC

Commission Payout vs. ARR

Days in Stage

Pipeline Conversion

Early-to-Late Stage Conv.

Late Stage Conversion

Pipeline Coverage

Pipeline Creation

Pipeline Creation per AE

Pipeline Creation per XDR

Pipeline Distribution

Pull in Rate

Push Out Rate

Quota Attainment

Quota per Rep

% Reps at 80%+ Quota

SaaS Quick Ratio

Sales Cycle

Sales Headcount as % Total

Win Rate

Customer Operations Metrics

# Invoices – Sent

# Invoices – Unpaid

LTV

ARR per Customer Ops Rep

Average Contract Duration

Churn Base / Renewal

# Customer Ops FTE

# Customers

# Customers – Expansion

# Customers – Downgrade

# Customers – Churn

# Customers – New Logo

CSAT

Gross Dollar Retention

Gross Logo Retention

# Invoices – Due

# Invoices – On Time 

# Invoices – Paid Late

Net Dollar Retention

NPS

Usage by Customer

# Renewals

# Renewals – Early

# Renewals – Late

Marketing KPIs

Bookings per MQL

MQL to Opportunity Conversion

MQL to Won Conversion

Cost per MQL

Cost per Opportunity

Cost per Won Opportunity

# Inquiries

# MQLs

# SALs

# SQLs

Lead Lifecycle Length

mCAC

Marketing Originated Bookings

Marketing Sourced Pipeline

Marketing as % S&M Expense

Marketing Spend by Campaign

Marketing Spend by Channel

MOB per Marketing FTE

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