Glossary
A clear, no-fluff glossary of SaaS KPIs. Click into any metric to explore what it means, why it matters, and how to act on it.
All
CX
Sales
Marketing
A
Activities per Rep
Total number of sales activities (calls, emails, meetings) done per rep in a set time period.
Sales
Annual Recurring Revenue (ARR)
Total recurring revenue expected annually from subscriptions, calculated as MRR × 12.
Sales
Average Deal Size
The mean revenue earned from closed-won deals over a defined time period.
Sales
Average Resolution Time
The mean time taken to resolve customer issues across all tickets or cases.
CX
Average Revenue per User (ARPU) from Marketing
Average revenue generated per user attributed to marketing, helping assess campaign profitability and monetization effectiveness.
Marketing
Average Sales Cycle Length
Average number of days it takes to close a deal, from first contact to signed contract.
Sales
B
Bounce Rate
Percentage of visitors who leave a webpage without taking action, indicating engagement or content relevance issues.
Marketing
Brand Awareness (Survey, Search Volume, Social Mentions)
A metric reflecting brand visibility via surveys, search trends, and media mentions to gauge brand recognition and awareness.
Marketing
C
CSAT Survey Completion Rate
Measures how many users complete your CSAT survey compared to how many were asked.
CX
Churn Rate
Indicates the percentage of customers who stop using your product over a given time period.
CX
Churned MRR/ARR
Monthly or annual recurring revenue lost due to cancellations or customer downgrades.
Sales
Cohort Retention Analysis
Tracks how specific user cohorts retain over time, helping identify long-term product engagement patterns.
CX
Content Conversion Rate
The percentage of content viewers who complete a desired action, like sign-ups or purchases, indicating content effectiveness.
Marketing
Content Views
The number of times marketing content is viewed, showing reach and audience interest in educational or promotional materials.
Marketing
Contraction MRR/ARR
MRR or ARR lost due to customers reducing their subscription spend without fully churning.
Sales
Core Feature Usage
Tracks how often key features—critical to product value—are used by your customers.
CX
Customer Advocacy Rate
Measures how many customers publicly support or promote your product via reviews, referrals, or case studies.
CX
Customer Effort Score (CES)
Measures how easy it is for customers to get help or complete actions within your product or support journey.
CX
Customer Expansion Rate
The rate at which existing customers increase usage, seat count, or plan tier over time.
CX
Customer Experience Index (CX Index)
A composite score reflecting overall customer experience, often built from NPS, CSAT, CES, and sentiment.
CX
Customer Feedback Volume
Counts the number of feedback submissions across touchpoints like surveys, reviews, or support.
CX
Customer Health Score (CHS)
A composite score that predicts churn risk or growth potential based on product usage and engagement.
CX
Customer Lifetime Value (CLTV)
Predicts the total revenue a company can expect from a single customer account over time.
CX
Customer Lifetime Value (CLTV)
The total revenue a customer is expected to generate throughout their relationship with the business, based on behavior and spend.
Marketing
Customer Retention Rate (CRR)
The percentage of customers a company retains over a specific period, excluding new customer acquisition.
CX
Customer Satisfaction Score (CSAT)
Measures customer satisfaction after an interaction or milestone, usually on a 1–5 or 1–10 scale.
CX
Customer Sentiment Trends
Analyzes how customer emotion or satisfaction changes over time through text or survey data.
CX
E
Email Click Rate
The percentage of email recipients who clicked on a link, reflecting campaign engagement and the effectiveness of CTAs.
Marketing
Email Conversion Rate
The share of email recipients who completed a desired action like form fills or purchases, indicating email ROI.
Marketing
Email Open Rate
The rate at which emails are opened, showing subject line effectiveness and email deliverability health.
Marketing
Escalation Rate
Percentage of customer issues that require higher-level support or intervention.
CX
Expansion MRR/ARR
MRR or ARR gained from existing customers via upsells, add-ons, or plan upgrades.
Sales
Expansion Revenue
Additional revenue generated from existing customers through upsells, cross-sells, or add-ons.
CX
Expansion Revenue (Upsell/Cross-sell)
Revenue from existing customers through upsells or cross-sells, highlighting success in expanding customer value.
Marketing
F
Feature adoption rate
Shows how often a specific product feature is used by active customers within a given period.
CX
First Value Achieved
Tracks when a user first experiences product value, often tied to activation or onboarding milestones.
CX
Follow-up Rate
The percentage of sales interactions followed up with a call, email, or meeting within a timeframe.
Sales
Funnel Conversion Rates (Visitor → Lead → MQL → SQL → Customer)
Percentage of users who move from one funnel stage to the next, measuring marketing and sales funnel efficiency.
Marketing
Funnel Drop-off Rates
The rate at which users drop off at each stage of the funnel, identifying bottlenecks and optimization opportunities.
Marketing
L
LTV:CAC Ratio
A ratio comparing customer lifetime value to acquisition cost, used to evaluate the sustainability of marketing investments.
Marketing
Lead-to-Customer Conversion Rate
Proportion of leads that convert into paying customers, reflecting sales effectiveness and lead quality.
Marketing
License Utilization
Shows how many of the purchased licenses or seats are actively being used.
CX
M
MRR/ARR from Marketing
Monthly or annual recurring revenue attributed to marketing activities, showing marketing’s contribution to ARR/MRR.
Marketing Sourced Opportunities
Opportunities directly generated by marketing efforts, measuring pipeline impact and demand generation success.
Marketing
Monthly Recurring Revenue (MRR)
Predictable monthly revenue earned from subscription customers, excluding one-time payments.
Sales
N
NPS Response Rate
Percentage of users who respond to your Net Promoter Score survey, indicating engagement with feedback loops.
CX
Net Promoter Score (NPS)
Captures customer loyalty by measuring how likely users are to recommend your product to others.
CX
Net Revenue Retention (NRR)
Shows revenue growth or loss from existing customers after upsells, downgrades, and churn.
CX
New MRR/ARR
Revenue gained from brand-new customers within a given period, excluding upsells or expansions.
Sales
Non-recurring Revenue
Revenue from one-time services or transactions not tied to a subscription model.
Sales
Number of Calls/Meetings/Emails
Total count of customer-facing touchpoints made by sales reps within a set timeframe.
Sales
Number of Open Opportunities
Total number of active leads or deals currently in the sales pipeline.
Sales
O
Onboarding Completion Rate
The percentage of users who complete all required onboarding steps within a set time frame.
CX
Onboarding Drop-Off Rate
Tracks users who abandon onboarding before completion, indicating friction in early experience.
CX
Opportunity-to-Customer Rate
Percentage of opportunities that convert into customers, used to evaluate sales process effectiveness.
Marketing
P
Page Views
The total number of pages viewed by users, indicating content consumption and visitor engagement levels.
Marketing
Pipeline Contribution
The percentage of total revenue or pipeline influenced or sourced by marketing activities across all channels.
Marketing
Pipeline Coverage Ratio
Ratio of total pipeline value to sales quota for a given period; shows if pipeline is sufficient.
Sales
Pipeline Growth Rate
The rate at which your sales pipeline is increasing in value over time.
Sales
Pipeline Velocity
Measures how fast deals move through your pipeline, factoring in win rate, deal size, and cycle time.
Sales
Pipeline by Stage
Breakdown of open opportunities by sales stage, showing pipeline distribution and deal progress.
Sales
Product Adoption Rate
Tracks the percentage of users who begin actively using a product or feature over a set time frame.
CX
Product Usage Analytics
Detailed insights into how users interact with different areas or workflows in the product.
CX
Product Usage Trend
Shows changes in how customers use your product over time, revealing adoption patterns.
CX
Professional Services Revenue
Revenue earned from implementation, onboarding, or consulting services provided to customers.
Sales
R
Referral Rate
Percentage of customers who refer others to your product or service, often tied to referral programs.
CX
Renewal Rate
The percentage of customers who renew their subscription at the end of the billing cycle.
CX
Response Quality Score
Measures how well support responses resolve issues, based on internal audits or customer ratings.
CX
Reviews & Testimonials
User-generated feedback that builds trust and influences purchase decisions, often used to support brand credibility.
Marketing
S
Sentiment Analysis
Uses AI or NLP to determine the emotional tone of customer feedback or support interactions.
CX
Stage-to-Stage Conversion Rate
The percentage of deals that move from one sales stage to the next in a given period.
Sales
Support Ticket Volume
The total number of support tickets received in a given timeframe, indicating demand or issues.
CX
Survey Abandonment Rate
Tracks the percentage of users who begin but do not complete a feedback or survey form.
CX
Survey Score Trends
Tracks shifts in CSAT, CES, or NPS scores over time to monitor improvements or declines.
CX
T
Time to Onboard
The time it takes a new user to complete onboarding and start using the product effectively.
CX
Time to Resolution (TTR)
Measures the average time taken to resolve a customer issue from the time it was reported.
CX
Time to Value (TTV)
The duration between a user signing up and realizing core product value for the first time.
CX
Total Pipeline Value
The total potential revenue from all open opportunities in the sales pipeline.
Sales
Traffic by Source(Organic, Paid, Referral, Social, Direct)
Breakdown of website traffic by source like organic, paid, or referral, used to assess channel effectiveness.
Marketing
U