SaaS Metrics – Page 3

Daily Active Accounts measures the number of unique accounts with at least one user who interacted with an application or platform in a given day. An active account may include one or more users, each with varying degrees of activity.

Daily Active Users (DAU) is the count of unique users who interact with an application or platform on a given day. DAU measures daily engagement and includes both new and returning users. Unique users are identified by a username, email address, or user ID, and active users can be paying or non-paying.

DAU Growth Rate is the percentage change in Daily Active Users (DAU) over a defined period. It measures how quickly an active user base is expanding and can indicate the effectiveness of sales and marketing efforts, product-market fit, and overall engagement health.

DAU/MAU Ratio (Daily Active Users to Monthly Active Users ratio) measures how active monthly users are on a daily basis. In other words, this engagement metric measures the number of days in each month that users performed an activity that qualifies them as active users. A higher DAU/MAU Ratio generally indicates high stickiness, meaning users consistently return to the app.

Deviation from Target Churn Rate measures the gap between your forecasted or actual churn rate and your target churn rate for a specific period, providing an early warning system to identify when churn is trending above acceptable levels and enabling proactive intervention before revenue loss occurs.

Expansion Monthly Recurring Revenue (MRR) Growth Rate measures how quickly your existing customers are increasing their spending with you, expressed as a percentage of your total MRR base. This metric captures the velocity of revenue expansion from upsells, cross-sells, add-ons, and seat expansions within your current customer cohort. While typically reported monthly (e.g., "Our Expansion MRR Growth Rate was 4.2% in March"), it can also be annualised for strategic planning purposes (e.g., "We achieved a 65% annual Expansion MRR Growth Rate last year"). This metric is fundamentally different from simple expansion revenue totals because it contextualises growth against your entire revenue base, making it particularly valuable for benchmarking and forecasting as your business scales.

Forecasted Number of Customers gives you the predicted number of customers your company will have over a given period of time. Though there are multiple ways to forecast customer count, the simplest calculation is to multiply your leads with your average close rate.

Gross Burn is the total cash a company spends on operations each month, including salaries, rent, overhead, interest, and taxes. Unlike Net Burn, Gross Burn does not account for revenue — it reflects the full cost of keeping the business running.

Gross Monthly Recurring Revenue Churn Rate (Gross MRR Churn Rate) is the percentage of recurring revenue lost due to both cancellation and downgrades. Note that it is common to express this metric as a monthly rate, though it can also be expressed as Gross ARR Churn Rate.

Gross Revenue Retention (GRR) Rate is the percentage of recurring revenue retained from existing customers in a defined time period, including downgrades, and cancels. It does not include any expansion revenue. GRR is also commonly referred to as Gross Renewal Rate.

Growth in ARR Multiple Since the Previous Raise measures the percentage change in a company's ARR Multiple between its last funding round and the current period. ARR Multiple is the ratio of a company's valuation to its Annual Recurring Revenue (ARR).

Growth in Revenue Since the Previous Raise measures how much a company's revenue has increased since its last capital funding round. It shows how effectively raised capital translated into revenue growth.