Saas Metrics

by claude-office-skills9c4c7d5cd281MIT499 starsListed Oct 8, 2026Updated Oct 8, 2026Repository updated 8 months ago

SaaS business metrics analysis - MRR, ARR, Churn, LTV, CAC, cohort analysis, and investor reporting

Instructions onlyBusiness & Finance Data & Analytics

AI-generated overview

Analyzes SaaS business metrics such as MRR, ARR, churn, LTV, CAC, cohorts and investor reporting.

What it does: Provides a framework and templates for calculating recurring revenue metrics including MRR, ARR, net new MRR, churn, net revenue retention, LTV, CAC, quick ratio and cohort retention. It also supplies investor reporting and forecasting templates with benchmark values and segmentation examples. The deliverable is structured analysis and report content rather than a generated file.
When to use it: Use when a SaaS founder, finance team or investor needs to compute or interpret recurring revenue, churn, unit economics or cohort retention. Also suited to preparing monthly investor metrics reports or bottom-up revenue forecasts.
Requirements: Instructions only; no scripts are included. The front matter references an analytics MCP server with tools such as stripe_metrics, chargebee_data, mixpanel_cohorts and spreadsheet_analysis, so those integrations and their credentials would be needed for live data.

SaaS Metrics

Comprehensive SaaS metrics analysis covering MRR, ARR, Churn, LTV, CAC, cohort analysis, and investor reporting. Essential for SaaS founders, finance teams, and investors.

Overview

This skill enables:

Revenue metrics calculation (MRR, ARR, NRR)
Churn and retention analysis
Unit economics (LTV, CAC, LTV:CAC)
Cohort analysis and forecasting
Investor-ready reporting

Core Metrics Framework

1. Revenue Metrics

┌─────────────────────────────────────────────────────────────┐│                    MRR WATERFALL                             │├─────────────────────────────────────────────────────────────┤│                                                             ││  Starting MRR                          $100,000             ││  + New MRR (new customers)              +$15,000            ││  + Expansion MRR (upgrades)             +$8,000             ││  + Reactivation MRR                     +$2,000             ││  - Contraction MRR (downgrades)         -$3,000             ││  - Churn MRR (cancellations)            -$7,000             ││  ─────────────────────────────────────────────              ││  = Ending MRR                          $115,000             ││                                                             ││  Net New MRR = $15,000                                      ││  MRR Growth Rate = 15%                                      ││                                                             │└─────────────────────────────────────────────────────────────┘

┌─────────────────────────────────────────────────────────────┐│                    MRR WATERFALL                             │├─────────────────────────────────────────────────────────────┤│                                                             ││  Starting MRR                          $100,000             ││  + New MRR (new customers)              +$15,000            ││  + Expansion MRR (upgrades)             +$8,000             ││  + Reactivation MRR                     +$2,000             ││  - Contraction MRR (downgrades)         -$3,000             ││  - Churn MRR (cancellations)            -$7,000             ││  ─────────────────────────────────────────────              ││  = Ending MRR                          $115,000             ││                                                             ││  Net New MRR = $15,000                                      ││  MRR Growth Rate = 15%                                      ││                                                             │└─────────────────────────────────────────────────────────────┘

Calculations:

yaml

mrr_metrics:  # Monthly Recurring Revenue  MRR: sum(all_active_subscriptions.monthly_value)    # Annual Recurring Revenue  ARR: MRR × 12    # MRR Components  new_mrr: sum(new_subscriptions_this_month)  expansion_mrr: sum(upgrades_this_month)  contraction_mrr: sum(downgrades_this_month)  churn_mrr: sum(cancelled_subscriptions_mrr)  reactivation_mrr: sum(reactivated_subscriptions)    # Net New MRR  net_new_mrr: new_mrr + expansion_mrr + reactivation_mrr - contraction_mrr - churn_mrr    # Growth Rates  mrr_growth_rate: (ending_mrr - starting_mrr) / starting_mrr × 100  mom_growth: (current_mrr - previous_mrr) / previous_mrr × 100

mrr_metrics:  # Monthly Recurring Revenue  MRR: sum(all_active_subscriptions.monthly_value)    # Annual Recurring Revenue  ARR: MRR × 12    # MRR Components  new_mrr: sum(new_subscriptions_this_month)  expansion_mrr: sum(upgrades_this_month)  contraction_mrr: sum(downgrades_this_month)  churn_mrr: sum(cancelled_subscriptions_mrr)  reactivation_mrr: sum(reactivated_subscriptions)    # Net New MRR  net_new_mrr: new_mrr + expansion_mrr + reactivation_mrr - contraction_mrr - churn_mrr    # Growth Rates  mrr_growth_rate: (ending_mrr - starting_mrr) / starting_mrr × 100  mom_growth: (current_mrr - previous_mrr) / previous_mrr × 100

2. Churn Metrics

yaml

churn_metrics:  # Logo Churn (Customer Count)  logo_churn_rate:     formula: customers_lost / customers_start_of_period × 100    benchmark: <5% monthly for SMB, <2% for Enterprise    # Revenue Churn (MRR)  gross_revenue_churn:    formula: churned_mrr / starting_mrr × 100    benchmark: <3% monthly    # Net Revenue Churn (includes expansion)  net_revenue_churn:    formula: (churned_mrr - expansion_mrr) / starting_mrr × 100    target: negative (net expansion)    # Net Revenue Retention (NRR)  nrr:    formula: (starting_mrr - churn + expansion) / starting_mrr × 100    benchmark:      good: 100-110%      great: 110-120%      best_in_class: >120%

churn_metrics:  # Logo Churn (Customer Count)  logo_churn_rate:     formula: customers_lost / customers_start_of_period × 100    benchmark: <5% monthly for SMB, <2% for Enterprise    # Revenue Churn (MRR)  gross_revenue_churn:    formula: churned_mrr / starting_mrr × 100    benchmark: <3% monthly    # Net Revenue Churn (includes expansion)  net_revenue_churn:    formula: (churned_mrr - expansion_mrr) / starting_mrr × 100    target: negative (net expansion)    # Net Revenue Retention (NRR)  nrr:    formula: (starting_mrr - churn + expansion) / starting_mrr × 100    benchmark:      good: 100-110%      great: 110-120%      best_in_class: >120%

Churn Analysis Template:

markdown

## Churn Analysis - {Month}
### Summary| Metric | Value | Benchmark | Status ||--------|-------|-----------|--------|| Logo Churn | 3.2% | <5% | ✅ || Gross Revenue Churn | 2.8% | <3% | ✅ || Net Revenue Retention | 108% | >100% | ✅ |
### Churn Breakdown| Reason | Customers | MRR Lost | % of Total ||--------|-----------|----------|------------|| Price | 5 | $2,500 | 35% || Competitor | 3 | $1,800 | 25% || No longer needed | 4 | $1,500 | 21% || Product issues | 2 | $800 | 11% || Other | 2 | $600 | 8% |
### Cohort Performance- Q1 2025 cohort: 95% retention at month 6- Q4 2024 cohort: 88% retention at month 9- Enterprise segment: 97% retention (best)

## Churn Analysis - {Month}
### Summary| Metric | Value | Benchmark | Status ||--------|-------|-----------|--------|| Logo Churn | 3.2% | <5% | ✅ || Gross Revenue Churn | 2.8% | <3% | ✅ || Net Revenue Retention | 108% | >100% | ✅ |
### Churn Breakdown| Reason | Customers | MRR Lost | % of Total ||--------|-----------|----------|------------|| Price | 5 | $2,500 | 35% || Competitor | 3 | $1,800 | 25% || No longer needed | 4 | $1,500 | 21% || Product issues | 2 | $800 | 11% || Other | 2 | $600 | 8% |
### Cohort Performance- Q1 2025 cohort: 95% retention at month 6- Q4 2024 cohort: 88% retention at month 9- Enterprise segment: 97% retention (best)

3. Unit Economics

┌─────────────────────────────────────────────────────────────┐│                   UNIT ECONOMICS                            │├─────────────────────────────────────────────────────────────┤│                                                             ││  Customer Lifetime Value (LTV)                              ││  ────────────────────────────                               ││  ARPU × Gross Margin %                                      ││  ─────────────────────── = LTV                              ││     Churn Rate                                              ││                                                             ││  Example:                                                   ││  $100 ARPU × 80% margin / 3% churn = $2,667 LTV             ││                                                             ││  ═══════════════════════════════════════════════════════    ││                                                             ││  Customer Acquisition Cost (CAC)                            ││  ────────────────────────────────                           ││  Sales & Marketing Spend                                    ││  ─────────────────────────── = CAC                          ││    New Customers Acquired                                   ││                                                             ││  Example:                                                   ││  $50,000 S&M / 50 customers = $1,000 CAC                    ││                                                             ││  ═══════════════════════════════════════════════════════    ││                                                             ││  LTV:CAC Ratio = $2,667 / $1,000 = 2.67x                   ││  CAC Payback = $1,000 / ($100 × 80%) = 12.5 months         ││                                                             │└─────────────────────────────────────────────────────────────┘

┌─────────────────────────────────────────────────────────────┐│                   UNIT ECONOMICS                            │├─────────────────────────────────────────────────────────────┤│                                                             ││  Customer Lifetime Value (LTV)                              ││  ────────────────────────────                               ││  ARPU × Gross Margin %                                      ││  ─────────────────────── = LTV                              ││     Churn Rate                                              ││                                                             ││  Example:                                                   ││  $100 ARPU × 80% margin / 3% churn = $2,667 LTV             ││                                                             ││  ═══════════════════════════════════════════════════════    ││                                                             ││  Customer Acquisition Cost (CAC)                            ││  ────────────────────────────────                           ││  Sales & Marketing Spend                                    ││  ─────────────────────────── = CAC                          ││    New Customers Acquired                                   ││                                                             ││  Example:                                                   ││  $50,000 S&M / 50 customers = $1,000 CAC                    ││                                                             ││  ═══════════════════════════════════════════════════════    ││                                                             ││  LTV:CAC Ratio = $2,667 / $1,000 = 2.67x                   ││  CAC Payback = $1,000 / ($100 × 80%) = 12.5 months         ││                                                             │└─────────────────────────────────────────────────────────────┘

Benchmarks:

yaml

unit_economics_benchmarks:  ltv_cac_ratio:    poor: <1x    acceptable: 1-2x    good: 2-3x    great: 3-5x    excellent: >5x    cac_payback_months:    enterprise: <18    mid_market: <12    smb: <6    consumer: <3    gross_margin:    saas_typical: 70-85%    infrastructure: 50-70%    services_heavy: 40-60%

unit_economics_benchmarks:  ltv_cac_ratio:    poor: <1x    acceptable: 1-2x    good: 2-3x    great: 3-5x    excellent: >5x    cac_payback_months:    enterprise: <18    mid_market: <12    smb: <6    consumer: <3    gross_margin:    saas_typical: 70-85%    infrastructure: 50-70%    services_heavy: 40-60%

4. Cohort Analysis

yaml

cohort_analysis:  # Define cohorts by signup month  cohort_definition: signup_month    # Track retention over time  retention_matrix:    columns: [Month_0, Month_1, Month_2, ..., Month_12]    rows: [Jan_cohort, Feb_cohort, Mar_cohort, ...]    values: active_customers / initial_customers × 100
  # Track revenue retention  revenue_cohort:    values: current_mrr / initial_mrr × 100      # Cohort LTV calculation  cohort_ltv:    formula: sum(all_revenue_from_cohort) / initial_cohort_size

cohort_analysis:  # Define cohorts by signup month  cohort_definition: signup_month    # Track retention over time  retention_matrix:    columns: [Month_0, Month_1, Month_2, ..., Month_12]    rows: [Jan_cohort, Feb_cohort, Mar_cohort, ...]    values: active_customers / initial_customers × 100
  # Track revenue retention  revenue_cohort:    values: current_mrr / initial_mrr × 100      # Cohort LTV calculation  cohort_ltv:    formula: sum(all_revenue_from_cohort) / initial_cohort_size

Cohort Table Example:

Retention by Cohort (% of customers still active)
         Month 0  Month 1  Month 2  Month 3  Month 6  Month 12Jan '25   100%     92%      87%      84%      78%      65%Feb '25   100%     94%      89%      86%      80%       -Mar '25   100%     93%      88%      85%       -        -Apr '25   100%     95%      90%       -        -        -May '25   100%     94%       -        -        -        -Jun '25   100%      -        -        -        -        -
Average   100%     94%      89%      85%      79%      65%

Retention by Cohort (% of customers still active)
         Month 0  Month 1  Month 2  Month 3  Month 6  Month 12Jan '25   100%     92%      87%      84%      78%      65%Feb '25   100%     94%      89%      86%      80%       -Mar '25   100%     93%      88%      85%       -        -Apr '25   100%     95%      90%       -        -        -May '25   100%     94%       -        -        -        -Jun '25   100%      -        -        -        -        -
Average   100%     94%      89%      85%      79%      65%

Quick Ratio

yaml

quick_ratio:  formula: (new_mrr + expansion_mrr) / (contraction_mrr + churn_mrr)    interpretation:    "<1": Shrinking (losing more than gaining)    "1-2": Sustainable growth    "2-4": Good growth efficiency    ">4": Excellent (hypergrowth potential)    example:    new_mrr: 15000    expansion_mrr: 8000    contraction_mrr: 3000    churn_mrr: 7000    quick_ratio: (15000 + 8000) / (3000 + 7000) = 2.3

quick_ratio:  formula: (new_mrr + expansion_mrr) / (contraction_mrr + churn_mrr)    interpretation:    "<1": Shrinking (losing more than gaining)    "1-2": Sustainable growth    "2-4": Good growth efficiency    ">4": Excellent (hypergrowth potential)    example:    new_mrr: 15000    expansion_mrr: 8000    contraction_mrr: 3000    churn_mrr: 7000    quick_ratio: (15000 + 8000) / (3000 + 7000) = 2.3

Investor Reporting Template

Monthly Metrics Dashboard

markdown

# {Company} - Monthly Metrics Report## {Month Year}
### Key Metrics Summary| Metric | Current | Previous | Change | Benchmark ||--------|---------|----------|--------|-----------|| ARR | $1.38M | $1.20M | +15% | - || MRR | $115K | $100K | +15% | - || Net New MRR | $15K | $12K | +25% | - || NRR | 108% | 105% | +3pp | >100% ✅ || Logo Churn | 3.2% | 3.5% | -0.3pp | <5% ✅ || LTV:CAC | 2.7x | 2.5x | +0.2x | >3x ⚠️ || CAC Payback | 12.5mo | 13mo | -0.5mo | <12mo ⚠️ |
### MRR Waterfall

# {Company} - Monthly Metrics Report## {Month Year}
### Key Metrics Summary| Metric | Current | Previous | Change | Benchmark ||--------|---------|----------|--------|-----------|| ARR | $1.38M | $1.20M | +15% | - || MRR | $115K | $100K | +15% | - || Net New MRR | $15K | $12K | +25% | - || NRR | 108% | 105% | +3pp | >100% ✅ || Logo Churn | 3.2% | 3.5% | -0.3pp | <5% ✅ || LTV:CAC | 2.7x | 2.5x | +0.2x | >3x ⚠️ || CAC Payback | 12.5mo | 13mo | -0.5mo | <12mo ⚠️ |
### MRR Waterfall

Starting MRR: $100,000

New: +$15,000 (12 customers)
Expansion: +$8,000 (25 upgrades)
Reactivation: +$2,000 (5 returns)

Contraction: -$3,000 (15 downgrades)
Churn: -$7,000 (18 cancellations) ═════════════════════════════ Ending MRR: $115,000


### Customer Metrics| Segment | Customers | MRR | ARPU | Churn ||---------|-----------|-----|------|-------|| Enterprise | 45 | $45K | $1,000 | 1.5% || Mid-Market | 120 | $36K | $300 | 2.8% || SMB | 350 | $34K | $97 | 4.5% || **Total** | **515** | **$115K** | **$223** | **3.2%** |
### Runway & Burn- Cash Balance: $2.5M- Monthly Burn: $85K- Runway: 29 months- Revenue/Burn Ratio: 1.35x
### Goals vs Actuals| Goal | Target | Actual | Status ||------|--------|--------|--------|| New Customers | 15 | 12 | 🔴 80% || Net New MRR | $12K | $15K | 🟢 125% || NRR | 105% | 108% | 🟢 103% || CAC Payback | 12mo | 12.5mo | 🟡 96% |
### Next Month Outlook- Pipeline: $45K in qualified opportunities- Expected closes: 8-10 customers- Projected MRR: $125-130K- Key risks: Enterprise deal slip, holiday slowdown


### Customer Metrics| Segment | Customers | MRR | ARPU | Churn ||---------|-----------|-----|------|-------|| Enterprise | 45 | $45K | $1,000 | 1.5% || Mid-Market | 120 | $36K | $300 | 2.8% || SMB | 350 | $34K | $97 | 4.5% || **Total** | **515** | **$115K** | **$223** | **3.2%** |
### Runway & Burn- Cash Balance: $2.5M- Monthly Burn: $85K- Runway: 29 months- Revenue/Burn Ratio: 1.35x
### Goals vs Actuals| Goal | Target | Actual | Status ||------|--------|--------|--------|| New Customers | 15 | 12 | 🔴 80% || Net New MRR | $12K | $15K | 🟢 125% || NRR | 105% | 108% | 🟢 103% || CAC Payback | 12mo | 12.5mo | 🟡 96% |
### Next Month Outlook- Pipeline: $45K in qualified opportunities- Expected closes: 8-10 customers- Projected MRR: $125-130K- Key risks: Enterprise deal slip, holiday slowdown

Forecasting Model

Bottom-Up Revenue Forecast

yaml

forecast_model:  # Starting point  base_mrr: 115000    # Growth assumptions  assumptions:    new_customers_monthly: 15    avg_new_customer_mrr: 1250    expansion_rate: 2%  # of existing MRR    contraction_rate: 0.5%    logo_churn_rate: 3%    # Monthly calculation  monthly_forecast:    new_mrr: new_customers × avg_mrr    expansion_mrr: existing_mrr × expansion_rate    contraction_mrr: existing_mrr × contraction_rate    churn_mrr: existing_mrr × churn_rate        ending_mrr: |      starting_mrr       + new_mrr       + expansion_mrr       - contraction_mrr       - churn_mrr

forecast_model:  # Starting point  base_mrr: 115000    # Growth assumptions  assumptions:    new_customers_monthly: 15    avg_new_customer_mrr: 1250    expansion_rate: 2%  # of existing MRR    contraction_rate: 0.5%    logo_churn_rate: 3%    # Monthly calculation  monthly_forecast:    new_mrr: new_customers × avg_mrr    expansion_mrr: existing_mrr × expansion_rate    contraction_mrr: existing_mrr × contraction_rate    churn_mrr: existing_mrr × churn_rate        ending_mrr: |      starting_mrr       + new_mrr       + expansion_mrr       - contraction_mrr       - churn_mrr

12-Month Projection

Month   Starting   New      Expansion  Churn    Ending    GrowthJan     $115,000   $18,750  $2,300     $3,450   $132,600  15.3%Feb     $132,600   $18,750  $2,652     $3,978   $150,024  13.1%Mar     $150,024   $18,750  $3,000     $4,501   $167,274  11.5%...Dec     $285,000   $18,750  $5,700     $8,550   $300,900  5.6%
Annual Summary:- Starting ARR: $1.38M- Ending ARR: $3.61M- Growth: 162%

Month   Starting   New      Expansion  Churn    Ending    GrowthJan     $115,000   $18,750  $2,300     $3,450   $132,600  15.3%Feb     $132,600   $18,750  $2,652     $3,978   $150,024  13.1%Mar     $150,024   $18,750  $3,000     $4,501   $167,274  11.5%...Dec     $285,000   $18,750  $5,700     $8,550   $300,900  5.6%
Annual Summary:- Starting ARR: $1.38M- Ending ARR: $3.61M- Growth: 162%

Segmentation Analysis

yaml

segment_analysis:  by_plan:    - name: Starter      mrr: 20000      customers: 300      arpu: 67      churn: 6%          - name: Professional      mrr: 45000      customers: 150      arpu: 300      churn: 3%          - name: Enterprise      mrr: 50000      customers: 50      arpu: 1000      churn: 1.5%    by_industry:    - tech: {mrr: 60000, churn: 2.5%}    - finance: {mrr: 30000, churn: 2%}    - retail: {mrr: 25000, churn: 5%}    by_company_size:    - 1-50: {arpu: 100, churn: 5%}    - 51-200: {arpu: 350, churn: 3%}    - 201+: {arpu: 1200, churn: 1.5%}

segment_analysis:  by_plan:    - name: Starter      mrr: 20000      customers: 300      arpu: 67      churn: 6%          - name: Professional      mrr: 45000      customers: 150      arpu: 300      churn: 3%          - name: Enterprise      mrr: 50000      customers: 50      arpu: 1000      churn: 1.5%    by_industry:    - tech: {mrr: 60000, churn: 2.5%}    - finance: {mrr: 30000, churn: 2%}    - retail: {mrr: 25000, churn: 5%}    by_company_size:    - 1-50: {arpu: 100, churn: 5%}    - 51-200: {arpu: 350, churn: 3%}    - 201+: {arpu: 1200, churn: 1.5%}

Output Example

Request: "Calculate SaaS metrics for my company"

Output:

markdown

# SaaS Metrics Analysis
## Executive SummaryYour SaaS business is showing healthy growth with some areas for optimization.
### Strengths ✅- Net Revenue Retention of 108% (above 100% benchmark)- Quick Ratio of 2.3x (good growth efficiency)- Enterprise segment showing 97% retention
### Areas to Improve ⚠️- LTV:CAC ratio at 2.7x (target: >3x)- CAC payback at 12.5 months (target: <12 months)- SMB segment churn at 4.5% (target: <4%)
### Recommendations1. **Reduce CAC**: Focus on lower-cost acquisition channels2. **Improve SMB retention**: Add onboarding sequences3. **Expand enterprise**: Higher ARPU, lower churn4. **Increase expansion revenue**: Upsell/cross-sell programs
### Key Metrics at a Glance| Metric | Value | Status ||--------|-------|--------|| ARR | $1.38M | 📈 +15% MoM || NRR | 108% | ✅ Healthy || LTV:CAC | 2.7x | ⚠️ Improve || Runway | 29 months | ✅ Safe |

# SaaS Metrics Analysis
## Executive SummaryYour SaaS business is showing healthy growth with some areas for optimization.
### Strengths ✅- Net Revenue Retention of 108% (above 100% benchmark)- Quick Ratio of 2.3x (good growth efficiency)- Enterprise segment showing 97% retention
### Areas to Improve ⚠️- LTV:CAC ratio at 2.7x (target: >3x)- CAC payback at 12.5 months (target: <12 months)- SMB segment churn at 4.5% (target: <4%)
### Recommendations1. **Reduce CAC**: Focus on lower-cost acquisition channels2. **Improve SMB retention**: Add onboarding sequences3. **Expand enterprise**: Higher ARPU, lower churn4. **Increase expansion revenue**: Upsell/cross-sell programs
### Key Metrics at a Glance| Metric | Value | Status ||--------|-------|--------|| ARR | $1.38M | 📈 +15% MoM || NRR | 108% | ✅ Healthy || LTV:CAC | 2.7x | ⚠️ Improve || Runway | 29 months | ✅ Safe |

SaaS Metrics Skill - Part of Claude Office Skills

Source and attribution

Source:claude-office-skills/skillsinsaas-metricsat commit9c4c7d5

License: MIT

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Saas Metrics

SaaS Metrics

Overview

Core Metrics Framework

1. Revenue Metrics

2. Churn Metrics

3. Unit Economics

4. Cohort Analysis

Quick Ratio

Investor Reporting Template

Monthly Metrics Dashboard

Forecasting Model

Bottom-Up Revenue Forecast

12-Month Projection

Segmentation Analysis

Output Example

Source and attribution

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