Growth Metrics — SaaS glossary
Metrics that measure how fast your SaaS is growing and where to optimize.
Churn Rate
The percentage of customers or revenue you lose over a given period.
Activation Rate
The percentage of new signups who complete a key action that correlates with long-term retention.
MRR Growth Rate
The month-over-month percentage increase in your Monthly Recurring Revenue.
Conversion Rate
The percentage of visitors or users who complete a desired action, like signing up or upgrading.
Viral Coefficient (K-Factor)
A measure of how many new users each existing user generates through referrals and sharing.
Logo Churn
The percentage of customer accounts (logos) lost during a period, regardless of their revenue value.
SaaS Quick Ratio
A measure of growth efficiency comparing new + expansion MRR to lost MRR from churn and contraction.
Cohort Analysis
Grouping users by their signup date to track retention, revenue, and behavior patterns over time.
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