De Key Performance Indicators die elk SaaS bedrijf moet meten
Voor elk SaaS-bedrijf gaat levensvatbaarheid op de lange termijn niet alleen over nieuwe verkopen. Het gaat over retentie, efficiëntie en duurzame groei. Deze infographic laat zien hoe je churn berekend en splitst de vijf essentiële KPI’s uit die je onder de knie moet krijgen om de ware hartslag van je SaaS-Bedrijf te begrijpen.
Gross Churn Rate (GCR)
Gross Churn Rate measures the revenue lost strictly through cancellations (churn) and plan downgrades (contraction). It is the raw, unmitigated loss of revenue from your existing base.
Key Insight
A healthy GCR is low. This metric is the inverse of Gross Revenue Retention (GRR = 1 – GCR).
Net Churn Rate (NCR)
Net Churn Rate is the total revenue loss after factoring in revenue expansion. If this number is negative (often called ‘Negative Churn’), it means expansion offsets all losses.
Key Insight
You aim for an NCR of $0\%$, or ideally, a **Negative Churn** (below $0\%$) which indicates expansion success.
Gross Revenue Retention (GRR)
GRR is your defensive shield. It measures how much revenue you keep from existing customers, strictly excluding upsells. It reflects the stability of your core offering. If this number is low, your bucket has a leak.
The Formula
Key Insight
GRR can never exceed 100%. A result of 90%+ indicates a highly stable revenue base.
Health Check: Revenue Stability
Visualizing a healthy 92% GRR. The grey area represents lost revenue (Churn + Contraction) that cannot be recovered by upsells in this specific metric.
Revenue Flow: The Growth Engine
Unlike GRR, NRR includes Expansion. Here, $20k in Expansion offsets $10k in Churn, pushing the Net Retention above 100%.
Net Revenue Retention (NRR)
NRR is the total revenue change. It tells the story of growth from within. If your NRR is above 100%, your business is growing even if you don’t sign a single new customer today.
The Formula
Key Insight
NRR > 100% is the holy grail. It means expansion revenue outweighs churn, signaling a “negative churn” environment.
Customer Lifetime Value (LTV)
The predicted total net profit from a single customer relationship. This dictates how much you can afford to spend on marketing.
Visualizing cumulative value over time against a fixed acquisition cost.
Customer Acquisition Cost (CAC)
The total cost to acquire a new paying customer. You must include all sales and marketing expenses, not just ad spend.
Breakdown of CAC components. Salaries often make up the largest portion.
LTV / CAC Ratio
This metric combines value and cost to determine the efficiency of your business model. It answers the question: “Is it worth it?”
Benchmarks
- 1:1 Danger: Losing money or breaking even.
- 3:1 Gold Standard: Healthy profitability.
- 4:1 Growth: High efficiency, consider spending more.
Comparison of Lifetime Value vs. Acquisition Cost