metrics

engagement.js

Engagement
User engagement levels can vary depending on the app or service.
It could vary from daily to monthly visits, but it also relates to the depth and breadth of usage across the various touch points.

DAU/MAU
Daily active users/ Monthly active users. This metric is used to measure the depth of engagement of a company's users.
Example: While the monthly user count was enormous, the DAU over MAU revealed that most of those users only log in sporadically.

Mobile Retention Rates
~80% of users are lost in the first month.


Daily, weekly, monthly active users
Time spent in product (daily, weekly, monthly)
Activity in product (e.g. for Intercom this may be number of messages sent per customer per day)

product.md

Activation The act of a user enjoying a first visit and first experience with your app, site or service, following their signup to try it. It is a conversion metric that results from a user’s visit to your site.

Active Users //define An active user is one that uses your service or app on a regular basis, typically returning daily, weekly or monthly.

Cohort A cohort is a segment of users who share a common and well defined characteristic, e.g. experience they get, a time period, or where they came from.

Churn Also referred to as “attrition rate”. Churn is the number or percentage of users/customers that leave your subscription/service after they have committed to it. Engagement churn is when a user has not been active onthe platform for the last 3 months.

Rentention Retention is a key metric pertaining to the frequency that users return to use your service. It’s also important to understand what makes them come back.

saas.md

SaaS-metrics for fundraising Ref: https://blog.intercom.com/saas-metrics-for-fundraising/

Visit/Leads A count of unique people that you find.

[Onboarding funnel] Layout the converstions steps to your business ie. submit an email address, take a trial etc

New Customers & MRR Monthly recurring revenue that started paying during this period in question.

Expansion Customers & MRR Upselling from existing customers base.

Contract Cutomers & MRR Downgrades from existing customers base.

Churned Customers & MRR MRR that cancelled this period.

Net New MRR New MRR + Expansion MRR - Contracted MRR - Churned MRR

BOP MRR Beggining of period (BOP) MRR = Last periods Ends of Period (EOR) MRR

EOP MRR BOP MRR + Net New MRR

EOP Annual Recurring Revenue EOP MRR * 12

SaaS Quick Ratio* should be over 4 (New MRR + Expansion MRR)/ (Contracted MRR + Churned MRR

sales-marketing.md

How much walked out the door? (1 is all churned) Gross MRR Churn = Churned MRR / BOP MRR Gross Customer Churn = Churned Customers / BOP Customers

Net Churn Net MRR Churn: (Churned MRR - Expansion MRR) / BOP MRR

Cohort Retention Retention by cohort gives you a longitudinal view of how good you are at keeping, up-selling and cross-selling any given customer and how that has evolved over time.

Customer Acquisition CAC: Cost of acquiring a customer. Calculation: (total $ spent on S&M) / (total new customers) LTV: Customer Lifetime Value. Calculation: ARPA / Gross MRR Churn Contribution Margin: Calculation: (LTV x GP Margin) - CAC Payback period: this is the time it takes you to recover your CAC. Calculation: CAC / (ARPA * GP Margin)

Quota attainment You’ll want to show this on a per rep basis and at the overall team level. The earlier you are in building your sales team, the higher you want this to be (assuming a relatively standard sales quota). If your reps are doubling their quotas, that shows you can add to the sales team and reasonably expect those new reps to be productive. Sales funnel What % of your pipeline are you closing and how long is the average sales cycle? This will be a good indicator of how quickly you’ll be able to scale the sales team and have them contribute to the business. Sales customer economics Do you see any variance in the size of the deals and/or in churn? The answer to both of these should be yes. Available pipeline This is a leading indicator of future performance and your ability to scale the sales team. Sales Payback Period This will illustrate how quickly you recuperate your spend on your sales team. The calculation is as follows: Payback period [in months] = 1 / ( (New ARR in period) / (Total sales spend [base + variable + overhead] in period) ) * 12

Magic number is calculated as: (change in ARR during period) / (S&M spend in prior period) and Your payback period on acquisition spend (in months) = (1 / magic number ) x 12