Public SaaS median growth dropped to 15% in 2024 (from 30-40% in 2021-2022), while companies under $1M ARR still grew at 100% median.
As a fast-growing SaaS startup, you need clear insight into the benchmarks that matter most for your business.
What Are B2B SaaS Metrics?
B2B SaaS metrics are performance indicators that help finance teams and executives understand critical aspects of their subscription-based business model, such as acquisition costs, monthly recurring revenue, customer lifetime value, and more. They're essential for measuring growth, planning investments, and ensuring your company remains competitive in the market. Global SaaS revenue is projected to hit $793 billion by 2029, growing at a 19.38% CAGR.
Why Tracking B2B SaaS Metrics Matters
Tracking these metrics allows you to identify trends, spot growth opportunities, and address potential bottlenecks in customer acquisition or retention.
By focusing on specific benchmarks, you can align teams across your organization on key objectives, ultimately accelerating sustainable revenue and profitability.
Top B2B SaaS Metrics to Track
Below we will be breaking down key SaaS metrics to track by function. If you are an early-stage startup, start with this list to gain an overview on the performance of your SaaS company.
1. SaaS Marketing metrics
Are your marketing initiatives supporting your bottom line?
Find out by tracking these benchmarks below.
1.1. Return on Ad Spend (ROAS)
ROAS is the SaaS metric that measures the performance of paid advertising initiatives. This benchmark compares the revenue driven by ads to the cost of running those ads.
Recommended benchmark: 4:1
1.2. Email Open Rate & Email Click-Through Rate
These two metrics help the marketing team gauge how much their audience engages with company emails and news.
Recommended benchmarks: email open rate: 25%, email click rate: 2.45%
1.3. Website Conversion Rate
The website conversion rate's meant to illustrate how well marketing initiatives turn visitors into leads.
Recommended benchmarks: website conversion rate: 2.5% – 5%
2. SaaS Revenue metrics
SaaS sales metrics allow the management team to get a clearer picture on the journey from opportunities to deals. By setting clear sales benchmarks, companies can gain greater visibility into how their sales team's operating while identifying opportunities for improvement.
2.1. Net Monthly Recurring Revenue (MRR) Growth Rate
The Net MRR growth rate measures the month-over-month percentage increase or decrease in Net MRR.
Recommended benchmark: 10% – 20%
2.2. CAC Payback Period
The CAC payback period's the time it takes for a business to recover [the cost of acquiring a client](https://www.abacum.ai/glossary/customer-acquisition-cost-cac).
Recommended benchmark: 5 – 15 months
2.3. Lifetime Value (LTV)
Lifetime Value (LTV) or Customer Lifetime Value (CLTV)'s the overall value of a client to a company throughout the course of their relationship.
Recommended benchmark: 3x CAC
2.4. Win Rate
The Win Rate's the percentage of opportunities that become customers compared to total opportunities in the sales pipeline over a certain period of time (e.g.: a quarter).
Recommended benchmark: 47%
2.5. Pipeline Coverage
Pipeline coverage's a sales metric that a SaaS business uses to compare the organization's pipeline (number of opportunities) to the outlined sales quota to guarantee revenue goals can be met.
This allows an organization to plan ahead and ensure they've enough pipeline to hit their projected goals. To measure this metric, you take your total pipeline for a period and divide it by your quota for that specific time frame.
Recommended benchmark: 3x – 4x
2.6. SaaS Magic Number
This metric measures sales and marketing efficiency. It estimates how many dollars worth of revenue have been generated per dollar spent on acquiring new customers through both sales and marketing.
Recommended benchmark: 0.75
Learn more: The 7 key metrics investors will be watching in the next 12 months
3. SaaS Product metrics
SaaS product metrics're unique in the sense that they help organizations see how the product affects the daily lives of the user.
By better understanding the user and their needs, your team'll be able to be more strategic when refining the product.
3.1. DAU/RAU Ratio
This's the measurement of continuous engagement within a platform. The closer it's to 100%, the more people're engaging regularly and the “stickiness” is high. It tells you how active monthly users're on a daily basis.
Recommended benchmark (SaaS): 13%
3.2. Product Activation Rate
Product activation rate refers to the moment a user starts using the product properly and consistently. It's typically measured through a set of user actions, also known as in-app events.
Recommended benchmark: SaaS products offering a free trial: 40%, SaaS products offering a freemium version: 20%
3.3. Net Promoter Score (NPS)
NPS is a metric that assesses customer satisfaction by asking customers how likely they're to recommend a product to others on a scale of 0-10. Promoters give a score of 9-10, Passives 7-8, and Detractors 0-6.
Recommended benchmark: Good = 20 – 30 / Great = 30 – 70
4. SaaS Customer Success metrics
Customer success benchmarks focus on how happy your customers are when it comes to using the product. If you find out that customers aren't satisfied, your team can course-correct product planning to get back on track.
4.1. Customer Satisfaction Score (CSAT)
CSAT measures customer satisfaction level with a specific product or feature. Usually, customers'll be asked to give a rating from 1 (very dissatisfied) to 5 (very satisfied).
*satisfied customer = 4 and 5 ratings
Recommended benchmark: 60% – 80%
4.2. Annual Churn Rate
The annual churn rate measures the proportion of customers you've lost in a year.
Recommended benchmark: 3% – 7%
How to Track & Manage SaaS Benchmarks
As you begin to track your data and derive insights, you'll need to build the right tech infrastructure that can manage all these data processes. With Abacum, our strategic finance solution allows you to automate all your data from different sources so you can conduct analysis right from the start.
Not only does this give your finance team more time for value-added strategic work, but it also lets your organization focus on what matters most – having the right conversations over real-time data that support your business’ overall growth strategies.
How to Improve your B2B SaaS Metrics
Once you've identified your metrics and benchmarks, focus on iterative testing and collaboration between departments. For instance, to decrease CAC, refine ad targeting and optimize your marketing funnel.
To reduce churn, develop customer-centric onboarding programs or in-demand product features. By addressing these metrics proactively, your organization can drive sustainable, data-informed growth.
