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A Detailed Guide to SaaS Operating Metrics
Metrics, definitions, and use cases galore.
Underscore VC
Whether you’re preparing to fundraise, you need to present a plan to your board, or you’re just trying to keep your team on track, financial planning provides an opportunity for you to take stock of where you’ve been and look ahead to where you want to go.
But for an early-stage startup, a detailed operating plan might feel too rigid. After all, things change quickly, and your plan may become outdated the day after you publish it. Despite that, is an important aspect of building a durable business.
The question then becomes: What metrics should you track?
But first, as you map out your plan, consider the following guidelines (and ):
The dashboard below highlights key SaaS operating metrics to track, comparing plan to actuals.
SaaS Operating Metrics Dashboard (Actuals/Plan)
Metric
(Metrics)
Q1 - Plan
Q1 - Actuals
Q2 - Plan
Q2 - Actuals 2
Q3 - Plan
Q3 - Actuals
Q4 - Plan
Q4 - Actuals
Bookings
1
Billings
1
Revenue
2
Subscription
Services
Cost of Sales
2
Subscription
Services
Gross Profit
2
Subscription
Services
Gross Margin %
2
Subscription
Services
Operating Expenses
5
R&D
Sales & Marketing
Sales
Marketing
G&A
Expenses (excluding CAPEX)
1
Operating Profit/Loss
1
EBITDA
1
Cash Balance
6
Average Monthly Burn Rate
Deferred Revenue
Capital Expenditures
Equipment Debt
Additional Debt
Total Payroll
Headcount
6
Product + R&D
Sales
Marketing
G&A
Other
Total
Customer Accounts
4
Existing
New
Churned
Total Customer Accounts
Customer Financials
5
Existing ARR
New ARR
Churned ARR
Expansion ARR
ARR Run Rate
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