23 SaaS Metrics You Need to Track for Business Success in 2023

January 11, 2023

 Ever since your business plan became clear in your mind, you have been making calculations about what you need to do to reach these business goals, right? 

There are monthly goals, quarterly goals, yearly goals... 

Certainly, you've discovered that KPIs can help you with that, but then again, there are tons of different KPIs to track.

And KPI lists are known for their overwhelming and complex structures. 

So here I present you with the essential KPI list that can answer almost all of your questions, from different types of KPIs to the distinctions between KPIs and metrics and team-specific KPIs that you should be tracking in 2023!


  • Key performance indicators, or shortly KPIs, are measurements that evaluate the performance and efficiency of a certain business strategy. 
  • Different teams, such as the customer success team, product team, marketing team, etc., track different KPIs, such as the number of product-qualified leads, the percentage of revenue generated from add-ons, the customer engagement score, the bounce rate, etc. 
  • They can be tracked down on a monthly basis or annual basis, depending on the company's needs and strategies. 
  • Though often used interchangeably, business performance KPIs and business metrics have certain distinctions.  
  • While KPIs align with business goals and are expected to increase or decrease, there is no such requirement for metrics. It's totally fine if a metric only provides contextual information about a running campaign.
  • Though there is not any strict categorization, KPIs can be grouped into 4: marketing KPIs, sales KPIs, revenue KPIs, customer success KPIs, finance KPIs, and product KPIs.
  • Marketing KPIs measure the efficiency and effectiveness of marketing campaigns and provide insightful information about the benefits of email marketing, content marketing, and marketing efforts in general. They also help us to see whether the marketing resources are used efficiently enough. 
  • Marketing KPIs include the percentage of leads generated, organic and paid traffic ROI, bounce rate, and viral coefficient. Email marketing metrics and engagement metrics, such as open rate and click-through rate (CTR), can also be categorized under the marketing KPIs. 
  • Sales KPIs measure the efficiency and effectiveness of the sales funnel and the overall sales processes while ensuring that weak spots are found and optimized so that your leads will not leave in the middle of the funnel.
  • Sales KPIs provide insights into customer lifecycles and their decision-making processes. The most popular sales KPIs can be listed as follows: the average length of a customer cycle, MQL to SQL conversion rate, lead to closed deal ratio, etc. 
  • Revenue KPIs are measurements that help businesses to control their customer monetization strategies and understand their revenue streams. 
  • Some of the most used revenue KPIs in the SaaS industry are monthly recurring revenue (MRR), natural growth rate, net burn rate, and annual growth rate. 
  • Most of the time, customer success KPIs and customer support KPIs are listed together. 
  • While customer success metrics provide information about user satisfaction and customer relationships, support metrics show the efficiency of your support strategies and platforms. 
  • Finance KPIs focus on the sustainability and the financial health of your business. They provide insights into your ongoing costs, future growth, and revenue. 
  • The most popular finance KPIs are customer acquisition cost (CAC), customer retention cost, average customer lifetime value (LTV), and SaaS quick ratio. 
  • Product KPIs are the measurements that help product teams understand the users' opinions about the product and therefore optimize certain aspects of it accordingly. 
  • Deciding which KPIs to track is crucial for every business, but especially for those in their earlier stages. Once you've made up your mind about them, you can start collecting data with the help of analytics platforms such as Adobe Analytics or Google Analytics. For some KPIs, you might need customer relationship management (CRM) tools such as Salesforce or HubSpot too. 



What are KPIs?

From a rather concrete and operational perspective, a key performance indicator (KPI) is a metric and/or measurement that shows how effectively a certain business strategy, practice, or campaign works and how much it aligns with the goals and the overall strategic vision of a company.

As well as analyzing the performance of a certain business practice based on the collected data during a certain period of time, a KPI can also make predictions and future estimations that show whether it will be successful and profitable in the long run. 

👉 KPIs are clear and easy-to-understand metrics that provide contextual information about businesses and their futures. 


There is a wide range of KPIs that should be calculated and monitored regularly, as they provide relatively more specific and team-based insights. But most of the time, you can calculate multiple KPIs using a single data pool. So, the large number of them shouldn't be intimidating; as many of them are actually very small calculations that can be done quickly. 

Roughly, KPIs can be grouped as follows: 

  • Marketing KPIs
  • Sales KPIs 
  • Revenue KPIs
  • Customer Success KPIs 
  • Finance KPIs 
  • Product KPIs 


The main purpose of this categorization is to track the KPIs easily and not to skip any important ones, which means it's not a strict categorization system with no flexibility and space for transience. In some places, you can see customer success KPIs and Product KPIs listed in the same place, or you can see average revenue calculations sometimes as a finance KPI and sometimes as a revenue KPI. 

The important thing is to know that these KPIs are measurements that provide important information about your business practices. Otherwise, no one will despise you for not calling LTV to CAC as a finance KPI.


KPIs vs. Metrics - What's what?

Though they're used as synonyms most of the time, there are some fundamental differences between metrics and KPIs. 

Basically, all KPIs are also metrics, but not all metrics are KPIs. 

But let's take a closer look at the distinctions between them now, shall we? 👇



  • They play a crucial role during decision-making processes, such as acquisition strategies, retention strategies, and customer support strategies. 
  • They measure the contribution of a certain strategy to the overall business success during a certain period of time, as well as its progress over time. 
  •  Most of the time, they're team-specific goals (increasing the lead to MQL conversion rate and the engagement scores, or decreasing the average resolution time, etc.) and that also align with the bigger business goals, such as increasing the customer conversion rate, customer retention rate, the percentage of promoters, and the generated subscription revenue per user. 



  • While metrics do also provide contextual information about the efficiency of a certain business practice/ campaign, they do not necessarily say a lot about the business goals or team goals. 
  • Metrics are often calculated and interpreted as a bunch in order to lay the grounds for KPIs. 
  • While KPIs are expected to go up or down to achieve success, metrics are only measurements that show what's happening.



Marketing KPIs You Need to Track


#1 Monthly Unique Visitors

Monthly unique visitors, as the name itself suggests too, is the number of unique individuals who visited your website the previous month. The important thing here is to pay attention to the term "unique", as it can lead to miscalculations if overlooked.


So, let's talk about the distinction between visits and unique visits:

Visits: The number of people who come to your website anytime for any reason. It doesn't matter if they are visiting your website for the first time or they've come back for a second or third time in the same month. So, it counts as a separate visit every time when your active customers visit your website to log into their accounts.

Unique Visits: The number of different people who come and visit your website. It's tracked through the visitor's IP address, which means even when someone visits your website again, if she's using the same device, all her visits are counted as one unique visit.


Monitoring the number of unique visitors on a monthly basis helps to see how well your business strategies and marketing efforts to raise brand awareness are doing.


#2 Organic and Paid Traffic ROI

Whether you put ads directly on search engines, advertise your brand name on social media, or try to attract visitors to your site through blog content. In any case, one way or another, you need to invest in marketing to attract potential customers or to increase your brand awareness.


There are mainly two ways you can achieve those goals and draw traffic to your website:

  1. Through Organic Traffic
  2. Through Paid Traffic

Organic traffic is composed of visitors that came through organic search results rather than paid ads. Whereas paid traffic refers to those that are directed to your website through search engine ads and/or pay-per-click (PPC) ads.

Both methods (organic traffic and paid traffic) have their own advantages and disadvantages, like everything. The important thing here is that no matter which method you choose to follow, you observe whether your investments turn into revenue or not.


Here are the things you need to monitor 👇

  • The volume of traffic you're getting
  • The number of leads you get through paid/organic traffic
  • The percentage of customers you acquire through paid/organic traffic in the end

In order to keep track of these metrics, you can use analytics tools such as Google Analytics, Adobe Analytics, etc.


#3 Visitor-to-Lead Conversion Rate

The visitor-to-lead conversion rate is a KPI that shows the percentage of visitors who show interest in your services and/or products and leave their contact information to be contacted by the sales team.

It shows the effectiveness of your marketing campaigns. The better you're at capturing the interest of your target audience, the higher your visitor-to-lead conversion rate is.


Once you've determined your criteria for identifying a visitor as a lead, you can keep track of them with the help of SaaS analytics platforms.

Here are a few examples of actions to get visitors counted as leads:

✅ Filling out a form on your website.

✅ Signing up for a newsletter and/or mail list.

✅ Leaving contact information to be contacted by the sales reps.

✅ Clicking on call-to-action (CTA) buttons on your copy and/or signing up for a free trial.


👉 As well as visitor-to-lead conversion rate, you can monitor the leads into customers conversion rate and see whether your sales efforts/marketing efforts for conversion work well.


#4 Click-Through Rate (CTR)

To meet marketing goals, one of the most popular campaigns carried out by marketing teams is email marketing. This strategy involves sending a bunch of email sequences that promote the product, inform about the new features and special offers, as well as keeping in touch with (potential) customers, and strengthening relationships with them.


Click-Through Rate (CTR) is the percentage of recipients that have opened your email and actually clicked on the trackable links and/or buttons in the email body. It's a very good thing that an email recipient opens the email and reads it, but it's not enough for us.

Because most of the time, the sole and eternal purpose of these emails is not to provide information to the recipient. There can be embedded links to your support articles, blog posts, youtube videos, etc. Or, there can be call-to-action (CTA) buttons to renew subscriptions, extend the trial period, contact the sales team, etc.


Click-through rate provides contextual information about how engaged your (potential) customers/users are.


➡️ Click-to-Open Rate (CTOR)

Click-to-Open Rate (CTOR), another popular key metric for email marketing, is the ratio of emails opened by the recipients and clicked through to the number of emails that are only opened by the recipients.



#5 Viral Coefficient

If you have a successful product that is loved and talked over a lot, then your marketing team is not alone while promoting it; they have your loyal customers beside them.

Word of mouth is an amazing -and cost-free- marketing strategy, as people are more likely to try and like products that their friends and family members are satisfied with and recommend.

The viral Coefficient is the number of new customers you acquire through your existing customers' connections and network when they recommend your product to people around them.


The viral coefficient shows that:

  • You're getting new customers without any additional marketing cost.
  • You have happy customers who talk positively about their user experiences and/or your product.
  • You're on the right track in terms of product quality and feature adoption.




Sales KPIs You Need to Track


#6 MQL to SQL Conversion Rate

Marketing-qualified leads (MQLs) are the leads that are categorized as "leads" by marketing teams because of the actions they've taken on the website, such as downloading an e-book or a manual, or registering for a product webinar.

Sales-qualified leads (SQLs) are those in the pool of leads who showed further interest in the product and made it clear that they could consider a monthly subscription.

MQLs are passed on to the sales team, and the ones most likely to become customers become sales-qualified leads.


MQL to SQL conversion rate is the percentage of your marketing qualified leads (MQLs) that become sales qualified leads (SQLs) in the end. On average, this conversion rate is around %13 for SaaS businesses. 

⚠️ A low MQL to SQL conversion rate might indicate a problem with the criteria you use to qualify MQLs. In that case, the sales and marketing teams should cooperate and update their qualification criteria.




#7 Sales Cycle Length

The sales cycle length is the average time period needed for sales reps to complete the sales process and close a deal. Though it varies a lot depending on the product complexity, the length of the trial period, customer's expectations, and the pricing plans, according to HubSpot , the average sales cycle length for SaaS businesses is 84 days.


✅Knowing the average length of your sales cycle helps you to make predictions and speculate on your potential customers that are now in the sales funnel.

✅The sales cycle length could be a key indicator of the efficiency of a sales process.

✅ If the average of your sales cycle length is far more than the average in the industry, it might point out some weak spots in the acquisition funnel that should be optimized.




#8 Conversion Rates by Sales Funnel Stages

Assume you're presented with a new character in a TV show. First, you quickly form an attitude about this new character by considering his relationships with other characters, etc., and decide loosely whether you'll like them or not. But before you know whether you really love this character or not, it will take some time to see the character's reaction and behavior in various situations.

It's quite similar with your product and the potential users too.

Very few people fall in love with a product at first sight and start their subscription plans. There are several steps in a classical sales funnel, including awareness, consideration, and decision.

Image source: HubSpot


Unfortunately, not every visitor goes through each step of this funnel and becomes a customer in the end. Tracking the process and measuring the conversion rate between these steps is a key action to ensure sales success. It helps to see the weak spots where people leave the funnel, as well as detect the activities that resonate well with the potential customers and get a high return.


If you want to measure the conversion by the sales funnel stages, here are the metrics you need to calculate first:

  • The visitor to Lead Conversion
  • The Lead to MQL Conversion
  • The MQL to SQL Conversion
  • The Opportunity Stage to the Buyer Stage Conversion


#9 Lead to Closed Deal Rate

Unlike the previous ones, the Lead to Closed Deal Rate takes the sales process as a whole and shows the percentage of the leads who became customers in a given time period. For this KPI, it doesn't matter at what point in the funnel those who left have left the sales processes.

Lead to Closed Deal Rate helps to;

▶️ See the overall success and efficiency of the sales efforts.

▶️ Monitor the individual performance of the sales reps.

▶️ Set more accurate and accessible goals for the sales team.

▶️ Compare yourself to other companies in the market and optimize your strategies if necessary.

▶️ Understand the user behavior and tendency, and come up with solutions to overcome reluctance and timidity.




Revenue KPIs You Need to Track


#10 Monthly Recurring Revenue (MRR)

One of the most popular revenue KPIs, Monthly Recurring Revenue (MRR), is the monthly revenue you generate from your customers. The key point here is that MRR doesn't include one-time payments or unregular and unpredictable payments of the previous month or current month. So, it's the revenue from your monthly subscription fees, which we assume will be regularly renewed and continued until otherwise.

✅ It helps you to understand the financial health of your business and see whether it's healthily growing or gradually shrinking.

✅ It helps businesses to make projections about their future growth and make plans accordingly.

✅ A gradually increasing MRR is an indicator of monthly growth.



Nevertheless, if you want to get accurate insights about your business growth and monthly recurring revenue, adding up the fees you get from your customers is not enough. There are a few more calculations you need to do in accordance with your MRR.

These are:

  • New MRR: It's the subscription revenue you generate from totally new customers.
  • Customer Churn MRR: It's the monthly recurring revenue (MRR) you lose from the customers who decided not to review their subscriptions. Subtracting this loss of revenue from your MRR gives you more realistic information about your recurring revenue.
  • Add-on MRR (Expansion Revenue): It's the extra revenue you generate from your already existing customers when they upgrade their plans, buy more features, or add a new user to their account -if you have a pay-per-user billing plan.
  • Total new MRR (Net New Revenue): It's the final net revenue you have after you add the extra revenue from add-ons to the revenue from renewals and subtract the loss of revenue from churned customers.


➡️ Annual Recurring Revenue (ARR)

Similar to monthly recurring revenue (MRR), annual recurring revenue (ARR) is a KPI that's used to estimate how much revenue you can generate from your customers on a yearly basis. But here, it's important that your business model is suitable for making subscription contracts for at least a year long with the customers.


👉 ARR is an important KPI that shows the success and stability of your business, which is an important aspect for investors.

👉A high and increasing ARR is an indicator of business growth.


#11 Revenue/ Customer Churn Rate

It's always more expensive to acquire a new customer than to keep the existing one.

So it's one of the biggest goals of almost every company to keep those who're already paying happy and loyal to their product.

Customer churn rate is the metric that shows the percentage of revenue lost because of downgrades and/or subscription cancellations over a certain period of time.


It's important to monitor and try to decrease your customer churn rate in the long run, as it means retaining recurring revenue. Also, the churn rate tells a lot about customer behavior and tendencies too. For example, if a lot of people canceled and/or downgraded their plans in a certain month -let's say the current month- you might be able to get to the root of the problem and try to come up with a solution.



➡️ Net Negative Churn

Net negative churn is the case when a SaaS business compensates and exceeds the lost revenue caused by churned customers and those who opt for downgrading with the expansion revenue that comes from upselling and cross-selling.

But on the contrary, if the revenue lost from downgrades and cancellations is greater than the revenue generated from add-ons and upgrades, then it's called positive net churn.


#12 Cash (Net) Burn Rate

It's always hard for a start-up to balance its expenses.

But it's normal; first, you need to spend -like, a lot- in order to make money later.

The cash burn rate (or net burn rate) is the rate at which you spend money to sustain your business. Monitoring how fast your resources are drained is important not only for start-ups but also for mature businesses and corporates too.


By keeping an eye on its net burn rate;

  • A start-up can prioritize its needs and postpone expensive plans; therefore, it can keep its spending under control in order not to run out of cash.
  • A mature SaaS company can refer to the net burn rate to get an overall idea for performance evaluation.




⚠️ Though a relatively low cash burn rate is preferable, don't forget that because of seasonal reasons or other circumstances, you might face fluctuations, and you might have to spend more than your average expenditure. It's fine as long as you recover as soon as possible and return to your normal burn rate.


#13 Net Dollar Retention (NDR)

A very similar concept to net negative churn, net dollar retention (NDR) is what you bring alongside yourself from last year's customers to a new year in terms of revenue. As it's calculated with the data of customers who upgraded, downgraded, or canceled their plans, it provides great insights into the revenue growth of a company.

As Blake Bartlett says, the top-ranking SaaS companies take $1 and turn it into $1.10 or even $1.20 over time.




#14 Natural Growth Rate (NGR)

A relatively new SaaS metric coined by Open View Partners in the last years, natural growth rate (NGR), or in other words, the natural rate of growth, is a metric that helps businesses to understand the true power of their products to drive organic growth without any sales or marketing effort.

It's like peeling an onion; NGR puts the marketing and sales teams' campaigns aside and shows how far your product can go on its own without their intervention and how much growth it can achieve.

Therefore, it's a really important business performance metric for product teams and product-led SaaS companies in general.


Don't forget, while calculating your natural rate of growth; you need to take into consideration solely the organic sign-ups and ARR that your product acquires and generates by itself.


👉 If you want to read more on the natural rate of growth (NGR), let's take you here to Sam Richard's article.


Customer Success KPIs You Need to Track


#15 Number of Support Tickets

One of the essential customer success KPIs that show the performance of the customer support team is the number of support tickets, which is a key factor directly affecting the customer satisfaction score. 

You can learn a lot about the overall customer experience and users' response to a new feature and/or update in the UI from support tickets.

If you make a serious change on your product interface without doing A/B testing first to see if that would work or not, you are most likely to see a huge increase in your how-to support tickets.

Or, if you already have a complex product and you receive a large number of support tickets from your new users when you start using software that will make the onboarding process easier and smoother for your new users, you will encounter a serious decrease in your support tickets this time.


Therefore, it's always nice to have an eye on the average number of support tickets you get for certain categories and try to decrease these numbers and lighten the burden on your customer support team.

Here's what you can do:

  • You can update your knowledge base and support articles so that people with basic questions and problems can find the answers to their questions by themselves.
  • You can upload pre-recorded tutorials and product footage.
  • You can use automated chatboxes.


#16 Average First Response Time (FRT)

The average first response time (FRT) is the average time that passes between the creation of a support ticket by a customer and the response of a customer support rep to the issue.

We live in a world where everything happens very quickly. For today's customers, being able to find answers to their questions and solve their problems as quickly as possible plays a very important role while determining whether they will continue to use a product or not.



Note: Once you track down your response time and such, you can also calculate your average resolution time, which shows how much time passes from the creation of a support ticket to the resolution of the issue.


#17 Net Promoter Score (NPS)

Net promoter score (NPS) is a customer engagement KPI that measures overall customer satisfaction. It helps businesses to understand user behaviors and tendencies, which can be counted as one of the most important things for a SaaS company. 

The idea is very basic, actually. 

With a promoter survey, you ask your active users, on a scale from 0 to 10 (0 being very unlikely and 10 being extremely likely), how likely they're to recommend your product(s)/ services to their friends, family members, or co-workers. 


Do you remember what we talked about the viral coefficient up there among the marketing KPIs? Here with the help of the net promoter score (NPS) and review rates, you can see who likes your product, who does not, and why -if you kindly request those opting for lower scores to know the reason behind their dissatisfaction. 

Don't forget, negative reviews are as important as positive reviews and positive feedback! 




Finance KPIs You Need to Track


#18 Customer Acquisition Cost (CAC)

One of the most popular financial metrics, customer acquisition cost (CAC), is the total of sales and marketing spending you make during a certain time period in order to acquire a new customer. 

To get more accurate and detailed information about your marketing spending and see whether your marketing campaigns are effective and profitable enough, you can divide and segment your CAC calculations as follows: 

  1. Blended CAC: It incorporates all kinds of marketing channels into the calculation. 
  2. Paid CAC: It incorporates only the paid ones into the calculation. 



➡️ Customer Acquisition Cost (CAC) Payback Period 

CAC payback period is a metric that measures the time you need to compensate your acquisition cost for an individual customer. It provides insights into the efficiency of your acquisition processes and shows if they're sustainable or not.

The shorter your CAC payback period, the faster your customers start to add to your revenue and grow your business. 

👉 According to David Skok for a SaaS business to thrive and make money, the CAC payback period shouldn't be longer than 12 months.




#19 Customer Lifetime Value (LTV)

Customer lifetime value (LTV) is the KPI you need to track to see how much value individual customers bring to your business during their customer journey before they cancel their subscriptions and churn. Or, in other words, it's the total revenue you generate from an active customer up to the point where she's not a customer anymore. 

Customer lifetime value (CLV) is an important business KPI, as it helps to:

  • Project on the future demand for your product and/or services.
  • Understand the behavioral tendencies of your customers, which can be used later to motivate your high-end customers to stay with you and move the low-tier ones to higher plans or extend their contracts. 



#20 CAC to LTV Ratio

Customer acquisition cost (CAC) and lifetime value (LTV) don't say much by themselves. Suppose we want to really know whether or not we are getting a return on our investment in the customer acquisition processes, or let's say you think you make too much sales/marketing spend and do not think that you actually compensate for it in the long run. In that case, to really understand what's going on, we need the ratio of these two data to each other.

CAC to LTV ratio is an essential metric that provides contextual information about the relationship between your acquisition cost for a customer and the value you get (the revenue you generate) from them until they churn. 


You shouldn't leave CAC to LTV ratio out because:

▶️ It helps to determine the limits of your customer acquisition spending while also showing which customer group you should be trying to acquire and on which to try not to spend much. 

▶️ It shows how much of your marketing and sales investments you get back and, thus, how sustainable your business is. 

▶️ It makes it possible for you to see if you should optimize your acquisition methods and channels. 

▶️ Also, when it comes to investors, it is one of their favorite metrics!


👉 David Skok says 1:3 is the perfect ratio for CAC to LTV ratio. If your LTV is 3 times your CAC or more, it means your customers are regulars who do not leave you easily -and also whom you didn't spend much to acquire. But if you have a much lower ratio (your CAC and LTV are close), it might indicate vital problems for your business, which means you should look out for ways either to decrease your CAC or to increase your LTV. 


#21 Quick Ratio (For SaaS)

Quick Ratio, or acid test as some calls it, is a measurement that shows a business's ability to cover its debts and fulfill its liabilities by quickly selling off the assets they have. The important point here is that those aforementioned assets should either be cash/ cash equivalent or assets that are convertible to cash within 90 days, such as quickly receivable accounts or marketable investments. 


However, the concept of assets does not cover quite the same areas for SaaS and retail companies. Thus, the definition and the formula of quick ratio change when we talk about the SaaS industry. 

The SaaS quick ratio is a metric that shows the growth direction of a SaaS company and provides insights into its progress to meet its key goals, such as substantial monthly growth and higher average revenue. 





Product KPIs You Need to Track


#22 Stickiness Rate

Stickiness rate is a product KPI that measures the rate at which your users tend to return to your product. In other words, it shows how good your product is at forming a habit for the users and drawing them again to itself on a weekly/ daily basis.


Beside the stickiness rate, there are 2 more metrics that you need to calculate if you want to analyze the stickiness of a certain product. 

  • Open Rate: It's the percentage of users that sign in to their accounts and use your product. 
  • The Lness Distribution: Lness is the number of days a user has visited your product in a given period of time. So the Lness distribution can be thought of as a chart showing the proportion and distribution of users who have used your product at least X times in a given time. E.g., L15+/28 is the percentage of users who visited your product at least 15 times or more in a month, whereas L4+/7 shows those who visited it 4 or more times in a week. 


The stickiness rate doesn't provide any information about which one of your customers are inactive users and why they're so all by itself. It's more of a piece of general information about the value your product provides to your customers and the place it holds in their lives. So if you want to learn further about the motivations of your active and inactive users, you can always try feedback surveys. 




⚠️ When calculating the stickiness rate, whether you should take your daily active users (DAU) or weekly active users (WAU) into consideration is related to the average usage frequency of your product. Though both can be used, the general tendency in the industry is towards using DAU.


#23 New Customer Growth Rate - MoM Growth

New customer growth rate, or as most prefer to call it, month-over-month (MoM) growth, is a key metric that shows how successful you're at adding new customers to your customer base in a month. 

✅ MoM growth rate shows your growth momentum and helps you to make future estimations and plans about your business accordingly.

✅ It's an important indicator of business expansion, and it also tells what works and what does not in terms of revenue and growth strategies. 

✅ It provides data to compare yourself to competitors who are more or less at the same growth stage as you and helps you see your place in the market.

✅ It can also be calculated on a yearly basis if you want to see how stable your business is growing. 




To sum up, KPIs are important measurements that help different teams to monitor their performances and align the overall business goals with their team-specific goals, which makes it easier for each team to optimize their strategies. It also makes sure everyone does what they need to do to achieve success in the bigger frame. 

As a business, if your main objective is X (let's say increasing customer conversion rate), each team should have smaller objectives that are related to their specialty so that they can contribute to the overall success of the company. And in order to measure the effectiveness of their practices and see if they need any change or further optimization in their strategies, they need solid KPIs to track down. 


These KPIs are:

👉 For Marketing Teams:

  • Monthly Unique Visitors
  • Organic & Paid Traffic POI
  • The Visitor to Lead Conversion Rate
  • Click-Through Rate & Click-to-Open Rate 
  • Viral Coefficient 


👉For Sales Teams:

  • MQL to SQL Conversion Rate 
  • Sales Cycle Rate 
  • Conversion Rates by Sales Funnel Stages
  • Lead to Closed Deal Ratio 


👉 For Customer Success & Customer Support Teams: 

  • Number of Support Tickets Created 
  • Average First Response Time & Average Resolution Time
  • Net Promoter Score (NPS)


👉 For Product Teams:

  • Stickiness Rate 
  • MoM Growth Rate 


Also, there are finance and revenue KPIs such as customer acquisition cost (CAC), quick ratio, customer lifetime value (LTV), net dollar retention (NDR), etc. 

One last piece of advice, don't worry about watching everything. Choose the KPIs and metrics that best fit your goals and business plan.