A variety of metrics will provide a comprehensive view of your marketing efforts and the overall health of your SaaS company. Here are some key metrics you’ll want to measure, their definitions, and how to measure them. Website traffic: The number of new and returning visitors to your website. Visit-to-lead conversion rate (VTL): The rate at which new and returning web visitors convert into leads. VTL Rate = (Number of Leads) ÷ (Total Traffic) x 100 Lead-to-customer conversion rate (LTC): The rate at which leads become customers. LTC Rate = (Number of Leads That Converted Into Customers) ÷ (Total Number of Leads) x 100 Monthly recurring revenue (MRR): The recurring revenue generated from subscribed customers. Customer acquisition cost (CAC): The amount of money spent on acquiring a new customer. CAC = (Total Sales and Marketing Customer Acquisition Costs) ÷ (Number of New Customers) Customer lifetime value (CLV): The total value of a customer over their lifetime with your company. Customer Lifetime Value = ((Average Purchase Value) x (Average Purchase Frequency Rate)) x (Average Customer Lifespan) Customer retention rate (CRR): The rate of customers gained (and kept) over a period of time. CRR = ((Number of Total Customers at the End of Time Period) - (Number of New Customers Gained) ÷ (Number of Total Customers at the Beginning of Time Period)) x 100 Customer churn rate: The rate of clients lost over a period of time. CCR = (Customers Lost in Time Period) ÷ (Total Customers at the End of Time Period) Revenue churn rate (RCR): The amount of revenue lost due to customer churn. RCR = (Monthly Recurring Revenue at the Beginning of Time Period - Monthly Recurring Revenue at the End of Time Period) - (Added Monthly Recurring Revenue During Time Period) ÷ Monthly Recurring Revenue at the Beginning of Time Period