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[Your company name]


PandaTip: This report is designed for investors, potential investors, advisers, and executive teams — anyone you trust who has vowed to help you through product and growth challenges. There might be some proprietary information or internal metrics that you want to reserve only for investors and the board. Or you might be bootstrapping your startup, so you won’t need certain metrics. Edit the contents as necessary!

SaaS Metrics Report for [Month] [Year]

Here, define what your company does in one clear sentence.

PandaTip: This sentence not only serves as a refresher for overloaded or distracted VCs, but also is especially important — particularly in the early stage — when your product or target market might shift. Re-define that here, and keep it short and focused. If your business shifts are more significant, closer to a proper pivot, then you should communicate that separately.!

In the following tables, insert the appropriate data for each metric in each column.

A simple number doesn’t mean much by itself. That’s why it’s important to provide context around the numbers for “This Month,” so that at a glance, viewers can understand your company’s performance and its general trajectory. Below there are columns for the previous month’s performance, the percentage of change between the two months, and the goal or target number you’re aiming to hit.

Recurring Revenue

PandaTip: This table presents arguably the most important set of metrics for a subscription business: Monthly Recurring Revenue (MRR).

  • New MRR = Only MRR from when a lead converts to a paying customer for the first time.
  • Expansion MRR = Any increase in the MRR of an existing customer, e.g. an increase in quantity, upgrade to a higher plan, adding another subscription, or a discount expiring.
  • Churn MRR = The MRR lost when a customer cancels or fails to renew their subscription.
  • M/M growth of MRR = The month-over-month growth rate of MRR. [ ( [Last month’s MRR – This Month’s MRR] / Last month’s MRR ) x 100 ]

For further information on how to calculate and monitor these metrics, check out the Ultimate SaaS Metrics Cheat Sheet.

For expertise on how to calculate, evaluate, and manage Churn, check out the Ultimate Churn Rate Cheat Sheet.

Metric Last Month This Month  % Change  Goal 
MRR at beginning of the month        
New MRR        
Expansion MRR        
Churn MRR        
MRR at end of the month        
M/M growth rate of MRR        


PandaTip: Most investors agree that they primarily want to see the answer to this question — “Where is the money?” So listing cashflow, runway and burn rate is a top priority! These metrics can help you decide to reduce expenses or when to raise more funding.

  • Cash in = Total revenues coming in to the business for the month.
  • Cash out = Total expenses for the month.
  • Net cash burn = The net amount of venture capital you are spending every month. [Cash in – Cash out]
  • Runway at current burn = How many months you can continue to operate the business with the current amount of cash and current burn rate. [Total cash on hand / Net cash burn]
Metric Last Month This Month % Change Goal
Cash coming in        
Cash coming out        
Net cash burn         
Runway at current burn (mos.)         


PandaTip: These metrics demonstrate not just the growth of your customer base, but also your effectiveness in acquiring, converting, and keeping new users.

  • Customers = The number of active customers you have.
  • Trial-to-paid conversion rate = The rate at which free trial users convert to paying customers. If you operate with a Freemium model, you can adjust this metric accordingly.
  • Average Revenue Per Account (ARPA) = The average MRR across your active customers. [SUM of all customers’ MRR / Number of customers]
  • Average Sale Price = The average MRR of new customers at the moment they convert to a paid account.
  • Customer Lifetime Value (LTV)= An estimate of the average total value of a customer over their lifetime, from signup to churn. There are various ways to calculate this, so please check the Ultimate SaaS LTV Cheat Sheet to learn more and choose what suits your business.
  • M/M growth rate of new customers = The percentage of growth from last month to this month. This indicates the trajectory and velocity of your new customer growth. [ ( [Last month’s Customers – This Month’s Customers] / Last month’s Customers ) x 100 ]

Many of these metrics are also on the Ultimate SaaS Metrics Cheat Sheet! If you want to learn in-depth about LTV in particular, check out the Ultimate SaaS LTV Cheat Sheet.


Metric Last Month  This Month  % Change Goal 
Trial-to-paid conversion rate        
Average Revenue Per Account (ARPA)        
Average Sale Price        
Customer Lifetime Value (LTV)        
M/M growth rate of new customers        


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