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SaaS Metrics Dashboard

SaaS metrics calculator and dashboard builder for subscription businesses. Compute MRR, ARR, churn rate, NRR/GRR, LTV, CAC, CAC payback period, magic number,...

personAuthor: samledger67-dotcomhubclawhub
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SaaS Metrics Dashboard Skill

Calculate every critical SaaS metric from raw subscription data and produce an investor-ready health snapshot. This skill guides Sam Ledger through computing MRR/ARR, churn, retention, unit economics (LTV/CAC), growth efficiency, and Rule of 40 scoring — then formats the output for board decks, investor updates, or feeding into kpi-alert-system threshold monitoring.

When to Use This Skill

Trigger phrases:

  • "What's our MRR / ARR?"
  • "Calculate churn rate for last quarter"
  • "Give me our LTV:CAC ratio"
  • "Build a SaaS metrics snapshot"
  • "Are we Rule of 40 compliant?"
  • "Show net revenue retention"
  • "Prepare metrics for the investor update"
  • "What's our quick ratio / magic number?"
  • "Track cohort retention"

Fits between:

  • startup-financial-model — feeds historical actuals into the 3-statement model
  • kpi-alert-system — outputs threshold-ready metric values for alert monitoring
  • investor-memo-generator — supplies the metrics section of investor memos

NOT for:

  • Businesses without recurring subscription revenue
  • Real-time live dashboards (needs a BI tool like Metabase/Looker)
  • Revenue recognition accounting (use revenue-recognition-agent)
  • QBO bookkeeping entries (use qbo-automation)

Core Metric Definitions

Revenue Metrics

| Metric | Formula | Benchmark | |--------|---------|-----------| | MRR | Sum of all monthly recurring charges | — | | ARR | MRR × 12 | — | | New MRR | MRR from new customers this period | — | | Expansion MRR | Upsells + seat adds from existing customers | — | | Churned MRR | MRR lost from cancellations | — | | Contraction MRR | Downgrades from existing customers | — | | Net New MRR | New + Expansion − Churned − Contraction | Positive = growing |

Retention Metrics

| Metric | Formula | Benchmark | |--------|---------|-----------| | Logo Churn | Customers churned / Customers at start | <5%/yr for SMB, <2% enterprise | | Revenue Churn (GRR) | Churned+Contraction MRR / MRR at start | >80% GRR good | | Net Revenue Retention (NRR) | (Start MRR + Expansion − Churn − Contraction) / Start MRR | >110% excellent, >100% good | | Quick Ratio | (New + Expansion) / (Churned + Contraction) | >4 = excellent, >2 = healthy |

Unit Economics

| Metric | Formula | Benchmark | |--------|---------|-----------| | LTV | ARPU / Monthly Churn Rate | 3× CAC minimum | | CAC | (S&M Spend) / New Customers | — | | LTV:CAC | LTV / CAC | >3:1 healthy, >5:1 strong | | CAC Payback | CAC / (ARPU × Gross Margin%) | <12mo excellent, <18mo good | | Magic Number | Net New ARR / Prior Quarter S&M Spend | >1.5 = efficient |

Growth Efficiency

| Metric | Formula | Benchmark | |--------|---------|-----------| | MoM Growth | (MRR This Mo − Prior Mo) / Prior Mo | Top decile: 15%+ early stage | | Rule of 40 | ARR Growth Rate % + FCF Margin % | ≥40 = healthy | | Burn Multiple | Net Burn / Net New ARR | <1 = excellent, <2 = good |

Data Inputs Required

Minimum viable inputs:

Period: [month/quarter]
MRR at start of period: $___
New MRR: $___
Expansion MRR: $___
Churned MRR: $___
Contraction MRR: $___
New customers acquired: ___
Customers churned: ___
Total customers at start: ___
S&M spend (period): $___
Gross margin %: ___
ARR growth rate (YoY %): ___
FCF or operating cash flow: $___

Optional (for deeper analysis):

Cohort data (monthly signup + retention by cohort)
Plan-level MRR breakdown
Customer segment breakdown (SMB / Mid-Market / Enterprise)
NPS or CSAT scores

Computation Walkthrough

Step 1: Validate Inputs

  • Confirm all required fields are present
  • Check: New MRR + Expansion − Churn − Contraction = Net New MRR
  • Flag negative MRR values or impossible churn rates (>100%)

Step 2: Calculate Revenue Metrics

net_new_mrr = new_mrr + expansion_mrr - churned_mrr - contraction_mrr
arr = (mrr_start + net_new_mrr) * 12

Step 3: Retention Metrics

logo_churn = customers_churned / customers_start
grr = 1 - ((churned_mrr + contraction_mrr) / mrr_start)
nrr = (mrr_start + expansion_mrr - churned_mrr - contraction_mrr) / mrr_start
quick_ratio = (new_mrr + expansion_mrr) / (churned_mrr + contraction_mrr)

Step 4: Unit Economics

arpu = (mrr_start + net_new_mrr) / (customers_start + new_customers - customers_churned)
ltv = arpu / (logo_churn / 12)  # annualized to monthly churn
cac = sm_spend / new_customers
ltv_cac = ltv / cac
cac_payback_months = cac / (arpu * gross_margin)
magic_number = (net_new_arr) / prior_sm_spend

Step 5: Growth Efficiency

rule_of_40 = arr_growth_pct + fcf_margin_pct
burn_multiple = abs(net_burn) / net_new_arr  # only if burning cash

Step 6: Score & Grade

Apply benchmark thresholds and assign health grades:

  • 🟢 Green: At or above benchmark
  • 🟡 Yellow: Within 20% of benchmark
  • 🔴 Red: Below benchmark threshold

Output Format

Snapshot Output (Markdown/Structured)

═══════════════════════════════════════
  SAAS METRICS SNAPSHOT — [Period]
  Company: [Name] | As of: [Date]
═══════════════════════════════════════

REVENUE
  MRR:              $___,___
  ARR:              $___,___
  Net New MRR:      $___,___  (New: $X | Exp: $X | Churn: -$X)
  MoM Growth:       X.X%  [🟢/🟡/🔴]

RETENTION
  NRR:              XXX%  [🟢/🟡/🔴]  (benchmark: >110%)
  GRR:              XX%   [🟢/🟡/🔴]  (benchmark: >80%)
  Logo Churn:       X.X%  [🟢/🟡/🔴]  (benchmark: <5%/yr)
  Quick Ratio:      X.X   [🟢/🟡/🔴]  (benchmark: >2)

UNIT ECONOMICS
  LTV:CAC:          X.Xx  [🟢/🟡/🔴]  (benchmark: >3:1)
  CAC Payback:      XX mo [🟢/🟡/🔴]  (benchmark: <18mo)
  Magic Number:     X.X   [🟢/🟡/🔴]  (benchmark: >1.5)

EFFICIENCY
  Rule of 40:       XX    [🟢/🟡/🔴]  (benchmark: ≥40)
  Burn Multiple:    X.X   [🟢/🟡/🔴]  (benchmark: <2)

OVERALL HEALTH:  🟢 Strong / 🟡 Watch / 🔴 At Risk
TOP RISKS:  [1-3 specific metrics to address]

CSV/JSON Output (for kpi-alert-system)

When feeding downstream systems, output as:

{
  "period": "2026-Q1",
  "mrr": 125000,
  "arr": 1500000,
  "nrr": 118,
  "grr": 87,
  "logo_churn_annual": 4.2,
  "quick_ratio": 3.1,
  "ltv_cac": 4.5,
  "cac_payback_months": 11,
  "magic_number": 1.8,
  "rule_of_40": 52,
  "burn_multiple": 0.9
}

Cohort Retention Analysis

When cohort data is available, build a retention table:

Cohort  Mo1   Mo2   Mo3   Mo6   Mo12
Jan-25  100%  89%   82%   74%   68%
Feb-25  100%  91%   85%   77%   —
Mar-25  100%  88%   81%   —     —

Key outputs:

  • Average Day-30 retention (target: >85% for SMB, >90% enterprise)
  • 12-month retention (logo) — critical for LTV calculation
  • Revenue cohort retention (expansion often offsets logo churn)

Segment Benchmarks

By Stage

| Stage | ARR | NRR Target | Logo Churn | Rule of 40 | |-------|-----|-----------|------------|------------| | Pre-Seed | <$1M | >100% | <10% | N/A | | Seed | $1-5M | >105% | <8% | Growth-driven | | Series A | $5-20M | >110% | <5% | ≥20 | | Series B+ | $20M+ | >120% | <3% | ≥40 |

By Customer Segment

| Segment | NRR Target | Logo Churn | CAC Payback | |---------|-----------|------------|-------------| | SMB | >100% | <10%/yr | <6 months | | Mid-Market | >110% | <5%/yr | <12 months | | Enterprise | >120% | <2%/yr | <18 months |

Integration with Other Skills

→ startup-financial-model

Pass current-period actuals as seed inputs for the 3-statement model:

  • Use NRR to project expansion revenue
  • Use logo churn to model customer count trajectory
  • CAC payback informs S&M budget efficiency

→ kpi-alert-system

Register thresholds for automated alerts:

NRR < 100%       → CRITICAL alert (negative net expansion)
Logo churn > 7%  → WARNING alert (annualized)
Quick ratio < 2  → WARNING alert
LTV:CAC < 3      → WARNING alert
Rule of 40 < 30  → INFO alert

→ investor-memo-generator

Feed the snapshot JSON into the metrics section of investor memos. Include MoM/QoQ trends, not just point-in-time values.

Examples

Example 1: Quick Snapshot

Input: "Our MRR is $125K. We added $18K new, $12K expansion, lost $8K churn, $3K contraction. 210 customers, lost 7. Spent $45K on S&M. 75% gross margin. YoY growth 85%. Burning $80K/mo."

Output: Full snapshot with grades, flagging Rule of 40 and burn multiple.

Example 2: Investor Prep

Input: "Prepare Q1 2026 SaaS metrics for our Series A data room" Output: Formatted snapshot + cohort table + segment breakdown + narrative summary with investor framing.

Example 3: Board Deck Metrics Slide

Input: "Give me the 6 most important metrics for our board deck" Output: MRR/ARR, NRR, Logo Churn, LTV:CAC, CAC Payback, Rule of 40 — each with prior period comparison and trend indicator.

Red Flags to Surface

Always flag proactively:

  • NRR < 100% — losing more than you're gaining from existing customers
  • Quick Ratio < 1 — churn eating new growth
  • LTV:CAC < 2 — acquiring customers unprofitably
  • CAC Payback > 24 months — severe capital efficiency problem
  • Burn Multiple > 3 — burning too much per dollar of new ARR
  • Logo churn > 15%/yr — product-market fit concern

Precision. Integrity. Results. — PrecisionLedger