MRR KPIs & Metrics Dashboard Template for SaaS Startups

SaaS MRR KPI Metrics

You've been running a SaaS company for a while now, and your customer count is growing. Your sales team has been closing deals across various countries, and you're looking to automate your monthly recurring revenue (MRR) calculations and reports, to share with your internal team and investors.

What is an MRR KPIs Dashboard?

Monthly Recurring Revenue, aka "MRR", is a normalized measure of a business's predictable revenue that it expects to earn each month. (From HubSpot)

An automated MRR KPIs Dashboard will help you keep track of your MRR status, tell the story of your revenue to your internal team and investors.

Essential KPIs and Metrics in an MRR Dashboard

• Deals count: Number of new deals created
• ARPA: Average revenue per account
• Total MRR: Net new MRR + Upsell MRR - Downgrade MRR - Churned Rate MRR
• Total MRR Growth Rate: percentage of revenue changed over time
• New MRR: Total value of all new accounts added monthly
• Net MRR Growth Rate: percentage of revenue added from new accounts
• Upsell MRR: Value added of the accounts that decide to upgrade their plan to expand their usage
• Upsell MRR Rate: percentage of revenue added due to upsells
• Downgrade MRR: Value lost of the accounts that decide to downgrade their plan and downsize their usage
• Downgrade MRR Rate: percentage of revenue lost due to downgrades
• Churned MRR: Value lost of the accounts that decide not to use your software
• Churned MRR Rate: percentage of revenue lost due to cancellation

Prospects & Customers Metrics

• Prospects Count: Number of prospects
• Active Customers Count: Number of current active customers
• Won Customers Count: Number of won customers in that month
• Win Rate: Won Customers Count / Prospects Count
• Churned Customers Count: Number of churned customers in that month

To help you get a sense of how an MRR KPIs Dashboard looks like, we've built a template below:

You might like to read: How We Built Our MRR Dashboard (Using Pipedrive & Holistics)