18 Metrics Every SaaS Company Should Track - Marketing, Sales & Services Metrics to Monitor in Your SaaS KPI Dashboard

Sep 13, 2026

Growing a SaaS business requires data-driven, thoughtful decisions across marketing, sales, and services—not just switching to a web delivery model. The document explains why predictable revenue growth and profitability are uniquely challenging under the recurring, small-increment revenue model. It emphasizes that scalable SaaS performance depends on identifying, attracting, and qualifying leads, improving sales efficiency without extending payback too far, and protecting customer success to prevent pre–break-even churn. It then introduces a KPI dashboard approach organized by marketing and sales funnel metrics.

LanguageEnglish

CategoryGeneral

FormatPDF

Pages33

Reading Time12 min

AccessFree to download

18 Metrics Every SaaS Company Should Track

The Marketing Metrics That Matter

Monthly Unique Visitors

Signups

18 Metrics Every SaaS Company Should Track The Marketing, Sales & Services Metrics to Monitor in Your SaaS KPI Dashboard by Gasper Vidovic, Databox Growing any business is difﬁcult. Scaling a Software as a Service (SaaS) company is especially hard. Most SaaS companies struggle to achieve predictable revenue growth and even public SaaS companies struggle to achieve proﬁtability. To make a SaaS company successful, you can’t just change your software delivery model to the web and expect it all to work. You must make thoughtful, data-driven decisions when it comes to your marketing, sales and services operations. Why? In comparison to enterprise software ﬁrms of yesteryear who could rely on large, up front fees to get a quick payback, SaaS business model relies on small amounts of recurring revenues. The SaaS economic model is unique from almost anyother. Unlike a services businesses where you can pay for your new equipment after the ﬁrst few jobs or a consulting business with no overhead that can close big upfront contracts from the get-go, revenue in a SaaS business is built one small sale at a time, paid in small increments. This makes SaaS marketing hard because you need to ﬁnd ways to ﬁnd and attract a high volume of quality leads and then ﬁnd ways to increase lead volume for years to come – all on a small budget. Sans big deals, SaaS sales is hard. You need to ﬁnd ways to make your salespeople more efﬁcient, so they can close more deals more quickly. But, every investment you make in productivity increases your payback period even further. Further, you can’t afford to hire experienced salespeople to help you ﬁgure it out. SaaS customer success is hard because it’s just another upfront expense you must justify within an already limited budget. But, it’s critical because you might not get any payback on your marketing, sales or services if customers cancel before break-even occurs. But even though scaling a SaaS company is hard, it’s not impossible. Fortunately for all of us, a few successful SaaS pioneers have shared parts of their playbook. Companies like HubSpot and Marketo invented and then shared their modern marketing and sales playbooks as well as their ﬁnancials as public companies — leaving little doubt of it’s effectiveness. Zendesk certainly eats their own cooking, showing companies how to manage customer success. Of course, the trailblazer themselves, Salesforce, has shown us what it takes to keep growing and growing. Even relative new comers like Buffer are leading the way, transparently exposing their inner workings even during their adolescent SaaS phase. And of course, we have investors like David Skok and Jason Lemkin who have seen the playbook from inside many a SaaS board room and shared it with the world in detail. And that’s not to mention the services companies like inside sales consulting ﬁrm, The Bridge Group and inbound marketing agency Kuno Kreative that have made a name for themselves by helping SaaS companies scale and sharing their best practices in their reports and on their blog. Together, these companies, investors and consultants have created and named a set of metrics that every SaaS employee would be wise to understand, and every SaaS executive should monitor closely. Being a data-driven SaaS company ourselves who also helps companies monitor their key performance metrics, we’ve compiled a list of key metrics every SaaS company should track. We’ve divided them up into three categories: marketing, sales and customer success. The Marketing Metrics That Matter Marketing is the key to growing a SaaS company. Marketing must help attract and convert prospects into paying customers. Here are 3 of the metrics we monitor most closely. 1 Monthly Unique Visitors Monthly unique visitors is the number of unique individuals visiting your website each month. If a person is visiting the site multiple times, they will be counted as one unique visitor as long as they use th

FAQs

Why are SaaS marketing, sales, and services harder to scale than many other software businesses?

SaaS revenue builds from recurring, small sales increments, so predictable growth is difficult and payback periods are sensitive. Marketing requires sustained lead generation with limited budgets, and sales productivity investments can extend payback, while customer success must be justified to prevent cancellations before break-even.

What is Monthly Unique Visitors and why does it matter?

Monthly unique visitors measures the number of distinct individuals visiting a website each month. It reflects audience size and helps gauge the impact of marketing efforts, while engagement metrics further indicate traffic quality.

How should signups be used as a key SaaS marketing metric?

For self-service SaaS, signups are critical because they directly represent conversion from prospects to users and can lead to paid conversion. Whether using free trials or freemium plans, marketing should drive signups by enabling users to learn the product and capture enough value to upgrade.

Sep 13, 2026

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