Key Metrics for SaaS Businesses

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All businesses are unique, but almost all share a universal goal: increasing customers and revenue. Control provides you the key metrics you that give you a good sense of whether your business is growing, or there’s some problem areas you should be concerned about. We looked at best practices across similar business types as your own, to define the key insights you should have available to you anytime you log into the Control Board.

After you have connected your payment and customer data, and have selected your business type – you are provided all of your key metrics , displayed front and center within the Control dashboard. If you are a subscription based business , your dashboard will provide you a summary view of the most important numbers that will inform you how you to stay in control of your business:

Key Metrics


Total Customers

Total number of active customers across all of your connected and selected payment platforms.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested).

Total Revenue

Total sales value of across all of your connected and selected payment platforms, excluding transaction fees, declined charges and negative charges such as refunds.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested).

Total Charges

Total number of approved charges across all of your connected and selected payment platforms.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested).

Customer Churn Rate

Displays the percentage of customers that have “churned” in a given month across all of yourconnected and selected payment platforms, by calculating the total number of customers that cancelled their subscription during a particular month divided by the total number of active customers at the beginning of that month.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested).


Approval Rate

Displays the percentage of charges that are approved across all of your connected and selected payment platforms, by calculating total Approved Charges divided by Total Approved and Declined Charges , expressed as a %. Generally, you want your Approval Rate to average around 80%.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested).

Average Revenue per User (ARPU)

Displays an average of subscription revenue per user across all of your connected and selected payment platforms, by calculating Total Revenue divided by Total Customers and then dividing the average by 12 to show the monthly ARPU.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested).

Lifetime Value (LTV)

The estimated lifetime value of your customers across all of your connected and selected payment platforms, expressed as an average. This metric is calculated by dividing ARPU by Churn %. Please note that since the All-Time churn rate will be set as 100% since all businesses start with 0 customers, therefore the current LTV in All-Time will be shown as ARPU. We will be adding LTV over time as graphs to our dashboard.

 

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested).

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