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The 6 Metrics Every Subscription Business Needs to
Track




 Lars Lofgren
 Marketing Analyst - October 2012   info@kissmetrics.com - Confidential - Do not distribute
@larslofgren #KISSwebinar
We’ll cover...




1   The metrics we like to track...

2   The metrics we NEED to track

3   Q&A
WHY DO METRICS
Matter?
They tell us if we’re succeeding
Great metrics help us work on the right projects
THE METRICS WE LIKE
Too Much
Total users
Pageviews and visitors
Vanity metrics are a distraction
We need metrics that track our business
Metric #1




     MONTHLY RECURRING
        Revenue
What is monthly recurring revenue (MRR)?
SaaS depends heavily on recurring revenue




    All your costs are up front. And it
  takes a long time to turn a profit on a
                 customer.
MRR best practices




 1   Can also be tracked quarterly or annually

 2   Key driver of profit

 3   More important than monthly revenue

 4   Use it as your main baseline
Metric #2




       USER AND REVENUE
            Churn
Churn is the percentage of people that bail
High churn = pain, low churn = win
Churn starts low but grows quickly




  If customer growth is constant, churn
    will eventually match it. You’ll stop
                  growing.
100 new customers per month at 10% churn


             800




             600
 Customers




             400




             200




              0
                   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sept   Oct   Nov   Dec   Jan   Feb   Mar
High churn = improve your product
Once you have control of churn...




      To keep growing, you’ll need to
      acquire customers faster every
                    month.
Churn best practices




 1   High churn = improve your product

 2   Who’s churning?

 3   Long term contracts can help

 4   Use cohorts to track long term changes
Metric #3




    AVERAGE REVENUE PER
      Customer
Average revenue per customer




     The average amount that you’ve
    already received from customers.
Up-sells and cross-sells are the key
Up-selling = get them on a higher plan
Cross-selling = sell more stuff
Average revenue best practices




 1   Focus on up-sells and cross-sells

 2   Scalable pricing makes this easier

 3   Try bundling

 4   Growing average revenue can flip
     churn
Metric #4




            LIFETIME
            Value
There are many different ways to calculate LTV




   LTV combines current revenue with
  churn to predict how much you’ll earn
                in the future.
Different from average revenue per customer?




1   Average revenue = what you already have

2   LTV = What you’ll get in the future
LTV best practices




 1   Churn has a HUGE impact on LTV

 2   Find customer segments with the best LTV

 3   Start with the simple versions
Metric #5




            COST PER
    Acquisition
What’s the cost to acquire a new customer?
The importance of CPA




   You don’t have a business until you
    can acquire customers profitably.
Get CPA for each marketing campaign




    The higher your CPA, the longer it
   takes for you to reach profitability.
CPA best practices




 1   Get the CPA for each campaign

 2   CPA increases over time for channels

 3   Must be a LOT less than LTV

 4   Inbound marketing has great long term
     ROI
Metric #6




            THE SIGNUP
            Funnel
Track each step to becoming a customer
Don’t forget to track activation




    Activation = Someone uses a core
  part of your product for the first time
Funnel best practices




 1   Start with your baseline

 2   Look for bottle-necks

 3   Track activation

 4   Track tests through the whole funnel
CAN WE TRACK THESE IN
 Analytics?
Google Analytics can’t track any of this.
You need to connect revenue to customers.




  Customer analytics does this for you.
A customer analytics revenue report
We can also segment by traffic source
Where do we get customer analytics?
Two metrics you’ll need to pull by hand (for now)




1   Monthly Recurring Revenue

2   Cost Per Acquisition
KISSmetrics will track these metrics for you:




 1   Average revenue per customer

 2   Churn

 3   Lifetime value

 4   Your signup funnel
Q&A Time!
    Lars Lofgren
 llofgren@kissmetrics.com
        @larslofgren

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