SaaS Reporting in 2024: Build a Data-Driven Organization

Published: June 28, 2024 - 13 min read

Julian Alvarado

SaaS companies are drowning in data but starving for insights. This guide cuts through the noise, offering a clear path to effective SaaS reporting. We’ll explore why it matters, how to get started, and which metrics truly drive growth. Let’s turn your data into a competitive advantage.

Importance of SaaS Reporting

SaaS reporting is the process of collecting, analyzing, and presenting data about your software-as-a-service business performance. It’s not just about pretty charts – it’s about making informed decisions that propel your business forward.

Why is SaaS reporting crucial?

  1. Data-Driven Decision Making: It transforms gut feelings into factual insights, enabling leaders to make choices based on real-world performance.
  2. Performance Tracking: Regular reporting helps you monitor progress towards goals and identify areas needing improvement.
  3. Predictive Power: By analyzing trends, you can anticipate future challenges and opportunities.

The impact of effective SaaS reporting is profound:

  • Faster Growth: Companies that leverage data-driven insights grow 30% faster than competitors.
  • Improved Efficiency: Identifying underperforming areas allows for targeted improvements.
  • Increased Investor Confidence: Clear, data-backed reporting attracts and retains investors.

How to Get Started with SaaS Reporting

Jumping into SaaS reporting can seem daunting, but with the right approach, it’s a straightforward process. Let’s break it down into manageable steps.

Defining the Goal and Metrics

Before diving into data, it’s crucial to align your reporting goals with your business objectives. This ensures that your efforts yield meaningful insights that drive action.

Steps to define your reporting goals:

  1. Identify your primary business objectives (e.g., reducing churn, increasing MRR, improving customer satisfaction)
  2. Break down these objectives into measurable components
  3. Select key performance indicators (KPIs) that directly relate to these components

Remember, less is often more. Focus on a core set of metrics that provide the most value for your current business stage and goals.

Choosing a Reporting Tool

Selecting the right reporting tool is critical for efficient and effective SaaS reporting. Consider these factors when making your choice:

  • Data integration capabilities: Can it connect to all your data sources?
  • Customization options: Does it allow you to create tailored reports and dashboards?
  • Ease of use: Will your team be able to use it without extensive training?
  • Scalability: Can it grow with your business?
  • Cost: Does it fit within your budget?

Types of reporting tools:

  1. All-in-one BI platforms: Offer comprehensive analytics capabilities but may be complex and costly.
  2. Specialized SaaS reporting tools: Designed specifically for SaaS metrics, often with pre-built templates.
  3. Spreadsheet-based tools: Like Coefficient, which bring live data into familiar environments like Excel or Google Sheets.

Creating the Report

Effective SaaS reports are clear, concise, and actionable. Follow these steps to design impactful reports:

  1. Define your audience: Are you reporting to the board, team leads, or operational staff?
  2. Choose the right data: Select metrics that answer your audience’s key questions
  3. Structure your report: Organize information logically, from high-level overview to detailed breakdowns
  4. Design for clarity: Use consistent formatting and color coding for easy comprehension

Best practices for data visualization:

  • Use appropriate chart types for different data sets (e.g., line charts for trends, bar charts for comparisons)
  • Maintain consistency in color schemes and formatting
  • Avoid cluttering charts with unnecessary elements
  • Include clear labels and legends

Automate Reporting

Automation is a game-changer in SaaS reporting, offering numerous benefits:

  • Time savings: Reduce manual data entry and report generation time.
  • Accuracy: Minimize human errors in data collection and calculation.
  • Real-time insights: Access up-to-date information for timely decision-making.
  • Consistency: Ensure regular reporting without relying on individual schedules.

Tools and techniques for report automation:

  1. Data connectors: Use APIs or native integrations to automatically pull data from various sources.
  2. Scheduled reports: Set up recurring reports to be generated and distributed automatically.
  3. Alerting systems: Configure notifications for significant changes or threshold breaches.
  4. Dynamic dashboards: Implement live dashboards that update in real-time as new data comes in.

Top SaaS Metrics to Track

Tracking the right metrics is crucial for SaaS success. While the specific KPIs may vary based on your business model and stage, here’s a comprehensive list of essential metrics across different business functions. Use our SaaS Metrics Calculator to easily compute these metrics for your business.

Leadership Level

Leadership metrics provide a high-level view of overall business health and growth trajectory.

  • Annual Recurring Revenue (ARR): Total value of recurring revenue normalized for a year.
    • Calculation: (Total recurring revenue per month) x 12
    • Importance: Indicates the predictable, recurring revenue stream and overall business scale.
    • Target: Aim for consistent year-over-year growth.
  • Monthly Recurring Revenue (MRR): Predictable revenue generated each month from subscriptions.
    • Calculation: Sum of all recurring monthly fees from paying customers
    • Importance: Reflects short-term financial health and growth trends.
    • Target: Positive month-over-month growth.
  • Churn: Rate at which customers cancel their subscriptions.
    • Calculation: (Churned customers in a period / Total customers at start of period) x 100
    • Importance: Indicates customer satisfaction and product stickiness.
    • Target: Industry average is 5-7% annually, but lower is better.
  • CAC:LTV Ratio: Comparison of customer acquisition cost to lifetime value.
    • Calculation: Customer Lifetime Value / Customer Acquisition Cost
    • Importance: Measures the efficiency of your sales and marketing efforts.
    • Target: Aim for a ratio of 3:1 or higher.
  • New Sales: Value of new business acquired in a given period.
    • Calculation: Sum of ARR from new customers
    • Importance: Indicates market traction and sales team effectiveness.
    • Target: Consistent growth aligned with company targets.
  • Quick Ratio: Measures a company’s ability to grow despite churn.
    • Calculation: (New MRR + Expansion MRR) / (Churned MRR + Contraction MRR)
    • Importance: Indicates overall growth efficiency.
    • Target: A ratio above 4 is excellent, 1-4 is good, below 1 needs improvement.
  • Product Adoption: Percentage of users actively using key features.
    • Calculation: (Number of active users / Total number of users) x 100
    • Importance: Indicates product-market fit and potential for retention.
    • Target: Aim for steady increase over time.


Sales metrics help optimize the sales process and forecast future revenue.

  • Annual Contract Value (ACV): Average annual revenue per customer contract.
    • Calculation: Total contract value / Number of years in the contract
    • Importance: Helps in sales forecasting and resource allocation.
    • Target: Varies by industry and target market.
  • Win Rate: Percentage of closed deals that result in a sale.
    • Calculation: (Number of won opportunities / Total number of closed opportunities) x 100
    • Importance: Indicates sales team effectiveness and product competitiveness.
    • Target: Industry average is around 20%, but higher is better.
  • MRR: (Already covered in Leadership section)
  • Lead Velocity: Rate at which qualified leads are increasing.
    • Calculation: ((Current month’s qualified leads – Last month’s qualified leads) / Last month’s qualified leads) x 100
    • Importance: Predicts future sales pipeline health.
    • Target: Consistent positive growth month-over-month.
  • Pipeline Ratio: Ratio of pipeline value to quota.
    • Calculation: Total pipeline value / Sales quota
    • Importance: Indicates likelihood of meeting sales targets.
    • Target: Typically 3x-5x of quota, but varies by sales cycle length.


Finance metrics provide insights into the company’s financial health and sustainability.

  • Churn Rate: (Already covered in Leadership section)
  • ARR: (Already covered in Leadership section)
  • Churn Revenue: Total revenue lost from churned customers.
    • Calculation: Sum of MRR from churned customers
    • Importance: Quantifies the financial impact of customer churn.
    • Target: Minimize; should be significantly less than new and expansion revenue.
  • CAC Payback: Time it takes to recover the cost of acquiring a customer.
    • Calculation: CAC / (ARPA x Gross Margin %)
    • Importance: Indicates efficiency of sales and marketing spend.
    • Target: Typically aim for 12 months or less.
  • LTV (Lifetime Value): Predicted total revenue from a customer over their lifetime.
    • Calculation: ARPA x Gross Margin % x (1 / Churn Rate)
    • Importance: Helps in determining acceptable CAC and overall business viability.
    • Target: Should be at least 3x CAC.
  • Gross Margin: Percentage of revenue retained after direct costs.
    • Calculation: (Revenue – COGS) / Revenue x 100
    • Importance: Indicates pricing power and operational efficiency.
    • Target: SaaS companies typically aim for 80%+ gross margins.
  • Bookings: Total value of all signed contracts in a given period.
    • Calculation: Sum of all contract values signed in the period
    • Importance: Leading indicator of future revenue.
    • Target: Should show consistent growth aligned with company goals.


Marketing metrics help optimize customer acquisition and lead generation efforts.

  • Website Conversions: Percentage of website visitors who take a desired action.
    • Calculation: (Number of conversions / Total website visitors) x 100
    • Importance: Indicates effectiveness of website in generating leads or sales.
    • Target: Varies widely, but 2-5% is often considered good for B2B SaaS.
  • Website Traffic: Number of visitors to your website.
    • Calculation: Sum of all website visits in a given period
    • Importance: Indicates reach and effectiveness of marketing efforts.
    • Target: Consistent growth aligned with marketing goals.
  • Traffic to Lead Conversions: Percentage of website visitors who become leads.
    • Calculation: (Number of new leads / Total website visitors) x 100
    • Importance: Measures effectiveness of lead generation efforts.
    • Target: Industry average is around 2-3%, but higher is better.
  • MQLs (Marketing Qualified Leads): Number of leads deemed likely to become customers.
    • Calculation: Sum of leads that meet predefined criteria for quality
    • Importance: Indicates potential pipeline value from marketing efforts.
    • Target: Should align with sales team capacity and revenue goals.
  • MQL to SQL Conversions: Percentage of MQLs that become Sales Qualified Leads.
    • Calculation: (Number of SQLs / Number of MQLs) x 100
    • Importance: Measures quality of marketing leads and handoff to sales.
    • Target: Industry average is around 13%, but aim for 20% or higher.

Customer Success

Customer success metrics focus on retention, satisfaction, and expansion opportunities.

  • Expansion Revenue: Additional revenue from existing customers.
    • Calculation: Sum of revenue from upsells, cross-sells, and upgrades
    • Importance: Indicates effectiveness of customer success and product stickiness.
    • Target: Should contribute significantly to overall growth; aim for 20-30% of new ARR.
  • NPS (Net Promoter Score): Measure of customer loyalty and satisfaction.
    • Calculation: % Promoters – % Detractors
    • Importance: Predicts customer retention and word-of-mouth growth.
    • Target: Above 50 is excellent, 0-50 is good, below 0 needs improvement.
  • Customer Health Score: Composite metric indicating likelihood of retention/churn.
    • Calculation: Weighted average of factors like product usage, support tickets, NPS, etc.
    • Importance: Helps prioritize customer success efforts and predict churn.
    • Target: Define your own scale (e.g., 0-100) and aim for continuous improvement.
  • CSAT (Customer Satisfaction Score): Measure of customer satisfaction with specific interactions.
    • Calculation: (Number of satisfied customers / Total number of survey responses) x 100
    • Importance: Indicates quality of customer service and overall experience.
    • Target: Aim for 80% or higher.
  • Retention Cost: Cost associated with retaining existing customers.
    • Calculation: Total cost of customer success team / Number of customers
    • Importance: Helps optimize resource allocation for customer retention.
    • Target: Should be significantly lower than CAC and justified by customer LTV.
  • CLV (Customer Lifetime Value): (Already covered as LTV in Finance section)

Remember to use our SaaS Metrics Calculator to easily compute and track these essential metrics for your business. By focusing on these key indicators across different business functions, you’ll gain a comprehensive view of your SaaS company’s performance and identify areas for improvement and growth.

Popular SaaS Dashboards

In the fast-paced world of SaaS, having the right information at your fingertips is crucial. Let’s explore five essential dashboards that can transform your decision-making process.

Leadership Level

Sales Performance Dashboard

Screenshot of the Sales Performance Dashboard displaying sales metrics and performance.

This dashboard helps leaders monitor their sales team’s performance. It includes visualizations for sales by time period, opportunity type, and geography.

Use this to track year-over-year sales results, identify top-performing teams, and monitor key sales KPIs.

Download the Sales Performance Dashboard to keep your sales team on track.


Outreach Sequence Performance


This dashboard helps you monitor and optimize your email sequences. It tracks high-level metrics for your email funnel, sequence steps, and open tasks directly within Google Sheets.

Download the Outreach Sequence Performance Calculator to enhance your email marketing efforts.


SaaS Financial Model


This template unifies key metrics from GA4, HubSpot, Chargebee/Stripe, and QuickBooks, providing a comprehensive view of your business’s performance. It helps you track growth, pinpoint bottlenecks, and forecast long-term financial health.

Consolidate your SaaS metrics into one Google Sheets dashboard.


CMO Dashboard Template


This template empowers you to take control of your marketing performance data, providing real-time visibility into your funnel and cost-efficiency metrics.Ready to elevate your marketing analytics? Download Coefficient’s free marketing dashboard template and start optimizing your campaigns today.

Customer Success

Customer Health Dashboard


This dashboard integrates critical customer health metrics into your business strategy. Track customer engagement levels, satisfaction, and churn risk to enhance customer retention and satisfaction.

Download the Customer Health Dashboard to stay ahead of customer needs

For more dashboards, check out this article.

Top SaaS Reporting Tools in 2024

Choosing the right reporting tool can make or break your data strategy. Let’s examine four popular options to help you make an informed decision.

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Spreadsheets + Coefficient

Screenshot of the Coefficient homepage showcasing their SaaS reporting tools.

Coefficient is a powerful dynamic reporting tool that seamlessly integrates with spreadsheets, bringing live data directly into your familiar Excel and Google Sheets environments.

Key Features:

  • Live data sync from 50+ business systems
  • Easy report and dashboard building with real-time data
  • Two-way data sync capabilities
  • Automated report scheduling and alerts


  • Familiar spreadsheet interface reduces learning curve
  • Real-time data updates ensure accuracy
  • Extensive integration options with popular business systems


  • Primarily focused on spreadsheet-based reporting
  • May require some spreadsheet knowledge for advanced features

Best For: Businesses that rely heavily on spreadsheets for reporting and analysis, especially those looking to enhance their existing workflows with live data and automation.

Pricing: Coefficient offers a free plan with paid tiers for additional features starting at $49 per user/month


Screenshot of the Looker homepage highlighting their SaaS reporting features.

Looker, now part of Google Cloud, is a modern, cloud-native business intelligence platform known for its robust data modeling capabilities.

Key Features:

  • Powerful data modeling language (LookML)
  • Embedded analytics capabilities
  • Collaborative features for team-based analysis
  • Strong API and developer tools


  • Scalable architecture suitable for large enterprises
  • Excellent for companies with complex data relationships
  • Strong support for data governance and version control


  • Higher learning curve due to LookML
  • Can be more expensive than some alternatives

Best For: Data-driven organizations with complex data structures that need a scalable, cloud-native solution with strong governance features.

Pricing: Custom pricing based on organization size and needs.


Screenshot of the Tableau homepage featuring their SaaS reporting capabilities.

Tableau is renowned for its robust data visualization capabilities and intuitive interface, making it a popular choice for businesses of all sizes.

Key Features:

  • Drag-and-drop interface for creating visualizations
  • Wide range of chart types and customization options
  • Strong data blending and preparation tools
  • Mobile-friendly dashboards


  • Powerful and flexible visualization options
  • User-friendly interface for non-technical users
  • Large user community and extensive learning resources


  • Can be expensive for small businesses
  • May require significant training for advanced features

Best For: Organizations that prioritize data visualization and need to create compelling, interactive dashboards for various stakeholders.

Pricing: Tableau’s paid plans start at $70 per user per month and range up to $150 per user per month.

Power BI

Screenshot of the Power BI homepage emphasizing their SaaS reporting solutions.

Microsoft Power BI is a suite of business analytics tools that delivers insights throughout your organization. It offers a user-friendly interface for creating interactive visualizations and dashboards, along with robust data modeling capabilities.

Key features:

  • Strong integration with Microsoft ecosystem
  • AI-powered insights and natural language queries
  • Extensive data connectivity options
  • Custom visual development

Ideal use cases:

  • Organizations heavily invested in Microsoft products
  • Teams needing both self-service and enterprise BI capabilities
  • Companies looking for AI-enhanced analytics


  • Cost-effective for many organizations
  • Regular feature updates
  • Strong data modeling capabilities


  • Steeper learning curve for advanced features
  • Some limitations in customization compared to other tools
  • Can be complex to set up and maintain

Pricing: Paid plans start at $9.99 per user per month and range up to $20 per user per month for Premium Per User, with enterprise options available at $4,995 per capacity per month.

Stay on Top of Your SaaS Reporting with Coefficient

ffective SaaS reporting drives growth through relevant metrics and clear dashboards. Tools like Coefficient simplify data integration and analysis, making it easier to gain actionable insights. Improve your reporting process by trying Coefficient today.

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Julian Alvarado Content Marketing
Julian is a dynamic B2B marketer with 8+ years of experience creating full-funnel marketing journeys, leveraging an analytical background in biological sciences to examine customer needs.
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