Bring customer acquisition, recurring revenue, unit economics, and cash runway into one monthly SaaS performance view.
This Excel workbook is designed for SaaS founders, operators, revenue teams, and investors who need to turn operating data into a consistent set of key performance indicators. Enter monthly figures for traffic, signups, customers, recurring revenue movements, marketing expense, and cash activity; the workbook organizes those figures into customer, SaaS-metrics, and cash-and-burn dashboards.
Track customer movement
Review visitors, signups, paying customers, lost customers, net new customers, active customers, and churn together instead of reading each measure in isolation.
Assess SaaS unit economics
Compare customer lifetime value, customer acquisition cost, payback period, average revenue per account, Magic Number, and SaaS Quick Ratio by month.
Monitor liquidity
Connect monthly recurring revenue trends with cash in, cash out, burn rate, cash balance, and runway to support operating and funding decisions.
What can you analyze with this SaaS KPI workbook?
The template groups related metrics so you can move from top-of-funnel activity to revenue quality and then to cash impact. Monthly dashboard views make changes and relationships easier to identify.
Conversion through the customer funnel. Compare visitors with new signups and signups with new paying customers, including the associated conversion rates.
Customer growth and retention. Follow new customers, lost customers, net new customers, active customers, and customer churn rate through a customer waterfall and trend charts.
Recurring revenue movement. Review monthly recurring revenue (MRR), annual recurring revenue (ARR), new MRR, expansion MRR, churned MRR, net MRR growth, and the MRR churn rate.
Acquisition efficiency and account value. Evaluate customer acquisition cost (CAC), customer lifetime value (LTV), the LTV-to-CAC ratio, time to recover CAC, and average revenue per account (ARPA).
Growth quality and cash endurance. Examine the Magic Number and SaaS Quick Ratio alongside cash inflows, outflows, burn rate, ending cash, and runway in months.
What is inside the workbook?
The workbook separates data entry from analysis. Its monthly input table captures customer-related metrics, SaaS metrics, and cash-and-burn figures, while three dashboard pages convert the entered values into summary KPIs and charts. A reporting-month selector is visible on the dashboards, allowing the displayed headline metrics to be reviewed for a chosen month.
Monthly input table
Enter operating figures across January through December for customer activity, MRR movements, marketing expense, CAC, LTV, ARPA, cash in, cash out, and related measures.
Three focused dashboards
Use separate views for customer performance, SaaS operating metrics, and cash-and-burn analysis rather than crowding every KPI onto one page.
KPI summaries and charts
Headline values, month-over-month changes, waterfalls, bar charts, line charts, and cash views provide both the current reading and its recent direction.
The customer dashboard combines visitors, signups, paying customers, customer additions and losses, active customers, and churn into connected monthly views.
Follow acquisition and customer retention
Use the funnel charts to see how website traffic becomes signups and paying customers. The customer waterfall and net-new-customer view then show whether acquisition is outpacing customer losses and how churn is affecting the active customer base.
The SaaS metrics dashboard displays CAC payback, LTV-to-CAC, Magic Number, ARPA, active customers, and SaaS Quick Ratio trends by month.
Review acquisition efficiency and growth quality
Compare what it costs to acquire a customer with the value generated over the customer relationship. Payback period, LTV-to-CAC, Magic Number, ARPA, and the SaaS Quick Ratio provide complementary views of sales efficiency, recurring-revenue momentum, and account economics.
The cash-and-burn dashboard links the MRR waterfall with cash balance, burn rate, runway, and monthly cash inflows and outflows.
Connect recurring revenue with runway
Read new, expansion, and churned MRR alongside total MRR, then compare that recurring-revenue movement with cash generation and spending. The runway chart helps frame how long the current cash balance may support the observed burn pattern.
How do you use the template?
Prepare monthly source data
Collect customer-funnel figures, customer additions and losses, recurring-revenue movements, marketing expense, and cash activity for the periods you want to review.
Enter the operating figures
Populate the monthly input table using the workbook's customer, SaaS-metrics, and cash-and-burn sections. Keep the timing and definitions consistent from month to month.
Select the reporting month
Choose the month to surface the relevant headline KPI values and month-over-month comparisons on each dashboard.
Review the three dashboard views
Start with conversion and customer movement, continue to unit economics and growth indicators, and finish with MRR, cash burn, and runway.
Use trends to guide follow-up
Investigate changes such as weakening conversion, rising churn, longer CAC payback, slowing expansion MRR, or declining runway before setting operating priorities.
Who is this template for?
This template suits subscription businesses with monthly customer, recurring-revenue, acquisition-cost, and cash data. Founders and finance teams can use it for management reporting; revenue and growth teams can examine funnel conversion and customer economics; and investors or advisors can use the dashboards to discuss retention, acquisition efficiency, growth quality, burn, and runway using a shared KPI framework. It is most useful when the business can apply consistent definitions to each monthly input.
