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SaaS KPI Dashboard

4.67 (3 reviews)

SaaS KPI Dashboard optimizes your profitability with 23 distinct KPI metrics. Includes trend charts, forecast & past year comparison in Excel!

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Software as a Service also known as web-based software is a natural evolution of old traditional solutions. The instant access Excel Template will take your results and turn them into presentable data which can be analyzed to give you a better picture of how successful you have been. Through measurable and precise KPI metrics, you will demonstrate what your SaaS business need to perform better on the industry.

To manage your business more professional, we’ve focused on the most used 23 KPIs in 5 main groups:


Now, let’s see the details of the SaaS KPI Dashboard Excel Template.

SaaS KPI Dashboard Template Features:

On the Dashboard, you will input the values Current Year Actual, Current Year Target and Past Year Actual you would like to demonstrate. In this regards the navigation buttons are designed to make easier switching between other sections.


If you would like to add your own data or add a new row with new Saas KPI code, simply delete all dummy information we used for the sample.


Warning!: Do not forget to change other sections when you add/remove a KPI code. For example, if you add a new KPI to CY Actual section, you should also change it in CY Target, PY Actual, and Cumulative.

Trends forming with the charts will allow you to understand how your key SaaS metrics perform by giving visuals. You can select your one of SaaS KPIs you need to see.


After you input all the figures to the SaaS KPI Dashboard Template, Dashboard will present monthly and cumulatively results separately to provide a clear point of view you. It will make easier to interpret the past year and the company targets comparison

Detailed Description of SaaS KPI Metrics:


The Total Number Of Subscribers: Commonly referred to as “members”. The total number of receivers by paying advance regularly.

The Total Number Of Visitors: A single visitor can have multiple visits. You should track unique users that have had at least one session within the selected month.

The Total Amount of Sign Ups: Without sign-up your product has no purpose. To increase this important metric, you should offer an incentive.

New Subscriber/Organic: Also known as natural traffic. This metric shows your accessibility to exclude advertisement.

New Subscriber/Paid: The total amount of subscribers of who are coming from search engine results that is the result of paid advertising via Google AdWords or another paid search platform.

Conversion Rate: Conversion rate is the percentage of visitors who visited your page and take action on the page. They might visit the page a thousand times. But if it doesn’t convert, there’s no use in directing paid traffic to this site. This metric is especially useful if you’re using pay-per-click campaigns to drive traffic to specific pages.


Number Of Churned Customers: The total number of customers/subscribers who cut ties with you during last month.

Churn Rate: Also called the attrition rate, Increased churn rate may be a sign of poor user experience or slow service performance. Also may be a sign of insufficient marketing activities or customer relations.

Churn Expense: This is the total amount of your churn expenses. To calculate this metric: multiply your ARPA by the number of cancelled subscriptions.

Retention Rate: This Saas KPI indicates the number of customers who keep using your products and engaged to make repeat purchases. (CE-CN)/CS: CE is the number of customers, CN is the number of new customers acquired and CS is the number of clients at the start.


Average Revenue per User-ARPU: Also known as Average Revenue per Unit. To calculate ARPU: Divide the total revenue by the number of subscribers.

Monthly Recurring Revenue-MRR: This is the most important metric at subscription business. To calculate MRR: Multiply your ARPU (average revenue per user) by the total number of paying users.

Customer Lifetime Value – LTV: This metric is one of the most important Saas KPI metrics which is a prediction value of the net profit coming from the entire future relationship with a client. It represents the total amount of profit that each client is likely to spend over his/her lifetime.

Net New MRR: This metric shows your new lifeblood. To calculate using this formula: Net New MRR = New MRR + Expansion MRR – Churned MRR

Adsense Income: This metric should show your total payment revenue from your advertisers.


Customer Acquisition Cost-CAC: To calculate CAC, divide your total sales and marketing spend (including personnel) by the total number of new customers.

Cost of Adsense: Ad’s is one of the most important metrics in any SaaS business. You may have an excellent product, but even if you don’t invest in advertisement, you will not improve your business.

Employee Payroll: Ad’s is one of the most important metrics in any SaaS business. You may have an excellent product, but even if you don’t invest in advertisement, you will not improve your business.

Cost Of Goods Sold-COGS: The COGS is a very clear metric shows your direct costs of the goods sold per month. In general, COGS should include hosting costs, keeping the product running, third-party apps included in product delivery etc.


Support Tickets Created: This metric should show how many issues appear in per month. All the problems or requests should be converted into a ticket.

Net Promoter Score: Net Promoter Score measures the satisfaction of your business partner. Usually measured on a scale from 1 to 5 representing the amount of the satisfaction of your SaaS business.

Customer Engagement Score: Also known as Customer Effort Score which measures the effort that your customer puts in personally to have the request handled. You can measure it on a scale from 1 to 5 representing the amount of your customer’s effort.

Gross Margin: Generally, It’s calculated with this formula: Net Sales Revenue – COGS (Cost Of Goods Sold)

SaaS KPI Dashboard Excel Template Features Summary:

  • Monthly and Cumulative analysis with Saas Metrics Dashboard
  • Comparison with Past Year and Target values
  • Summary dashboard supported with interactive charts
  • Easy to use and nice design to be used in presentations
  • Clear on-sheet instructions
  • Compatible with Excel 2007 and later versions
  • Works both on Windows and Mac
  • No installation needed. Ready to use
  • Full Print ready
  • White Label
  • Does not include any VBA macros

This excel template is ready-to-use and provided as is. If you need customization on your reports or in need of more complex templates, please refer to our custom services.


Watch the video below to see the template in action! Presentantation also includes usage notes, explanations and tips & tricks about the template.



3 reviews for SaaS KPI Dashboard

  1. paul dave

    really nice work. a good dashboard is about telling your performance. It provide accurately calculating what has happened, and you can find a reason for why. but correct me if I am wrong here. how do I interchange the formula for a criteria where an increase is not good?

    • Someka

      Hello Paul! Thank you for your kind words! In the formula only you have to do is changing the formula in Act/PY columns.
      For instance you can change G23/I23 formula here to I23/G23:
      =IF(LEN($D23)<2;"""";IFERROR(G23/I23*100;"""")) ---> IF(LEN($D23)<2;"""";IFERROR(I23/G23*100;""""))

      If you can't get it feel free to contact us!

  2. derek newlands

    Great value for money in this template. Comes with good dashboard to work for us and has all the major metrics you need.

  3. amanda corrado

    One thing keep this theme from being a 5-star: There is no weekly results.

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