Annual SaaS Metrics Survey (2012 Edition)
Welcome to Totango's 2nd annual SaaS Metrics Survey! We appreciate your time and input. Upon completion of this survey, you will be entered in a drawing for an Apple TV - winners will be notified via email. All participants will receive an advanced copy of the survey report (and eternal gratitude from the SaaS community)! 2011 SaaS Metrics Survey Results:
Which of the following metrics do you track?
Select ALL that apply
Conversion rates (free to paying)
Website Unique Visitors
Number of new trial signups or free acounts
Churn rates (of paying customers)
Product usage statistics
Customer Lifetime Value
Revenues per user
Social media mentions
Account activation rate
Upgrade and downgrade rates (for multi-tier offerings)
Net Promoter Score (NPS)
At what frequency do you review these metrics?
Weekly - once a week
Daily - once a day (or more)
Monthly - once or twice a month
Quarterly - once a quarter
I personally don't review metrics
How happy are you with the state of your executive metrics?
I am very pleased with the executive metrics we've developed
It works and it is good enough. I can't afford (don't want to) spend more to get it perfect
I am not satisfied and spend considerable time/money on improving it
I am not satisfied, but have learned to live with it
Are there any metrics you are not tracking today, but plan to track in the future?
What aspects of churn do you measure, if any?
Annual retention/churn in % of the number of customers
Annual retention/churn in % of revenues
Churn occurring in the first 90 days of a customer's life
Monthly steady-state churn
Are you able to grow Revenues Per User/Customer year over year?
No, we don't have a recurring revenue component
No, revenues are steady per customer year over year
No, revenues per customer/user is declining year over year
If you grow revenue year over year for a customer, what is the average/typical amount of % revenue growth for these “expansions”?
What best describes your model?
Subscription with free trial
What best describes your business?
No revenue yet (we're just starting)
Young (first year of revenue)
Scaling (first couple of years in revenue)
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