12 Saas Product Metrics - by Customers

Swagat A. Irsale
Dec 16, 2025
4 min read

Here are key Saas product metrics. In this post I am giving saas product metrics by aggregating customers. In other posts I will give Saas product metrics by User as well as by Platform if a multi-products exist.

Sales-led, product-led, consumption based or any combination of these, the Saas product metrics by customer are relevant.
Maturity of products, innovation curves, etc. does not impact which Saas product metrics you track.
Product is and should always be considered as an end to end business. So I am including metrics across the journey from prospecting to upsell/ churn. This covers the full adoption loop … 🙋

Let’s start.

Saas Product Metrics for Acquisition -

It is best to track customer acquisition metrics month over month. Think about a chart which is Number of customers vs Months. This should give a fair idea of how many cumulative customers there are this month and how the growth has progressed month over month. It is beneficial to plot this graph month over month for 2 years.

Customers in Pipeline - This is the number of customers in the pipeline. Customers in the pipeline is a reflection of our outbound efforts, our referrals and the Saas product being a brand in the market … 👏
Customers Sold - If the product is not yet scaled we can track customers sold by quarter. For small and mid-market products this is a very important metric.
Customers being onboarded - How many total customers are being onboarded? This means the customers with whom our teams are engaging to get them live.
Live Customers - This means that these customers and their users are using our product. Please be careful to tag customers as Live if some of the components of the product have gone live and not others … 🎉

Saas Product Metrics for Usage/ Operations -

Lets understand the usage/ operations metrics by Customers.

Time to onboard a customer - This is one of the most critical metrics for both customer as well as Saas partner. The customer has to be onboarded in a specific number of days so all their users start using the product and the customer realises the value sooner. Think about it - 1 month delay in customer onboarding means 8% loss in annual value.
Active Customers (good health) - We need to have a list of customers who are using our product, our relationship with them is good, payments are well and most importantly they are ready to give a good reference about us to our prospects and become our Brand Ambassadors … 🏆
Customers who need attention - Numbers of customers who are in some sort of pain. Examples can be the specific industry is in trouble, usage is low, many support tickets or similar challenges exist, the key team members have left the organisation and so on.
Churned Customers - customers who have churned or given a written notice that they intend to churn and move to another saas product.

Here is a refresher quote for you -

"The secret of change is to focus all your energy not on fighting the old but on building the new."

— Socrates

Saas Product Metrics for Growth -

For a Saas company to grow and scale it is mandatory that existing customers buy more products, buy frequently and their ARR also grows. It is also ok that some of the customers get themselves downsold for a quarter or two and then get back on track based on the business environment they operate in … 🏍️

Customers upsold - Number of customers who bought more products, components, licenses and/ or consumed more are considered to be upsold. Higher the % of customers up-sold, better is our revenue stability. Customers who buy more products have very high rates of renewing our products year over year giving us predictability in the revenue and fueling our innovation efforts.
Customers downsold - Number of customers who have reduced their licenses or components are downsells. This product metric will directly affect ARR and revenue metric. It is important that this is treated as a product metric for awareness and understanding why the customer downsold and how/ if it can be rectified in the future … 🍞
% of customers upsold - Number of customers who bought more products from us. The upsells can be minimal in dollar amount or high but it solidifies the customer trust.
% of ARR retained and churned - Not just number of customers but the dollar amount retained as well as churned is important. There can be a skewness in this metric where a single customer can make a big dent in the ARR, if the products are at the initial stage.