SaaS finance and ad-tech alike — each with the formula, a worked example, benchmarks and the questions people actually ask. From MRR and CAC payback to ROAS and CAPI.
Monthly recurring revenue — the predictable income your whole model runs on.
Read definition →Annual recurring revenue — MRR × 12, the headline number investors track.
Read definition →Average revenue per user or account — the lever you raise with pricing and upsell.
Read definition →How fast recurring revenue compounds, month over month.
Read definition →Annual contract value — the yearly worth of one deal, and how it shapes your sales motion.
Read definition →The committed value of signed contracts — and how it differs from revenue and ARR.
Read definition →Extra revenue from existing customers — the upsells that lift NRR past 100%.
Read definition →What share of trials become paying customers — with benchmarks by trial type.
Read definition →The rate customers leave — the ceiling on how big you can grow.
Read definition →Revenue lost to downgrades and cancellations — gross vs net, and why negative is the goal.
Read definition →Whether your existing base grows on its own — the best growth signal in SaaS.
Read definition →Growth versus losses in one number — how efficiently you add recurring revenue.
Read definition →Customer acquisition cost — what you really pay to win one customer.
Read definition →How many months it takes to earn back the cost of acquiring a customer.
Read definition →Lifetime value versus acquisition cost — the 3:1 rule and what it means.
Read definition →The profit left after the cost of serving customers — 80%+ for great SaaS.
Read definition →Growth rate plus profit margin — the ≥40 test for a healthy SaaS.
Read definition →How much new revenue each €1 of sales & marketing returns.
Read definition →Cash burned per €1 of new ARR — the cleanest read on efficiency.
Read definition →How many months of cash you have left at the current burn.
Read definition →The bottom line of new, expansion, contraction and churn each month.
Read definition →How much revenue you keep before any upsell — GRR caps at 100%.
Read definition →The loyalty signal that predicts churn and word-of-mouth growth.
Read definition →The honest acquisition cost for scaling decisions — and why blended flatters.
Read definition →The share of deals you close — and what's typical in B2B SaaS.
Read definition →How long deals take to close, by segment — and why shorter is more efficient.
Read definition →How much revenue each €1 of ad spend brings back — and why the reported number often flatters you.
Read definition →Telling the platform the return you want so it bids to hit it — and what it needs from you first.
Read definition →The number you attach to a conversion so the algorithm chases revenue, not raw count.
Read definition →What you pay for each lead — and why the cheapest leads are often the most expensive.
Read definition →The total profit a customer brings over time — the anchor for what a lead is really worth.
Read definition →A server-to-server way to tell the ad platforms what happened — without relying on cookies.
Read definition →Sales that close off the platform — fed back so the algorithm learns what actually pays.
Read definition →Sending hashed first-party data to recover conversions tracking would otherwise lose.
Read definition →The tag that links an ad click to a sale weeks later — the key to offline conversions.
Read definition →The customer data you own — the asset that keeps targeting sharp in a privacy-first world.
Read definition →Turning CRM fields into a single number for how good a lead is — no data scientist needed.
Read definition →Deciding which touchpoint gets credit for a sale — and why SMBs over-think it.
Read definition →Asking the platform to find more people like your best customers — only as good as the seed.
Read definition →Showing ads to people who already engaged — and how to do it without wasting spend.
Read definition →A lead marketing thinks is worth sales' time — and why the definition makes or breaks it.
Read definition →PipeValue sends the real value of every lead to Meta, Google, LinkedIn & TikTok — no data team.
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