SaaS Company KPIs summary dashboard example

Photo of Wojciech Horyza, Business Operations Associate at Survicate
Wojciech Horyza

Business Operations Associate

* Contains sample data

What’s this dashboard for?

Survicate is growing quickly, and we now employ around 25 people. At the beginning of this phase of growth we realized we needed something to help keep the team in the loop. As a SaaS business we have huge amounts of data in the company, from big picture, long-term metrics, right down to performance metrics for individuals.

We wanted to make sure that as we grow, we’re not bombarding the team with lots of reports from all our tools. This dashboard is designed for everyone in the business, so they can quickly access an overview of the company’s most important metrics right now.

It’s a great way to educate employees about key company metrics and show that the company is going in the right direction.

The dashboard broadly represents our customer acquisition funnel. Top left, you can see Website Sessions – this is the first step in our customer’s journey, and we pull this metric from Google analytics.

To the right of that is Signups over the year, which we’re tracking in Mixpanel. This lets us keep track of what’s changing throughout the year and understand how changes early on in our user journey begin to filter through the rest of our funnel.

Also on the left we have some product marketing metrics, like the position held by people looking at our product – very important data for us, as this allows us to adjust out marketing campaigns for specific audiences. For the same reason we have company size and industry too, which we fetch from Mixpanel (and this pulls in information from Clearbit).

At the bottom we have some marketing metrics, including Leads Generated, which is provided by our marketing team in a Google sheet.

On the right is Monthly Recurring Revenue (MRR) – the most important metric for a SaaS company like ours – which we pull from Chartmogul. Below that is Average Revenue Per Account (ARPA), also from Chartmogul.

Below we have Churn Rate (we track Net MRR Churn Rate rather than Customer Churn). For us we have a target percentage we want to stay under, so this lets us keep track of that month to month. And below Churn Rate we have new business MRR.

As we’ve grown from a small 10-15 person startup to a team of over 25, we’ve felt the need to formalize the way we’re sharing data to make sure everyone understands our core company performance metrics. We’ve also started to hire some remote workers who’ve said they want to be kept in the loop with certain company metrics, but don’t want to waste their time digging into each of our tools to get the numbers they need.

I created this dashboard, but I worked closely with people from Product and Marketing, and asked them to tell me what their most important data was. Together with my supervisor, I thought through the logic of how we might present these metrics. At one point we were considering creating specific dashboards for different areas of the company, but then we thought this would be too specific and too much information for most people in the company. At this stage we felt it would be more useful to have more general information on the dashboard.

  • Educates the whole team on core company metrics
  • Keeps remote workers in the loop
  • Visualizes the customer acquisition funnel

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