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SAAS KPI Audit

SaaS KPI Audit — Aidventure
Free Diagnostic Tool

Are You Tracking Your SaaS KPIs
Correctly?

A 5-minute self-assessment for SaaS founders and finance leaders. Uncover revenue reporting gaps that distort your ARR, mislead investors, and slow growth.

12 Questions
5 Minutes
Instant Score
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Section 1 of 4ARR & Revenue Recognition
01 / 04
ARR & Revenue Recognition
How you define and recognize recurring revenue shapes every downstream metric — and every investor conversation.
01How do you calculate Annual Recurring Revenue (ARR)?
We use total cash collected in the year
We annualize MRR but don’t exclude one-time fees
We normalize for contract length and exclude setup/professional services
We have a documented ARR policy aligned to IFRS 15 / ASC 606
02How do you handle multi-year prepaid contracts in revenue reporting?
We recognize the full payment as revenue when received
We spread it manually in a spreadsheet each month
Our billing system handles deferred revenue automatically
Automated deferred revenue schedules reconciled monthly to the GL
03When a customer upgrades mid-contract, how is the incremental ARR captured?
We update ARR at renewal only
We update ARR manually when we remember to
Expansions are captured in our CRM/billing tool in real time
Expansions captured, reconciled against deferred revenue, reflected in MoM ARR movement reporting
Section 2 of 4Churn & Net Revenue Retention
02 / 04
Churn & Net Revenue Retention
NRR is the metric investors stress-test hardest at Series A and beyond. Inaccurate measurement destroys credibility.
04How do you calculate Net Revenue Retention (NRR)?
We don’t track NRR formally
We track gross churn only (lost customers)
We include expansion and contraction but calculate it quarterly
Monthly NRR: (Beginning ARR + Expansion − Contraction − Churn) ÷ Beginning ARR
05When do you record a churn event?
When the customer stops paying
When the contract expires
When the customer gives notice or we decide not to renew
At contract end date, with a formal churn reason code and cohort tagging
06Do you track logo churn and revenue churn separately?
No — we just track customer count
We track revenue lost but not at the customer level
Yes, separately but reported inconsistently
Yes — both tracked monthly, tied to cohort analysis and ARR waterfall
Section 3 of 4Unit Economics
03 / 04
Unit Economics
CAC, LTV, and gross margin determine whether your growth model is sustainable — or just expensive.
07How do you calculate Customer Acquisition Cost (CAC)?
We don’t formally calculate CAC
Total marketing spend ÷ new customers
Total sales + marketing spend ÷ new customers (blended)
Fully-loaded S&M (salaries, tools, contractors) segmented by channel and customer type
08What’s your LTV:CAC ratio, and how confident are you in it?
We haven’t calculated it
We have a rough estimate based on assumptions, not actuals
We calculate it quarterly using gross margin and average customer life
Monthly LTV:CAC by segment, with CAC payback period tracked separately
09Is your gross margin calculated correctly for SaaS (excluding S&M and R&D)?
We use overall company margin, not SaaS-specific gross margin
We exclude COGS but don’t separate hosting/infrastructure costs
We track SaaS gross margin excluding S&M and R&D
SaaS gross margin at 70–80%+ target with hosting, support, and CSM allocated to COGS
Section 4 of 4Reporting & Controls
04 / 04
Reporting & Controls
Your finance infrastructure either validates or undermines the data quality of everything above.
10How long does your month-end close take?
More than 20 business days — or no formal close process
10–20 business days
5–10 business days
Under 5 business days with a documented close checklist
11Does your billing system reconcile to your General Ledger monthly?
No reconciliation — we trust the billing system output
We reconcile when discrepancies surface
Quarterly reconciliation
Monthly: billing system → deferred revenue → GL, all three reconciled
12If an investor asked for your ARR waterfall today, how long would it take?
We’d need to build it from scratch — multiple days
A few hours pulling from multiple systems
30–60 minutes with some manual cleanup
Under 15 minutes — templated and refreshed monthly
SaaS KPI Audit Report
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Aidventure · Fractional CFO & Finance for SaaS · Toronto, ON · info@aidventure.ca
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