The metrics we build & maintain
Every metric below is defined consistently, calculated correctly, and presented in a format investors understand.
MRR & ARR Bridge
We track all five components of MRR movement: new MRR, expansion MRR, contraction MRR, churn MRR, and reactivation MRR. This gives you a complete picture of how your revenue is growing and where it is leaking.
Net Revenue Retention
NRR above 100% means your existing customers are spending more than they were 12 months ago. It is the single most important metric in a SaaS investor’s scorecard. We calculate it correctly and show you what is driving it.
LTV : CAC Ratio
We calculate customer acquisition cost by channel, segment and time period. LTV is calculated using your actual gross margin and churn rate. The resulting ratio tells you whether your growth engine is profitable or a money furnace.
Churn Rate Analysis
Logo churn and revenue churn tell different stories. We calculate both, segment by cohort, plan tier, and acquisition channel, and identify where your churn problem actually lives—so you can fix it.
CAC Payback Period
CAC payback tells you how long it takes to recover the cost of acquiring a customer. It determines how capital-efficient your growth is and how quickly you can reinvest. Under 12 months is the benchmark most investors set for B2B SaaS.
Rule of 40
The Rule of 40 adds your ARR growth rate to your EBITDA margin. A score above 40 indicates a well-balanced SaaS business. It is a core benchmark for late-stage investors and acquirers. We track it monthly and show you how to improve it.
Runway & Burn Rate
We model your gross burn, net burn, and runway across multiple growth scenarios. You will always know at what growth rate you run out of money, and how far in advance you need to start your next fundraise.
Magic Number
The magic number measures how efficiently your sales and marketing spend converts into new ARR. Above 0.75 is efficient growth; above 1.5 suggests you should invest more aggressively in sales. We track this every quarter alongside your CAC payback.
Gross Margin
SaaS gross margin is not just revenue minus cost of goods. It includes hosting, support, and CS costs allocated correctly. We calculate gross margin the way investors calculate it, and we track the contribution margin per customer segment.
Why It Matters
Dirty metrics kill deals.
Clean metrics close them.
When an investor’s finance team opens your data room, they will recalculate your metrics from source data. If your numbers do not match, the deal price comes down—or the deal falls apart.
The SaaS companies that raise at the best terms are those where the metrics are already clean, consistently defined, and trended over 18–24 months before the fundraise starts.
We build your metrics stack from scratch, document every definition, and produce a monthly pack that gives you a running record of your business's financial health.
Start Building Clean Metrics →Common Metrics Mistakes We Fix
Your Fractional CFO
Kishen Patel ACA
ICAEW Chartered Accountant · Big Four Trained · London
Kish is the founder of Consult EFC and the CFO behind SaaSFractionalCFO.co.uk. He is an ICAEW Chartered Accountant (ACA) with over 12 years of experience across Big Four audit, investment banking, and corporate finance advisory.
He has worked with over 100 UK businesses — from pre-revenue SaaS startups raising their first SEIS round to established software companies preparing for Series B and exit. Every engagement is led personally by Kish. Your work is never passed to a junior.
As a regulated ICAEW member, Kish is held to the highest professional and ethical standards in UK accountancy — the same standards that FTSE 100 boards and global investors rely on.
12+
Years finance leadership
100+
UK businesses advised
£40m+
Capital raised
Big 4
Trained
Want metrics your investors
will not pull apart?
Book a discovery call and we will audit your current SaaS metrics. We will tell you what is wrong, what is missing, and how to fix it.
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