SaaS Metrics Fundamentals for Managers, Founders & Investors

The Most Comprehensive Course on SaaS Metrics: Bookings, ARR, Churn, Retention, LTV, CAC, Unit Economics and Dashboard

4.70 (459 reviews)
2.5 hours
Jul 2021
last update
regular price

What you will learn

Measure and Track the Right SaaS Metrics **FREE DASHBOARD TEMPLATE INCLUDED**

Articulate the SaaS Business Model

Analyze SaaS Business Trends

Interpret SaaS Metrics Performance and Discuss Meaning and Implications

Draw Insights and Conclusions from SaaS Metrics Performance

Break down ARR Momentum Trends: New, Expansion, Downsell and Churn

Present SaaS Metrics in a Beautiful Dashboard that Tells the Story

Answer Questions at your Next SaaS Company Interview

Bookings (TCV/ACV)

Annual Recurring Revenue (ARR)


Retention and Churn Rates (Customer vs Dollar-Based, Gross vs Net)

Renewal Rates

Cohort Analysis

Customer Life Time Value (LTV)

Customer Acquisition Cost (CAC) and CAC Payback Period


SaaS Magic Number

SaaS Financial Model

Profitability, Gross/Operating/Free Cash Flow Margin

Rule of 40



June 2021 Updates

  • All Course Notes in One Downloadable PDF (close to 200 pages!): Lecture presentation slides for all the lessons are now available for download in one single PDF. This is a great reference tool for you to review the course materials anytime in the future. Access the resource in the last section of the course.

  • New 1-Pager SaaS Metrics Cheat Sheet: I created this cheatsheet so you have all the key metrics and their formula all in one place! Access the resource in the last section of the course.

  • New Quizzes and Assignments: 7 quizzes and assignments have been added/refreshed in various sections of the course.


Are you:

  • Working at a SaaS company, but you secretly don’t understand SaaS metrics?

  • Confused by terms such as bookings, revenue, ARR, retention rate, and unit economics?

  • Looking for a career opportunity at a software company and you need to impress your interviewer with a solid understanding of SaaS?

If any of these applies, then you have come to the right place!

This SaaS Metrics Fundamentals course will give you the right tools and skills to be successful.

My name is Jimmy, and I have over 10 years of consulting, strategy and finance experience in technology companies in Silicon Valley.

If your professional work is related to software, whether you are a company founder, a sales executive, product manager, a financial analyst, a business leader, a product manager, or an investor, you will need to how to measure and analyze a SaaS business with the right metrics.

The most valuable software enterprises today are SaaS companies. With the number of job opportunities at these companies, mastering SaaS metrics is going to be immensely valuable for your careers.

The course starts with the basics of the SaaS business model, take you through the metrics to measure business growth, product stickiness, unit economics and financial performance.

Ultimately, you will be able to impress your team with a metrics dashboard and presentations that tell the right story.

This course is packed with the following to enhance your learning:

  • High quality videos

  • Tutorials/Demos

  • Real life examples

  • Quizzes

  • Articles

  • Cheatsheets

All the beautiful spreadsheets and dashboards are included for free so you can save hours of your time and make these tables and charts your own in a matter of minutes.

By the end of the course, you will be able to:

  • Measure the right SaaS metrics

  • Analyze trends from metrics performance,

  • Articulate its meaning at your next meeting.

  • Know more than your colleagues

  • Take your career to the next level.

So are you ready to take your career at a SaaS company to the next level? If so, jump in, and I will see you in the course!


Course Content


  • Course Intro

  • SaaS Business Model

Business Growth

  • Bookings: TCV, ACV, Contract Term

  • Bookings: Offer Type

  • Bookings: New vs Renewal


  • Revenue

  • ARR Analysis

Product Stickiness

  • Churn: What and Why?

  • Retention / Churn Rates I - Intro and Count Based

  • Retention / Churn Rates II - Dollar Based

  • Renewal rate

  • Cohort analysis

Unit Economics

  • Unit Economics

  • Customer Life Time (LTV)

  • Customer Acquisition Cost (CAC) and Payback Period

  • LTV / CAC

  • SaaS magic number

P&L Metrics

  • P&L Financial Model Walkthrough:

  • Profitability (Gross Margin, Operating Margin and Free Cash Flow Margin)

  • Rule of 40

SaaS Metrics Dashboard

  • SaaS Metrics Dashboard Output

  • Make your own Metrics Dashboard


SaaS Metrics Fundamentals for Managers, Founders & Investors - Screenshot_01SaaS Metrics Fundamentals for Managers, Founders & Investors - Screenshot_02SaaS Metrics Fundamentals for Managers, Founders & Investors - Screenshot_03SaaS Metrics Fundamentals for Managers, Founders & Investors - Screenshot_04



Welcome to the Course!
SaaS Business Model (vs Traditional Software)

Business Growth: Bookings, TCV, ACV, ARR and Revenue

Bookings: TCV, ACV and Contract Term Length
Bookings: Offer Type (Product and Service, Recurring vs One-Time)
Bookings: New vs Renewal Bookings
Bookings Quiz - Multiple Choice
Annual Recurring Revenue (ARR)
ARR Quiz - Multiple Choice
ARR Analysis: New, Expansion, and Churn Momentum
ARR Momentum Analysis Quiz - Multiple Choice

Product Stickiness: Retention, Churn, Renewal and Cohort Analysis

What Churn Is and Why Churn Happens
Retention and Churn Rates - Intro and Count Based Rates
Retention and Churn Rates - Dollar Based
Churn and Retention Quiz - Multiple Choice
Renewal Rates
Cohort Analysis

Unit Economics: Lifetime Value (LTV) and Customer Acquisition Cost (CAC)

Unit Economics Basics
Customer Life Time Value (LTV)
Customer Acquisitions Cost (CAC) and CAC Payback Period
LTV / CAC Ratio
SaaS Magic Number
Unit Economics Quiz - Multiple Choice

Profit and Loss (P&L Financial Metrics)

SaaS Financial Model (P&L) Walkthrough
Profitability (Gross Margin, Operating Margin and Free Cash Flow Margin)
Rule of 40

SaaS Metrics Dashboard

SaaS Metrics Dashboard
Make Your Own Metrics Dashboard


Bonus Section


March 30, 2022
Really good intro to the metrics. Clearly laid out. Good examples. Easy to follow but not superficial.
March 22, 2022
Understanding SaaS metrics help you to be on the same page with the CEO and CFO. You can give your functional and cross-functional team the right context of why certain KGIs and KPIs are improtant to be influenced by the product team. Jimmy's course is very compact, if you 2X the speed, you can get it done in a few days if you are focused. I would say high ROI for your career.
February 17, 2022
I'm taking this course to prepare for sales job interviews in the Saas industry. Wonderful! Suddenly all the terms start to make sense.
February 6, 2022
The course is well structured & easy to understand. Packed with examples, detailed explanations, charts, and graphs.
January 31, 2022
This was a great introduction to the various metrics used in assessing a SaaS business. The explanations are clear and the examples really help to cement the concepts as you go through the course.
January 27, 2022
t needs to be more dynamic, more examples, analogies, change the tone of voice, it is very linear and very tiring
January 22, 2022
The course is very helpful and contains lots of useful information. What I especially liked is that all the metrics, calculations, visualizations on the graphs are explained in a simple way with the concrete examples which makes the learning process effective.
July 25, 2021
this course was engaging and easy to follow along. Case studies where very helpful and concepts well laid out on slides. The only thing it was not touched that I think it would be useful to cover is Marginal CAC for SAAS and how to draw the Optimum CAC for target CLTV
July 12, 2021
I like the simplicity of the presented material, everything is pretty clear from start to end, especially if you have experience or knowledge in finance. Examples support the theory. Also examples of real companies are quite helpful too
June 1, 2021
Great in depth course about all important SaaS KPIs. I love the Finance point of view and all the calculation examples. Very detailed course!
April 19, 2021
Good course on SaaS metrics. I liked the detailed examples. The dashboard was helpful also. Can add more discussion on perhaps sales productivity
April 14, 2021
This course is definitely one of the best SaaS fundamental courses that I have seen. Providing me a very clear picture on what I need to know about all these interesting SaaS Metrics.
April 4, 2021
Jimmy is a great instructor! Starting from the basics, he lays a solid foundation of SaaS before diving into metrics and operations. He is crystal clear with his explanations, and the graphic illustrations help a ton. Would highly recommend this course to any managers who want to learn about cloud business!
April 3, 2021
It has been a few years since I analyzed a SaaS based company - this course was a great refresher for me. The downloadable materials, step by step explanations, and real-life examples make this an exceptional course for anyone looking to understand SaaS business metrics and management.
April 1, 2021
This course is essential for anyone who is looking to deepen their knowledge on SaaS metrics. The instructor is knowledgable and has a thorough understanding of all the metrics and concepts that he covers. The resources included with the course are polished and useful enough to take back to your team if you are already working in this field.



SaaS Metrics Fundamentals for Managers, Founders & Investors - Price chart


SaaS Metrics Fundamentals for Managers, Founders & Investors - Ratings chart

Enrollment distribution

SaaS Metrics Fundamentals for Managers, Founders & Investors - Distribution chart
udemy ID
course created date
course indexed date
course submited by