In the dynamic world of SaaS, data is your roadmap to clarity and confidence.
This playbook equips you with ready-to-use SQL queries for the metrics that drive growth, retention, and profitability.
No need for advanced technical skills—just adapt the table and column names to your database, and let the insights unfold.
How to Use This Playbook
- Choose your metric.
Find the metric that answers your most pressing questions. - Copy the SQL.
Swap in your own table and column names. - Run it in your database tool.
Watch as the numbers reveal your business’s story.
Industry Benchmarks & Standards
Metric | Industry Benchmark (2025) | What It Means |
|---|---|---|
Net Revenue Retention (NRR) | 101% (B2B SaaS median) | Above 100% means your customers are growing their investment. |
Customer Churn Rate | 5% - 10% (varies by segment) | Lower is better; aim for <5% in high-growth SaaS. |
Annual Recurring Revenue (ARR) Growth Rate | 17% - 26% (median, varies by size) | Top performers can exceed 50%. |
DAU/MAU Ratio | 20% - 50% (varies by product) | Higher means your users are truly engaged. |
LTV/CAC Ratio | 3:1 or higher | Ensures your business model is robust and sustainable. |
Contribution Margin | 70% - 85% (healthy SaaS) | Direct costs should be a small slice of your revenue pie. |
Average Revenue Per User (ARPU) | Varies by segment | Higher ARPU means your customers find more value in your product. |
Your Data Foundation
These tables are the pillars of your SaaS analytics:
- main.saas_data_clients: The foundation of every client relationship.
- client_id, client_name, created_at
- main.saas_data_customers: Every user’s journey, captured in detail.
- customer_id, client_id, customer_name, signup_date, is_active
- main.saas_data_plans: Your product’s menu of options.
- plan_id, client_id, plan_name, monthly_price, annual_price, is_active
- main.saas_data_subscriptions: Captures the full lifecycle: sign-ups, renewals, and cancellations.
- subscription_id, client_id, customer_id, plan_id, start_date, end_date, status
- main.saas_data_payments: The flow of revenue through your business.
- payment_id, client_id, customer_id, subscription_id, amount, payment_date, is_refund
- main.saas_data_events: The story of every login, upgrade, and farewell.
- event_id, client_id, customer_id, event_type, event_date, is_churn
- main.saas_data_costs: The price of delivering value to your customers.
- cost_id, client_id, customer_id, cost_type, cost_amount, cost_date
Net Revenue Retention (NRR)- NRR goes beyond simply holding on to customers
It measures how well you turn satisfied users into loyal advocates who spend more over time. A healthy NRR above 100% signals that your existing customers aren’t just sticking around; they’re deepening their commitment and expanding their investment in your product.
Source Table | Columns used |
|---|---|
main.saas_data_customers | signup_date, customer_id |
main.saas_data_subscriptions | customer_id, plan_id, start_date, end_date |
main.saas_data_plans | plan_id, monthly_price |
main.saas_data_events | customer_id, event_id, is_churn, event_date |
WITH
"cohort_signups" AS (
SELECT
DATE_TRUNC('month', "customers"."signup_date") AS "cohort_month",
"customers"."customer_id"
FROM "main"."saas_data_customers" AS "customers"
),
"cohort_revenue" AS (
SELECT
"cohort_signups"."cohort_month",
ROUND(SUM("plans"."monthly_price")::DOUBLE, 2) AS "retained_revenue"
FROM "main"."saas_data_subscriptions" AS "subscriptions"
JOIN "main"."saas_data_plans" AS "plans"
ON "subscriptions"."plan_id" = "plans"."plan_id"
JOIN "cohort_signups"
ON "subscriptions"."customer_id" = "cohort_signups"."customer_id"
LEFT JOIN "main"."saas_data_events" AS "events"
ON "subscriptions"."customer_id" = "events"."customer_id"
AND "events"."is_churn"
AND "events"."event_date" BETWEEN "subscriptions"."start_date" AND COALESCE("subscriptions"."end_date", CURRENT_DATE)
WHERE "events"."event_id" IS NULL
GROUP BY "cohort_signups"."cohort_month"
),
"cohort_churn" AS (
SELECT
"cohort_signups"."cohort_month",
ROUND(SUM("plans"."monthly_price")::DOUBLE, 2) AS "churned_revenue"
FROM "main"."saas_data_subscriptions" AS "subscriptions"
JOIN "main"."saas_data_plans" AS "plans"
ON "subscriptions"."plan_id" = "plans"."plan_id"
JOIN "cohort_signups"
ON "subscriptions"."customer_id" = "cohort_signups"."customer_id"
JOIN "main"."saas_data_events" AS "events"
ON "subscriptions"."customer_id" = "events"."customer_id"
AND "events"."is_churn"
AND "events"."event_date" BETWEEN "subscriptions"."start_date" AND COALESCE("subscriptions"."end_date", CURRENT_DATE)
GROUP BY "cohort_signups"."cohort_month"
)
SELECT
"cohort_revenue"."cohort_month" AS "cohort_month",
ROUND(
100 *
(COALESCE("cohort_revenue"."retained_revenue", 0) - COALESCE("cohort_churn"."churned_revenue", 0))
/ NULLIF(COALESCE("cohort_revenue"."retained_revenue", 0), 0),
2
) AS "nrr"
FROM "cohort_revenue"
LEFT JOIN "cohort_churn"
ON "cohort_revenue"."cohort_month" = "cohort_churn"."cohort_month"
ORDER BY "cohort_revenue"."cohort_month"
Visualization Ideas:
- Line Chart: Track churn over time to spot trends before they become problems.
Implementation Checklist
- Define your metrics and add them to a data dictionary.
- Ensure your database schema supports the required calculations.
- Write and test SQL queries for each metric.
- Import results into your BI tool. Get started with DataBrain today!
- Build and share dashboards with stakeholders.
- Schedule regular reviews and updates.
Unlock the power of your data.
Start using this SQL Playbook today!
“In the world of SaaS, data is everyone’s responsibility. With this playbook, anyone can own their metrics and drive better outcomes.”
Now, simply run the SQL queries on your data and unlock the power of your SaaS analytics!