How to Master Retention Metrics Across Diverse SaaS Models and Product Sales

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

08 February 2024

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How to Master Retention Metrics Across Diverse SaaS Models and Product Sales

In the dynamic world of Software as a Service (SaaS) and digital product sales, understanding how to measure customer retention accurately is crucial for any business looking to thrive. With a mix of subscription models and one-off sales, the task of tracking retention and conversion rates over a 12-month period can seem daunting. However, with the right approach and tools—like Excel and Flowpoint.ai—you can gain invaluable insights into customer loyalty and purchase behavior. Let’s dive into how you can effectively calculate retention across your business models and leverage these insights for growth.

Calculating Retention in Excel

Step 1: Organize Your Data

For SaaS subscriptions:

  • List each subscription plan separately.
  • Record the number of active subscribers at the start and end of each month, along with new subscriptions acquired during the month.

For one-off product sales:

  • Track the number of customers who made purchases at the start of the period.
  • Note repeat purchases by these customers over the next 12 months.

Step 2: Calculate Monthly Retention Rates

For each SaaS plan:

  • Use the formula for Customer Retention Rate (CRR) mentioned earlier. Apply it monthly to each plan to observe trends over the year.

For one-off sales:

  • Determine the percentage of customers making repeat purchases each month.

Excel Formula Example: = (EOMONTH - NewCustomers) / StartOfMonthCustomers * 100 where EOMONTH is the number of customers at the end of the month, NewCustomers is the number of new customers acquired, and StartOfMonthCustomers is the number of customers at the start of the month.

Step 3: Analyze Annual Trends

  • Aggregate your monthly data to evaluate overall retention across the year.
  • Compare retention rates among different subscription plans and between subscription customers versus one-off product buyers.

Leveraging Flowpoint.ai for Conversion Rate Analysis

While Excel is excellent for basic calculations and trend analysis, platforms like Flowpoint.ai can take your data analysis to the next level, especially for measuring conversion rates and deeper customer behavior insights.

Integrating Data with Flowpoint.ai:

  1. Automate Data Collection: Utilize Flowpoint.ai’s integrations to automatically gather customer and sales data from your website, CRM, or other platforms.
  2. Segment Your Audience: Use Flowpoint to segment customers based on their subscription plans or purchase history. This allows for more nuanced analysis of different customer groups.
  3. Track Conversion Rates: With data in Flowpoint, set up dashboards to monitor conversion rates from free trials to paid subscriptions, or the repurchase rates of one-off buyers.
  4. Implement Cohort Analysis: Flowpoint.ai can facilitate cohort analysis, letting you observe how specific groups of customers behave over time, which is invaluable for understanding long-term retention and lifetime value.

Practical Tips for Using These Tools

  • Automate Where Possible: Use Flowpoint.ai’s automation capabilities to reduce manual data entry and ensure real-time analysis.
  • Regular Check-Ins: Schedule monthly reviews of your Excel and Flowpoint.ai dashboards to stay ahead of trends and adjust strategies as needed.
  • Actionable Insights: Use the insights gained from detailed analytics to implement targeted retention strategies, such as personalized email campaigns, loyalty rewards, or product improvements.


By mastering the calculation of retention rates across different SaaS subscription plans and one-off product sales with Excel and Flowpoint.ai, businesses can uncover critical insights into customer loyalty and buying behavior. This comprehensive approach not only illuminates areas for improvement but also highlights successful strategies that can be leveraged for future growth. Remember, the key to maximizing retention lies in continuous measurement, analysis, and strategic action based on accurate, data-driven insights.

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