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If you ask me personally, then Acquisition metrics = Success metrics. Its why you have your SaaS for the first place.
A marketeer would answer it with a segmented sentence, complicating it further. Acquisition is the total of three distinct stages: lead generation, lead nurturing, and sales.
Whatever is your Success, and whatever you call it (Growth, Performance, Results) its tied to your specific niche. If your SaaS is all about promoting YOUR app, then your Acquisition is all about those who want to purchase YOUR apps (or at least consider).
You need a clearly defined acquisition strategy to bring the right “interested people” in to your SaaS to convert them. But how do you set up and then evolve you acquisition strategy? The answer lies in your tracked acquisition metrics. By tracking these metrics, you monitor your business and make data-driven decisions for your growth. And never forget: “What gets measured gets managed!”.
Figure out fast and early whether or not you’re FOCUSING the real HUMANS. Buying digital fluff (leads, clicks, follows, visits, downloads, subscribers or whatnot’s) mostly makes reporting beautiful and bank account empty. Then optimize the acquisition costs (make it cheaper or get more for the same cost). Expand that knowledge into further campaigns. Optimize again, over a specific time frame, and you’ll have a more effectively budget.
Acquisition Metrics are KPIs, and KPIs are Important for your SaaS. Said one voice, in a whimsical tone.
Acquisition metrics and KPIs help SaaS businesses to gain an in-depth understanding of how their marketing efforts are contributing towards goal achievement. Customer acquisition metrics are important because they provide tangible insights into the effectiveness of your marketing and sales efforts.
These Acquisition metrics allow you to track the cost of each customer, understand the value they bring to your SaaS business, and measure the success of your conversion strategies. With this information, you can make data-driven decisions to optimize your acquisition process, allocate resources wisely, and maximize your return on investment.
3 is just a personal recommendation. Not small enough to get ignored, yet big enough to get noticed, even if you glimpse over them.
Set up Acquisition notification via important channels like email, sms, alerts, notifications that work for your SaaS. Not all the time will this be perfect, but should be important enough to not get forgotten. Make sure these Acquisition alerts are scheduled on a day/hour when intervention is possible. Friday, late afternoon is translated to either Monday late afternoon, or ignored and skipped.
Frequency? Depends.
If this makes or breaks your budget THIS month, then monitor this weekly.
If this makes or breaks your Q1-Q2-Q3-Q4, them monitor this monthly.
If this is a subject for a meeting, then schedule this BEFORE that said meeting.
In all cases, should consider MOM (month over month) and YOY (year over year) monitoring. Helps understanding where you’re heading, at what expected point (logical and educated deduction).
Organic Traffic for an SaaS application focused on Content, refers to the number of visitors who land on your website through unpaid search results, indicating the effectiveness of your content in attracting users.
Why track Organic Traffic? Organic traffic is the 1st metric to track for acquisition. Monitoring organic traffic helps you assess the success of your content marketing and SEO strategies. An increase in organic traffic suggests that your content is resonating with your target audience and ranks well in search engines.
How to calculate Organic Traffic? You can monitor organic traffic using any analytics tools, that show the number of visitors coming from search engine results over a specific period.
How to improve Organic Traffic? Improve organic traffic by focusing on creating high-quality, relevant, unique content. Focus to optimize its SEO (keywords, descriptions, title, etc.), promote on social media and get dofollow backlinks from reputable sources.
Lead Generation Rate for an SaaS application focused on Content, refers of the percentage of visitors who become leads by providing their contact information in exchange for content (like downloadables, freebies, webinars, etc.).
Why track Lead Generation Rate? Monitoring this metric helps you evaluate the effectiveness of your content in converting visitors into leads, which is crucial for the sales funnel.
How to calculate Lead Generation Rate? Calculate your Lead Generation Rate by dividing the number of leads generated by the total number of visitors, then multiplying by 100, to find your percentage.
How to improve Lead Generation Rate? Enhance your content's value proposition! Focus on using compelling calls-to-action (CTAs), and consider offering gated content that addresses specific pain points of your target audience.
Conversion Rate for an SaaS application focused on Content, represents the percentage of leads who take a desired action, such as signing up for a trial or upgrading to a paying customer.
Why track Conversion Rate? Understanding Conversion Rate metric highlights the effectiveness of your content to move leads through your sales funnel. This helps you identify potential bottlenecks in the conversion process.
How to calculate Conversion Rate? Calculate by dividing the number of conversions (upgrades, sign-ups) by the total number of leads, then multiply by 100, to get your percentage.
How to improve Conversion Rate? Focus on enhancing your landing pages for clarity and relevance. Provide social proof, like business address, phone and email contact options, testimonials, profile links. Personalize content to match the interests and SPECIFIC needs of your targeted leads.
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