Actionable subscription metrics
  • Identify your most valuable customers
  • Optimize your sales and marketing strategy
  • Understand your business growth potential
"Relying on the conventional way of calculating churn wasn't giving me the full picture of my customer base. The sawtooth graphs and fluctuating attrition rates were obscuring important trends. Determined to uncover a more accurate method, I developed a statistically robust approach to calculate customer lifetime"
Paul Grey, 19metrics
The 19Metrics method

How it works

19metrics analyses your subscriptions through Stripe or a CSV file you provide.
Receive a report summarising your subscriber base characteristics.
Receive graphs showing what’s actually happening with your customers.
19metrics will calculate your statistically accurate average customer lifetime.
Use this to calculate your actual customer lifetime value.

Learn More
Why 19metrics?

Accurate CLV:CAC

Are you relying on your monthly churn rate and ARPA to determine your customer lifetime value? This formula may seem straightforward, but it is flawed. Any error in these calculations can result in an incorrect CLV:CAC ratio. Let 19metrics help you gain a deeper insight into your subscription customer base and uncover the real story behind your customer behaviour.


Blog posts

Decoding SaaS Metrics: A Categorical Approach for Forward-Looking Business Growth
May 30, 2023

The world of SaaS is awash with metrics, each one promising to deliver an insightful snapshot of your business's health and progress. Understanding these metrics, their purposes, and how they might apply to your business is key. As you embark on this journey of comprehension, the value of categorization becomes apparent.

Essential SaaS metrics for each stage of growth
Apr 14, 2023

Consider the unique aspects of your business when determining which SaaS metrics to track and analyze. It's common to fall into the trap of calculating numerous metrics simply because someone suggested it, only to find yourself unsure of how to effectively use them. Instead of getting caught up in the "what" of metrics, it's important to ask yourself "why." Each metric serves a purpose, but is that purpose truly relevant to your specific business? To determine which metrics are most important for you, first define the stage of your SaaS business that you're currently in. This stage will have a significant impact on the types of metrics you should consider tracking in order to progress to the next stage.

You're using churn all wrong: Rethinking customer lifetime value
Mar 28, 2023

Churn rate tells you what proportion of your customers you lost last month. Or in revenue churn rate form, it tells you what proportion of revenue you’ve lost from your existing customers. What churn rate does not tell you is how long your customers are likely to stay. Do not use churn rate to calculate your average customer lifetime. No matter how many experts use a formula that includes churn rate in calculation of customer lifetime value, resist. Don’t do it.