Financial Metrics Every Startup Should Track 

Startups are an essential part of the modern economy. Nearly 40 percent of America’s economic output is generated by startups, making them one of the most critical contributors to national productivity and growth. Despite their importance, many startups need to track their financial performance effectively. With a clear understanding of how their operations are faring, it can be easier for startups to make intelligent decisions and establish a sustainable business model. To ensure success, startups must track the right metrics to monitor the financial health of their venture. In this article, we will discuss the most critical financial metrics every startup should be monitoring. 

By understanding and measuring these key metrics, startups can gain an accurate picture of their business’s financial performance and make informed decisions that will result in long-term success. 

Let’s get started! 


Revenue is the total amount of money your startup brings in from sales. It is vital to track revenue because it shows how well your product or service is selling and accurately assesses your company’s financial health. Tracking revenue over time will enable you to determine whether or not your marketing efforts are practical and give you insights into what strategies need to be adjusted accordingly.   

Revenue Growth Rate  

Revenue growth rate measures the rate at which your business’s revenues increase or decrease over time. Calculating your growth rate over multiple periods allows you to identify trends and gain insight into how well new products and services are performing within the marketplace. Analyzing this metric can help you determine whether or not your business is growing at a healthy rate, giving you the information needed to make necessary adjustments for future success.   

Burn Rate  

Burn rate refers to how quickly a startup spends its monthly cash reserves. This metric helps startups understand how much money they have left before running out entirely. It gives them an idea of how long they have before they need additional funding sources, such as investors or loans, to keep their operations going. Monitoring the burn rate ensures that startups spend their money wisely and puts them in a better position when it comes time to seek additional capital for expansion purposes.  

Cash Runway  

Cash runway is the amount of time a startup has until its current cash balance runs out based on its current burn rate and available funds from external sources such as investments or loans. This metric gives startups an idea of when they will need additional financing so they can plan accordingly by either seeking more capital or cutting costs to extend their cash runway further down the line.   

Customer Lifetime Value (CLV)  

CLV measures the value customers bring over their life cycle with your company – from acquisition through retention and loyalty-building activities such as upsells or cross-sells. Understanding CLV helps startups gauge their customer acquisition cost (CAC) against customer lifetime value (LTV), giving them more accurate projections of future profits per customer beyond just initial purchases alone.  

Churn Rate  

The churn rate measures how many customers leave your company within a certain period – usually per month – versus those who remain loyal. Knowing this number helps startups understand why customers may be going, allowing them to take corrective action early on before it becomes a more significant problem. Additionally, measuring churn rates enables companies to understand if there are any seasonal patterns impacting loyalty rates among customers.  

Customer Acquisition Cost (CAC)  

CAC measures how much money it takes to acquire one new customer, including all associated costs such as advertising, incentives, etc. Understanding CAC helps startups identify areas where cost savings can be made while maintaining quality standards. Analyzing CAC helps businesses determine which channels provide higher quality leads than others, allowing them to focus more heavily on those channels while reducing spending elsewhere.   


By tracking these financial metrics, startups can gain greater visibility into their performance and create a more accurate picture of their business’s financial health. Taking the time to calculate each metric also allows startups to make informed decisions about future investments and identify areas needing improvement to maximize returns. With this data, startups will make informed decisions that will ensure the long-term success of their business. With so much potential to gain, startups should consider investing in tracking these financial metrics today! 

At, our software engineering teams specialize in helping startups develop and maintain their applications and provide guidance on best practices for tracking financial metrics. If you’re a startup looking for assistance with managing your finances, contact us today to get started!   

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