HQ is a single dashboard providing insight into the KPIs you need to build a growing, successful B2B SaaS company. It provides KPIs around the entire customer lifecycle - from new trials to lost customers (and everything in between)! Additionally, there's now a new NPS section displaying trends in your NPS scores!

Requirements

Since HQ helps you analyze the entire customer lifecycle + NPS scores, you'll need to ensure you've configured Vitally to track each stage of that lifecycle. If you've yet to do so, please follow the process detailed in these articles:

  • Tracking your trials
  • Qualifying your trials
  • Tracking revenue and renewals at your subscribed customers
  • Tracking churn
  • Enabling the NPS add-on

Using HQ

HQ is organized into tabs. Currently there are 3 tabs - one for your subscription KPIs, one for your trials, and another for NPS. More are on the way though :)

Under each tab, you'll see an overview of KPIs that look like this:

Every KPI group can be clicked on, which provides a more detailed graph of the KPIs in the group alongside the ability to change the timeframe displayed:

You can also change the format of the data displayed, toggling between line graphs, bar graphs, or raw data tables:

Some KPI groups even have the ability to toggle the format of the KPIs displayed. For example, the Growth Breakdown graph for your subscriptions allows you to easily view KPIs with units using number of customers, MRR, and MRR percentage (compared to starting MRR in the timeframe).

You can even 'time travel' in HQ, changing KPIs to show their values on any given day!

Finally, don't forget that you can filter any data in Vitally down to any segment of customers!

KPIs for your subscribed customers

By default, HQ provides insight into your subscription KPIs - i.e. the KPIs to measure the process from initial subscription to (unfortunate) churn. These KPIs are organized into 3 sections.

Section 1: Growth KPIs
Provides a daily, weekly, or monthly breakdown of your 1) MRR, 2) Paying customers, and 3) Average MRR per paying customer.

Section 2: Growth Breakdown KPIs
Shows a weekly or monthly breakdown of your 1) New business, 2) Expansions, 3) Contractions, 4) Churn, 5) Net New business and 6) Net Churn. 
You can switch units between MRR (e.g. expansion MRR), number of accounts (e.g. number of expanding accounts), or MRR percentage (e.g. percentage of MRR that expanded).

Section 3: Retention KPIs
Shows a weekly or monthly breakdown displaying the ratio of retained vs churned customers.
You can switch units between MRR (e.g. percentage of starting revenue retained at the end of the month) and accounts (e.g. percentage of accounts retained at the end of the month).

KPIs for your trials

The Trials tab displays these collections of trial KPIs:

Section 1: Success KPIs
Shows a daily, weekly, or monthly breakdown of the number of converted trials + MRR from those converted trials in the timeframe.

Section 2: Conversion KPIs
Shows a weekly or monthly breakdown of your trial conversion rate in the timeframe.

Section 3: New Trials KPIs
Shows a weekly or monthly breakdown of your new trials along with your qualification rate (i.e. the percentage of new trials in the timeframe that are in your target market).

KPIs for NPS scores

The NPS tab displays these collections of NPS KPIs:

Section 1: Trend
Shows a daily, weekly, or monthly breakdown of your overall NPS score + the number of promoters, passives, and detractors you had at each time unit.

Section 2: NPS per account
Shows a daily, weekly, or monthly breakdown of your average NPS score per account + the number of accounts where your NPS score was World Class (> 70), Excellent (between 50 & 70), Good (between 0 and 50), and Poor (less than 0).
Section 3: Response Breakdown
Shows a weekly or monthly breakdown of your NPS responses during each time unit grouped by score.