SaaS quick ratio = added MRR / lost MRR
gross MRR churn; net-monthly MRR churn
net new MRR = new MRR added (new logos) + expansion MRR (upgrades) - contraction (MRR) - cancelled MRR (lost logos)
net expansion
net churn
billings = revenue + deferred revenue
dau/mau
return on ad spend (ROAS)