SaaS & Startups
Activation, retention and CAC payback that survive diligence.
Product events, billing and CRM tell three different growth stories, and the board pack gets rebuilt by hand the week before each meeting. We give you one event history and one definition of every growth metric.
The numbers that matter here
What we'd connect here
Whatever it is and however it exposes itself — API, database, nightly file, or a spreadsheet somebody maintains by hand. We only ever need read access, with personal data excluded.
What we do about it
Where it hurts
- Product events, billing and CRM tell three different growth stories
- Board metrics rebuilt by hand the week before each meeting
- No activation or retention signal early enough to act on
- Diligence questions that take a week to answer
What Acta builds
- Every product event recorded once, joined to billing and CRM
- Activation, expansion, churn and CAC payback from one definition
- An investor-ready pack that regenerates itself
- Cohort retention curves from the first cohort onwards
What you get
The board pack builds itself, and the growth numbers survive diligence.
Live in months rather than years, from £5k a month, on your own Google environment — handed over to you, or run by us.
Inside a SaaS and startups engagement
Product events, billing and CRM tell three different growth stories, and reconciling them is a job nobody has time for, so the board pack gets rebuilt by hand the week before each meeting. Activation and retention signals arrive too late to act on, and the diligence questions an investor asks — cohort retention from the first cohort, true CAC payback, net revenue retention on a defined basis — take a week to answer because the underlying numbers have never been agreed.
We record every product event once in your own BigQuery and join it to billing and CRM, so activation, expansion, churn and CAC payback all come from one definition rather than three conflicting ones. The pattern that early-stage teams most often need to see is an activation rate that looks healthy while the earliest cohorts are quietly decaying on retention — invisible until the events are joined and the cohorts are cut properly. Because the history is immutable, doing this early matters: the event trail you capture now is what later cohort analysis depends on and cannot be recovered retrospectively.
The board pack then regenerates itself, the growth numbers survive diligence because every one traces to an event rather than a spreadsheet, and a diligence question that used to take a week becomes a query. MRR, net revenue retention, activation rate, CAC payback and logo churn all read from one definition, with cohort retention curves running from your first cohort onward.
Common questions
Our product events, billing and CRM tell three different growth stories — can you fix that?
Yes. We record every product event once and join it to billing and CRM in your own BigQuery, so activation, expansion, churn and CAC payback all come from one definition. The three conflicting stories collapse into one set of numbers everyone works from.
Will the metrics survive investor diligence?
That is the bar we build to. Because every metric derives from an immutable event history rather than a hand-built spreadsheet, the numbers are consistent and auditable, and diligence questions that used to take a week become a query. Cohort retention runs from your first cohort onwards.
We're early — is it worth doing this now?
Doing it early is the advantage: the event history you capture now is what later cohort and retention analysis depends on, and it cannot be recovered retrospectively. Solving one area is £60k a year at £5k a month, in your own Google environment, and the board pack then builds itself.
Which SaaS & startups systems do you connect to?
Whatever you already run — it makes no difference whether a system exposes an API, a database view, a nightly file or a spreadsheet somebody maintains by hand. In SaaS & startups that usually means: Application database (Postgres, MySQL); Stripe; Product analytics; CRM; Support desk; Ad platforms. We only ever need read access with personal data excluded, and the layer is built in your own Google environment rather than ours.
Other sectors
Bring one decision your data should be helping you make.
30 minutes, no deck. We'll tell you on the call whether we're the right partner, and exactly what we'd ship in the first 30 days.