20 critical business metrics for MSPs. Running an MSP means juggling client needs, team management and profitability. But are you measuring what truly matters? Let's dive into 20 metrics every MSP should track to stay competitive, efficient, and profitable. Before we begin, be sure to subscribe to Ninja one's IT Video Hub for more tech content like this. Profitability metrics. First up, profitability. Your EBITDA margin, revenue growth rate, and percent of revenue from MRR tell you if your business is not just busy but healthy. Aim for an EBITDA margin of 15 to 20% and at least 10% year over year revenue growth. And if over 80% of your revenue comes from recurring services, you're on the right track. Retention metrics, customer retention, client concentration, and employee retention are just as critical. Retaining both clients and team members helps stabilize and scale your business. Try to keep your customer retention over 90% and employee churn as close to zero as possible. Client and cost metrics. Know your numbers. Track customer lifetime value, cost and revenue per end user and cost and revenue per endpoint to identify your most profitable contracts and pricing gaps, operational efficiency, labor costs, add up fast. Measure your technician hourly cost utilization rate, and SLA adherence to gauge efficiency and resource alignment. High ticket volume. Keep an eye on tickets opened versus closed. Average time to response. Average time to resolution and customer satisfaction score to maintain service excellence, sales and marketing metrics. Lastly, track your CAC qualified lead velocity rate, cost per lead and conversion rates to make sure your marketing dollars are driving real results. These 20 metrics give you a clear window into your MSP's performance. Review them regularly, adjust accordingly, and watch your business thrive. For more information, check out our official blog post on 20 critical business metrics for MSPs linked in the description below.