For SaaS companies investing in integrations, tracking adoption isn’t just about knowing how many customers use them—it’s about understanding how integrations contribute to revenue, retention, and expansion.
The challenge? Many companies don’t have clear systems in place to connect integration usage to business impact. But with the right tracking methods, you can prove ROI, prioritize high-impact integrations, and refine your ecosystem strategy.
This guide breaks down 8 ways to track integration adoption to revenue, from Annual Contract Value (ACV) impact to customer lifetime value (LTV), expansion revenue, and direct feature usage.
Jump ahead
- ACV Uplift: Do integrated accounts spend more?
- Expansion revenue: Do integrations drive upgrades?
- Customer lifetime value (LTV): Do integrated customers stay longer?
- High-impact users: Which integrations are the most important to them?
- Direct use value: How often are integrations used?
- Integration stickiness: Does activation reduce churn?
- Sales: Are integrations influencing close rates?
- Support & success requests: Are customers asking for more integrations?
Why it matters
Annual Contract Value (ACV) is one of the best ways to measure how integrations impact revenue — and one of the most convincing metrics to show value to your leadership. It's widely known that customers using integrations often have higher ACVs due to increased stickiness, feature adoption, and product value.
But tracking your specific integrations to ACV can help you understand the best integrations to continue building and gauge where you stand compared to industry averages.
How to track it
Here's the simplest way to start tracking ACV of accounts with integrations vs those without.
- Segment customers into two groups:
- Customers who use at least one integration
- Customers who don’t use any integrations
- Compare the average ACV of both groups.
- If integrated customers have a higher ACV, that’s a sign integrations drive expansion revenue or influence larger deals. Track this in a percent increase.
- Track ACV changes over time
- Do customers increase spend after activating integrations?
You can expand this tracking to segment customers with 0, 1, 2-4, and 5+ integrations to see if a higher number of installations results in higher ACV. Additionally, you can track specific popular integrations (like Salesforce) against the average to understand what the most valuable integration types are.
Why it matters
If your integrations are pay-to-play or require an upgrade to higher-tier plans, you need to be tracking the value they drive.
How to track it
- Identify which integrations are gated behind premium tiers
- Track customers who upgrade and immediately activate an integration or upgrade from an integration gate
- Track customers who upgrade and activate an integration within 30-90 days
- Correlate integration activations with expansion MRR or account upgrades, giving full attribution to the immediately activated integrations and partial to the ones activated within 30-90 days.
Report on the revenue driven from expansions and numbers/types integrations from paid plans.
Why it matters
Retention is one of the strongest signals of integration value. Customers who integrate your product into their workflow are 58% less likely to churn on average.
How to track it
- Calculate LTV for integrated vs. non-integrated customers:
- LTV = (Average Revenue Per Account × Gross Margin) / Churn Rate
- Compare LTV between customers who use integrations and those who don’t
- Track retention over time:
- Does churn drop after an integration is activated?
- How long do integrated customers stay compared to non-integrated ones?
Why it matters
Not all integrations deliver equal value. Some are mission-critical, while others are nice-to-have. Understanding which integrations drive revenue for high-value customers helps you prioritize.
How to track it
- Identify your highest-value customers (e.g., top 10% by ACV or LTV)
- Analyze which integrations they use
- Find common patterns:
- Are certain integrations more popular among enterprise customers?
- Do specific integrations correlate with larger deal sizes?
Why it matters
Integration activation is not the same as integration adoption. Some customers enable an integration but rarely use it. Tracking frequency of use is key to understanding its value.
How to track it
- Log API calls or data syncs
- Measure in-product usage
- Example: How often do users trigger a Zapier workflow?
- Example: How many messages are sent through a Slack integration?
- Compare the number of installations to the number of calls for key integrations or every one
- Track integration use relative to churn, LTV, and ACV and compare against accounts with installed (but unused) integrations and accounts with no integration use at all.
Why it matters
If integrations make your product indispensable, customers are less likely to churn.
Note: This metric is similar to LTV, but takes a wider view of churn rates for integration users vs non-users, and can provide a clear and simple picture to leadership about the value of building and promoting integrations.
How to track it
- Compare churn rates of integrated vs. non-integrated customers
- Look at time-to-churn after activation
- Do customers who use integrations stick around longer?
Why it matters
For many B2B buyers, integrations are the #1 consideration when choosing software. Sales teams need visibility into which integrations influence closed-won deals.
How to track it
- Add an "Integration Required" field in your CRM
- Sales teams log when an integration is a deal-breaker
- Analyze win rates when integrations are mentioned in sales cycles
- Survey customers during onboarding to ask which integrations influenced their decision
Why it matters
Customer demand for integrations signals which tech partnerships to prioritize and where product gaps exist.
How to track it
- Tag support tickets related to integration requests
- Track feature requests in your product board (e.g., Canny, Productboard)
- Monitor customer conversations in Slack communities or forums
Integration requests that turn into integrations being built can be tracked against adoption relative to request rate. But the number of integration requests are also a good indicator that your customers value the integrations you've already built.
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