Growth

A Growth Team drives business expansion by optimizing marketing, product, and sales strategies to increase user acquisition and revenue growth.

Performance Management

Growth performance is about progress, not perfection. Use metrics to spotlight what's working, coach where needed, and celebrate the wins that matter. To provide team members with clear feedback, align on expectations, and encourage a culture of continuous improvement based on real outcomes.

Hold regular one-on-one and team reviews focused on recent metric trends, experiment results, and obstacles. Use a blend of quantitative KPIs and qualitative insights to guide coaching, celebrate impact, and set clear next steps.

Focus Areas and Top KPIs

Focus Area	Top KPIs
Acquisition	- Trial Sign-Up Rate - Unique Visitors - Visitor-to-Sign-Up Conversion Rate - Branded Search Volume - Referral Program Participation Rate
Activation	- Activation Rate - Percent of Accounts Completing Key Activation Milestones - Drop-Off Rate During Onboarding - Signup Completion Rate - First Feature Usage Rate
Engagement & Retention	- Monthly Active Users - Churn Risk Score - Customer Feedback Retention Score - Activated-to-Follow-Up Engagement Rate - Percent of Retained Feature Users
Expansion & Revenue Growth	- Expansion Revenue Growth Rate - Expansion Activation Rate - Expansion Opportunity Score - Expansion Revenue - Self-Serve Upsell Revenue
Referral & Advocacy	- Referral Program Participation Rate - Referral Conversion Rate - Referral-Driven Expansion Revenue - Referral Engagement Rate - Referral Funnel Drop-Off Rate

Frameworks for Metric Selection

Choosing the right metrics is about clarity, not clutter. The best frameworks help your team zero in on what actually drives growth, and ensure metrics are actionable, aligned, and trusted. To help Growth Teams filter out vanity metrics, stay aligned with company goals, and ensure every KPI chosen supports both learning and execution.

Growth Loops Mapping

Map out your core growth loops—acquisition, activation, retention, and referral—then anchor metrics directly to key steps within each loop.

Key Stages / Examples

• Identify the actions or flows that drive compounding growth (e.g., referrals, onboarding, usage).
• Select metrics tied to each loop, such as 'Trial Sign-Up Rate' for acquisition or 'Activation Rate' for onboarding.
• Review regularly to re-align metrics as your product and strategy evolve.

North Star Metric Alignment

Define a North Star Metric that captures the core value your product delivers, then select supporting KPIs as leading/lagging indicators.

Key Stages / Examples

• Establish a primary metric like 'Monthly Active Users' or 'Product Qualified Leads' as your North Star.
• Choose supporting KPIs such as 'Activation Rate' or 'Expansion Revenue Growth Rate' to measure progress toward that North Star.
• Revisit quarterly to make sure both North Star and supporting metrics remain relevant.

Reporting Cadence and Structure

Consistent, transparent reporting keeps everyone rowing in the same direction, surfaces blockers early, and makes progress impossible to ignore—or ignore. To create rhythms that drive accountability, uncover insights quickly, and ensure data shapes both daily execution and strategic shifts.

Cadence Overview

• Level: Team and Cross-Functional
• Frequency: Weekly (tactical); Monthly (strategic deep dive)
• Audience: Growth team members, product managers, marketing, sales, and leadership

Examples

• Weekly Growth Standup: Share changes in 'Trial Sign-Up Rate', 'Activation Rate', and 'Drop-Off Rate'.
• Monthly Review: Full funnel deep dive—'Product Qualified Leads', 'Expansion Revenue Growth Rate', 'Churn Risk Score', 'Customer Feedback Retention Score', 'Monthly Active Users'.

Standard Report Structure

• Executive Summary (trends, wins, blockers)
• Key Metrics by Growth Focus Area
• Experiment Learnings & Insights
• Action Items & Next Steps
• Appendix: Full KPI Dashboards

Common Pitfalls and How to Avoid Them

Even the best teams can fall into the data trap—chasing the wrong numbers, drowning in dashboards, or missing the story behind the stats. Awareness is your first line of defense. To proactively steer clear of classic mistakes that slow growth, erode trust in data, or distract the team from what truly matters.

Frequent Pitfalls and How to Avoid Them:

Issue	Solution
Tracking too many metrics at once (analysis paralysis)	Prioritize 3–5 actionable KPIs per focus area and revisit quarterly.
Relying on vanity metrics	Anchor KPIs to customer outcomes and business value (e.g., 'Activation Rate' over raw page views).
Siloed data and lack of shared context	Centralize dashboards, hold regular syncs, and use a shared language for metrics.
Ignoring leading indicators in favor of lagging results	Balance both in reporting—use leading metrics like 'Product Qualified Leads' to predict and influence lagging outcomes.
Not acting on insights or learning from failed experiments	Build feedback loops—make it routine to share learnings and adjust based on what the data tells you.

How to build a Data-Aware Culture

A data-aware culture doesn't just happen—it grows from a shared commitment to curiosity, learning, and acting on what the numbers actually say. To turn data into a daily habit, not just a quarterly project, and empower every team member to spot opportunities and risks before they become obvious.

Foundational Elements

• Clear, accessible dashboards tied to team goals
• Regular rituals for sharing insights (standups, retros, demos)
• Open discussion of both wins and misses—normalize learning
• Metrics literacy for all (not just analysts or leaders)

Team Practices

• Kick off meetings with a quick look at key metric trends.
• Celebrate when a team member uncovers an actionable insight.
• Make experiment results public—learn from both wins and losses.
• Run quarterly workshops to refresh KPI alignment and data skills.

Maturity Stages

Stage	Description
Foundational	Data is tracked, but often lives in silos or is only used for reporting after the fact. Metrics literacy is uneven.
Emerging	Teams discuss KPIs regularly, update dashboards, and start using data to inform decisions—but gaps in access or adoption remain.
Established	Data shapes day-to-day priorities and resource allocation. Insights are shared openly, and experiments are run (and learned from) routinely.
Advanced	Data awareness is in the team's DNA—everyone is empowered to ask, investigate, and act on insights. Continuous improvement is the norm, and data guides both strategy and execution.

Why Data Aware Culture Matter

A data-aware culture gives your Growth Team a real edge—removing guesswork, surfacing what matters, and empowering everyone to take action rooted in reality, not hunches. To align teams around facts instead of opinions, enable faster and smarter decisions, and foster a shared sense of ownership over growth outcomes.

Relevant Topics:

• Focuses efforts on what truly moves the needle by making priorities visible.
• Builds trust and accountability—everyone knows which levers drive growth.
• Accelerates learning by turning experiments and campaigns into actionable insights.
• Reduces wasted effort by quickly surfacing what's working and what isn't.
• Promotes collaboration across functions since data becomes a common language.

Other Related KPIs

Metric	Description
Action-to-Activation Time Lag	Action-to-Activation Time Lag measures the time it takes for a user to move from their first meaningful action (e.g. sign-up or click) to reaching activation. It helps assess onboarding speed and the friction between interest and value realization.
Activation Cohort Retention Rate (Day 7/30)	Activation Cohort Retention Rate (Day 7/30) measures the percentage of users who, after reaching activation, return to use the product 7 or 30 days later. It helps evaluate how well activation leads to ongoing engagement and early product adoption.
Activation Conversion Rate	Activation Conversion Rate measures the percentage of users who reach the activation milestone out of all users who entered the onboarding or trial flow. It helps evaluate onboarding effectiveness and product-led growth readiness.
Activation Rate by Source	Activation Rate by Source measures the percentage of users from each acquisition channel who reach activation. It helps assess the quality of acquisition sources and their ability to drive users to value.
Activation-to-Expansion Rate	Activation-to-Expansion Rate measures the percentage of activated accounts that go on to expand—typically by adding users, upgrading plans, or increasing usage. It helps assess whether activation is leading to monetization and account growth.
Aided Brand Recall (Survey-Based)	Aided Brand Recall measures the percentage of respondents who recognize your brand when prompted with a list of competitors. It helps assess brand awareness and marketing effectiveness.
Average Days from Referral to Close	Average Days from Referral to Close measures the average number of days it takes for a referred lead to become a customer. It helps evaluate the efficiency of your referral and sales processes.
Average Returning Revenue	Average Returning Revenue (ARR) represents the total predictable and recurring revenue a company expects to generate annually from its subscription-based products or services.
Average Revenue Per User	Average Revenue Per User (ARPU) is a metric that represents the average amount of revenue generated per user or customer over a specific time period, typically calculated on a monthly or yearly basis.
Bounce Rate	Bounce Rate is the percentage of visitors who land on a webpage and leave without taking any further action, such as clicking on a link, filling out a form, or visiting another page on the site.
CAC Payback Period	The CAC Payback Period is the amount of time it takes for a company to recoup the customer acquisition cost (CAC) from the revenue generated by a customer. It measures how long a customer needs to stay with the company to cover the costs of acquiring them.
Click-Through Rate	The Click-Through Rate (CTR) measures the percentage of people who clicked on a link or call-to-action out of the total number of people who viewed the page, email, ad, or post. It's expressed as a percentage and is used to gauge the effectiveness of digital marketing campaigns.
CLTV for Referred Users	CLTV for Referred Users measures the average customer lifetime value (CLTV) of users who were acquired through a referral. It helps assess the long-term value of referral-driven acquisition.
Converted PQL Lifetime Value	Converted PQL Lifetime Value measures the average lifetime revenue from product-qualified leads (PQLs) who convert to paying customers. It helps evaluate the revenue impact of product-led acquisition.
Cost per Acquisition	Cost per Acquisition (CPA) refers to the total cost incurred to acquire a single paying customer. It is a key performance metric that helps businesses measure the efficiency of their marketing and sales efforts by determining how much they are spending to turn a prospect into a customer.
Cost Per Aware Visitor	Cost Per Aware Visitor (CPAV) measures the cost to bring a visitor to your site or product who demonstrates brand awareness, such as through branded search or direct traffic. It helps evaluate brand-driven demand efficiency.
Demo Request Rate	Demo Request Rate measures the percentage of site or landing page visitors who submit a request for a product demo. It helps gauge the effectiveness of messaging, targeting, and CTA clarity in generating sales interest.
Direct Traffic Growth	Direct Traffic Growth measures the percentage increase in website visits that originate from users entering the URL directly. It helps assess brand awareness, recall, and loyalty.
Drop-Off Rate During Onboarding	Drop-Off Rate During Onboarding measures the percentage of users who start but do not complete the onboarding process. It helps identify friction points in user activation and early product engagement.
Engaged Unique Visitors	Engaged Unique Visitors measures the number of distinct visitors who meet a defined engagement threshold within a set period. It helps track the volume of high-quality traffic interacting meaningfully with your product, website, or content.
Engagement Depth (First 3 Sessions)	Engagement Depth (First 3 Sessions) measures how thoroughly new users or visitors interact with your product or content during their first three sessions. It helps assess early-stage user interest and value perception.
Engagement-to-Awareness Cost Efficiency	Engagement-to-Awareness Cost Efficiency measures the cost required to generate one meaningful engagement per awareness campaign impression. It helps assess how efficiently top-of-funnel investments convert into audience interaction.
Feature Adoption Rate (Ongoing)	Feature Adoption Rate (Ongoing) measures the percentage of active users who regularly use a key product feature over a longer period. It helps track sustained value delivery and product adoption health.
Feature Adoption Velocity (Top 3 Features)	Feature Adoption Velocity (Top 3 Features) measures the average time it takes for new users to adopt your top 3 product features after onboarding. It helps assess onboarding effectiveness and early value alignment.
First Contact Engagement Rate	First Contact Engagement Rate measures the percentage of new users who engage meaningfully after their very first interaction with your brand or product. It helps assess how well your initial touchpoints drive further action.
First Referral Conversion Time	First Referral Conversion Time measures the average time it takes for a referred user to convert after clicking a referral link. It helps track how quickly referred traffic becomes active or paying.
First Session Completion Rate	First Session Completion Rate measures the percentage of new users who complete a defined onboarding or usage flow during their first session. It helps track early-stage friction and product clarity.
First-time User Conversion Rate	First-Time User Conversion Rate measures the percentage of new users or visitors who complete a desired action, such as making a purchase, or subscribing during their first interaction with your product or service.
First-time Visitors to Product Page	First-time Visitors to Product Page measures the number of unique users who visit your product page for the first time in a given period. It helps track new interest and early funnel awareness.
Free-to-Paid Conversion Rate (Self-Serve)	Free-to-Paid Conversion Rate (Self-Serve) measures the percentage of users who upgrade from a free plan or trial to a paid plan without direct sales intervention. It helps track product-led growth effectiveness.
Inbound Lead Volume	Inbound Lead Volume measures the number of leads generated through inbound channels over a given time period. It helps quantify how effectively content, campaigns, and organic traffic attract prospects.
Incentive CTA Click Rate	Incentive CTA Click Rate measures the percentage of users who click on a call-to-action that includes an incentive (e.g., free trial, discount, gift, reward). It helps assess the effectiveness of incentive-based messaging.
Meaningful Session Frequency	Meaningful Session Frequency measures how often users return and complete a set of high-value actions within a session. It helps quantify behavior quality, not just raw usage.
New Account Creation Rate	New Account Creation Rate measures the percentage change or volume of new user or company accounts created within a specific timeframe. It helps evaluate top-of-funnel performance and signup momentum.
New Users from Referrals	New Users from Referrals measures the number of users who joined the platform via referral from an existing user or partner. It helps quantify the impact of referral and network-based growth strategies.
Number of Monthly Sign-ups	Number of Monthly Sign-Ups is the total count of new users, customers, or accounts that sign up for a product, service, or platform within a given month.
Organic Acquisition Rate	Organic Acquisition Rate measures the percentage of new users or customers acquired through unpaid channels, such as SEO, content, social shares, or direct traffic. It helps quantify inbound performance and CAC efficiency.
Organic Search Traffic Growth	Organic Search Traffic Growth measures the change in website sessions originating from unpaid search engine results over time. It helps track SEO performance and discoverability.
Organic Sign-Up Rate	Organic Sign-Up Rate measures the percentage of users who sign up for your product after visiting via unpaid (organic) channels. It helps track top-of-funnel conversion effectiveness.
Page Views on High-Intent Pages	Page Views on High-Intent Pages tracks the number of sessions or unique visits to pages that indicate strong buyer intent (e.g., pricing, demo request, feature comparison). It helps measure pipeline readiness and product interest.
Paywall Hit Rate	Paywall Hit Rate measures the percentage of users who encounter a paywall or upgrade prompt during their session. It helps quantify how often users reach the limits of free access.
Percent Completing Key Activation Tasks	Percent Completing Key Activation Tasks measures the share of users or accounts who complete one or more predefined activation actions within a given timeframe. It helps assess early engagement quality and product onboarding effectiveness.
Percent of Accounts Completing All Key Trial Actions	Percent of Accounts Completing All Key Trial Actions measures the share of trial accounts that complete all pre-identified actions during the trial. It helps evaluate readiness to convert and alignment with the product’s core value during the trial window.
Percent of Accounts Reaching Product-Qualified Lead (PQL) Status	Percent of Accounts Reaching Product-Qualified Lead (PQL) measures the proportion of trial or freemium accounts that meet your product usage thresholds to be flagged as sales-ready. It helps quantify the efficiency of product-led qualification.
Percent of Accounts with 3+ Activated Users	Percent of Accounts with 3+ Activated Users measures the share of accounts where at least three individual users have completed activation steps. It helps identify depth of adoption and signals potential virality or team-based expansion.
Percent of Accounts with Multi-Role Engagement	Percent of Accounts with Multi-Role Engagement measures the share of accounts where users from two or more distinct roles are actively using the product. It helps identify cross-functional adoption and account maturity.
Percent of Users Engaging with Top Activation Features	Percent of Users Engaging with Top Activation Features measures how many new users interact with the highest-impact features tied to activation. It helps assess onboarding effectiveness and early value delivery.
Personalized Referral Outreach Rate	Personalized Referral Outreach Rate measures the percentage of users who send a customized or non-default referral message when inviting others. It helps assess referral intent and engagement quality.
Product Sharing Rate	Product Sharing Rate measures the percentage of users who share a part of the product experience with others—such as inviting teammates, generating shareable links, or embedding product outputs. It helps quantify virality and product-led acquisition.
Product-Engaged Leads (PELs)	Product-Engaged Leads (PELs) are users or accounts that demonstrate meaningful in-product behavior indicating buying intent or readiness for sales outreach. It helps connect product usage signals with sales qualification criteria.
Referral Account Revenue Contribution	Referral Account Revenue Contribution measures the percentage of total revenue generated from accounts acquired via referral. It helps quantify the business impact of customer advocacy and word-of-mouth-driven acquisition.
Referral Campaign ROI	Referral Campaign ROI measures the return on investment from referral-focused marketing efforts by comparing the revenue generated from referred customers to the total cost of running the referral program. It helps evaluate the profitability of customer-led acquisition campaigns.
Referral Churn Rate	Referral Churn Rate measures the percentage of referred customers who cancel or stop using your product within a defined period. It helps assess the retention quality of referral-acquired users or accounts.
Referral Conversion Rate	Referral Conversion Rate measures the percentage of referred leads or prospects who successfully convert into paying customers or complete a desired action (e.g., signing up, purchasing, or subscribing). It evaluates the effectiveness of referral marketing efforts in driving meaningful results.
Referral Discussion Initiation Rate	Referral Discussion Initiation Rate measures the percentage of customers or users who start a conversation about referring your product — whether through clicking “refer a friend,” copying an invite link, or opening a referral message prompt. It helps track referral intent and top-of-funnel advocacy engagement.
Referral Engagement Rate	Referral Engagement Rate measures the percentage of referred contacts who engage with a referral message or link—by clicking, opening, or viewing the content. It helps track the interest and resonance of referral invitations.
Referral Funnel Drop-Off Rate	Referral Funnel Drop-Off Rate measures the percentage of users who begin but do not complete the referral process—like opening the referral flow but not sending an invite. It helps identify friction points within the referral journey.
Referral Incentive Conversion Rate	Referral Incentive Conversion Rate measures the percentage of referred users who convert (e.g., sign up, purchase, activate) after being exposed to a referral incentive. It helps track the effectiveness of rewards in driving action.
Referral Invitation Rate	Referral Invitation Rate measures the percentage of users who actively send referral invitations to others. It helps quantify how many customers act on their referral intent and initiate word-of-mouth acquisition.
Referral Link Shares	Referral Link Shares measures the number of times users copy or share their personal referral link across any channel. It helps quantify how often customers distribute referral invitations informally.
Referral Opportunity Pipeline Contribution Rate	Referral Opportunity Pipeline Contribution Rate measures the percentage of total sales pipeline value that originates from referred accounts. It helps quantify the influence of referrals on pipeline generation and deal velocity.
Referral Program Participation Rate	Referral Program Participation Rate measures the percentage of eligible users or customers who actively join or engage with your referral program. It helps track overall program adoption and advocate activation.
Referral Prompt Acceptance Rate	Referral Prompt Acceptance Rate measures the percentage of users who respond positively when presented with a referral prompt—e.g., clicking "Yes, I’ll refer" or continuing into the referral flow. It helps assess referral intent and the effectiveness of trigger timing.
Referral Prompt Interaction Rate	Referral Prompt Interaction Rate measures the percentage of users who engage with a referral prompt (e.g., click, hover, expand) regardless of whether they accept or decline. It helps track how effective your referral triggers are at capturing user attention.
Referral Readiness Score	Referral Readiness Score is a predictive metric that assesses how likely a user or account is to make a referral based on behavioral, usage, and sentiment signals. It helps identify high-potential advocates before they take action.
Referral Retention Rate	Referral Retention Rate measures the percentage of referred customers who remain active or subscribed over a specific time period. It helps track the quality and stickiness of referral-driven acquisition.
Referral Traffic from 3rd-Party Sources	Referral Traffic from 3rd-Party Sources measures the volume of web or app traffic that arrives via referral links from external domains—not including paid or organic search. It helps assess brand reach, ecosystem influence, and external referral traction.
Referral-Driven Expansion Revenue	Referral-Driven Expansion Revenue measures the amount of expansion revenue (upsells, cross-sells, or seat growth) that originates from referred customers or accounts. It helps track the long-term revenue impact of referral-acquired users.
Referral-Generated MQL Rate	Referral-Generated MQL Rate measures the percentage of referred leads or contacts that meet your MQL (Marketing Qualified Lead) criteria. It helps assess the quality and pipeline-readiness of referral-acquired prospects.
Referral-Ready Account Rate	Referral-Ready Account Rate measures the percentage of accounts that meet internal criteria indicating they are ready to be prompted for a referral. It helps identify which customers are best positioned to refer based on health, engagement, or satisfaction signals.
Referred Account Net Revenue Retention (NRR)	Referred Account Net Revenue Retention (NRR) measures the revenue retained and expanded from referred customer accounts over time, factoring in upsell, cross-sell, contraction, and churn. It helps quantify the long-term revenue quality of referrals.
Return Visitor Rate to Product Pages	Return Visitor Rate to Product Pages measures the percentage of visitors who return to your product-related pages after an initial visit within a defined timeframe. It helps track sustained interest and buying intent across the marketing and sales funnel.
Revenue from Referrals	Revenue from Referrals measures the total amount of revenue generated from referred customers or accounts. It helps quantify the financial return of referral programs, customer advocacy, and partner-based acquisition.
Revenue per Trial User	Revenue per Trial User measures the average revenue generated per user who enters a product trial—regardless of whether they convert or not. It helps quantify the trial program’s financial efficiency.
Self-Serve Checkout Rate	Self-Serve Checkout Rate measures the percentage of users who successfully complete a purchase or upgrade through a self-serve flow without human intervention. It helps evaluate the effectiveness of your product-led conversion path.
Self-Serve Expansion Revenu	Self-Serve Expansion Revenue measures the total revenue generated from existing customers who independently upgrade or expand their usage without sales involvement. It helps track the scalability of your product-led growth engine.
Self-Serve Upgrade Rate (Post-Activation)	Self-Serve Upgrade Rate (Post-Activation) measures the percentage of activated users who upgrade to a paid plan through a self-serve flow, without sales or CS intervention. It helps evaluate the product’s ability to convert engaged users into paying customers.
Self-Serve Upsell Revenue	Self-Serve Upsell Revenue measures the revenue generated when existing users purchase additional features, services, or higher-tier plans independently through the product—without sales or CS involvement. It helps quantify scalable growth from within your product.
SEO Traffic Growth Rate	SEO Traffic Growth Rate measures the rate of change in organic search traffic to your website over a defined time period. It helps track the effectiveness of your SEO strategy and content discoverability.
Share Rate Among ICPs	Share Rate Among ICPs measures the percentage of Ideal Customer Profile (ICP) users who share your content, product, or referral links. It helps quantify advocacy and resonance within your most strategically important audience.
Signup Abandonment Rate	Signup Abandonment Rate measures the percentage of users who begin but do not complete the signup or account creation process. It helps identify friction points in your conversion funnel and reduce lost opportunities at the top of the funnel.
Signup Completion Rate	Signup Completion Rate measures the percentage of users who finish the full signup or account creation process after initiating it. It helps assess the efficiency and effectiveness of your conversion funnel entry point.
Signup Conversion from Landing Pages	Signup Conversion from Landing Pages measures the percentage of visitors who arrive on a landing page and complete the signup process. It helps assess the effectiveness of landing pages in converting traffic into users or leads.
Signup Funnel Completion Rate	Signup Funnel Completion Rate measures the percentage of users who successfully complete all steps in a multi-step signup process. It helps identify friction points and optimize conversion flow across each stage.
Signup Source Quality Rate	Signup Source Quality Rate measures the percentage of signups from a specific traffic source that meet defined quality criteria (e.g., ICP fit, activation, conversion). It helps evaluate the effectiveness and downstream potential of various acquisition channels.
Social Shares	Social Shares measures the total number of times your content, product pages, or brand assets are shared across social media platforms. It helps quantify reach, resonance, and advocacy behavior.
Strategic Referral Win Rate	Strategic Referral Win Rate measures the percentage of referred opportunities from high-value sources (e.g., customers, partners, advisors) that convert into closed-won deals. It helps assess the effectiveness and revenue impact of strategic referral programs.
Time Between Logins (Post-Activation)	Time Between Logins (Post-Activation) measures the average time elapsed between logins for users who have already completed activation. It helps track engagement frequency and detect signs of drop-off or stickiness in the user experience.
Time to Expansion Signal	Time to Expansion Signal measures the average time it takes for an account or user to exhibit clear behavior that indicates readiness or potential for upsell, cross-sell, or plan expansion. It helps identify product maturity timing and sales opportunity windows.
Time to First Contact	Time to First Contact measures the time elapsed between a user or lead’s initial conversion event (e.g., signup, form submission, demo request) and your team’s first outreach or response. It helps assess responsiveness and lead handling speed.
Time to First Habitual Action	Time to First Habitual Action measures the average time it takes a user to perform a recurring, value-driving action for the second or third time — indicating the start of habit formation. It helps assess how quickly users are becoming engaged and sticky.
Time to First Key Action	Time to First Key Action measures the average time it takes for a new user to complete a product’s primary activation event — often referred to as the “aha moment.” It helps track how quickly users begin experiencing real value.
Time to First Referral	Time to First Referral measures the average time it takes for a customer or user to send their first referral after signing up or activating. It helps track the speed of advocacy and customer trust-building.
Time to First Repeat Action	Time to First Repeat Action measures the average time it takes for a user to repeat a key behavior (e.g., log in, run a report, send a message) after their first instance. It helps track habit-formation velocity and early product stickiness.
Time to PQL Qualification	Time to PQL Qualification measures the average time it takes for a user or account to reach Product-Qualified Lead (PQL) criteria after signing up or starting a trial. It helps track how quickly users demonstrate high intent or sales-readiness via product usage.
Time to Self-Serve Sign-Up	Time to Self-Serve Sign-Up measures the average amount of time it takes for a prospect to sign up for a product or trial after their first meaningful touchpoint (e.g., site visit, ad click, content download). It helps track lead urgency and top-of-funnel conversion velocity.
Top Funnel Conversion Rate by Channel	Top Funnel Conversion Rate by Channel measures the percentage of visitors or leads from each marketing or acquisition channel that complete a desired top-of-funnel action (e.g., sign-up, demo request, content download). It helps assess channel effectiveness at converting attention into engagement.
Traffic Growth from Sales-Aligned Channels	Traffic Growth from Sales-Aligned Channels measures the increase in website or product traffic from channels that are strategically aligned with sales efforts—such as outbound campaigns, ABM programs, partner co-marketing, or SDR-driven events. It helps track top-of-funnel momentum that supports revenue teams.
Traffic Source Distribution	Traffic Source Distribution measures the percentage or proportion of website or app visitors coming from different sources, such as organic search, paid ads, social media, direct traffic, referrals, or email campaigns. It provides insight into how effectively various channels drive traffic to your digital platform.
Trial Engagement Rate	Trial Engagement Rate measures the percentage of users who actively engage with your product during their trial period—using defined engagement behaviors like logins, feature usage, or team invites. It helps assess trial quality and onboarding effectiveness.
Trial Sign-Up Rate	Trial Sign-Up Rate measures the percentage of visitors or leads who initiate a free trial during a specific time period. It helps assess the effectiveness of your website, CTAs, messaging, and funnel UX in converting traffic into product exploration.
Trial Sign-Up Velocity	Trial Sign-Up Velocity measures the rate at which new users are initiating free trials over a specific period. It helps track momentum and trendlines in trial acquisition.
Trial-to-Paid Conversion Rate	Trial-to-Paid Conversion Rate measures the percentage of users who sign up for a free trial or freemium version of a product and subsequently upgrade to a paid subscription or plan.
Upgrade Intent Signal Rate	Upgrade Intent Signal Rate measures the percentage of users or accounts that exhibit behaviors indicating a likely upgrade to a paid or higher-tier plan. It helps identify product-qualified upgrade opportunities early in the user journey.
Virality Coefficient	Virality Coefficient measures how effectively existing users of a product or service generate new users through referrals, sharing, or word-of-mouth. It quantifies the ripple effect of one user bringing in additional users, often represented as a numerical value.
Visitor-to-Sign-Up Conversion Rate	Visitor-to-Signup Conversion Rate measures the percentage of website visitors who convert into sign-ups for a free trial, product, or account. It helps assess your website’s ability to turn attention into action.
Webinar Registrations / Attendance	Webinar Registrations / Attendance measures the percentage of webinar registrants who actually attend the event live. It helps assess the effectiveness of webinar promotion, topic relevance, and engagement follow-through.