Product Marketing (PMM)

Product Marketing Managers (PMMs) bridge product development and marketing, ensuring successful launches and driving product adoption and growth.

Performance Management

Performance management isn’t about micromanagement—it’s about empowering PMMs to connect their efforts to real business results. A robust approach lets PMMs celebrate wins, spot gaps, and iterate faster—while making sure everyone understands how product marketing is moving the needle.

Run monthly team reviews to assess progress against KPIs, spotlight wins, and diagnose blockers. Pair quantitative insights with qualitative feedback, and always tie learnings to next actions and ownership.

Focus Areas and Top KPIs

Focus Area	Top KPIs
Brand & Awareness	- Brand Awareness - Branded Search Volume - Brand Recall Score in ICP Surveys - Unique Visitors - Organic Search Traffic Growth
Acquisition & Activation	- Activation Rate - Trial Sign-Up Rate - Demo Request Rate - Onboarding Completion Rate - Signup Conversion from Landing Pages
Adoption & Engagement	- Feature Adoption / Usage - Customer Engagement Score - Breadth of Use - Session Frequency - Activated-to-Follow-Up Engagement Rate
Retention & Expansion	- Customer Retention Rate - Expansion Revenue - Net Revenue Retention - Expansion Activation Rate - Expansion Intent Signal Rate
Advocacy & Referral	- Referral Program Participation Rate - Referral Conversion Rate - Referral Engagement Rate - Referral-Generated MQL Rate - New Users from Referrals

Frameworks for Metric Selection

Smart metric selection is the backbone of meaningful measurement. Frameworks help PMMs cut through noise and focus on what truly moves the needle. Frameworks ensure that PMMs choose metrics that are actionable, aligned to outcomes, and tailored to each stage of the customer journey.

Customer Journey Mapping

Aligns metrics to key milestones in the buyer and user journey—ensuring coverage from awareness through adoption and advocacy.

Key Stages / Examples

• Awareness: Branded Search Volume, Brand Awareness
• Consideration: Demo Request Rate, Content Engagement
• Activation: Activation Rate, Onboarding Completion Rate
• Adoption: Feature Adoption / Usage, Customer Engagement Score
• Advocacy: Referral Program Participation Rate, Referral Conversion Rate

North Star Metric Alignment

Focuses on identifying and tracking a small set of high-leverage metrics that best indicate product and marketing success.

Key Stages / Examples

• Select a single North Star (e.g., Product Qualified Leads or Activation Rate)
• Support with 2-4 complementary metrics for context
• Regularly review for ongoing relevance as strategy evolves

Balanced Scorecard for PMM

Ensures PMMs balance leading (predictive) and lagging (outcome) indicators across brand, pipeline, adoption, and customer health.

Key Stages / Examples

• Brand Health: Brand Awareness, Brand Recall Score in ICP Surveys
• Pipeline Impact: Demo Request Rate, Product Qualified Leads
• Adoption & Retention: Activation Rate, Customer Retention Rate
• Advocacy: Referral Program Participation Rate, Referral Engagement Rate

Reporting Cadence and Structure

Consistent, clear reporting keeps everyone rowing in the same direction—no more surprises or siloed insights. A well-designed cadence ensures stakeholders always know where to look for answers, and gives PMMs a rhythm for driving action.

Cadence Overview

• Level: Company, Department, and Campaign
• Frequency: Monthly for executive/leadership, bi-weekly for core PMM and cross-functional teams, ad hoc for major launches.
• Audience: PMM team, Product, Sales, Customer Success, Leadership

Examples

• Monthly PMM performance reviews with leadership
• Bi-weekly funnel and campaign pulse checks with GTM teams
• Quarterly business reviews highlighting strategic shifts

Standard Report Structure

• Executive Summary & Key Takeaways
• Progress vs. Goals (by Focus Area)
• Metric Deep Dives (with context and trends)
• Insights & Recommendations
• Action Items & Owners

Common Pitfalls and How to Avoid Them

Even seasoned PMMs can stumble—here’s how to sidestep the most common traps and keep your measurement culture strong. Spotting and addressing these pitfalls early protects your team from wasted effort, misaligned priorities, and lost momentum.

Frequent Pitfalls and How to Avoid Them:

Issue	Solution
Tracking too many metrics, leading to analysis paralysis.	Prioritize a focused metric set mapped to key objectives. Review and prune regularly.
Choosing vanity metrics that look impressive but don’t drive business outcomes.	Select metrics tied directly to strategic goals—like activation, retention, or pipeline impact.
Siloed data and reporting make collaboration painful.	Adopt shared dashboards and collaborative tools so all stakeholders see the same source of truth.
Lagging indicators with no leading signals to guide iteration.	Balance outcome metrics (e.g., retention) with process/leading metrics (e.g., onboarding completion).
Ignoring qualitative signals (like customer feedback) in favor of pure quant.	Combine survey, NPS, and feedback data with behavioral metrics for richer insights.

How to build a Data-Aware Culture

Building a data-aware culture is a journey, not a checkbox. It happens when everyone—PMMs included—feels empowered and responsible for turning insights into action. The goal is to make data effortless and habitual, so your team can spend less time wrangling numbers and more time driving impact.

Foundational Elements

• Clear, shared definitions for every key metric.
• Open access to dashboards and reports for all relevant teams.
• Regular storytelling around data—celebrate wins and unpack misses.
• Continuous learning and upskilling on analysis and interpretation.

Team Practices

• Kick off every major project with a metric map and success definition.
• Hold monthly data roundtables to review insights and brainstorm next steps.
• Encourage hypothesis-driven experiments, with learnings shared broadly.
• Reward curiosity and constructive questioning of the numbers.

Maturity Stages

Stage	Description
Foundational	Metrics are tracked, but not always consistently or widely understood. Data lives in silos and is mainly used for reporting up.
Emerging	Teams start using data to inform campaigns and messaging. More cross-functional sharing, but gaps in context or understanding remain.
Established	Data informs most decisions. PMMs and partners proactively use insights to drive strategy and measure impact. Shared dashboards are the norm.
Advanced	Insights flow seamlessly across teams. Data is used to run experiments, forecast impact, and automate optimization. Everyone feels ownership.

Why Data Aware Culture Matter

A data-aware culture is the secret sauce behind world-class Product Marketing—it empowers teams to make decisions based on insights, not hunches. By embedding data into every conversation and decision, PMMs can align teams, fine-tune messaging, and drive measurable impact across the funnel.

Relevant Topics:

• Eliminates guesswork and builds confidence in go-to-market strategies.
• Connects product marketing efforts directly to business outcomes.
• Accelerates learning loops and iteration cycles.
• Strengthens cross-functional alignment with Product, Sales, and Customer Success.
• Fosters transparency, accountability, and a shared sense of purpose.

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.
Activated-to-Follow-Up Engagement Rate	Activated-to-Follow-Up Engagement Rate measures the percentage of activated users who engage with the product again within a specific time window. It helps evaluate short-term retention and stickiness post-activation.
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 Progression Score	Activation Progression Score measures how far a user has progressed through a predefined series of activation milestones. It helps track onboarding momentum and identify where users drop off before reaching full activation.
Activation Rate	Activation Rate measures the percentage of users who reach a predefined milestone that signifies meaningful initial engagement or product adoption. This milestone, often referred to as "activation," represents the moment when users experience the core value of the product for the first time.
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.
Active Feature Usage Rate	Active Feature Usage Rate measures the percentage of active users who engage with a specific feature within a given time period. It helps determine the feature’s relevance, discoverability, and stickiness.
Advocate Re-Engagement Rate	Advocate Re-Engagement Rate measures the percentage of previously engaged brand advocates who return and participate in a new activity (e.g., referral, review, or campaign). It helps assess brand loyalty and the strength of your advocacy program.
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.
Annual Recurring Revenue	Annual Recurring Revenue (ARR) represents the total annualized value of predictable, recurring revenue generated by your business from active subscriptions or contracts. It’s a foundational metric for SaaS companies, subscription services, and businesses with recurring billing models.
Average Contract Value	Average Contract Value (ACV) measures the average monetary value of a customer contract over a specified period, typically annually. It’s used to evaluate the revenue contribution of individual contracts and is particularly relevant for subscription-based or SaaS businesses.
Average Customer Lifespan	Average Customer Lifespan (ACL) refers to the total duration a customer remains actively engaged with a company’s product or service. It’s an estimated timeframe from the point of customer acquisition to churn, during which the customer is actively using, purchasing, or subscribing to the product.
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 Deal Size	Average Deal Size measures the average revenue generated per closed-won deal over a specific period. It helps evaluate sales efficiency, buyer potential, and monetization strategy.
Average Order Value	Average Order Value (AOV) refers to the average amount of money spent each time a customer places an order. It’s a key metric used to track customer purchasing behavior and assess the effectiveness of sales and marketing efforts.
Average Purchase Frequency	Average Purchase Frequency (APF) is a metric that measures how often customers make a purchase within a specified time period. It provides insight into customer behavior and the consistency of their interactions with a brand.
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 Account	Average Revenue Per User (ARPU) measures the average monthly or yearly revenue generated from each customer account, typically used in subscription-based businesses.
Average Revenue Per Expansion Account	Average Revenue Per Expansion Account measures the average revenue generated from accounts that have expanded—via upgrades, add-ons, or usage increases—over a defined period. It helps assess expansion efficiency and account growth potential.
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.
Average Sales Cycle Length	Average Sales Cycle Length (ASCL) measures the average time it takes to convert a lead into a customer, starting from the first interaction to the final deal closure.
Brand Awareness	Brand Awareness is the measure of how familiar your target audience is with your brand, products, and services. It gauges the extent to which consumers recognize, recall, and engage with your brand.
Brand Awareness Lift	Brand Awareness Lift measures the percentage increase in the number of people who are aware of your brand before and after a specific campaign or time period. It helps assess the impact of marketing efforts on brand visibility.
Brand Mentions	Brand Mentions measures the number of times your brand name is referenced across public or private channels (e.g., social media, forums, press, communities) within a specific timeframe. It helps gauge brand visibility and word-of-mouth momentum.
Brand Recall Score in ICP Surveys	Brand Recall Score in ICP Surveys measures the percentage of ideal customer profile (ICP) respondents who remember your brand, either unaided or aided. It helps assess brand strength and category awareness among target buyers.
Brand Sentiment	Brand Sentiment measures the tone of opinions, feelings, and attitudes that customers, prospects, and the public express about your brand. It can be categorized as positive, neutral, or negative.
Branded Search Volume	Branded Search Volume measures the number of search queries containing your company or product name over a defined period. It helps assess brand awareness and intent-to-engage from both new and returning audiences.
Branded Search Volume Growth	Branded Search Volume Growth measures the percentage increase or decrease in branded search queries over a set period. It helps track brand momentum and marketing effectiveness over time.
Breadth of Use	Breadth of Use measures the number of distinct features, modules, or product areas used by a single customer or account. It helps assess product adoption depth and customer stickiness.
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.
Check-In Impact Score	Check-In Impact Score measures the correlation between customer success check-ins and positive business outcomes (e.g., retention, expansion, product usage). It helps quantify the value of proactive account engagement.
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.
Close Rate	The Close Rate measures the percentage of sales opportunities that result in closed deals. It evaluates the efficiency of the sales process from the opportunity stage to closure, highlighting how well sales teams capitalize on qualified opportunities.
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.
Cohort Retention Analysis	Cohort retention analysis involves tracking a group of users (a cohort) over time to measure how many of them continue using a product or service, providing insights into retention and churn patterns.
Community Growth Rate	Community Growth Rate measures the percentage increase in members of your brand’s community over time. It helps track momentum, awareness, and the success of community-led strategies.
Content Engagement	Content Engagement measures the level of interaction, interest, and value that users derive from content. It encompasses metrics like time spent on content, shares, comments, likes, click-throughs, and other forms of interaction that signal user involvement.
Contract Renewal Rate	Contract Renewal Rate measures the percentage of expiring customer contracts that are renewed within a given period. It helps track customer retention, revenue continuity, and CS performance.
Conversion Rate	Conversion Rate is the percentage of users or prospects who take a desired action out of the total number of users who interacted with a marketing or sales campaign. The "conversion" could refer to actions like completing a purchase, signing up for a newsletter, or filling out a form.
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 ICP Account	Cost Per Aware ICP Account measures the average cost to generate awareness from an Ideal Customer Profile (ICP) account. It helps evaluate the efficiency of brand and demand activities focused on your most valuable target accounts.
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.
Cost per Lead	Cost per Lead (CPL) is a digital marketing metric that measures the cost incurred to generate a single lead. A lead is someone who expresses interest in your product or service by filling out a form, subscribing to a newsletter, downloading a resource, or engaging in another qualifying activity.
Cross-Sell Conversion Rate	Cross-Sell Conversion Rate measures the percentage of existing customers who purchase additional, complementary products or services, typically during or after the initial sale. It reflects the effectiveness of cross-selling efforts aimed at increasing revenue from existing customers.
CTR from ICP Audiences	CTR from ICP Audiences measures the percentage of impressions from ideal customer profile (ICP) segments that result in clicks. It helps evaluate campaign resonance and message effectiveness with your highest-value buyers.
Customer Churn Rate	Churn Rate is the percentage of customers who stop using a company’s product or service during a specific period of time. It reflects the rate at which customers leave or cancel their subscriptions, typically used in SaaS and subscription-based businesses.
Customer Downgrade Rate	Customer Downgrade Rate measures the percentage of existing customers who reduce their subscription value (e.g., lower tier, fewer seats, removed features) within a given period. It helps assess product fit, pricing friction, and account health risk.
Customer Engagement Score	Customer Engagement Score measures how actively and consistently a customer is interacting with your product, content, or brand. It helps assess product adoption, value realization, and retention potential.
Customer Feedback Retention Score	Customer Feedback Retention Score measures the retention rate of customers who have provided feedback (positive, negative, or neutral). It helps assess whether engaging customers in feedback loops improves loyalty and long-term value.
Customer Feedback Score	Customer Feedback Score measures customer sentiment and satisfaction based on responses to feedback requests, often collected through surveys, ratings, or qualitative input. This metric provides direct insight into customer opinions about your product, service, or overall experience.
Customer Feedback Score (Post-activation)	Customer Feedback Score (Post-activation) measures the average rating or sentiment provided by customers after reaching a defined product activation milestone. It helps assess product satisfaction and value delivery in early stages.
Customer Health Score	Customer Health Score (CHS) is a composite metric used to evaluate the likelihood of a customer renewing, upselling, or churning. It typically combines multiple data points related to product usage, satisfaction, engagement, and support interactions into a single, actionable score.
Customer Lifetime Value	Customer Lifetime Value (CLV) represents the total revenue a business expects to earn from a customer over the entire duration of their relationship. It is a predictive metric that combines customer spending, loyalty, and retention rates to quantify the value of each customer.
Customer Profitability	Customer Profitability (CP) measures the total profit a company earns from a specific customer or customer segment over a defined period. It’s calculated by subtracting the costs associated with acquiring, serving, and retaining the customer from the revenue they generate.
Customer Referral Rate	Customer Referral Rate (CRR) measures the percentage of your customers who refer others to your business, reflecting the effectiveness of your referral program and the strength of your word-of-mouth marketing.
Customer Satisfaction Score	Customer Satisfaction Score (CSAT) measures how satisfied customers are with a specific product, service, or interaction. It is typically calculated by asking customers to rate their experience on a scale, such as 1–5 or 1–10, with higher scores indicating greater satisfaction.
Customer Segmentation	Customer Segmentation is the process of dividing a customer base into distinct groups based on shared characteristics. These segments allow businesses to tailor marketing efforts, products, and services to meet the specific needs of each group.
Daily Active Users	Daily Active Users (DAU) measures the total number of unique users who engage with a product, app, or website on a given day. Engagement criteria may vary by product, such as logging in, completing a transaction, or performing a specific action.
DAU/WAU Ratio	DAU/WAU Ratio compares the number of Daily Active Users (DAU) to Weekly Active Users (WAU) over a specified time period. It represents the proportion of weekly users who engage with your product daily, offering insight into how often users return.
Deal Velocity	Deal Velocity measures the speed at which deals move through the sales pipeline, from the initial contact to closing. It reflects how efficiently your sales process converts prospects into paying customers.
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.
Downgrade to Churn Conversion Rate	Downgrade to Churn Conversion Rate measures the percentage of customers who downgrade their plan or usage and later churn. It helps identify whether downgrades are leading indicators of customer loss.
Drop-Off Rate	Drop-Off Rate measures the percentage of users who leave a process, page, or journey before completing a desired action. This metric identifies points of friction or disengagement, helping you optimize user flows for better retention and conversion.
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 Metrics	Engagement Metrics are data points that measure how users interact with your product, content, or campaigns. They assess the depth, frequency, and quality of user interactions, providing insights into customer interest, satisfaction, and loyalty.
Engagement Rate	Engagement Rate measures the level of interaction users have with your content, product, or campaigns relative to the size of your audience. It provides insight into how effectively your efforts capture attention and encourage meaningful user actions.
Engagement Rate from Buying Personas	Engagement Rate from Buying Personas measures the percentage of your total visitors or users who belong to your defined buyer personas and meet engagement criteria. It helps assess whether your GTM strategy is attracting and resonating with decision-makers.
Engagement Rate on Awareness Campaigns	Engagement Rate on Awareness Campaigns measures the percentage of users exposed to an awareness campaign who then take a meaningful action. It helps assess whether top-of-funnel messaging and creative drive attention and interest.
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.
Exit Rate	Exit Rate is the percentage of visits to a specific webpage or app screen that end with the user leaving the site or app entirely. It shows how often a particular page or screen is the last one visited during a session.
Exit Reason Frequency (Segmented)	Exit Reason Frequency (Segmented) measures how often specific reasons for churn or cancellation occur across different customer segments. It helps identify patterns in churn behavior and root causes by cohort.
Expansion Activation Rate	Expansion Activation Rate measures the percentage of existing accounts that adopt a new product, feature, or service that can lead to upsell or cross-sell. It helps track momentum in expansion readiness and usage.
Expansion Feature Usage Frequency	Expansion Feature Usage Frequency measures how often a specific upsell-eligible feature is used by existing accounts. It helps assess product stickiness, value realization, and readiness for expansion.
Expansion Intent Signal Rate	Expansion Intent Signal Rate measures the percentage of accounts showing behavioral or engagement signals that indicate interest in upgrading, expanding, or purchasing add-ons. It helps identify and prioritize expansion-ready accounts.
Expansion Opportunity Score	Expansion Opportunity Score is a weighted score that indicates how likely an existing customer is to expand based on usage, engagement, intent, and fit. It helps prioritize accounts for cross-sell and upsell.
Expansion Readiness Index	Expansion Readiness Index is a composite score that measures how ready an account is for an upsell or cross-sell based on behavioral, product usage, and customer fit data. It helps prioritize expansion outreach.
Expansion Revenue	Expansion Revenue refers to the additional revenue generated from existing customers through upselling, cross-selling, add-ons, or increased usage over time. It’s a key component of revenue growth strategies, particularly in subscription-based or SaaS businesses.
Expansion Revenue Growth Rate	Expansion Revenue Growth Rate measures the rate at which revenue from existing customers grows over a given period due to upselling, cross-selling, or increased usage. It reflects the success of efforts to expand the value of current customer relationships.
Expansion Revenue Potential (Forecasted)	Expansion Revenue Potential (Forecasted) estimates the total revenue that could be unlocked from your existing customer base via upsell, cross-sell, or usage-based growth. It helps quantify upside within the base.
Expansion Revenue Rate	Expansion Revenue Rate measures the percentage of total revenue that comes from upsells, cross-sells, and account expansions within a given time period. It helps quantify the contribution of customer growth to overall revenue.
Feature Adoption / Usage	Feature Adoption measures the percentage of users who actively engage with a specific product feature over a given period. It indicates how successfully a feature resonates with your audience and integrates into their workflow or usage patterns.
Feature Adoption Rate (Early)	Feature Adoption Rate (Early) measures the percentage of new users who use a key feature within their first few sessions or days. It helps evaluate onboarding effectiveness and early value realization.
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.
Feature-Based ARPU	Feature-Based ARPU measures the average revenue generated per user who actively uses a specific feature. It helps quantify feature value and its impact on monetization.
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 Critical Feature Reuse Rate	First Critical Feature Reuse Rate measures the percentage of users who return to use a key feature for a second time within a set period. It helps assess whether the feature delivered enough value to encourage repeat behavior.
First Feature Usage Rate	First Feature Usage Rate measures the percentage of new users who use at least one core feature during their initial sessions. It helps assess early product interaction and onboarding effectiveness.
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.
Forecasted Win Rate	Forecasted Win Rate estimates the likelihood of closing a deal based on pipeline characteristics, buyer behavior, and historical data. It helps predict revenue with greater accuracy.
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.
Gross Revenue Churn Rate	Gross Revenue Churn Rate measures the percentage of total recurring revenue lost due to cancellations or downgrades over a given period. It helps quantify the direct revenue impact of churn.
Immediate Time to Value	Immediate Time to Value (ITTV) refers to the time it takes for a customer to experience the initial, meaningful value of a product or service after their first interaction. It focuses on the speed at which customers realize a quick win or tangible benefit.
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.
Influencer and Advocate Mentions	Influencer and Advocate Mentions measures the number of times your brand, product, or content is mentioned organically by influencers, advocates, or industry voices across digital platforms. It helps gauge brand reach and community buzz.
Initial Sales Touch Engagement Rate	Initial Sales Touch Engagement Rate measures the percentage of prospects who respond or take a meaningful action after the first outreach from sales. It helps assess outreach relevance and messaging resonance.
Intent Signal Volume (3rd-party)	Intent Signal Volume (3rd-party) measures the number of buying intent signals collected from external sources (e.g., Bombora, G2, media partners) over a defined time period. It helps quantify market interest beyond owned channels.
Key Feature Exploration Rate	Key Feature Exploration Rate measures the percentage of users who engage with a high-value feature for the first time—regardless of whether they complete or repeat use. It helps evaluate feature discoverability and user curiosity.
Landing Page Conversion Rate	Landing Page Conversion Rate measures the percentage of visitors to a landing page who complete a desired action, such as signing up, purchasing a product, or downloading a resource. It’s a direct indicator of how effectively the landing page achieves its goal.
Lead Conversion Rate	Lead Conversion Rate measures the percentage of leads that take a desired action, such as making a purchase, signing up for a service, or moving to the next stage in the sales funnel. It’s a key indicator of how well your marketing and sales strategies turn prospects into customers.
Lead Response Time	Lead Response Time measures the average time it takes for a sales or marketing team to follow up with a lead after their initial inquiry or interaction. It evaluates how quickly your team engages with potential customers.
Lead Response Time (Post-Onboarding)	Lead Response Time (Post-Onboarding) measures the average time it takes for a sales or success team to follow up with a newly onboarded user or lead. It helps track handoff efficiency and momentum preservation.
LTV to CAC Ratio	LTV to CAC Ratio measures the relationship between the Lifetime Value (LTV) of a customer and the Customer Acquisition Cost (CAC). It helps evaluate how much revenue a customer generates over their lifetime compared to the cost of acquiring them.
Market Share	Market Share is the percentage of total sales or revenue in a specific market or industry that a company captures over a given period. It represents a company's relative size and influence compared to competitors.
Marketing Qualified Leads (MQLs)	Marketing Qualified Leads (MQLs) are leads that have shown enough interest or engagement with your brand to be considered potential customers. They meet specific criteria that indicate they are ready to be handed over to the sales team for further nurturing.
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.
Monthly Active Users	Monthly Active Users (MAU) is the total number of unique users who engage with a product, service, or platform within a given month. Engagement can include logging in, performing key actions, or interacting with specific features, depending on the product’s goals.
Monthly ARPA	Monthly Average Revenue Per Account (ARPA) measures the average revenue generated per account (or customer) in a given month. It reflects how much value each account contributes on a monthly basis, providing insights into revenue trends and customer monetization.
Monthly Recurring Revenue	Monthly Recurring Revenue (MRR) is the total predictable revenue a company expects to generate from its subscription-based services or contracts on a monthly basis. It standardizes recurring income, offering a clear view of revenue trends.
Multi-Session Activation Completion Rate	Multi-Session Activation Completion Rate measures the percentage of users who complete the full activation flow across more than one session. It helps track long-path engagement and sustained activation behavior.
Net Promoter Score	Net Promoter Score (NPS) measures customer loyalty by gauging how likely customers are to recommend your product, service, or brand to others. It’s based on a single-question survey: “How likely are you to recommend our [product/service] to a friend or colleague?”
Net Revenue Churn	Net Revenue Churn measures the percentage of recurring revenue lost in a given period due to customer churn, downgrades, or cancellations, after accounting for revenue gained through upgrades or expansions from existing customers.
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.
New Visitors	New Visitors are users who visit your website or app for the first time within a specific timeframe. These visitors have no prior recorded interaction with your platform, indicating they are new to your audience.
Newsletter Subscription Growth	Newsletter Subscription Growth measures the increase in net newsletter subscribers over a given period. It helps track interest in long-form content and audience-building performance.
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.
Onboarding Completion Rate	Onboarding Completion Rate measures the percentage of users who successfully complete the onboarding process, transitioning from new sign-ups to fully onboarded users. It reflects how effectively your onboarding flow prepares users to engage with your product or service.
Onboarding Drop-off Rate	Onboarding Drop-Off Rate measures the percentage of users who begin the onboarding process but fail to complete it. It highlights where users lose interest or encounter obstacles during onboarding.
Onboarding Satisfaction Score (OSS)	Onboarding Satisfaction Score (OSS) measures the average satisfaction rating given by users after completing their initial onboarding experience. It helps gauge perception of ease, clarity, and helpfulness.
Opportunity Creation Velocity (from MQL)	Opportunity Creation Velocity (from MQL) measures the average time it takes for a marketing-qualified lead (MQL) to convert into a sales opportunity. It helps track lead progression speed and sales-readiness alignment.
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 Content Shares	Organic Content Shares measures the number of times your content is shared across social platforms, email, or dark social—without paid promotion. It helps track virality and audience resonance.
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.
Payback Period	Payback Period measures the time it takes for a business to recover the cost of acquiring a customer (Customer Acquisition Cost, or CAC) through the revenue generated by that customer. It indicates how quickly a company can recoup its investment in acquisition and start generating profit.
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 Completing Key Activation Milestones	Percent of Accounts Completing Key Activation Milestones measures the proportion of accounts that reach predefined, high-value activation checkpoints. It helps determine whether users are progressing toward long-term adoption.
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 MQLs Meeting Qualification Criteria	Percent of MQLs Meeting Qualification Criteria measures the proportion of Marketing Qualified Leads that meet your company’s agreed-upon criteria for sales follow-up (e.g., ICP fit, budget, intent). It helps assess lead quality and marketing-to-sales alignment.
Percent of Retained Feature Users	Percent of Retained Feature Users measures the proportion of users who continue to use a specific feature over a defined retention window. It helps assess feature stickiness and long-term value.
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.
Pipeline Value	Pipeline Value refers to the total potential revenue from all active opportunities in your sales pipeline. It’s a forward-looking metric that estimates the value of deals that are being pursued but not yet closed.
Pipeline Value Growth	Pipeline Value Growth measures the increase in total dollar value of open sales opportunities over a specific period. It helps track pipeline health, deal velocity, and the impact of GTM efforts on revenue generation.
Pipeline Velocity	Pipeline Velocity measures how quickly deals progress through the sales pipeline and generate revenue over a specific period. It provides insight into the efficiency of your sales process and the potential revenue flow.
Post-Renewal Engagement Rate	Post-Renewal Engagement Rate measures the percentage of renewed customers who actively engage with your product or service within a defined period after renewal. It helps assess long-term retention health and expansion readiness.
Post-Video Brand Recall Lift	Post-Video Brand Recall Lift measures the increase in brand recall among viewers after watching a specific video campaign, compared to a control or pre-exposure baseline. It helps quantify the brand impact of video content.
Proactive Support Engagement Rate	Proactive Support Engagement Rate measures the percentage of users who respond to or engage with support initiatives before submitting an issue or ticket. It helps track the effectiveness of preemptive support and self-service education.
Product Adoption Rate	Product Adoption Rate measures the percentage of users or customers who adopt a product or feature within a specific time period after its introduction. It reflects how well the product resonates with its target audience and fulfills their needs.
Product Qualified Accounts	Product Qualified Accounts (PQAs) are accounts (businesses or organizations) that have reached a predefined level of engagement with your product, indicating a high likelihood of converting into paying customers. PQAs represent accounts where multiple users demonstrate behaviors that signal readiness to upgrade or purchase.
Product Qualified Leads	Product Qualified Leads (PQLs) are individual users that have demonstrated meaningful engagement with a product, indicating a high likelihood of converting into paying customers. PQLs are typically identified through specific behaviors that align with the product’s core value.
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.
QBR Engagement Rate	QBR Engagement Rate measures the percentage of eligible accounts that attend, complete, or meaningfully participate in Quarterly Business Reviews (QBRs). It helps track strategic relationship strength and post-sale alignment.
Reach to ICP %	Reach to ICP % measures the percentage of your total marketing or campaign reach that falls within your Ideal Customer Profile (ICP). It helps assess targeting precision and audience quality.
Redemption Rate	Redemption Rate measures the percentage of distributed promotions, coupons, or rewards that customers redeem or use within a specified period. It evaluates the effectiveness of promotional campaigns and customer engagement with incentives.
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 Intent Identified in QBRs	Referral Intent Identified in QBRs measures the percentage of Quarterly Business Reviews (QBRs) in which customers express interest or willingness to refer your product. It helps track referral readiness and advocacy opportunity among current accounts.
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.
Repeat Purchase Rate	Repeat Purchase Rate (RPR) measures the percentage of customers who make more than one purchase within a specified period. It’s a key indicator of customer loyalty and the effectiveness of retention strategies.
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 Churn Rate	Revenue Churn Rate measures the percentage of recurring revenue lost during a specific period due to customer cancellations, downgrades, or non-renewals. It is a key metric for subscription-based or recurring revenue models, highlighting the impact of customer attrition on revenue.
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 Growth	Revenue Growth measures the increase (or decrease) in revenue over a specific period, typically expressed as a percentage. It tracks how well a business is expanding its revenue streams.
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.
Sales Asset Utilization	Sales Asset Utilization measures how often and effectively sales teams use the resources and assets (e.g., presentations, case studies, brochures, or tools) provided by marketing or enablement teams to engage prospects and close deals.
Sales Call Brand Mention Rate	Sales Call Brand Mention Rate measures the percentage of sales calls where prospects mention your brand, product, or company unprompted. It helps assess brand recall and the influence of pre-funnel exposure.
Sales Confidence	Sales Confidence refers to the level of self-assurance, knowledge, and readiness within a sales team to engage prospects, navigate objections, and close deals. It encompasses their belief in the product, messaging, tools, and their own abilities.
Sales Cycle Length	Sales Cycle Length measures the average time it takes for a lead to move through the sales pipeline, from initial contact to closing the deal. It is typically expressed in days, weeks, or months.
Sales Qualified Leads	Sales Qualified Leads (SQLs) are leads that meet specific criteria, indicating they are ready to be engaged by the sales team. These leads have typically been vetted and nurtured by marketing and exhibit behaviors or characteristics that align with the company’s ideal customer profile (ICP) and buying intent.
Sales Velocity	Sales Velocity measures how quickly revenue is generated through the sales pipeline over a specific period. It evaluates the speed and efficiency with which deals progress and close, providing insights into overall sales performance.
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.
Sentiment Analysis	Sentiment Analysis is the process of analyzing text, speech, or other data to determine the emotional tone behind it. It categorizes feedback as positive, neutral, or negative, providing insights into how customers feel about a product, service, or brand.
Sentiment Analysis (Sales + Social)	Sentiment Analysis (Sales + Social) measures the tone (positive, neutral, negative) of feedback and conversations related to your brand across sales call transcripts and social media platforms. It helps track brand perception, objection patterns, and positioning effectiveness.
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.
Session Frequency	Session Frequency measures how often users return to a website, app, or platform within a specific period. It tracks the average number of sessions per user, providing insights into user engagement and loyalty.
Session Length	Session Length measures the total time a user spends actively engaging with a website, app, or platform during a single session. It begins when a user starts interacting and ends when they leave or become inactive for a predetermined duration (e.g., 30 minutes of inactivity).
Share of Voice vs. Competitors (By Channel)	Share of Voice (SOV) vs. Competitors (By Channel) measures your brand’s visibility as a percentage of total market conversations, mentions, or impressions compared to key competitors — segmented by specific marketing or communication channels.
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.
Short Time to Value	Short Time to Value (STTV) measures the time it takes for a customer to experience their first significant value or benefit from your product or service. This metric emphasizes achieving quick wins that demonstrate value early in the customer journey.
Sign-Up to Subscriber Conversion Rate	Sign-Up to Subscriber Conversion Rate measures the percentage of users who sign up for a product or service and then convert into paying subscribers. It reflects how effectively your onboarding and conversion strategies move users from free trials, freemium plans, or initial interest into paid commitments.
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 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 Engagement from Target Accounts	Social Engagement from Target Accounts measures the number or percentage of social interactions (likes, shares, comments, follows, mentions) that come from accounts on your target account list. It helps assess brand awareness, content resonance, and early-stage intent within your ICP.
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.
Stickiness Ratio	Stickiness Ratio measures how often users return to your product by comparing daily active users (DAU) to monthly active users (MAU). It helps evaluate how “sticky” or habit-forming your product is.
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 in App	Time in App measures the total amount of time users spend actively engaging with a mobile or web application over a specific period. It reflects how much value users derive from the app and its ability to capture their attention.
Time to Basic Value	Time to Basic Value (TTBV) measures the time it takes for a new user or customer to achieve their first significant milestone or experience the basic value of a product or service. It represents how quickly the product delivers on its core promise to users.
Time to Close	Time to Close measures the average amount of time it takes for a deal, ticket, or request to move from initiation to resolution or closure. This metric is crucial for tracking sales efficiency, customer support performance, or operational workflows.
Time to Exceed Value	Time to Exceed Value (TTEV) measures the time it takes for users to perceive that a product or service has exceeded their expectations or delivered greater-than-expected benefits. It’s a customer success metric that highlights when a user transitions from simply meeting their needs to experiencing delight or exceeding their goals.
Time to First Meeting	Time to First Meeting measures the average time between when a lead or user signs up (or enters your funnel) and when they attend their first scheduled meeting—such as a sales call, onboarding session, or demo. It helps track pipeline speed and engagement momentum.
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 First Value	Time to First Value (TTFV) measures the time it takes for a new user or customer to achieve their first meaningful experience with your product or service. It represents the point at which a user realizes initial value, validating their decision to engage with your solution.
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.
Time to Value	Time to Value (TTV) measures the time it takes for a new customer to realize the promised value of a product or service after adoption. It tracks the duration from when a customer begins using the product to when they achieve their first meaningful benefit or milestone.
Time to Value (Expansion Features)	Time to Value (Expansion Features) measures the average time it takes for users or accounts to adopt and gain value from premium or advanced features after their initial onboarding or activation. It helps assess expansion readiness and product maturity 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.
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.
Upsell Conversion Rates	Upsell Conversion Rate measures the percentage of existing customers who upgrade to a higher-tier product, add-on, or premium feature after being offered an upsell. It reflects the success of efforts to increase the average transaction value through existing customer relationships.
Usage Depth	Usage Depth measures the extent to which users engage with the features, functionalities, or content of your product. It reflects how comprehensively users utilize available features, providing insight into their engagement and the product’s perceived value.
Viral Cycle Time	Viral Cycle Time measures the average amount of time it takes for a single user to generate a new referred user through a product’s viral loop. It captures the speed at which referrals and sharing actions result in new users entering the system.
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.
Warm Introduction Offer Rate	Warm Introduction Offer Rate measures the percentage of customers, partners, or users who are asked or prompted to provide a warm introduction to a relevant contact. It helps assess how often teams or workflows are activating social referrals as part of GTM efforts.
WAU/MAU Ratio	The WAU/MAU Ratio compares the number of Weekly Active Users (WAU) to Monthly Active Users (MAU). It represents the percentage of users who engage with your product weekly out of those who are active within a month.
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.
Website Traffic	Website Traffic measures the total number of users or visits to a website over a specific time period. It provides insight into how many individuals interact with your website and serves as a starting point for analyzing online performance.
Weekly Active Users	Weekly Active Users (WAU) measures the total number of unique users who engage with your product, service, or platform at least once during a specific week. It reflects the breadth of active engagement within a weekly timeframe.
Win Rate	Win Rate measures the percentage of opportunities or deals that result in successful conversions or closed-won outcomes. It reflects the effectiveness of sales efforts and the ability to convert leads into paying customers.