KPIs
KPIs
Discover KPI docs by ownership, type, funnel stage, and the activities they support.
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 onboa
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 rete
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 wel
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 onboardi
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 user
Activation Rate measures the percentage of users who reach a predefined milestone that signifies meaningful initial engagement or product adoption. This milestone, often referred t
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
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 whe
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, discove
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 hel
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 effective
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 fou
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
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
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 sal
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 (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
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 co
Average Resolution Time (ART) measures the average amount of time it takes to fully resolve a customer issue or support ticket from the moment it is raised to when it is marked as
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 (ARPU) measures the average monthly or yearly revenue generated from each customer account, typically used in subscription-based businesses.
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 he
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 mont
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.
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 pag
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 engag
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 i
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 timef
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 streng
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, neutra
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
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 ove
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 stickin
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 c
Channel Effectiveness refers to how well various marketing and sales channels perform in reaching target audiences, generating leads, and driving conversions. It assesses the effic
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
Churn Risk Score is a predictive metric that estimates the likelihood of a customer canceling or downgrading within a given period. It helps identify at-risk accounts for proactive
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
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, h
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 ac
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
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 strategi
Complaints Received refer to the number of formal or informal complaints submitted by customers or users about a product, service, or experience. These complaints highlight dissati
Complaints Resolved refers to the number or percentage of customer complaints that have been successfully addressed and resolved within a given timeframe. This metric tracks how ef
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
Content ROI measures the return on investment generated by content marketing initiatives. It evaluates how much revenue or value your content delivers relative to the costs involve
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 p
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 "conversio
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 prod
Cost of poor Quality (COPQ) refers to the costs incurred by an organization due to defects, inefficiencies, and errors in product or service delivery. It includes the financial imp
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 the
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 activi
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 he
Cost Per Click (CPC) is a digital marketing metric that refers to the amount advertisers pay for each click on their advertisements. It is used in online advertising models such as
Cost Per Conversion (CPCo) measures the total cost incurred to achieve a specific conversion, such as a lead, or sign-up. It indicates how efficiently your marketing efforts are dr
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
Cost per Resolution (CPR) refers to the total cost incurred to resolve a customer issue or complaint. It includes the expenses related to customer support, staff time, and resource
Cost Per Ticket (CPT) measures the average cost incurred by a business to resolve a single customer support ticket. It reflects the efficiency of support operations and resource al
Cost to Serve (CTS) refers to the total cost incurred by a company to deliver a product or service to a customer. It includes the direct and indirect costs associated with operatio
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
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 eff
Customer Acquisition Cost (CAC) refers to the total cost incurred by a company to acquire a new customer. It includes marketing, sales, and other related expenses used to attract a
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 th
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. I
Customer Effort Score (CES) measures how easy it is for customers to accomplish a task, such as resolving an issue, making a purchase, or using a feature. Typically, customers are
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
Customer Feedback Retention Score measures the retention rate of customers who have provided feedback (positive, negative, or neutral). It helps assess whether engaging customers i
Customer Feedback Score measures customer sentiment and satisfaction based on responses to feedback requests, often collected through surveys, ratings, or qualitative input. This m
Customer Feedback Score (Post-activation) measures the average rating or sentiment provided by customers after reaching a defined product activation milestone. It helps assess prod
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
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
Customer Loyalty is a measure of a customer’s likelihood to repeatedly engage with and purchase from a brand over time, often driven by positive experiences, satisfaction, and perc
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 a
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
Customer Renewal Rate measures the percentage of existing customers who renew their subscription, contract, or membership during a specific time period. It reflects how well your p
Customer Retention Rate (CRR) measures the percentage of customers a company retains over a given period. It reflects the ability to keep customers engaged, satisfied, and loyal to
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 the
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,
Customer Support Tickets is a classification metric that organizes customer support inquiries into predefined categories, such as technical issues, billing problems, product questi
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 loggi
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 wit
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 prospe
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 CT
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 measures the percentage of customers who downgrade their plan or usage and later churn. It helps identify whether downgrades are leading indicato
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,
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 earl
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 inte
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-sta
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, pro
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 effectivel
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 asse
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 me
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-f
Error Rate measures the percentage of errors or failures occurring during a specific process, interaction, or system operation. It reflects the quality and reliability of a product
Escalation Rate measures the percentage of customer support cases or issues that are escalated to a higher level of support, such as specialized teams, managers, or senior agents.
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
Exit Reason Frequency (Segmented) measures how often specific reasons for churn or cancellation occur across different customer segments. It helps identify patterns in churn behavi
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
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 rea
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
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 account
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
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 o
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
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
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 contr
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 yo
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 ear
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 pr
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 effect
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 measures the percentage of new users who engage meaningfully after their very first interaction with your brand or product. It helps assess how well y
First Contact Resolution (FCR) measures the percentage of customer inquiries or issues resolved on the first interaction with customer support, without requiring follow-up actions
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 delive
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 onboard
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
First Response Time (FRT) is the average time it takes for a customer support team to provide an initial response to a customer inquiry. It reflects the speed and efficiency of a c
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 a
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 interac
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 funn
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 accurac
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 pr
Gross Margin measures the profitability of a product, service, or business by calculating the percentage of revenue that remains after deducting the Cost of Goods Sold (COGS). It r
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
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 focu
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 traf
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 e
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
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 relev
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 hel
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 ev
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 resourc
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 funn
Lead Quality Score is a numerical value assigned to leads based on their likelihood to convert into paying customers. It helps prioritize leads by evaluating their fit with the pro
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 yo
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 efficie
Lead-to-Opportunity Conversion Rate measures the percentage of leads that progress to the opportunity stage in your sales pipeline. This metric indicates how effectively marketing
Lead-to-SQL Conversion Rate measures the percentage of leads that progress from being general leads to becoming Sales Qualified Leads (SQLs)—prospects deemed ready for a direct sal
Likes: A basic interaction indicating approval, enjoyment, or agreement with a post or piece of content. Shares: When users repost content to their own network, amplifying its reac
Loyalty Participation Rate measures the percentage of eligible customers actively engaging with a loyalty or rewards program. This metric helps assess how well the program attracts
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 gen
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 i
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 indi
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 (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 k
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
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
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 an
Net Profit Margin measures the percentage of revenue that remains as profit after all expenses have been deducted, including operating costs, taxes, interest, and other expenses. I
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 surve
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 throu
Net Revenue Retention (NRR) measures the percentage of recurring revenue retained from existing customers over a given period, including revenue gained from expansions (upsells, cr
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
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-ba
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, indicatin
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 performan
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 measures the percentage of users who successfully complete the onboarding process, transitioning from new sign-ups to fully onboarded users. It reflects
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 d
Onboarding Satisfaction Score (OSS) measures the average satisfaction rating given by users after completing their initial onboarding experience. It helps gauge perception of ease,
Open Rate measures the percentage of email recipients who open an email out of the total emails delivered. It evaluates the effectiveness of your email subject lines, timing, and s
Operating (Profit) Margin measures the percentage of revenue remaining after covering all operating expenses (excluding interest and taxes). It shows how efficiently a company gene
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 progressio
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 quanti
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 audien
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 measures the percentage of users who sign up for your product after visiting via unpaid (organic) channels. It helps track top-of-funnel conversion effectivene
Page Views refers to the total number of times a specific webpage is loaded or viewed by users. It counts every instance of a page being loaded, regardless of whether it’s the same
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 help
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 custo
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 measures the share of users or accounts who complete one or more predefined activation actions within a given timeframe. It helps assess ear
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 t
Percent of Accounts Completing Key Activation Milestones measures the proportion of accounts that reach predefined, high-value activation checkpoints. It helps determine whether us
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
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 adoptio
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-fu
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
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 lo
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 effectiv
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
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
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
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
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 lo
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
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 effect
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 pr
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 c
Product Qualified Leads (PQLs) are individual users that have demonstrated meaningful engagement with a product, indicating a high likelihood of converting into paying customers. P
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 pr
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 produc
Profit Margin measures the percentage of revenue that remains as profit after accounting for expenses. It indicates how effectively a company manages costs to generate earnings fro
QBR Engagement Rate measures the percentage of eligible accounts that attend, complete, or meaningfully participate in Quarterly Business Reviews (QBRs). It helps track strategic r
Quota Attainment Rate measures the percentage of sales reps or teams that meet or exceed their assigned revenue or bookings quota within a given time period. It helps assess sales
Rate of Escalation to Higher Support Tiers measures the percentage of customer support issues that require escalation from lower-tier support (e.g., frontline or basic support) to
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 audien
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 pro
Referral Account Revenue Contribution measures the percentage of total revenue generated from accounts acquired via referral. It helps quantify the business impact of customer advo
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 runn
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-a
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, purch
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,”
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 in
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
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 t
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 t
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 in
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 inv
Referral Opportunity Pipeline Contribution Rate measures the percentage of total sales pipeline value that originates from referred accounts. It helps quantify the influence of ref
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 ad
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 th
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 he
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 identif
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 refe
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 hel
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 trac
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-r
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 custome
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
Relationship Depth Score measures the strength and breadth of engagement between your team and customer stakeholders across roles, levels, and functions. It helps assess account he
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 effectiv
Repeated Visitors are users who return to your website, app, or platform after their initial visit within a specified period. This metric reflects the ability of your content, prod
Resolution Time measures the amount of time it takes to resolve a customer issue or ticket from the moment it is raised to when it is marked as resolved. It tracks the speed and ef
Return on Ad Spend (ROAS) measures the revenue generated for every dollar spent on advertising. It is a critical metric for assessing the profitability and efficiency of advertisin
Return on Investment (ROI) measures the profitability of an investment relative to its cost. It evaluates the efficiency of investments by comparing the gains or losses generated t
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
Returning Visitors are users who visit your website or app more than once during a specified time period. This metric highlights how well your content, product, or experience retai
Revenue Attainment measures the percentage of revenue achieved compared to a predefined target or goal within a specific period. It evaluates how well sales and marketing efforts c
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 sub
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 adv
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 st
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 f
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 o
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 influe
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
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, we
Sales Pipeline Growth measures the increase in the total value, volume, or number of opportunities in the sales pipeline over a specific period. It reflects the effectiveness of yo
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 b
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 clos
Scroll Depth measures how far users scroll down a webpage or piece of digital content. It provides insight into how much of the content users engage with and whether they reach cri
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 th
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
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 help
Self-Serve Upsell Revenue measures the revenue generated when existing users purchase additional features, services, or higher-tier plans independently through the product—without
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, pro
Sentiment Analysis (Sales + Social) measures the tone (positive, neutral, negative) of feedback and conversations related to your brand across sales call transcripts and social med
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
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 int
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 w
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 competito
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 wit
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 ach
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 yo
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
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
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
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 co
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 ev
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
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 advo
Spam Complaints measure the number of recipients who mark your email as spam or junk after receiving it. This metric reflects how well your emails align with recipient expectations
SQL-to-Opportunity Conversion Rate measures the percentage of Sales Qualified Leads (SQLs) that progress to become sales opportunities. It reflects how effectively your sales team
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-formin
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 h
Task Success Rate measures the percentage of users who successfully complete a specific task or goal on a website, app, or product interface. It indicates how effectively the desig
Ticket Volume is the total number of customer support tickets created within a specific timeframe. It represents the demand for support services and provides insight into user need
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 dete
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 th
Time on Page measures the average amount of time users spend on a single webpage. It reflects how engaging or relevant the content on that page is to visitors.
Time on Task measures the amount of time users take to complete a specific task or goal within a system, interface, or application. It reflects the efficiency and ease of use of yo
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.
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 sale
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.
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 e
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 re
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 fo
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
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
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 a
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
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
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 tra
Time to Resolution (TTR) measures the average time it takes for a support team to fully resolve a customer inquiry, issue, or ticket. It starts when the issue is reported and ends
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,
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
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
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., si
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 camp
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 t
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
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, me
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 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
Unique Page Views measures the number of distinct users who view a specific page on your website during a given timeframe, regardless of how many times they visit that page. Each u
Unique Visitors refers to the total number of distinct individuals who visit your website or app within a specified timeframe. Each visitor is counted only once, regardless of how
Unsubscribe Rate measures the percentage of recipients who opt out of your email list after receiving a particular campaign or over a specified period. It reflects audience disenga
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-
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
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 featur
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 refer
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 effec
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 abilit
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 asses
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 t
Webinar Registrations / Attendance measures the percentage of webinar registrants who actually attend the event live. It helps assess the effectiveness of webinar promotion, topic
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
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
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 abil