Leads represent potential customers that have demonstrated interest in your offerings through engagement like form submissions, content downloads, or event sign-ups.
Gross Margin (GM) measures the percentage of revenue that exceeds the Cost of Goods Sold (COGS).
Runway is the time a startup can continue to operate before it needs additional financing or reaches positive cash flow.
The LTV:CAC Ratio measures the relationship between Average Lifetime Value (LTV) and Customer Acquisition Cost (CAC).
Churn MRR is MRR lost from customers that completely cancelled their subscription.
Average Deal Size (ADS) refers to the average revenue expected from each closed deal.
Email Open Rate (EOR) measures the percentage of recipients that open a sent email.
Net MRR Change is the net difference in MRR between 2 dates.
MRR Won is the total of all positive contributions to MRR, including new customer subscriptions, expansion MRR, and re-activations.
MRR Lost represents MRR lost from churned customers plus MRR lost from customers that have downgraded their subscriptions.
Customer Support Tickets (CST) tracks the number of requests for help received by your support team.
Sales Win Rate represents the percentage of closed deals that are won.
New Sign Ups (NSU) measures the number of users signing up to your site, product, or service for the first time.
The Break-Even Point is the number of units sold required to make total costs and total revenue equal, indicating no net loss or gain.
Re-Activation MRR is MRR gained from customers that resume a paid subscription after having cancelled.
Email Click-Through Rate (CTR) measures the proportion of email recipients who clicked on one or more links contained in an email.
Booked Sales is the value (or count) of deals marked as certain wins in your CRM.
Pages per Session (PPS) is the average number of unique pages visited by a user in a session.
Viral Coefficient measures the rate existing customers refer new customers to a product or service.
Pipeline measures the total value of active pipeline deals with a pending outcome.
Load Time refers to the duration required for a web page or an application to become fully interactive from the moment a user initiates a request.
Expansion MRR reflects the additional Monthly Recurring Revenue (MRR) generated from existing customers through upsells, cross-sells, and upgrades.
Average Session Duration (ASD) measures the typical length of a user session on an application or website.
Operating Margin measures the profitability of your core business activities, excluding the effects of interest and taxes.
Average Revenue Per Customer (ARPC) measures the average revenue generated per customer within a specific time frame.
Average Sales Cycle (ASC) measures the average time from deal creation to deal close for won deals.
Burn Rate refers to the speed at which you deplete cash reserves before reaching profitability.
Average Lifetime Value (LTV) is a projection of revenue expected to be generated per customer over their entire lifetime.
Quota Attainment measures the percentage of sales quota achieved by a sales representative or team over a period.
Customer Acquisition Cost (CAC) measures the total cost of acquiring a new customer, combining all sales and marketing expenses.
Daily Active Users (DAUs) quantifies the number of individual users who are active in an app or platform within a 24-hour period.
The DAU/MAU Ratio measures the stickiness of a SaaS product by comparing Daily Active Users (DAU) to Monthly Active Users (MAU).
New Visitors is the number of unique individuals that visit your website for the first time.
Engaged Sessions (ES) measures the number of sessions that include a meaningful interaction with content on a website.
Return On Advertising Spend (ROAS) measures the revenue earned for every dollar spent on advertising.
Net Promoter Score (NPS) measures how likely customers say they are to recommend your company to others, typically on a scale of 0-10.
Customer Churn Rate measures the proportion of customers lost during a specific period.
Average Resolution Time (ART) measures the time from when a customer support request is received until the issue is resolved.
First Response Time (FRT) measures the duration from a customer's initial inquiry to the initial reply from the service team.
New Customer MRR is MRR gained from customers who have subscribed for the first time.
Monthly Active Users (MAUs) tracks the number of unique users who engage with an app or platform within a 30-day window.
Quick Ratio is the ratio of MRR Won to MRR Lost over a period. It's used by SaaS businesses to assess their growth efficiency.
Organic Search Traffic refers to website visitors that arrive through unpaid search engine results.
Average Page View Time (APVT) measures the mean duration visitors spend on a single page before navigating away.
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