Accounting

Receivables over 90 Days

The share of receivables that are more than 90 days past the invoice date (or due date).

Percent
Accounting

Bad Debt Ratio

The share of credit sales that had to be written off as never to be paid.

Percent
Accounting

Days to Close

How many working days it takes to close the books after the month ends.

Days
Accounting

Invoice Processing Time

The average days from receiving a supplier invoice to approving it for payment.

Days
Accounting

Invoice Accuracy Rate

The share of customer invoices sent without errors that need a credit note or correction.

Percent
Banking and lending

Net Interest Margin

Interest earned minus interest paid, as a share of the assets that earn interest.

Percent
Banking and lending

NPL Coverage Ratio

Loan loss provisions as a share of non-performing loans.

Percent
Banking and lending

Cost of Risk

Loan loss provisions charged in the period as a share of average loans, yearly.

Percent
Banking and lending

CET1 Capital Ratio

The bank’s highest-quality capital as a share of its risk-weighted assets.

Percent
Banking and lending

Leverage Ratio

Tier 1 capital as a share of total exposure, without risk weights.

Percent
Banking and lending

Liquidity Coverage Ratio

High-quality liquid assets compared with the cash that could flow out in 30 days of stress.

Percent
Banking and lending

Time to Credit Decision

How long it takes from a complete application to a credit decision.

Hours
Banking and lending

Deposit Growth

How much customer deposits grew against the same point last year.

Percent
Banking and lending

Products per Customer

The average number of bank products each customer holds.

Number
Customer service

First Response Time

How long customers wait for the first human reply after contacting support.

Hours
Customer service

Average Resolution Time

How long it takes, from first contact, to solve a customer’s problem.

Hours
Customer service

First Contact Resolution

The share of issues solved in the first contact, with no follow-up needed.

Percent
Customer service

Customer Satisfaction Score

The share of surveyed customers who rated their support experience as good (4 or 5 out of 5).

Percent
Customer service

Average Handle Time

The average length of an interaction, from start to finish, including hold time and after-call work.

Minutes
Customer service

Service Level

The share of calls or chats answered within a target time, such as 80% within 20 seconds.

Percent
Customer service

Average Speed of Answer

The average time callers wait in the queue before an agent answers.

Seconds
Customer service

Call Abandonment Rate

The share of callers who hung up before reaching an agent.

Percent
Customer service

Ticket Backlog

The number of open tickets waiting for work, often with how many are older than the target.

Number
Customer service

SLA Compliance

The share of tickets that met their service level agreement for response and resolution.

Percent
Customer service

Agent Utilisation

The share of an agent’s logged-in time spent handling contacts.

Percent
Customer service

Repeat Contact Rate

The share of customers who contact support again about the same issue within a set number of days.

Percent
Customer service

Self-Service Resolution Rate

The share of support needs solved by help articles, bots or portals without an agent.

Percent
Customer service

Cost per Contact

What it costs on average to handle one customer contact.

Money
Customer success and CX

Net Promoter Score

How likely customers are to recommend you, scored as the share of promoters (9–10) minus the share of detractors (0–6).

Score
Customer success and CX

Customer Effort Score

How easy customers found it to get what they needed, usually agreement on a 1–7 scale.

Percent
Customer success and CX

Customer Health Score

A combined score per account from usage, support, payments and sentiment, used to predict renewal or churn.

Score
Customer success and CX

Renewal Rate

The share of contracts up for renewal in a period that renewed.

Percent
Customer success and CX

Time to Value

How long a new customer takes to reach the first meaningful result from the product.

Days
Customer success and CX

Onboarding Completion Rate

The share of new customers who complete onboarding within the planned time.

Percent
Customer success and CX

Product Adoption Rate

The share of purchased seats or licences that are actively used.

Percent
Customer success and CX

Business Review Coverage

The share of key accounts that had a business review with the customer in the quarter.

Percent
Customer success and CX

Complaint Rate

Formal complaints for every thousand customers or orders.

Number
Customer success and CX

Average Review Rating

The average star rating customers give in public reviews.

Score
Customer success and CX

Account Expansion Rate

The share of existing accounts that grew their spend in the period.

Percent
Cybersecurity

Mean Time to Detect Threats

The average time between an attack or breach starting and the security team detecting it.

Hours
Cybersecurity

Mean Time to Respond

The average time from detecting a security incident to containing it.

Hours
Cybersecurity

Security Incidents

The number of confirmed security incidents in a period, by severity.

Number
Cybersecurity

Open Critical Vulnerabilities

The number of open critical and high vulnerabilities, often with how many are past their deadline.

Number
Cybersecurity

Phishing Report Rate

The share of staff who reported a simulated phishing email to security.

Percent
Cybersecurity

MFA Coverage

The share of user accounts (and admin accounts) protected by multi-factor authentication.

Percent
Cybersecurity

Privileged Accounts

The number of accounts with administrator rights, often per 100 employees.

Number
E-commerce

Cart Abandonment Rate

The share of shopping carts that were created but never turned into an order.

Percent
E-commerce

Add-to-Cart Rate

The share of sessions (or product views) in which something was added to the cart.

Percent
E-commerce

Purchase Frequency

How many orders a customer places on average in a period, usually a year.

Number
E-commerce

Customer Lifetime Value

The gross profit a customer brings over the whole time they buy from you.

Money
E-commerce

Return Rate

The share of items sold that customers sent back.

Percent
E-commerce

Gross Merchandise Value

The total value of goods sold through the shop or marketplace, before returns, fees and discounts.

Money
E-commerce

Marketplace Take Rate

The share of GMV the marketplace keeps as revenue, from commissions and fees.

Percent
Education

Enrolment Growth

How much the number of enrolled students changed against the same term last year.

Percent
Education

Graduation Rate

The share of students in an entry group who complete their programme within a set time (often 150% of normal length).

Percent
Education

Dropout Rate

The share of enrolled students who withdraw during a year or term.

Percent
Education

Attendance Rate

The share of scheduled sessions that students attended.

Percent
Education

Pass Rate

The share of students who passed an exam or course.

Percent
Education

Average Grade

The average mark or grade point across students.

Score
Education

Cost per Student

The yearly operating cost divided by the number of students.

Money
Education

Graduate Employment Rate

The share of graduates in work or further study a set time (often 6–15 months) after finishing.

Percent
Education

Student Satisfaction

The share of students who agree they are satisfied with their course or school.

Percent
Energy and utilities

SAIDI

The average minutes of power outage each customer experienced in a year.

Minutes
Energy and utilities

SAIFI

The average number of outages each customer experienced in a year.

Number
Energy and utilities

CAIDI

The average time to restore power for customers who had an outage.

Minutes
Energy and utilities

Capacity Factor

The energy a plant actually produced as a share of what it could produce running at full power all the time.

Percent
Energy and utilities

Plant Availability Factor

The share of time a plant was able to generate, whether or not it was asked to.

Percent
Energy and utilities

Network Losses

The share of energy put into the network that never reaches a paying customer.

Percent
Energy and utilities

Peak Demand

The highest power draw in a period, usually the top hour.

Number
Energy and utilities

Load Factor

Average demand as a share of peak demand.

Percent
Energy and utilities

Energy Intensity

Energy used for each unit of output, area or revenue.

Number
Energy and utilities

Actual Meter Read Rate

The share of bills based on actual meter readings rather than estimates.

Percent
ESG and sustainability

Scope 1 Emissions

Greenhouse gases emitted directly by sources the company owns or controls: fuel burned, company vehicles, refrigerant leaks.

Number
ESG and sustainability

Scope 2 Emissions

Emissions from generating the electricity, heat and steam the company buys.

Number
ESG and sustainability

Scope 3 Emissions

All other indirect emissions in the value chain: purchased goods, transport, business travel, use of sold products and more (15 categories).

Number
ESG and sustainability

Carbon Intensity

Emissions for each unit of revenue (or output).

Number
ESG and sustainability

Renewable Electricity Share

The share of the electricity the company uses that comes from renewable sources.

Percent
ESG and sustainability

Waste Diversion Rate

The share of waste kept out of landfill and incineration, through reuse, recycling or composting.

Percent
ESG and sustainability

Lost Time Injury Frequency Rate

Injuries that caused time off work, per million hours worked (or per 200,000 hours in the US).

Number
ESG and sustainability

Women in Leadership

The share of senior management (and board) positions held by women.

Percent
ESG and sustainability

Board Independence

The share of board members who are independent of management.

Percent
ESG and sustainability

Suppliers with Climate Targets

The share of spend (or of suppliers) with suppliers that have their own science-based climate targets.

Percent
ESG and sustainability

Community Investment

Money, time and goods given to communities, often as a share of pre-tax profit.

Percent
Finance

Gross Profit Margin

The share of revenue left after paying for the goods or services sold.

Percent
Finance

Operating Profit Margin

The share of revenue left after the costs of running the business, before interest and taxes.

Percent
Finance

EBITDA Margin

Earnings before interest, taxes, depreciation and amortisation, as a share of revenue.

Percent
Finance

Net Profit Margin

The share of revenue left as profit after every cost, interest and tax.

Percent
Finance

Operating Cash Flow

The cash the business generated from its normal operations in a period.

Money
Finance

Free Cash Flow

The cash left after running the business and investing in it, free to pay debt, dividends or grow.

Money
Finance

Current Ratio

How many times current assets cover current liabilities.

Ratio
Finance

Quick Ratio (Acid Test)

How many times the most liquid assets (cash, receivables, short-term investments) cover current liabilities.

Ratio
Finance

Working Capital

Current assets minus current liabilities: the money tied up in day-to-day operations.

Money
Finance

Return on Equity

The profit the business made on the money its owners have in it.

Percent
Finance

Return on Assets

The profit the business made for every unit of assets it holds.

Percent
Finance

Return on Invested Capital

The after-tax operating profit earned on all the capital invested by owners and lenders.

Percent
Finance

Debt to Equity Ratio

How much debt the business carries for every unit of owners’ equity.

Ratio
Finance

Net Debt to EBITDA

How many years of EBITDA it would take to pay back net debt.

Ratio
Finance

Budget Variance

How far actual results are from the budget, in money and as a percentage.

Percent
Finance

Cash Runway

How many months the business can keep running at its current burn before cash runs out.

Number
Finance

Asset Turnover

How much revenue the business makes for every unit of assets.

Ratio
Healthcare

Bed Occupancy Rate

The share of available beds filled by patients, on average over a period.

Percent
Healthcare

30-Day Readmission Rate

The share of discharged patients admitted again, unplanned, within 30 days.

Percent
Healthcare

Left Without Being Seen

The share of emergency patients who leave before a clinician sees them.

Percent
Healthcare

Patient Satisfaction

The share of patients who rate their care at the top of the scale (for example 9–10 out of 10).

Percent
Healthcare

Claim Denial Rate

The share of insurance claims denied by payers on first submission.

Percent
Healthcare

Clean Claim Rate

The share of claims paid on first submission with no edits or rework.

Percent
Hospitality

Occupancy Rate

The share of available rooms that were sold on average.

Percent
Hospitality

RevPAR Index

Your RevPAR compared with your competitive set’s, as an index where 100 is fair share.

Score
Hospitality

Booking Lead Time

How many days before arrival guests book, on average.

Days
Hospitality

Direct Booking Share

The share of room nights booked directly (website, phone) rather than through agencies.

Percent
Hospitality

Guest Review Score

The average rating guests give in online reviews, on a common scale.

Score
Hospitality

Prime Cost

Cost of goods sold plus total labour cost, as a share of sales.

Percent
Hospitality

Table Turnover Rate

How many times each table is used by a new party during a service.

Ratio
HR and people

Regretted Attrition

The share of employees who left that the company wanted to keep, usually strong performers.

Percent
HR and people

Employee Retention Rate

The share of employees at the start of a period who are still employed at its end.

Percent
HR and people

First-Year Turnover

The share of new hires who leave within their first year.

Percent
HR and people

Time to Hire

The average number of days from opening a role (or from a candidate applying) to the offer being accepted.

Days
HR and people

Cost per Hire

What it costs on average to recruit one new employee.

Money
HR and people

Quality of Hire

A score of how well new hires perform and stay, usually from first-year ratings, retention and manager feedback.

Percent
HR and people

Absenteeism Rate

The share of scheduled working time lost to unplanned absence.

Percent
HR and people

Employee Net Promoter Score

How likely employees are to recommend the company as a place to work: promoters minus detractors.

Score
HR and people

Employee Engagement Score

The average score on the engagement questions of the employee survey, as a percentage of the top score.

Percent
HR and people

Survey Response Rate

The share of invited employees who answered the survey.

Percent
HR and people

Internal Mobility Rate

The share of open roles filled by people already in the company.

Percent
HR and people

Gender Pay Gap

How much less, in percent, women earn than men on average (or at the median) across the organisation.

Percent
HR and people

Representation Ratio

The share of a group (for example women, or an under-represented group) in the workforce or in leadership.

Percent
HR and people

Compa-Ratio

An employee’s pay compared with the midpoint of the pay range for their role.

Percent
HR and people

Overtime Rate

Overtime hours as a share of regular hours worked.

Percent
HR and people

Open Positions

The number of approved roles not yet filled.

Number
HR and people

Vacancy Rate

Open positions as a share of all planned positions.

Percent
HR and people

Human Capital ROI

The profit returned for every unit spent on people.

Ratio
Insurance

Loss Ratio

Claims and claim handling costs as a share of premiums earned.

Percent
Insurance

Expense Ratio

Costs of acquiring and running policies as a share of premium.

Percent
Insurance

Combined Ratio

Loss ratio plus expense ratio: what the insurer pays out for every unit of premium.

Percent
Insurance

Claim Frequency

The number of claims for every 100 policies (or exposure units) in a year.

Number
Insurance

Claims Cycle Time

How long it takes from a claim being reported to it being settled.

Days
Insurance

Claims Satisfaction

The share of claimants satisfied with how their claim was handled.

Percent
Insurance

Fraud Detection Rate

The share of claims referred for fraud review that turned out to be fraudulent.

Percent
Insurance

Solvency Ratio

Eligible capital as a share of the capital the regulator requires.

Percent
Inventory and warehouse

Inventory Turnover

How many times the average inventory is sold and replaced in a year.

Ratio
Inventory and warehouse

Days of Inventory

How many days the current inventory would last at the current rate of sales.

Days
Inventory and warehouse

Stockout Rate

The share of items (or item-days) with no stock available when customers wanted them.

Percent
Inventory and warehouse

Fill Rate

The share of ordered units (or lines) shipped from stock in the first shipment.

Percent
Inventory and warehouse

Inventory Record Accuracy

The share of counted locations where the system quantity matched the physical count.

Percent
Inventory and warehouse

Order Picking Accuracy

The share of order lines picked with the right item and quantity.

Percent
Inventory and warehouse

Shipped Order Accuracy

The share of orders shipped with no picking, packing or labelling error.

Percent
Inventory and warehouse

Dock-to-Stock Time

How long received goods take from arriving at the dock to being available to sell.

Hours
Inventory and warehouse

Units Picked per Hour

How many units (or order lines) a picker handles per hour worked.

Number
Inventory and warehouse

Warehouse Cost per Order

The warehouse cost (labour, space, equipment) to fulfil one order.

Money
Inventory and warehouse

Inventory Carrying Cost

The yearly cost of holding inventory (capital, storage, insurance, shrink and obsolescence) as a share of its value.

Percent
Inventory and warehouse

Obsolete Inventory

The share of inventory value that has not moved for a long time (e.g. 12 months).

Percent
Inventory and warehouse

Inventory Shrinkage

The share of inventory lost to theft, damage, errors or fraud.

Percent
Inventory and warehouse

Safety Stock Coverage

The share of items whose stock is below their safety stock level.

Percent
IT and infrastructure

System Availability

The share of time a service was up and usable.

Percent
IT and infrastructure

Mean Time to Restore

The average time from an incident starting to the service working again.

Hours
IT and infrastructure

Mean Time to Detect

The average time between a problem starting and the team knowing about it.

Minutes
IT and infrastructure

Major Incidents

The number of high-priority incidents in a period.

Number
IT and infrastructure

IT SLA Compliance

The share of tickets and incidents resolved within their agreed time.

Percent
IT and infrastructure

Service Desk Backlog

The number of open service desk tickets, with how many are past their target.

Number
IT and infrastructure

Change Success Rate

The share of IT changes made without causing an incident or needing a rollback.

Percent
IT and infrastructure

Cloud Spend

What the organisation pays its cloud providers in a period.

Money
IT and infrastructure

Cloud Cost per Unit

Cloud cost divided by a business unit of work: per customer, order, request or active user.

Money
IT and infrastructure

Idle Cloud Resources

The share of cloud spend on resources barely used: idle servers, unattached disks, oversized databases.

Percent
IT and infrastructure

Patch Compliance

The share of devices with all critical security patches installed within the target window.

Percent
IT and infrastructure

Hardware Past End of Life

The share of devices past their planned life or out of vendor support.

Percent
IT and infrastructure

IT User Satisfaction

The share of users who rated their IT support experience as good.

Percent
Manufacturing

Overall Equipment Effectiveness

The share of planned production time that was truly productive: running, at full speed, making good parts.

Percent
Manufacturing

Availability

The share of planned production time the equipment was actually running.

Percent
Manufacturing

Performance Rate

How fast the equipment ran compared with its ideal speed, while it was running.

Percent
Manufacturing

Quality Rate

The share of parts made that were good, first time.

Percent
Manufacturing

First Pass Yield

The share of units that pass every step without rework or scrap.

Percent
Manufacturing

Scrap Rate

The share of material or units thrown away because they could not be used or fixed.

Percent
Manufacturing

Mean Time to Repair

The average time to fix equipment after a failure and get it running again.

Hours
Manufacturing

Changeover Time

The time from the last good part of one product to the first good part of the next.

Minutes
Manufacturing

Production Schedule Attainment

The share of planned production completed as scheduled (right product, right quantity, right time).

Percent
Manufacturing

Cost of Poor Quality

What quality failures cost: scrap, rework, warranty claims, returns and inspections, often as a share of sales.

Percent
Marketing

Customer Acquisition Cost

What it costs, on average, to win one new customer: all sales and marketing spend divided by the new customers it brought.

Money
Marketing

Return on Ad Spend

The revenue earned for every unit of money spent on advertising.

Ratio
Marketing

Marketing ROI

The profit marketing produced compared with what it cost.

Percent
Marketing

Cost per Lead

What marketing spends to generate one new lead.

Money
Marketing

Cost per Click

The average price paid for one click on an ad.

Money
Marketing

Email Open Rate

The share of delivered emails that were opened.

Percent
Marketing

Unsubscribe Rate

The share of delivered emails that led someone to unsubscribe.

Percent
Marketing

Brand Awareness

The share of your target market that knows your brand, from surveys (aided: they recognise it; unaided: they name it).

Percent
Marketing

Campaign Conversion Rate

The share of people reached by a campaign who did what it asked: sign up, download, buy.

Percent
Marketing

Share of Voice

Your share of all the attention in your market: ads, mentions or search visibility, against competitors.

Percent
Operations

Throughput

How many units of work the process finishes in a period: orders, cases, parts, claims.

Number
Operations

Cycle Time

How long one unit of work takes from start to finish.

Hours
Operations

Work in Progress

The number of units started but not yet finished.

Number
Operations

Labour Utilisation

The share of paid hours spent on productive (or billable) work.

Percent
Operations

Cost per Unit

The average cost of producing or handling one unit of output.

Money
Operations

On-Time Delivery

The share of orders or jobs finished by the date promised.

Percent
Operations

Error Rate

The share of units that had an error and needed rework or correction.

Percent
Operations

Backlog in Days

How many days of work are waiting, at the current pace.

Days
Operations

Process Cycle Efficiency

The share of total cycle time spent actually working on the item, rather than waiting.

Percent
Operations

Safety Incident Rate

Recordable work injuries for every 200,000 hours worked (about 100 full-time employees for a year).

Number
Operations

Near Misses Reported

How many near misses (events that could have caused harm) are reported, per 100 employees.

Number
Procurement

Procurement Cost Savings

Money saved through procurement work: lower prices, better terms or avoided costs, against a baseline.

Money
Procurement

Spend Under Management

The share of total spend that procurement actively manages through sourcing, contracts or catalogues.

Percent
Procurement

Maverick Spend

The share of spend that bypassed agreed suppliers, contracts or purchasing rules.

Percent
Procurement

Contract Compliance Rate

The share of spend in contracted categories that went through the contract at the contracted price.

Percent
Procurement

PO Compliance

The share of invoices (or spend) backed by a purchase order raised before the purchase.

Percent
Procurement

Supplier Defect Rate

The share of received goods from a supplier that failed inspection or were returned.

Percent
Procurement

Purchase Price Variance

The difference between what was paid and the standard or expected price, across purchases.

Money
Procurement

Supplier Concentration

The share of spend going to the top few suppliers (or a single supplier in a category).

Percent
Procurement

Active Suppliers

The number of suppliers paid in the last twelve months.

Number
Procurement

Procurement ROI

The savings procurement delivers for every unit of its own cost.

Ratio
Product

Daily Active Users

The number of different users who did something meaningful in the product on a given day.

Number
Product

Monthly Active Users

The number of different users active at least once in the last 30 days.

Number
Product

Stickiness (DAU/MAU)

The share of monthly users who use the product on a typical day.

Percent
Product

Activation Rate

The share of new sign-ups who reach the action that shows they got value (for example, created their first project).

Percent
Product

Day-30 Retention

The share of a sign-up cohort still active 30 days later (also D1 and D7).

Percent
Product

Onboarding Drop-off

The share of new users who leave at each onboarding step.

Percent
Product

In-Product NPS

NPS asked inside the product, to users who have used it for a while.

Score
Product

Experiment Win Rate

The share of A/B tests where the change beat the control with statistical confidence.

Percent
Product

Crash-Free Users

The share of users (or sessions) that had no app crash in a period.

Percent
Product

Resurrected Users

Users who came back after being inactive for a set time (for example 30 days).

Number
Project management

Schedule Performance Index

How much work was done compared with how much was planned by now, in money terms.

Ratio
Project management

Schedule Variance

The value of work done minus the value of work planned by now.

Money
Project management

Cost Variance

The value of work done minus what it actually cost.

Money
Project management

Estimate at Completion

The expected total cost of the project when finished, at its current cost efficiency.

Money
Project management

Projects Delivered on Budget

The share of finished projects whose final cost stayed within budget (often with a tolerance like 5%).

Percent
Project management

Budget Burn Rate

How fast the project spends its budget, per week or month, compared with the plan.

Percent
Project management

Resource Utilisation

The share of available team hours booked to project work.

Percent
Project management

Change Requests

The number of approved scope changes, often per project or per month.

Number
Project management

Open High Risks

The number of open risks rated high (by likelihood and impact).

Number
Project management

Project ROI

The net benefit of a project compared with what it cost.

Percent
Real estate

Occupancy Rate

The share of rentable units (or area) that are leased and occupied.

Percent
Real estate

Economic Occupancy

The rent actually collected as a share of the rent the property could earn if fully let at market rent.

Percent
Real estate

Net Operating Income

A property’s income after operating expenses, before debt payments, depreciation and taxes.

Money
Real estate

Capitalisation Rate

The yearly NOI a property earns as a share of its value.

Percent
Real estate

Cash-on-Cash Return

The yearly cash an investor receives after debt payments, as a share of the cash they put in.

Percent
Real estate

Rent Arrears

Overdue rent as a share of the yearly rent roll.

Percent
Real estate

Lease Renewal Rate

The share of leases ending in the period that the tenant renewed.

Percent
Real estate

Days on Market

How long a listed property takes to go under contract.

Days
Retail stores

Like-for-Like Sales Growth

Sales growth counting only stores open in both periods, so new and closed stores do not distort it.

Percent
Retail stores

Sales per Square Foot

How much revenue each unit of selling space produces in a year.

Money
Retail stores

Footfall

The number of people entering a store.

Number
Retail stores

Items per Basket

The average number of items in a receipt.

Number
Retail stores

Sell-Through Rate

The share of stock received that has been sold in a period.

Percent
Retail stores

Markdown Rate

The value of price reductions as a share of sales at full price.

Percent
Retail stores

Store Shrink

Stock lost to theft, damage and errors, as a share of sales.

Percent
Retail stores

Weeks of Supply

How many weeks current stock would last at the recent rate of sales.

Number
SaaS and subscriptions

Monthly Recurring Revenue

The predictable revenue from all active subscriptions, normalised to one month.

Money
SaaS and subscriptions

ARR Growth Rate

How much ARR grew over the last twelve months, as a percentage.

Percent
SaaS and subscriptions

MRR Growth Rate

How much MRR grew from last month, as a percentage.

Percent
SaaS and subscriptions

Customer Churn Rate

The share of customers at the start of a period who cancelled during it.

Percent
SaaS and subscriptions

Gross Revenue Churn

The share of last month’s MRR lost to cancellations and downgrades, before counting any expansion.

Percent
SaaS and subscriptions

Net MRR Churn

MRR lost to churn and downgrades minus MRR gained from existing customers expanding, as a share of starting MRR.

Percent
SaaS and subscriptions

Net Revenue Retention

The revenue a group of customers brings today compared with a year ago, counting expansion, downgrades and churn.

Percent
SaaS and subscriptions

Gross Revenue Retention

The share of last year’s revenue kept from the same customers, counting losses but not expansion.

Percent
SaaS and subscriptions

LTV to CAC Ratio

How many times the profit from a customer covers what it cost to win them.

Ratio
SaaS and subscriptions

CAC Payback Period

How many months of a new customer’s gross profit it takes to earn back what it cost to win them.

Number
SaaS and subscriptions

SaaS Quick Ratio

How much MRR the business gains for every unit it loses in a month.

Ratio
SaaS and subscriptions

Rule of 40

Revenue growth rate plus profit margin, which together should reach 40%.

Percent
SaaS and subscriptions

Burn Multiple

How much cash the company burns for each unit of net new ARR it adds.

Ratio
SaaS and subscriptions

SaaS Magic Number

How much new annual recurring revenue each unit of last quarter’s sales and marketing spend produced.

Ratio
SaaS and subscriptions

Trial to Paid Conversion

The share of trials (or free users) who become paying customers.

Percent
SaaS and subscriptions

Customer Retention Rate

The share of customers at the start of a period who are still customers at the end.

Percent
Sales

Revenue

The money earned from selling products or services in a period, after returns, discounts and allowances.

Money
Sales

Revenue Growth Rate

How much revenue grew compared with the same period last year (or the previous period), as a percentage.

Percent
Sales

Win Rate

The share of closed opportunities that were won.

Percent
Sales

Sales Cycle Length

The average number of days from creating an opportunity to winning it.

Days
Sales

Quota Attainment

How much of their sales target a rep or team reached in a period.

Percent
Sales

Pipeline Coverage Ratio

How many times the open pipeline for a period covers the quota still to be reached.

Ratio
Sales

Weighted Pipeline

The open pipeline with each deal multiplied by its chance of closing.

Money
Sales

Sales Velocity

How much revenue the pipeline produces per day, from four levers: number of deals, deal size, win rate and cycle length.

Money
Sales

Sales Forecast Accuracy

How close the sales forecast made at the start of a period was to what was actually sold.

Percent
Sales

Sales Rep Ramp Time

How long a new rep takes to reach full productivity, usually their first month at or near full quota.

Days
Sales

Gap to Target

How much revenue is still missing to reach the target for the period.

Money
Social media

Engagement Rate

The share of people who saw a post and interacted with it: liked, commented, shared, saved or clicked.

Percent
Social media

Reach

The number of different people who saw your content in a period.

Number
Social media

Impressions

How many times your content was shown, counting repeat views by the same person.

Number
Social media

Average Frequency

How many times, on average, each person reached saw your content.

Ratio
Social media

Follower Growth Rate

How fast the number of followers grows in a period, as a percentage.

Percent
Social media

Social Conversions

Sign-ups, leads or purchases that came from social media.

Number
Social media

Social Share of Voice

Your share of all social mentions in your market, against named competitors.

Percent
Social media

Net Sentiment Score

How positive the talk about your brand is: positive mentions minus negative, as a share of all mentions that carry a feeling.

Percent
Social media

Social Response Time

How long it takes to reply to comments and messages that need an answer.

Minutes
Social media

Posting Frequency

How many posts you publish per week on each network.

Number
Social media

Cost per Engagement

What paid social spends for one interaction with an ad.

Money
Software engineering

Lead Time for Changes

How long it takes a code change to go from commit to running in production.

Hours
Software engineering

Change Failure Rate

The share of production deployments that cause a failure needing a fix, rollback or hotfix.

Percent
Software engineering

Cycle Time

How long a work item takes from starting work to done.

Days
Software engineering

Throughput

The number of work items finished per week (or sprint).

Number
Software engineering

Pull Request Size

The median number of lines changed in a pull request.

Number
Software engineering

Escaped Defects

Bugs found in production (by users or monitoring) rather than before release.

Number
Software engineering

Open Bug Backlog

The number of open bugs, usually split by severity and age.

Number
Software engineering

Test Coverage

The share of code lines (or branches) run by automated tests.

Percent
Software engineering

Build Success Rate

The share of CI pipeline runs that pass.

Percent
Software engineering

Build Duration

How long the CI pipeline takes to run.

Minutes
Software engineering

API Latency (p95)

The time within which 95% of requests to a service are answered.

Seconds
Software engineering

Request Error Rate

The share of requests to a service that failed with a server error.

Percent
Software engineering

Error Budget Remaining

How much of the allowed unreliability under the service level objective is left this period.

Percent
Software engineering

Time Spent on Unplanned Work

The share of engineering time spent on bugs, incidents and rework instead of planned work.

Percent
Supply chain and logistics

On Time In Full

The share of orders delivered on the requested date with the full quantity ordered.

Percent
Supply chain and logistics

Perfect Order Rate

The share of orders that arrive on time, complete, undamaged, and with the right paperwork.

Percent
Supply chain and logistics

Demand Forecast Accuracy

How close the demand forecast was to actual demand, weighted by volume.

Percent
Supply chain and logistics

Forecast Bias

Whether the forecast is too high or too low on average.

Percent
Supply chain and logistics

Order Lead Time

How long it takes from a customer placing an order to receiving it.

Days
Supply chain and logistics

Freight Cost per Unit

What it costs to move one unit (or one kilo, or one pallet) to the customer.

Money
Supply chain and logistics

Logistics Cost as % of Sales

Total logistics cost (transport, warehousing, handling) as a share of revenue.

Percent
Supply chain and logistics

Supplier On-Time Delivery

The share of purchase orders suppliers delivered on the agreed date (and in full).

Percent
Supply chain and logistics

Supplier Lead Time

The average days from sending a purchase order to receiving the goods.

Days
Supply chain and logistics

Cash-to-Cash Cycle Time

The days between paying suppliers for materials and receiving cash from customers for finished goods.

Days
Supply chain and logistics

Vehicle Fill Rate

How full trucks or containers are, by volume or weight, when they leave.

Percent
Supply chain and logistics

Backorder Rate

The share of orders that could not be filled from stock when placed.

Percent
Website and SEO

Sessions

The number of visits to the website in a period. One person can make several sessions.

Number
Website and SEO

Users

The number of different people (in practice, browsers or devices) who visited in a period.

Number
Website and SEO

Website Conversion Rate

The share of sessions in which the visitor did the thing the site is for: bought, signed up, asked for a demo.

Percent
Website and SEO

Bounce Rate

The share of sessions that were not engaged. In GA4: under 10 seconds, one page, and no conversion.

Percent
Website and SEO

Engagement Rate

The share of sessions that were engaged: lasted over 10 seconds, saw two or more pages, or converted.

Percent
Website and SEO

Average Engagement Time

How long, on average, the page was in focus on the visitor’s screen during a session.

Seconds
Website and SEO

Pages per Session

The average number of pages viewed in a visit.

Number
Website and SEO

Average Search Position

The average place of your pages in search results, weighted by how often they were shown. Lower is better.

Number
Website and SEO

Keywords in the Top 10

How many target keywords rank on the first page of search results.

Number
Website and SEO

Largest Contentful Paint

How long the biggest piece of content takes to appear, at the 75th percentile of real visits.

Seconds
Website and SEO

Interaction to Next Paint

How long the page takes to respond visibly after a click, tap or key press, at the 75th percentile.

Seconds
Website and SEO

Cumulative Layout Shift

How much the page jumps around while it loads, as a unitless score at the 75th percentile.

Score
Website and SEO

Page Load Time

How long pages take to load fully for real visitors.

Seconds
Website and SEO

Referring Domains

The number of different websites that link to yours.

Number

My KPI set

Star the KPIs you want on your dashboard. Then take them all at once: the DAX measures, the SQL, a spreadsheet, or a spec document for your team.