Metric Glossary
Definitions, formulas, and practical guidance for the metrics that drive business decisions.
SaaS Metrics
Monthly recurring revenue
MRR
SaaS MetricsMetric Definition
MRR = Sum of Monthly Recurring Subscription Revenue from All Active Customers
Monthly recurring revenue (MRR) is the predictable, normalised revenue a subscription business earns each month. It is the single most important metric for understanding the health and trajectory of a SaaS company because it captures new sales, expansion, contraction, and churn in one number.
View metricAnnual recurring revenue
ARR
SaaS MetricsMetric Definition
ARR = MRR x 12
Annual recurring revenue (ARR) is the annualised value of a company's recurring subscription revenue. It is the primary metric used to measure the scale and growth trajectory of SaaS businesses, and it directly drives enterprise valuations.
View metricAverage revenue per user
ARPU
SaaS MetricsMetric Definition
ARPU = Total Revenue / Number of Active Users
Average revenue per user (ARPU) measures the mean revenue generated per user or account over a given period. It is a critical metric for understanding monetisation efficiency and for connecting pricing strategy to revenue outcomes.
View metricCAC payback period
Months to recover CAC
SaaS MetricsMetric Definition
CAC Payback Period = CAC / (ARPU x Gross Margin %)
CAC payback period measures the number of months it takes for a customer to generate enough gross profit to recoup the cost of acquiring them. It is a critical measure of capital efficiency and cash flow health in subscription businesses.
View metricLTV to CAC ratio
LTV:CAC
SaaS MetricsMetric Definition
LTV:CAC Ratio = Customer Lifetime Value / Customer Acquisition Cost
The LTV:CAC ratio compares the lifetime value of a customer to the cost of acquiring them. It is the most fundamental measure of unit economics and determines whether a business can grow profitably.
View metricRule of 40
Growth + Profit benchmark
SaaS MetricsMetric Definition
Rule of 40 Score = Revenue Growth Rate (%) + Profit Margin (%)
The Rule of 40 states that a healthy SaaS company's combined revenue growth rate and profit margin should equal or exceed 40%. It balances the tension between growth and profitability, providing a single benchmark for overall business health.
View metricSaaS magic number
Sales efficiency benchmark
SaaS MetricsMetric Definition
Magic Number = (Current Quarter ARR - Previous Quarter ARR) / Previous Quarter S&M Spend
The SaaS magic number measures how efficiently a company converts sales and marketing spend into new recurring revenue. It answers the question: for every pound invested in go-to-market, how much new annualised revenue does the business generate?
View metricSaaS quick ratio
Revenue growth efficiency
SaaS MetricsMetric Definition
SaaS Quick Ratio = (New MRR + Expansion MRR) / (Churned MRR + Contraction MRR)
The SaaS quick ratio measures the efficiency of MRR growth by comparing revenue gained (new + expansion) to revenue lost (churned + contraction). A high quick ratio means the business is growing efficiently without relying on brute-force acquisition to outrun churn.
View metricExpansion revenue
Growth from existing customers
SaaS MetricsMetric Definition
Expansion MRR = Sum of Additional MRR from Existing Customers (Upgrades + Add-ons + Seat Increases)
Expansion revenue is the additional recurring revenue generated from existing customers through upsells, cross-sells, add-ons, and usage growth. It is the most capital-efficient source of growth because it requires no acquisition cost.
View metricBurn rate
Monthly cash consumption
SaaS MetricsMetric Definition
Net Burn Rate = Monthly Cash Revenue - Monthly Cash Expenses
Burn rate measures how quickly a company spends its cash reserves. It is the most critical survival metric for startups and growth-stage companies, directly determining how long the business can operate before it needs additional funding or reaches profitability.
View metricCash runway
Months of cash remaining
SaaS MetricsMetric Definition
Cash Runway = Cash Balance / Monthly Net Burn Rate
Cash runway is the number of months a company can continue operating at its current burn rate before running out of cash. It is the most direct measure of a startup's survival timeline.
View metricActivation rate
First-value milestone
SaaS MetricsMetric Definition
Activation Rate = (Users Who Completed Activation Milestone / Total New Sign-ups) x 100
Activation rate measures the percentage of new sign-ups who complete a key action that signals they have experienced the core value of the product. It is the bridge between acquisition and retention, and a leading indicator of long-term customer health.
View metricLogo retention rate
Customer count retention
SaaS MetricsMetric Definition
Logo Retention Rate = ((Customers at End - New Customers) / Customers at Start) x 100
Logo retention rate measures the percentage of customers (logos) retained over a given period, regardless of the revenue they generate. It provides a pure measure of customer satisfaction and product stickiness that is not distorted by revenue changes.
View metricCustomer acquisition cost
CAC
SaaS MetricsMetric Definition
CAC = Total Sales & Marketing Spend / Number of New Customers Acquired
Customer acquisition cost (CAC) is the total cost of acquiring a new customer, including all sales and marketing expenses divided by the number of new customers gained in a given period. It is one of the most important unit economics metrics for any growth-stage business.
View metricCustomer lifetime value
CLV / LTV
SaaS MetricsMetric Definition
CLV = Average Revenue Per User × Gross Margin × Average Customer Lifespan
Customer lifetime value (CLV) is the total revenue a business can expect from a single customer account over the entire duration of their relationship. It quantifies the long-term financial worth of acquiring and retaining a customer, making it one of the most important metrics for sustainable growth.
View metricChurn rate
Customer Churn Rate
SaaS MetricsMetric Definition
Churn Rate = (Customers Lost During Period / Customers at Start of Period) × 100
Churn rate measures the percentage of customers or subscribers who stop using a product or service during a given time period. It is the most direct indicator of whether a business is delivering enough ongoing value to retain its customer base, and it has a compounding effect on growth, revenue, and customer lifetime value.
View metricCompletion rate
SaaS MetricsMetric Definition
Completion Rate = (Users Who Completed the Process / Users Who Started the Process) × 100
Completion rate measures the percentage of users who finish a defined process or onboarding flow from start to end. It is a direct indicator of how well a product guides users through critical workflows, and a leading signal of activation, retention, and downstream conversion.
View metricGross MRR churn rate
SaaS MetricsMetric Definition
Gross MRR Churn Rate = (Churned MRR + Contraction MRR) / Beginning MRR × 100
Gross MRR churn rate measures the percentage of monthly recurring revenue lost to cancellations and downgrades in a given period. It isolates the revenue damage from customer losses before any offsetting expansion, providing the clearest view of how much revenue the business is haemorrhaging each month.
View metricMRR closed vs quota
SaaS MetricsMetric Definition
MRR Closed vs Quota = (MRR Closed / MRR Quota Target) × 100
MRR closed vs quota measures the actual monthly recurring revenue closed by a sales team or rep as a percentage of their assigned quota. It is the definitive measure of sales execution against plan, connecting individual and team output directly to the revenue targets that drive business growth.
View metricNet MRR churn rate
SaaS MetricsMetric Definition
Net MRR Churn Rate = ((Churned MRR + Contraction MRR − Expansion MRR) / Beginning MRR) × 100
Net MRR churn rate measures the monthly recurring revenue lost to cancellations and downgrades minus the expansion revenue gained from existing customers, expressed as a percentage of starting MRR. It reveals whether the existing customer base is shrinking or growing in value each month.
View metricNet MRR growth rate
SaaS MetricsMetric Definition
Net MRR Growth Rate = ((Ending MRR − Beginning MRR) / Beginning MRR) × 100
Net MRR growth rate measures the month-over-month percentage change in net monthly recurring revenue. It captures the combined effect of new customer acquisition, expansion, contraction, and churn in a single number, making it the most comprehensive measure of SaaS revenue momentum.
View metricSignup to subscriber conversion rate
SaaS MetricsMetric Definition
Signup to Subscriber Conversion Rate = (Paid Subscribers / Total Free Signups) × 100
Signup to subscriber conversion rate measures the percentage of free signups who convert to a paid subscription. It is the critical bridge between acquisition and revenue in product-led growth models, determining how effectively a business monetises its user base.
View metric
Financial Metrics
EBITDA
Earnings Before Interest, Taxes, Depreciation & Amortisation
Financial MetricsMetric Definition
EBITDA = Net Income + Interest + Taxes + Depreciation + Amortisation
EBITDA measures a company's operating profitability by stripping out financing decisions, tax strategies, and non-cash accounting entries. It is one of the most widely used metrics for comparing the operational performance of businesses across industries.
View metricReturn on investment
ROI
Financial MetricsMetric Definition
ROI = ((Gain from Investment - Cost of Investment) / Cost of Investment) x 100
Return on investment (ROI) measures the gain or loss generated relative to the amount invested. It is the most widely used metric for evaluating the efficiency of an investment and comparing alternative uses of capital.
View metricReturn on equity
ROE
Financial MetricsMetric Definition
ROE = (Net Income / Shareholders' Equity) x 100
Return on equity (ROE) measures how effectively a company uses shareholders' equity to generate profit. It tells investors how many pounds of profit the company produces for every pound of equity invested.
View metricReturn on assets
ROA
Financial MetricsMetric Definition
ROA = (Net Income / Total Assets) x 100
Return on assets (ROA) measures how efficiently a company uses its total asset base to generate profit. It answers the question: for every pound of assets the company controls, how much profit does it produce?
View metricReturn on invested capital
ROIC
Financial MetricsMetric Definition
ROIC = NOPAT / Invested Capital x 100
Return on invested capital (ROIC) measures how effectively a company generates returns from the capital invested in its operations. It is widely regarded as the most accurate measure of a company's true economic profitability.
View metricNet profit margin
Bottom-line profitability
Financial MetricsMetric Definition
Net Profit Margin = (Net Income / Revenue) x 100
Net profit margin measures the percentage of revenue that remains as profit after all expenses, including cost of goods sold, operating expenses, interest, and taxes. It is the ultimate measure of a company's ability to convert revenue into profit.
View metricOperating margin
Core business profitability
Financial MetricsMetric Definition
Operating Margin = (Operating Income / Revenue) x 100
Operating margin measures the percentage of revenue that remains after paying for both cost of goods sold and operating expenses. It isolates the profitability of core business operations, excluding the effects of financing decisions and tax strategies.
View metricCost of goods sold
COGS
Financial MetricsMetric Definition
COGS = Beginning Inventory + Purchases During Period - Ending Inventory
Cost of goods sold (COGS) represents the direct costs attributable to producing the goods or delivering the services that a company sells. It is the single largest determinant of gross margin and a critical input to pricing and profitability analysis.
View metricWorking capital
Short-term financial health
Financial MetricsMetric Definition
Working Capital = Current Assets - Current Liabilities
Working capital is the difference between a company's current assets and current liabilities. It measures the short-term liquidity available to fund day-to-day operations and is a fundamental indicator of financial health.
View metricCurrent ratio
Liquidity measure
Financial MetricsMetric Definition
Current Ratio = Current Assets / Current Liabilities
The current ratio measures a company's ability to pay its short-term obligations using its short-term assets. It is one of the most widely used liquidity metrics for assessing whether a business has sufficient resources to meet its near-term financial commitments.
View metricQuick ratio
Acid-test ratio
Financial MetricsMetric Definition
Quick Ratio = (Cash + Marketable Securities + Accounts Receivable) / Current Liabilities
The quick ratio, also known as the acid-test ratio, measures a company's ability to pay its short-term obligations using only its most liquid assets. It excludes inventory from current assets, providing a stricter liquidity test than the current ratio.
View metricDebt-to-equity ratio
D/E ratio
Financial MetricsMetric Definition
Debt-to-Equity Ratio = Total Debt / Shareholders' Equity
The debt-to-equity ratio measures the proportion of a company's financing that comes from debt versus equity. It is a fundamental measure of financial leverage and risk, revealing how aggressively a company uses borrowed money to fund its operations.
View metricFree cash flow
FCF
Financial MetricsMetric Definition
FCF = Operating Cash Flow - Capital Expenditures
Free cash flow (FCF) measures the cash a business generates from operations after accounting for capital expenditures. It represents the actual cash available to pay dividends, repay debt, fund acquisitions, or invest in growth.
View metricGross profit
Revenue minus cost of goods sold
Financial MetricsMetric Definition
Gross Profit = Revenue - Cost of Goods Sold (COGS)
Gross profit is the revenue remaining after deducting the direct costs of producing goods or delivering services. It represents the profit available to cover operating expenses, debt service, and generate net income.
View metricRevenue growth rate
Top-line growth velocity
Financial MetricsMetric Definition
Revenue Growth Rate = ((Current Period Revenue - Prior Period Revenue) / Prior Period Revenue) x 100
Revenue growth rate measures the percentage increase in revenue over a specified period. It is the most watched metric for assessing whether a business is expanding, stagnating, or declining, and it directly drives company valuation.
View metricOperating cash flow
OCF
Financial MetricsMetric Definition
OCF = Net Income + Non-cash Expenses + Changes in Working Capital
Operating cash flow (OCF) measures the cash generated or consumed by a company's core business operations. It excludes investing and financing activities, providing a clean view of whether the business itself generates cash.
View metricEarnings per share
EPS
Financial MetricsMetric Definition
Basic EPS = (Net Income - Preferred Dividends) / Weighted Average Shares Outstanding
Earnings per share (EPS) measures the portion of a company's profit allocated to each outstanding share of common stock. It is one of the most widely used metrics for comparing profitability across companies and is a key input to the price-to-earnings (P/E) valuation ratio.
View metricCurrent accounts payable
Financial MetricsMetric Definition
Days Payable Outstanding = (Accounts Payable / Cost of Goods Sold) × 365
Current accounts payable represents the total amount of money a business owes to its suppliers, vendors, and creditors for goods and services received but not yet paid for. It is a key current liability on the balance sheet and a critical lever for managing working capital and cash flow.
View metricCurrent accounts receivable
Financial MetricsMetric Definition
Days Sales Outstanding = (Accounts Receivable / Total Credit Sales) × 365
Current accounts receivable represents the total amount of money owed to a business by its customers for goods or services delivered but not yet paid for. It is a key current asset on the balance sheet and a critical factor in cash flow management and working capital efficiency.
View metric
Marketing Metrics
Click-through rate
CTR
Marketing MetricsMetric Definition
CTR = (Clicks / Impressions) × 100
Click-through rate measures the percentage of people who click on a link, ad, or call-to-action after seeing it. It is one of the most fundamental engagement metrics in digital marketing, connecting impressions to action and serving as an early indicator of campaign relevance and audience targeting quality.
View metricCost per click
CPC
Marketing MetricsMetric Definition
CPC = Total Ad Spend / Total Clicks
Cost per click measures the average price you pay each time a user clicks on your ad. It is the foundational pricing metric for pay-per-click advertising and a critical input to [Customer Acquisition Cost](/glossary/saas-metrics/customer-acquisition-cost), connecting ad spend directly to traffic volume.
View metricCost per acquisition
CPA
Marketing MetricsMetric Definition
CPA = Total Campaign Cost / Number of Acquisitions
Cost per acquisition measures the total cost to acquire a single converting user, whether that conversion is a purchase, sign-up, or lead. CPA is the bottom-line efficiency metric for paid marketing, connecting ad spend to actual business outcomes rather than intermediate metrics like clicks or impressions.
View metricCost per lead
CPL
Marketing MetricsMetric Definition
CPL = Total Marketing Spend / Number of Leads Generated
Cost per lead measures the average amount spent to generate a single lead. It is the primary efficiency metric for demand generation teams, connecting marketing spend to pipeline volume and serving as an early indicator of whether campaigns are attracting potential customers at a sustainable cost.
View metricCost per mille
CPM
Marketing MetricsMetric Definition
CPM = (Total Ad Spend / Total Impressions) × 1,000
Cost per mille (CPM) measures the cost of one thousand ad impressions. It is the standard pricing and benchmarking metric for display, video, and brand awareness campaigns where the primary objective is reach rather than clicks or conversions.
View metricReturn on ad spend
ROAS
Marketing MetricsMetric Definition
ROAS = Revenue from Ads / Ad Spend
Return on ad spend measures the revenue generated for every pound spent on advertising. It is the primary profitability metric for paid media, telling you whether your ad campaigns are generating more revenue than they cost and by how much.
View metricBounce rate
Marketing MetricsMetric Definition
Bounce Rate = (Single-Page Sessions / Total Sessions) × 100
Bounce rate measures the percentage of visitors who leave a website after viewing only one page without taking any further action. It is a key engagement metric that signals whether your content and user experience meet visitor expectations set by the referring source.
View metricMarketing qualified leads
MQL
Marketing MetricsMetric Definition
MQL Count = Leads × MQL Qualification Rate
A marketing qualified lead is a prospect who has demonstrated enough engagement or fit to be considered ready for sales outreach. MQL is the handoff point between marketing and sales, making it one of the most important and most contested metrics in B2B organisations.
View metricSales qualified leads
SQL
Marketing MetricsMetric Definition
SQL Count = MQLs × MQL-to-SQL Conversion Rate
A sales qualified lead is a prospect that has been vetted by the sales team and confirmed as a genuine sales opportunity worth pursuing. SQL represents the point where a lead transitions from marketing-generated interest to sales-accepted pipeline.
View metricMarketing ROI
MROI
Marketing MetricsMetric Definition
Marketing ROI = ((Revenue from Marketing - Marketing Cost) / Marketing Cost) × 100
Marketing ROI measures the return generated by marketing investments relative to their cost. It is the definitive metric for evaluating whether marketing spend is creating or destroying value, connecting every pound invested to the revenue or profit it produces.
View metricEmail open rate
Marketing MetricsMetric Definition
Open Rate = (Emails Opened / Emails Delivered) × 100
Email open rate measures the percentage of delivered emails that are opened by recipients. It is one of the most widely tracked email marketing metrics, though recent privacy changes have made it less reliable as a standalone indicator of engagement.
View metricOrganic traffic
Marketing MetricsMetric Definition
Organic Traffic = Impressions × Organic CTR
Organic traffic refers to website visitors who arrive through unpaid search engine results. It is the most cost-efficient acquisition channel for most businesses, compounding over time as content matures and domain authority grows.
View metricConversion rate
CVR
Marketing MetricsMetric Definition
Conversion Rate = (Number of Conversions / Total Visitors or Leads) × 100
Conversion rate measures the percentage of visitors, users, or leads who take a desired action, such as making a purchase, signing up for a trial, or submitting a form. It is the fundamental metric for evaluating the effectiveness of any acquisition funnel, landing page, or marketing campaign.
View metricAd revenue
Marketing MetricsMetric Definition
Ad Revenue = Ad Impressions × CPM / 1,000
Ad revenue is the total income a business generates from displaying advertisements to its audience. It is the primary monetisation model for media publishers, ad-supported apps, and platforms that offer free products funded by advertising.
View metricBrand recall
Marketing MetricsMetric Definition
Brand Recall Rate = (Respondents Who Named Your Brand Unprompted / Total Respondents) × 100
Brand recall measures the percentage of a target audience who can name your brand unprompted when asked about a product category. It is the strongest form of brand awareness and a leading indicator of market share and purchase intent.
View metricBranded search traffic
Marketing MetricsMetric Definition
Branded Search Traffic = Branded Impressions × Branded CTR
Branded search traffic is the volume of website visitors who arrive through search queries that include your brand name or branded terms. It serves as a real-time, quantitative proxy for brand awareness and demand generation effectiveness.
View metricPages viewed per session
Marketing MetricsMetric Definition
Pages per Session = Total Pageviews / Total Sessions
Pages viewed per session measures the average number of pages a visitor views during a single visit to your website. It is a core engagement metric that reflects content quality, site navigation effectiveness, and the depth of visitor interest.
View metricPercentage of new users
Marketing MetricsMetric Definition
Percentage of New Users = (New Users / Total Users) × 100
Percentage of new users measures the proportion of total website visitors who are visiting for the first time. It reveals the balance between audience acquisition and audience retention, and signals how effectively a business is expanding its reach.
View metricPress clippings
Marketing MetricsMetric Definition
Media Impact Score = Number of Clippings × Average Quality Score
Press clippings measure the number and quality of media mentions a brand receives across newspapers, magazines, online publications, broadcasts, and podcasts. They are a core earned media metric used to evaluate the effectiveness of public relations efforts.
View metricSocial media mentions
Marketing MetricsMetric Definition
Net Mention Sentiment = ((Positive Mentions - Negative Mentions) / Total Mentions) × 100
Social media mentions measure the volume and sentiment of public references to your brand, products, or related terms across social platforms. They serve as a real-time indicator of brand visibility, reputation, and audience engagement in the social conversation.
View metricViral coefficient
Marketing MetricsMetric Definition
Viral Coefficient (K) = Invitations per User × Conversion Rate per Invitation
The viral coefficient, also known as the K-factor, measures the average number of new users that each existing user generates through referrals, invitations, or sharing. A viral coefficient above 1.0 means each user brings in more than one new user, creating exponential growth.
View metricWebsite traffic growth
Marketing MetricsMetric Definition
Website Traffic Growth Rate = ((Current Period Sessions - Previous Period Sessions) / Previous Period Sessions) × 100
Website traffic growth measures the rate of increase in total website visitors over a defined period. It is the top-level indicator of whether a business is successfully expanding its digital audience and a prerequisite for scaling online revenue.
View metric
Sales Metrics
Average contract value
ACV
Sales MetricsMetric Definition
ACV = Total Contract Value / Contract Term in Years
Average contract value measures the average annualised revenue per customer contract. It is a critical SaaS and B2B metric that informs sales strategy, go-to-market model selection, and unit economics by revealing how much revenue each deal typically generates.
View metricAnnual contract value
Sales MetricsMetric Definition
Annual Contract Value = Total Contract Value / Contract Length in Years
Annual contract value is the annualised revenue of a specific customer contract, normalising multi-year deals to a yearly figure. It is used in SaaS and subscription businesses to standardise revenue comparisons across contracts of varying lengths.
View metricWin rate
Sales MetricsMetric Definition
Win Rate = (Closed-Won Deals / Total Closed Deals) × 100
Win rate measures the percentage of sales opportunities that result in a closed-won deal. It is the single most revealing metric of sales effectiveness, indicating how well your team converts qualified pipeline into revenue.
View metricSales pipeline velocity
Sales MetricsMetric Definition
Pipeline Velocity = (Opportunities × Deal Value × Win Rate) / Sales Cycle Length
Sales pipeline velocity measures how quickly deals move through your pipeline and generate revenue. It combines the four core levers of sales performance into a single metric that reveals the rate at which your pipeline converts to closed revenue.
View metricSales cycle length
Sales MetricsMetric Definition
Sales Cycle Length = Sum of Days to Close for All Deals / Number of Deals Closed
Sales cycle length measures the average number of days from the creation of a sales opportunity to its close. It is a key efficiency metric that directly affects pipeline velocity, revenue forecasting accuracy, and the cost of sales.
View metricQuota attainment
Sales MetricsMetric Definition
Quota Attainment = (Actual Revenue Closed / Quota Target) × 100
Quota attainment measures the percentage of a sales target that a rep or team achieves in a given period. It is the primary performance metric for sales organisations, connecting individual and team output to revenue goals.
View metricAverage deal size
Sales MetricsMetric Definition
Average Deal Size = Total Revenue from Closed Deals / Number of Closed Deals
Average deal size measures the mean revenue value of closed-won deals. It is a fundamental sales metric that directly influences pipeline velocity, quota planning, and the economics of your go-to-market model.
View metricPipeline coverage ratio
Sales MetricsMetric Definition
Pipeline Coverage = Open Pipeline Value / Quota (or Revenue Target)
Pipeline coverage ratio measures the value of open pipeline relative to the sales quota or revenue target. It is the primary leading indicator of whether a sales team has enough pipeline to hit its number, providing an early warning system weeks or months before quota is due.
View metricLead-to-customer rate
Sales MetricsMetric Definition
Lead-to-Customer Rate = (New Customers / Total Leads) × 100
Lead-to-customer rate measures the percentage of leads that ultimately become paying customers. It is the end-to-end conversion metric that captures the combined effectiveness of marketing qualification, sales execution, and the customer buying experience.
View metricActivity per rep
Sales MetricsMetric Definition
Activity Per Rep = Total Sales Activities / Number of Reps
Activity per rep measures the total number of sales activities (calls, emails, meetings, demos) completed by each sales representative within a given period. It is a leading indicator of pipeline generation and a fundamental measure of sales team effort and capacity utilisation.
View metricAverage follow-up attempts
Sales MetricsMetric Definition
Average Follow-up Attempts = Total Follow-up Touches / Number of Prospects Contacted
Average follow-up attempts measures the mean number of touches (calls, emails, social messages) a sales team makes before a prospect responds, books a meeting, or converts. It is a critical measure of sales persistence and cadence effectiveness.
View metricAverage purchase value
Sales MetricsMetric Definition
Average Purchase Value = Total Revenue / Number of Transactions
Average purchase value measures the mean revenue generated per completed transaction. It is a fundamental revenue metric that reveals how much customers spend each time they buy, and is one of the most direct levers for increasing total revenue without acquiring additional customers.
View metricLead response time
Sales MetricsMetric Definition
Lead Response Time = Timestamp of First Outreach − Timestamp of Lead Creation
Lead response time measures the elapsed time between a lead being created or expressing interest and the first meaningful sales outreach. It is one of the most impactful metrics in sales because response speed has a direct, measurable effect on contact rates and conversion.
View metricLead velocity rate
Sales MetricsMetric Definition
LVR = ((Qualified Leads This Month − Qualified Leads Last Month) / Qualified Leads Last Month) × 100
Lead velocity rate (LVR) measures the month-over-month percentage growth in the number of qualified leads. It is widely regarded as one of the most reliable leading indicators of future revenue because it captures the momentum of pipeline generation before that pipeline converts to closed deals.
View metricMQL to SQL conversion rate
Sales MetricsMetric Definition
MQL to SQL Rate = (SQLs / MQLs) × 100
MQL to SQL conversion rate measures the percentage of marketing qualified leads that are accepted by sales as sales qualified leads. It is the definitive metric for evaluating the quality of the marketing-to-sales handoff and the alignment between the two teams.
View metricPipeline volume vs goal
Sales MetricsMetric Definition
Pipeline vs Goal = (Current Pipeline Value / Pipeline Target) × 100
Pipeline volume vs goal compares the current total value of sales pipeline to a predefined target, expressed as a percentage or ratio. It is a core planning metric that reveals whether the sales organisation is generating enough pipeline to support its revenue objectives.
View metricSQL to win conversion rate
Sales MetricsMetric Definition
SQL to Win Rate = (Closed-Won Deals from SQLs / Total SQLs) × 100
SQL to win conversion rate measures the percentage of sales qualified leads that ultimately result in closed-won deals. It is the most direct measure of sales execution quality, capturing how effectively the team converts validated opportunities into revenue.
View metric
Product Metrics
Net Promoter Score
NPS
Product MetricsMetric Definition
NPS = % Promoters - % Detractors
Net Promoter Score measures customer loyalty by asking how likely a customer is to recommend your product or service. It is the most widely used customer experience metric, providing a single number that captures sentiment and predicts growth through word-of-mouth.
View metricCustomer satisfaction score
CSAT
Product MetricsMetric Definition
CSAT = (Satisfied Responses / Total Responses) × 100
Customer satisfaction score measures how satisfied customers are with a specific interaction, product, or experience. Unlike NPS which measures loyalty, CSAT captures satisfaction at a moment in time, making it ideal for evaluating specific touchpoints in the customer journey.
View metricDaily active users
DAU
Product MetricsMetric Definition
DAU = Unique Users Who Performed a Qualifying Action in a Single Day
Daily active users measures the number of unique users who engage with your product on a given day. It is the primary engagement metric for consumer and SaaS products, indicating whether your product has become a daily habit for its users.
View metricMonthly active users
MAU
Product MetricsMetric Definition
MAU = Unique Users Active in the Past 30 Days
Monthly active users counts the number of unique users who engage with your product within a 30-day rolling window. MAU is the broadest measure of your engaged user base and a key metric for growth, monetisation, and investor reporting.
View metricDAU/MAU ratio
Stickiness ratio
Product MetricsMetric Definition
DAU/MAU Ratio = DAU / MAU
The DAU/MAU ratio measures what proportion of monthly active users engage with your product every day. It is the most widely used indicator of product stickiness, revealing how deeply embedded your product is in users' daily routines.
View metricRetention rate
Product MetricsMetric Definition
Retention Rate = (Users Active at End of Period / Users Active at Start of Period) × 100
Retention rate measures the percentage of users or customers who continue to use your product over a given period. It is the most important growth metric because sustainable growth is impossible when users leave faster than they arrive.
View metricFeature adoption rate
Product MetricsMetric Definition
Feature Adoption Rate = (Users Who Used the Feature / Total Active Users) × 100
Feature adoption rate measures the percentage of users who use a specific feature within a given period. It tells product teams whether new features are resonating with users and which existing features are underutilised, guiding investment decisions and roadmap priorities.
View metricTime to value
TTV
Product MetricsMetric Definition
TTV = Time of Value Moment - Time of Sign-Up
Time to value measures how long it takes a new user or customer to experience the core value of your product. It is the most important onboarding metric because users who reach value quickly are dramatically more likely to retain, expand, and advocate.
View metricProduct-market fit score
PMF score
Product MetricsMetric Definition
PMF Score = % of Users Who Say "Very Disappointed"
Product-market fit score measures how disappointed users would be if they could no longer use your product. Based on the Sean Ellis survey method, it is the most direct measure of whether a product has achieved the level of value delivery that sustains organic growth.
View metricSession duration
Product MetricsMetric Definition
Average Session Duration = Total Time of All Sessions / Number of Sessions
Session duration measures the length of time a user spends actively engaged with your product during a single session. It is an engagement depth metric that indicates whether users are finding enough value to invest meaningful time in your product.
View metricCustomer effort score
CES
Product MetricsMetric Definition
CES = Sum of All Effort Ratings / Number of Responses
Customer effort score measures how much effort a customer had to exert to accomplish a goal with your product or service. Research shows that reducing effort is more predictive of customer loyalty than increasing satisfaction, making CES a powerful complement to NPS and CSAT.
View metricApp ranking
Product MetricsMetric Definition
App Ranking = f(Download Velocity, Ratings & Reviews, Engagement Signals, Keyword Relevance)
App ranking refers to the position of a mobile application in app store search results and category charts. It is the primary driver of organic app discovery, directly influencing download volume, install cost, and the long-term viability of a mobile growth strategy.
View metricCost per install
CPI
Product MetricsMetric Definition
CPI = Total Ad Spend / Total Installs
Cost per install measures the average amount spent to acquire a single app installation through paid advertising. It is the foundational efficiency metric for mobile user acquisition, connecting ad spend directly to the volume of new users entering the app.
View metric
HR & People Metrics
Employee turnover rate
Staff attrition
HR & People MetricsMetric Definition
Turnover Rate = (Separations / Average Headcount) × 100
Employee turnover rate measures the percentage of employees who leave an organisation during a given period. It is one of the most closely watched HR metrics because high turnover disrupts productivity, erodes institutional knowledge, and drives up recruitment and training costs.
View metricEmployee net promoter score (eNPS)
Workforce advocacy
HR & People MetricsMetric Definition
eNPS = % Promoters − % Detractors
Employee net promoter score adapts the classic NPS methodology to measure how likely employees are to recommend their organisation as a place to work. It is a fast, repeatable pulse metric that serves as a leading indicator of engagement, retention, and employer brand strength.
View metricEmployee engagement score
Workforce commitment
HR & People MetricsMetric Definition
Engagement Score = (Sum of Favourable Responses / Total Responses) × 100
Employee engagement score measures the degree to which employees feel committed to, motivated by, and emotionally invested in their work and their organisation. It is a multi-dimensional metric that predicts productivity, retention, and customer satisfaction.
View metricAbsenteeism rate
Unplanned absence
HR & People MetricsMetric Definition
Absenteeism Rate = (Unplanned Absence Days / Total Scheduled Work Days) × 100
Absenteeism rate measures the percentage of scheduled work time lost to unplanned employee absences. It is a critical workforce metric that affects productivity, team morale, and operating costs, and often serves as an early warning indicator for deeper engagement and wellbeing issues.
View metricTime to hire
Hiring velocity
HR & People MetricsMetric Definition
Time to Hire = Offer Acceptance Date − Candidate Application Date
Time to hire measures the number of days between a candidate entering the pipeline and accepting an offer. It is a core recruiting efficiency metric that affects candidate experience, hiring quality, and the organisation's ability to fill critical roles before top talent is lost to competitors.
View metricCost per hire
Recruiting efficiency
HR & People MetricsMetric Definition
Cost per Hire = (Internal Recruiting Costs + External Recruiting Costs) / Total Hires
Cost per hire measures the total expense incurred to fill a single position, including both internal recruiting costs and external spending. It is the primary financial efficiency metric for the talent acquisition function.
View metricOffer acceptance rate
Hiring conversion
HR & People MetricsMetric Definition
Offer Acceptance Rate = (Offers Accepted / Offers Extended) × 100
Offer acceptance rate measures the percentage of job offers that are accepted by candidates. It is a key indicator of the competitiveness of your compensation packages, the effectiveness of your hiring process, and the strength of your employer brand.
View metricEmployee retention rate
Workforce stability
HR & People MetricsMetric Definition
Retention Rate = ((Ending Headcount − New Hires) / Beginning Headcount) × 100
Employee retention rate measures the percentage of employees who remain with the organisation over a given period. It is the positive counterpart to turnover rate and reflects the effectiveness of the organisation's employee value proposition, management quality, and culture.
View metricApplication completion rate
Candidate funnel efficiency
HR & People MetricsMetric Definition
Application Completion Rate = (Submitted Applications / Started Applications) x 100
Application completion rate measures the percentage of candidates who start a job application and successfully submit it. It is a key indicator of the usability and accessibility of your application process, and directly affects the volume and quality of your candidate pipeline.
View metricCandidates per hire
Hiring funnel efficiency
HR & People MetricsMetric Definition
Candidates per Hire = Total Candidates Reviewed / Total Hires
Candidates per hire measures the total number of candidates reviewed or processed to make a single successful hire. It is a core recruiting efficiency metric that reflects the quality of sourcing, the selectivity of the process, and the overall health of the hiring funnel.
View metricCandidates per opening
Talent market demand
HR & People MetricsMetric Definition
Candidates per Opening = Total Applications / Number of Open Positions
Candidates per opening measures the total number of applicants received for each open position. It reflects the attractiveness of your roles, the strength of your employer brand, and the competitive dynamics of the talent market for each role type.
View metricGender pay gap
Pay equity
HR & People MetricsMetric Definition
Gender Pay Gap = ((Median Male Pay − Median Female Pay) / Median Male Pay) x 100
The gender pay gap measures the difference in median (or mean) pay between men and women across an organisation. It is a key indicator of structural pay equity and reflects the combined effects of role distribution, progression opportunity, and compensation practices.
View metricGender ratio
Workforce diversity
HR & People MetricsMetric Definition
Gender Ratio = (Number of Employees of Gender A / Total Employees) x 100
Gender ratio measures the proportion of employees by gender across an organisation or within specific teams, levels, and functions. It is a foundational diversity metric that reveals structural imbalances in representation and informs targeted interventions to build a more balanced workforce.
View metricHeadcount
Workforce size
HR & People MetricsMetric Definition
Headcount = Total Number of Active Employees
Headcount is the total number of employees in an organisation at a given point in time. It is the most fundamental workforce metric, serving as the foundation for capacity planning, budgeting, organisational design, and virtually every other HR and people metric.
View metricHires by department
Hiring distribution
HR & People MetricsMetric Definition
Departmental Hire Share = (Hires in Department / Total Hires) x 100
Hires by department measures the distribution of new hires across organisational functions over a given period. It reveals where the organisation is investing its growth capacity and whether hiring patterns align with strategic priorities.
View metricHires by month
Hiring velocity trend
HR & People MetricsMetric Definition
Hires by Month = Count of New Employees with Start Date in the Month
Hires by month tracks the number of new employees who join the organisation each month. It is the primary measure of hiring velocity and reveals seasonal patterns, recruiting capacity constraints, and whether the organisation is on track to meet its headcount targets.
View metricLength of service
Employee tenure
HR & People MetricsMetric Definition
Average Length of Service = Sum of All Employees' Tenure / Total Number of Employees
Length of service measures the average duration of employment for current employees, typically expressed in years or months. It is a key indicator of workforce stability, institutional knowledge retention, and the effectiveness of the organisation's employee value proposition over time.
View metricNew hire turnover rate
Early-tenure attrition
HR & People MetricsMetric Definition
New Hire Turnover Rate = (New Hires Who Left Within First Year / Total New Hires) × 100
New hire turnover rate measures the percentage of employees who leave the organisation within their first year of employment. It is a critical indicator of hiring quality, onboarding effectiveness, and the accuracy of expectations set during the recruitment process.
View metricNew starters per month
Hiring volume
HR & People MetricsMetric Definition
New Starters per Month = Count of Employees with Start Dates in the Month
New starters per month measures the number of employees who begin employment with the organisation in a given calendar month. It is a fundamental workforce planning metric that reflects recruiting output, growth execution, and the organisation's capacity to absorb new talent.
View metricPassive candidate hire rate
Sourcing effectiveness
HR & People MetricsMetric Definition
Passive Candidate Hire Rate = (Hires from Passive Candidates / Total Hires) × 100
Passive candidate hire rate measures the percentage of total hires who were not actively seeking a new role when they were first contacted by the organisation. It reflects the maturity and reach of the sourcing function and the strength of the employer brand.
View metricPermanent to freelance staff ratio
Workforce composition
HR & People MetricsMetric Definition
Permanent to Freelance Ratio = Permanent Headcount / Freelance and Contract Headcount
The permanent to freelance staff ratio measures the proportion of permanent employees relative to freelance, contract, and contingent workers in the organisation. It is a strategic workforce planning metric that reflects the balance between stability and flexibility in the talent model.
View metricSource of hire
Recruiting channel analysis
HR & People MetricsMetric Definition
Source of Hire (%) = (Hires from a Specific Source / Total Hires) × 100
Source of hire tracks the recruitment channels through which successful candidates enter the hiring pipeline. It is the foundational metric for understanding which sourcing investments produce actual hires and which consume budget without delivering results.
View metricTime to fill
Recruiting cycle length
HR & People MetricsMetric Definition
Time to Fill = Offer Acceptance Date − Requisition Open Date
Time to fill measures the number of days between a job requisition being opened and a candidate accepting the offer for that role. It captures the full recruiting cycle from the employer's perspective, including approval, sourcing, interviewing, and offer negotiation.
View metricTraining expenses
Learning and development investment
HR & People MetricsMetric Definition
Training Expenses per Employee = Total Training Spend / Average Headcount
Training expenses measure the total organisational spend on employee learning and development, including formal programmes, external courses, certifications, coaching, and the time cost of training delivery. It is the primary financial metric for evaluating the scale and efficiency of the L&D function.
View metricYield ratio
Recruitment funnel efficiency
HR & People MetricsMetric Definition
Yield Ratio = (Candidates Advancing to Next Stage / Candidates at Current Stage) × 100
Yield ratio measures the percentage of candidates who advance from one stage of the recruitment process to the next. It is the conversion rate metric for the hiring funnel, revealing where candidates drop out and which stages are the most effective filters.
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Operations Metrics
Average order value (AOV)
Revenue per transaction
Operations MetricsMetric Definition
AOV = Total Revenue / Number of Orders
Average order value measures the mean amount spent each time a customer places an order. It is a core e-commerce and retail metric that directly influences revenue, profitability, and customer acquisition efficiency.
View metricCart abandonment rate
Checkout drop-off
Operations MetricsMetric Definition
Cart Abandonment Rate = (1 − Completed Purchases / Carts Created) × 100
Cart abandonment rate measures the percentage of online shopping carts that are created but not converted into completed purchases. It is one of the most impactful e-commerce metrics because it represents revenue that was within reach but lost at the final stage of the buying journey.
View metricInventory turnover
Stock efficiency
Operations MetricsMetric Definition
Inventory Turnover = Cost of Goods Sold / Average Inventory
Inventory turnover measures how many times a business sells and replaces its inventory during a given period. It is a critical operations and finance metric that reveals how efficiently capital is being deployed in stock.
View metricOrder fulfilment cycle time
Order-to-delivery speed
Operations MetricsMetric Definition
Fulfilment Cycle Time = Delivery Date − Order Placement Date
Order fulfilment cycle time measures the total elapsed time from when a customer places an order to when they receive it. It is a critical operations metric that directly affects customer satisfaction, repeat purchase rates, and competitive positioning.
View metricOn-time delivery rate
Delivery reliability
Operations MetricsMetric Definition
On-Time Delivery Rate = (Orders Delivered On Time / Total Orders Delivered) × 100
On-time delivery rate measures the percentage of orders delivered by the promised date. It is a critical customer experience metric that directly affects satisfaction, loyalty, and the organisation's reputation for reliability.
View metricFirst contact resolution (FCR)
Support effectiveness
Operations MetricsMetric Definition
FCR Rate = (Issues Resolved on First Contact / Total Issues Handled) × 100
First contact resolution measures the percentage of customer enquiries resolved during the first interaction without requiring follow-up contacts, transfers, or escalations. It is the single most influential metric for customer satisfaction in support operations.
View metricCapacity utilisation rate
Resource efficiency
Operations MetricsMetric Definition
Capacity Utilisation Rate = (Actual Output / Maximum Possible Output) × 100
Capacity utilisation rate measures the percentage of total available production or operational capacity that is actually being used. It reveals whether an organisation is underusing its resources or pushing them beyond sustainable limits.
View metricCycle time
Process speed
Operations MetricsMetric Definition
Cycle Time = Process End Time − Process Start Time
Cycle time measures the total elapsed time from the start to the end of a process. It is a fundamental operations metric used in manufacturing, software development, service delivery, and any context where the speed of a process directly affects throughput, cost, and customer satisfaction.
View metricThroughput
Output volume
Operations MetricsMetric Definition
Throughput = Total Units Completed / Time Period
Throughput measures the number of units produced, tasks completed, or transactions processed in a given time period. It is the fundamental measure of an operation's productive capacity and the primary output metric for manufacturing, logistics, software development, and service delivery.
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Ecommerce & Marketplace Metrics
Listing conversion rate
Ecommerce & Marketplace MetricsMetric Definition
Listing Conversion Rate = (Purchases from Listing / Total Listing Views) x 100
Listing conversion rate measures the percentage of product listing views that result in a completed purchase. It is the core marketplace efficiency metric that reveals how effectively individual listings turn browsing interest into buying action.
View metricNew buyer growth rate
Ecommerce & Marketplace MetricsMetric Definition
New Buyer Growth Rate = ((New Buyers This Period - New Buyers Last Period) / New Buyers Last Period) x 100
New buyer growth rate measures the rate at which a marketplace acquires new buyers over a given period. It is the demand-side growth engine that determines whether the marketplace can sustain increasing transaction volume and attract more sellers.
View metricNew seller growth rate
Ecommerce & Marketplace MetricsMetric Definition
New Seller Growth Rate = ((New Sellers This Period - New Sellers Last Period) / New Sellers Last Period) x 100
New seller growth rate measures the rate at which a marketplace onboards new sellers over a given period. It is the supply-side growth engine that determines catalogue breadth, product selection, and the marketplace's ability to satisfy buyer demand.
View metricPercentage of active listings
Ecommerce & Marketplace MetricsMetric Definition
Percentage of Active Listings = (Active Listings / Total Listings) x 100
Percentage of active listings measures the proportion of all listings on a marketplace that are currently live, in stock, and available for purchase. It is a catalogue health metric that directly affects buyer experience, search quality, and marketplace credibility.
View metricPercentage of active sellers
Ecommerce & Marketplace MetricsMetric Definition
Percentage of Active Sellers = (Sellers with Active Listings / Total Registered Sellers) x 100
Percentage of active sellers measures the proportion of registered sellers on a marketplace who currently have at least one live listing. It is the supply-side engagement metric that reveals whether the marketplace is retaining its sellers as active participants or accumulating dormant accounts.
View metricPercentage of engaged buyers
Ecommerce & Marketplace MetricsMetric Definition
Percentage of Engaged Buyers = (Engaged Buyers / Total Registered Buyers) x 100
Percentage of engaged buyers measures the proportion of registered buyers who regularly interact with the marketplace through actions such as searching, browsing, adding to wishlists, or purchasing. It reveals the depth of demand-side engagement beyond simple registration counts.
View metricPercentage of satisfied transactions
Ecommerce & Marketplace MetricsMetric Definition
Percentage of Satisfied Transactions = (Positively Rated or Uncontested Transactions / Total Completed Transactions) x 100
Percentage of satisfied transactions measures the proportion of completed marketplace transactions that receive a positive rating or no complaint from the buyer. It is the trust metric that determines whether buyers will return and whether sellers maintain their reputation.
View metricPurchase frequency
Ecommerce & Marketplace MetricsMetric Definition
Purchase Frequency = Total Number of Orders / Total Number of Unique Customers
Purchase frequency measures how often customers make a purchase within a given time period. It is a core loyalty metric that directly determines customer lifetime value and reveals how deeply a product or marketplace has been integrated into a customer's buying habits.
View metricRepeat customer rate
Ecommerce & Marketplace MetricsMetric Definition
Repeat Customer Rate = (Customers with More Than One Purchase / Total Unique Customers) x 100
Repeat customer rate measures the percentage of customers who return to make more than one purchase. It is the clearest signal of whether a business is building genuine customer loyalty or relying entirely on one-time transactions to generate revenue.
View metricRevenue by traffic source
Ecommerce & Marketplace MetricsMetric Definition
Revenue by Traffic Source = Total Revenue Attributed to Channel X
Revenue by traffic source measures the total revenue attributed to each acquisition channel, such as organic search, paid advertising, email, direct, social media, and referrals. It answers the most fundamental marketing question: which channels are actually generating revenue, not just traffic?
View metricTime to purchase
Ecommerce & Marketplace MetricsMetric Definition
Time to Purchase = Sum of (Purchase Timestamp - First Visit Timestamp) for All Customers / Total Number of Purchasing Customers
Time to purchase measures the average duration between a customer's first interaction with a platform and their completed purchase. It quantifies the length of the buying decision cycle and reveals how much friction, hesitation, or consideration exists between initial interest and transaction.
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Customer Support Metrics
Agent touches per ticket
Customer Support MetricsMetric Definition
Agent Touches per Ticket = Total Agent Touches / Total Tickets Resolved
Agent touches per ticket measures the average number of agent interactions required to resolve a single support ticket. It captures the efficiency of the resolution process and directly reflects the effort placed on both agents and customers throughout the support journey.
View metricAverage handle time (AHT)
Customer Support MetricsMetric Definition
AHT = (Total Talk Time + Total Hold Time + Total After-Call Work) / Total Interactions Handled
Average handle time measures the average total duration of a single customer support interaction, including talk time, hold time, and after-call work. It is one of the most widely tracked efficiency metrics in contact centres and support operations, directly influencing staffing models, cost forecasts, and service level planning.
View metricAverage reply time (ART)
Customer Support MetricsMetric Definition
ART = Total Time Between Customer Messages and Agent Replies / Total Number of Agent Replies
Average reply time measures the mean elapsed time between a customer sending a message and an agent responding within an ongoing support conversation. Unlike first response time, which covers only the initial reply, ART tracks responsiveness throughout the entire interaction, capturing the experience customers have after the conversation has started.
View metricAverage resolution time
Customer Support MetricsMetric Definition
Average Resolution Time = Total Resolution Time Across All Tickets / Total Tickets Resolved
Average resolution time measures the mean elapsed time from when a support ticket is created to when it is fully resolved and closed. It captures the end-to-end customer experience of getting an issue fixed, encompassing wait times, agent work time, escalations, and any back-and-forth exchanges required to reach a solution.
View metricCall abandonment rate
Customer Support MetricsMetric Definition
Call Abandonment Rate = (Abandoned Calls / Total Inbound Calls) x 100
Call abandonment rate measures the percentage of inbound calls where the caller disconnects before reaching a live agent. It is a direct indicator of whether a contact centre can meet demand, and every abandoned call represents a customer whose issue remains unresolved and whose patience has been exhausted.
View metricConversations per teammate
Customer Support MetricsMetric Definition
Conversations per Teammate = Total Active Conversations / Number of Active Agents
Conversations per teammate measures the average number of active support conversations each agent handles during a given period. It is a core workload and capacity metric that influences response times, resolution quality, agent wellbeing, and the overall cost efficiency of a support operation.
View metricEscalation rate
Customer Support MetricsMetric Definition
Escalation Rate = (Escalated Tickets / Total Tickets Handled) x 100
Escalation rate measures the percentage of support tickets that are transferred from one tier or team to a higher tier or specialist group for resolution. It reflects the gap between the issues customers raise and the ability of frontline agents to resolve them, making it a key indicator of agent readiness, process maturity, and product complexity.
View metricFirst response time (FRT)
Customer Support MetricsMetric Definition
FRT = Total First Response Times / Total Tickets With a First Response
First response time measures the elapsed time between a customer creating a support ticket and receiving the first substantive response from a human agent. It is the metric that shapes the customer's initial impression of the support experience and sets the tone for the entire interaction.
View metricKnowledge base views
Customer Support MetricsMetric Definition
Knowledge Base Views = Sum of All Article Page Views in Period
Knowledge base views is the total number of times self-service help articles are viewed within a given period. It is the foundational volume metric for understanding how customers engage with your help content and a leading indicator of self-service adoption and support deflection effectiveness.
View metricMost common issues
Customer Support MetricsMetric Definition
Issue Frequency % = (Tickets for Issue Type / Total Tickets in Period) x 100
Most common issues is a ranked distribution of support ticket types by frequency, revealing which problems generate the highest volume of customer contacts. It is the diagnostic metric that tells support and product teams where to invest to reduce ticket volume and improve customer experience.
View metricPercentage of positive votes
Customer Support MetricsMetric Definition
Positive Vote % = (Positive Votes / Total Votes) x 100
Percentage of positive votes measures the proportion of knowledge base article ratings that are positive, typically captured through "Was this article helpful?" yes/no prompts. It is the most direct signal of whether self-service content is actually solving customer problems.
View metricPredicted CSAT (P-CSAT)
Customer Support MetricsMetric Definition
P-CSAT = f(interaction signals, customer context, resolution data)
Predicted CSAT is a machine-learning-generated satisfaction score that estimates how a customer would rate a support interaction before they respond to a survey. It transforms CSAT from a retrospective sample into a real-time, comprehensive quality signal across 100% of interactions.
View metricRatio of views vs tickets submitted
Customer Support MetricsMetric Definition
Views-to-Tickets Ratio = Knowledge Base Views / New Tickets Submitted
The ratio of knowledge base views to tickets submitted measures how many self-service article views occur for every new support ticket created. It is the core metric for evaluating whether your self-service content is effectively deflecting tickets and reducing the load on human agents.
View metricTicket backlog
Customer Support MetricsMetric Definition
Ticket Backlog = Open Tickets at Start of Period + New Tickets Created - Tickets Resolved
Ticket backlog is the total number of unresolved support tickets at a given point in time. It is the stock metric that reveals whether a support operation has the capacity to keep up with incoming demand, and it is the earliest warning signal of a growing gap between ticket inflow and resolution throughput.
View metricTicket volume
Customer Support MetricsMetric Definition
Ticket Volume = Total New Tickets Created in Period
Ticket volume is the total number of new support tickets created within a defined period. It is the fundamental demand metric for support operations, determining staffing requirements, budget allocation, and the urgency of self-service and product quality investments.
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