glossary
A marketing metrics glossary for small business owners.
The terms in your agency report, Google Analytics and Search Console, each defined in plain words.
by subject
Marketing metrics by subject
Marketing & Growth Metrics
16 metrics →
Local Search & Visibility Metrics
8 metrics →
Sales & Pipeline Metrics
12 metrics →
Financial & Unit Economics Metrics
10 metrics →
Engineering & Reliability Metrics
10 metrics →
Product & User Engagement Metrics
11 metrics →
Operations & Customer Success Metrics
8 metrics →
Data & Analytics Metrics
4 metrics →
by job title
Metrics by job title
The metrics each role tends to watch, if you work with a marketing manager, a bookkeeper or an agency.
- Chief Marketing Officer
- Chief Financial Officer
- Chief Technology Officer
- Chief Operating Officer
- Chief Product Officer
- Chief Executive Officer
- Vice President of Marketing
- Vice President of Sales
- Vice President of Engineering
- Vice President of Operations
- Vice President of Product
- Director of Marketing
- Director of Analytics
- Director of Sales
- Director of Engineering
- Director of Customer Success
- Chief Revenue Officer
- Head of Growth
- Director of Revenue Operations
- Vice President of Customer Success
- Director of Operations
- Vice President of Finance
complete reference
All 79 metrics, A to Z
Want someone watching these for you? See marketing analytics and local SEO services.
| Metric | Definition |
|---|---|
| API Latency / Response Time P95 | API Latency measures the time elapsed between a client sending a request to an API and rec… |
| Activation Rate | Activation Rate measures the percentage of newly signed-up users who complete a defined se… |
| Adoption Metrics | Adoption Metrics are the family of product-usage metrics that measure how successfully use… |
| Annual Recurring Revenue ARR | Annual Recurring Revenue (ARR) is the annualized value of all active subscription contract… |
| Answer Engine Optimization AEO | Answer engine optimization is the practice of making a business the source that AI systems… |
| Attribution Model Coverage | Attribution Model Coverage measures the percentage of conversions or revenue events for wh… |
| Average Contract Value ACV | Average Contract Value (ACV) is the average annualized revenue per customer contract, used… |
| Average Order Value AOV | Average Order Value (AOV) measures the average dollar amount spent per transaction or orde… |
| Bounce Rate / Engagement Rate | Bounce Rate (in Universal Analytics) measured the percentage of sessions where a user visi… |
| Burn Rate | Burn Rate measures the rate at which a company is spending its cash reserves, typically ex… |
| CAC Payback Period | CAC Payback Period measures the number of months required for a newly acquired customer to… |
| Change Failure Rate CFR | Change Failure Rate (CFR) measures the percentage of deployments or changes to production… |
| Churn Rate | Churn Rate measures the percentage of customers or revenue lost in a given period due to c… |
| Click-Through Rate CTR | Click-Through Rate (CTR) measures the percentage of people who click on a link or ad after… |
| Code Coverage | Code Coverage measures the percentage of application code executed by automated tests in t… |
| Conversion Rate CVR | Conversion Rate (CVR) measures the percentage of users who complete a desired action out o… |
| Cost Per Acquisition CPA | Cost Per Acquisition (CPA) measures the total advertising cost required to generate one de… |
| Cost Per Click CPC | Cost Per Click (CPC) is the amount an advertiser pays each time a user clicks on a paid ad… |
| Cost Per Mille CPM | Cost Per Mille (CPM) measures the cost an advertiser pays per 1,000 ad impressions, making… |
| Cost of Goods Sold COGS | Cost of Goods Sold (COGS) represents the direct costs attributable to delivering a product… |
| Customer Acquisition Cost CAC | Customer Acquisition Cost (CAC) measures the total sales and marketing expenditure require… |
| Customer Health Score CHS | Customer Health Score is a composite metric that combines multiple behavioral, engagement,… |
| Customer Lifetime Value LTV | Customer Lifetime Value (LTV) estimates the total net revenue a business expects to genera… |
| Customer Satisfaction Score CSAT | Customer Satisfaction Score (CSAT) measures how satisfied customers are with a specific in… |
| DAU/MAU Stickiness Ratio | The DAU/MAU Stickiness Ratio measures the percentage of monthly active users who are also… |
| Daily Active Users DAU | Daily Active Users (DAU) counts the number of unique users who perform at least one meanin… |
| Dashboard Adoption Rate | Dashboard Adoption Rate measures the percentage of intended stakeholders who regularly acc… |
| Data Freshness / Latency | Data Freshness (also called data pipeline latency) measures the elapsed time between when… |
| Data Quality Score DQS | Data Quality Score is a composite metric that assesses the overall quality of data across… |
| Deployment Frequency | Deployment Frequency measures how often an organization successfully deploys code to produ… |
| EBITDA EBITDA | EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) is a widely used… |
| Email Open Rate | Email Open Rate measures the percentage of delivered emails that are opened by recipients,… |
| Error Rate | Error Rate measures the percentage of API requests, user sessions, or transactions that re… |
| Escalation Rate | Escalation Rate measures the percentage of support tickets that cannot be resolved at the… |
| Expansion Revenue | Expansion Revenue is the additional recurring revenue generated from existing customers th… |
| Feature Adoption Rate | Feature Adoption Rate measures the percentage of eligible users who have used a specific p… |
| First Response Time FRT | First Response Time (FRT) measures the average elapsed time between a customer submitting… |
| Free Cash Flow FCF | Free Cash Flow (FCF) measures the cash a company generates from operations after deducting… |
| Fulfillment Rate | Fulfillment Rate measures the percentage of customer orders that can be completely filled… |
| Google Business Profile GBP | A Google Business Profile is the free listing that controls how a business appears in Goog… |
| Gross Margin GM% | Gross Margin measures the percentage of revenue remaining after subtracting the direct cos… |
| Gross Revenue Retention GRR | Gross Revenue Retention (GRR) measures the percentage of recurring revenue retained from e… |
| Infrastructure Cost Per User | Infrastructure Cost Per User measures the average monthly cloud infrastructure spend requi… |
| Inventory Turnover | Inventory Turnover measures how many times a company sells and replaces its inventory duri… |
| LTV:CAC Ratio LTV:CAC | The LTV:CAC Ratio compares the expected lifetime value of a customer against the cost to a… |
| Lead Response Time LRT | Lead Response Time measures the average elapsed time between when a prospect submits a for… |
| Lead Time for Changes LTFC | Lead Time for Changes measures the elapsed time from when a code commit is made to when th… |
| Local Citation | A local citation is any online mention of your business name, address and phone number, wh… |
| Local SEO | Local SEO is the work of making a business visible for searches carried out by people near… |
| Map Pack | The map pack is the block of three local business listings, with a map above them, that Go… |
| Marketing Qualified Lead MQL | A Marketing Qualified Lead (MQL) is a prospect who has met a predefined set of behavioral… |
| Mean Time to Recovery MTTR | Mean Time to Recovery (MTTR) measures the average time required to restore a service or sy… |
| Monthly Active Users MAU | Monthly Active Users (MAU) counts the number of unique users who perform at least one qual… |
| Monthly Recurring Revenue MRR | Monthly Recurring Revenue (MRR) is the total predictable recurring revenue a SaaS business… |
| NAP Consistency NAP | NAP consistency means your business Name, Address and Phone number appear in exactly the s… |
| Net Promoter Score NPS | Net Promoter Score (NPS) measures customer loyalty and satisfaction by asking respondents… |
| Net Revenue Retention NRR | Net Revenue Retention (NRR) measures the percentage of recurring revenue retained from exi… |
| On-Time Delivery Rate OTD | On-Time Delivery Rate (OTD) measures the percentage of orders or projects delivered to cus… |
| Operating Margin | Operating Margin measures the percentage of revenue remaining after subtracting all operat… |
| Operational Efficiency Ratio OER | Operational Efficiency Ratio (OER) measures the cost of running operations relative to the… |
| Organic Traffic | Organic Traffic refers to website visitors who arrive through unpaid search engine results… |
| Pipeline Coverage Ratio | Pipeline Coverage Ratio measures the total value of qualified pipeline at a given point in… |
| Product Qualified Lead PQL | A Product Qualified Lead (PQL) is a free trial or freemium user who has reached a predefin… |
| Quota Attainment | Quota Attainment measures the percentage of sales representatives who have met or exceeded… |
| Repeat Purchase Rate | Repeat Purchase Rate measures the percentage of customers who make more than one purchase… |
| Retention Rate | Retention Rate measures the percentage of users or customers who continue to use a product… |
| Return on Ad Spend ROAS | Return on Ad Spend (ROAS) measures the gross revenue generated for every dollar spent on a… |
| Revenue Per Employee RPE | Revenue Per Employee (RPE) measures total annualized revenue divided by the total number o… |
| Review Velocity | Review velocity is the rate at which a business earns new reviews over time, rather than t… |
| Sales Cycle Length | Sales Cycle Length measures the average time from when a prospect enters the sales pipelin… |
| Sales Qualified Lead SQL | A Sales Qualified Lead (SQL) is a prospect that the sales team has reviewed and accepted a… |
| Service Area Business SAB | A service area business is one that travels to its customers rather than serving them at a… |
| Share of Voice SOV | Share of Voice (SOV) measures a brand's proportion of total advertising or media presence… |
| Social Engagement Rate | Social Engagement Rate measures the level of audience interaction with content on social m… |
| System Uptime / Availability SLA% | System Uptime (or Availability) measures the percentage of time a service is operational a… |
| Technical Debt Ratio | Technical Debt Ratio measures the estimated remediation cost of code quality issues relati… |
| Ticket Resolution Time | Ticket Resolution Time measures the average elapsed time from when a support ticket is cre… |
| Time to Value TTV | Time to Value (TTV) measures the elapsed time between a customer signing up or purchasing… |
| Win Rate | Win Rate measures the percentage of sales opportunities that are converted to closed-won d… |
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