Definitions, formulas, platforms, and causal analysis for 70+ KPIs across every leadership role. Know what each metric means, where it lives, and what actually moves it.
Select your function to see the metrics most relevant to your decisions.
Each entry links to a dedicated page with full definition, formula, platforms, causal analysis, and role-specific context.
| Metric | Category | Roles | Definition |
|---|---|---|---|
| API Latency / Response Time P95 | Engineering & Reliability | CTO VP Engineering +1 | API Latency measures the time elapsed between a client sending a request to an API and receiving a c… |
| Activation Rate | Product & User Engagement | CPO VP Product +1 | Activation Rate measures the percentage of newly signed-up users who complete a defined set of onboa… |
| Annual Recurring Revenue ARR | Sales & Pipeline | CEO CFO +2 | Annual Recurring Revenue (ARR) is the annualized value of all active subscription contracts, normali… |
| Attribution Model Coverage | Data & Analytics | Director Analytics CMO +1 | Attribution Model Coverage measures the percentage of conversions or revenue events for which the an… |
| Average Contract Value ACV | Sales & Pipeline | VP Sales CFO +2 | Average Contract Value (ACV) is the average annualized revenue per customer contract, used to charac… |
| Average Order Value AOV | Financial & Unit Economics | CMO CFO +2 | Average Order Value (AOV) measures the average dollar amount spent per transaction or order, most co… |
| Bounce Rate / Engagement Rate | Marketing & Growth | VP Marketing Director Marketing +1 | Bounce Rate (in Universal Analytics) measured the percentage of sessions where a user visited only o… |
| Burn Rate | Financial & Unit Economics | CFO CEO +1 | Burn Rate measures the rate at which a company is spending its cash reserves, typically expressed as… |
| CAC Payback Period | Financial & Unit Economics | CFO CMO +2 | CAC Payback Period measures the number of months required for a newly acquired customer to generate … |
| Change Failure Rate CFR | Engineering & Reliability | CTO VP Engineering +1 | Change Failure Rate (CFR) measures the percentage of deployments or changes to production that resul… |
| Churn Rate | Sales & Pipeline | CEO CFO +3 | Churn Rate measures the percentage of customers or revenue lost in a given period due to cancellatio… |
| Click-Through Rate CTR | Marketing & Growth | VP Marketing Director Marketing +1 | Click-Through Rate (CTR) measures the percentage of people who click on a link or ad after seeing it… |
| Code Coverage | Engineering & Reliability | VP Engineering Director Engineering +1 | Code Coverage measures the percentage of application code executed by automated tests in the test su… |
| Conversion Rate CVR | Marketing & Growth | CMO VP Marketing +2 | Conversion Rate (CVR) measures the percentage of users who complete a desired action out of all thos… |
| Cost Per Acquisition CPA | Marketing & Growth | VP Marketing Director Marketing +2 | Cost Per Acquisition (CPA) measures the total advertising cost required to generate one desired conv… |
| Cost Per Click CPC | Marketing & Growth | VP Marketing Director Marketing +1 | Cost Per Click (CPC) is the amount an advertiser pays each time a user clicks on a paid ad, determin… |
| Cost Per Mille CPM | Marketing & Growth | VP Marketing Director Marketing +1 | Cost Per Mille (CPM) measures the cost an advertiser pays per 1,000 ad impressions, making it the st… |
| Cost of Goods Sold COGS | Financial & Unit Economics | CFO CEO +2 | Cost of Goods Sold (COGS) represents the direct costs attributable to delivering a product or servic… |
| Customer Acquisition Cost CAC | Marketing & Growth | CMO CFO +2 | Customer Acquisition Cost (CAC) measures the total sales and marketing expenditure required to acqui… |
| Customer Health Score CHS | Product & User Engagement | CPO Director CS +2 | Customer Health Score is a composite metric that combines multiple behavioral, engagement, and relat… |
| Customer Lifetime Value LTV | Marketing & Growth | CMO CFO +2 | Customer Lifetime Value (LTV) estimates the total net revenue a business expects to generate from a … |
| Customer Satisfaction Score CSAT | Operations & Customer Success | COO Director CS +2 | Customer Satisfaction Score (CSAT) measures how satisfied customers are with a specific interaction,… |
| DAU/MAU Stickiness Ratio | Product & User Engagement | CPO VP Product +1 | The DAU/MAU Stickiness Ratio measures the percentage of monthly active users who are also daily acti… |
| Daily Active Users DAU | Product & User Engagement | CPO VP Product +2 | Daily Active Users (DAU) counts the number of unique users who perform at least one meaningful actio… |
| Dashboard Adoption Rate | Data & Analytics | Director Analytics COO +1 | Dashboard Adoption Rate measures the percentage of intended stakeholders who regularly access and us… |
| Data Freshness / Latency | Data & Analytics | Director Analytics CTO +2 | Data Freshness (also called data pipeline latency) measures the elapsed time between when data is ge… |
| Data Quality Score DQS | Data & Analytics | Director Analytics CTO +2 | Data Quality Score is a composite metric that assesses the overall quality of data across dimensions… |
| Deployment Frequency | Engineering & Reliability | CTO VP Engineering +1 | Deployment Frequency measures how often an organization successfully deploys code to production. It … |
| EBITDA EBITDA | Financial & Unit Economics | CFO CEO +1 | EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) is a widely used measure of… |
| Email Open Rate | Marketing & Growth | VP Marketing Director Marketing +1 | Email Open Rate measures the percentage of delivered emails that are opened by recipients, indicatin… |
| Error Rate | Engineering & Reliability | VP Engineering Director Engineering +1 | Error Rate measures the percentage of API requests, user sessions, or transactions that result in an… |
| Escalation Rate | Operations & Customer Success | COO Director CS +1 | Escalation Rate measures the percentage of support tickets that cannot be resolved at the first supp… |
| Expansion Revenue | Sales & Pipeline | VP Sales CMO +2 | Expansion Revenue is the additional recurring revenue generated from existing customers through upse… |
| Feature Adoption Rate | Product & User Engagement | CPO VP Product +1 | Feature Adoption Rate measures the percentage of eligible users who have used a specific product fea… |
| First Response Time FRT | Operations & Customer Success | COO Director CS +1 | First Response Time (FRT) measures the average elapsed time between a customer submitting a support … |
| Free Cash Flow FCF | Financial & Unit Economics | CFO CEO +1 | Free Cash Flow (FCF) measures the cash a company generates from operations after deducting capital e… |
| Fulfillment Rate | Operations & Customer Success | COO VP Operations +1 | Fulfillment Rate measures the percentage of customer orders that can be completely filled from avail… |
| Gross Margin GM% | Financial & Unit Economics | CFO CEO +2 | Gross Margin measures the percentage of revenue remaining after subtracting the direct cost of deliv… |
| Gross Revenue Retention GRR | Sales & Pipeline | CEO CFO +2 | Gross Revenue Retention (GRR) measures the percentage of recurring revenue retained from existing cu… |
| Infrastructure Cost Per User | Engineering & Reliability | CTO VP Engineering +1 | Infrastructure Cost Per User measures the average monthly cloud infrastructure spend required to ser… |
| Inventory Turnover | Operations & Customer Success | COO CFO +1 | Inventory Turnover measures how many times a company sells and replaces its inventory during a given… |
| LTV:CAC Ratio LTV:CAC | Marketing & Growth | CMO CFO +2 | The LTV:CAC Ratio compares the expected lifetime value of a customer against the cost to acquire tha… |
| Lead Response Time LRT | Sales & Pipeline | VP Sales Director Sales +1 | Lead Response Time measures the average elapsed time between when a prospect submits a form or signa… |
| Lead Time for Changes LTFC | Engineering & Reliability | CTO VP Engineering +1 | Lead Time for Changes measures the elapsed time from when a code commit is made to when that change … |
| Marketing Qualified Lead MQL | Marketing & Growth | CMO VP Marketing +2 | A Marketing Qualified Lead (MQL) is a prospect who has met a predefined set of behavioral or demogra… |
| Mean Time to Recovery MTTR | Engineering & Reliability | CTO VP Engineering +2 | Mean Time to Recovery (MTTR) measures the average time required to restore a service or system to no… |
| Monthly Active Users MAU | Product & User Engagement | CPO VP Product +2 | Monthly Active Users (MAU) counts the number of unique users who perform at least one qualifying act… |
| Monthly Recurring Revenue MRR | Sales & Pipeline | CEO CFO +2 | Monthly Recurring Revenue (MRR) is the total predictable recurring revenue a SaaS business expects t… |
| Net Promoter Score NPS | Product & User Engagement | CPO CMO +2 | Net Promoter Score (NPS) measures customer loyalty and satisfaction by asking respondents a single q… |
| Net Revenue Retention NRR | Marketing & Growth | CMO CFO +2 | Net Revenue Retention (NRR) measures the percentage of recurring revenue retained from existing cust… |
| On-Time Delivery Rate OTD | Operations & Customer Success | COO VP Operations +1 | On-Time Delivery Rate (OTD) measures the percentage of orders or projects delivered to customers by … |
| Operating Margin | Financial & Unit Economics | CFO CEO +1 | Operating Margin measures the percentage of revenue remaining after subtracting all operating expens… |
| Operational Efficiency Ratio OER | Operations & Customer Success | COO CFO +1 | Operational Efficiency Ratio (OER) measures the cost of running operations relative to the revenue t… |
| Organic Traffic | Marketing & Growth | CMO VP Marketing +1 | Organic Traffic refers to website visitors who arrive through unpaid search engine results, driven b… |
| Pipeline Coverage Ratio | Sales & Pipeline | VP Sales CEO +2 | Pipeline Coverage Ratio measures the total value of qualified pipeline at a given point in time rela… |
| Product Qualified Lead PQL | Sales & Pipeline | VP Sales VP Product +2 | A Product Qualified Lead (PQL) is a free trial or freemium user who has reached a predefined product… |
| Quota Attainment | Sales & Pipeline | VP Sales Director Sales +2 | Quota Attainment measures the percentage of sales representatives who have met or exceeded their ass… |
| Repeat Purchase Rate | Financial & Unit Economics | CMO CFO +2 | Repeat Purchase Rate measures the percentage of customers who make more than one purchase within a d… |
| Retention Rate | Product & User Engagement | CPO VP Product +2 | Retention Rate measures the percentage of users or customers who continue to use a product or servic… |
| Return on Ad Spend ROAS | Marketing & Growth | CMO VP Marketing +2 | Return on Ad Spend (ROAS) measures the gross revenue generated for every dollar spent on advertising… |
| Revenue Per Employee RPE | Financial & Unit Economics | CFO CEO +1 | Revenue Per Employee (RPE) measures total annualized revenue divided by the total number of full-tim… |
| Sales Cycle Length | Sales & Pipeline | VP Sales Director Sales +1 | Sales Cycle Length measures the average time from when a prospect enters the sales pipeline as a qua… |
| Sales Qualified Lead SQL | Marketing & Growth | VP Sales VP Marketing +2 | A Sales Qualified Lead (SQL) is a prospect that the sales team has reviewed and accepted as meeting … |
| Share of Voice SOV | Marketing & Growth | CMO VP Marketing +1 | Share of Voice (SOV) measures a brand's proportion of total advertising or media presence within its… |
| Social Engagement Rate | Product & User Engagement | CMO VP Marketing +1 | Social Engagement Rate measures the level of audience interaction with content on social media platf… |
| System Uptime / Availability SLA% | Engineering & Reliability | CTO VP Engineering +2 | System Uptime (or Availability) measures the percentage of time a service is operational and accessi… |
| Technical Debt Ratio | Engineering & Reliability | CTO VP Engineering +1 | Technical Debt Ratio measures the estimated remediation cost of code quality issues relative to the … |
| Ticket Resolution Time | Operations & Customer Success | COO Director CS +1 | Ticket Resolution Time measures the average elapsed time from when a support ticket is created to wh… |
| Time to Value TTV | Product & User Engagement | CPO VP Product +2 | Time to Value (TTV) measures the elapsed time between a customer signing up or purchasing a product … |
| Win Rate | Sales & Pipeline | VP Sales Director Sales +2 | Win Rate measures the percentage of sales opportunities that are converted to closed-won deals withi… |
askotter connects to your tools, monitors every KPI on this page 24/7, and surfaces what changed, why it changed, and what to do about it.
Book a Conversation →