KPI List & Definitions

General KPIs for All Industries:

Revenue: The income generated from sale of goods or services.

Cost of Goods Sold (COGS): The direct costs attributable to the production of the goods sold in a company.

Gross Margin: The difference between revenue and cost of goods sold divided by revenue.

Customer Acquisition Cost (CAC): the sum of all sales and marketing spending divided by the number of new customers in a given time period.

Burn Rate: The rate at which you are spending money.

Churn Rate: The percentage of service subscribers who discontinue their subscriptions within a period of time.

Media and Entertainment:

Rankings: How you rank compared to competitors, as judged by the audience.

Impressions and Clicks: The ratio at which impressions lead to clicks on your site.

Likes, Shares, and Comments: The amount of likes, shares, and comments that occur within a certain period of time.

Brand Mentions: The amount of times your brand is mentioned in a certain period of time.

Audience Size: The size of your audience.

Monthly Audience Growth Rate: The percent at which your audience grows per month.

Audience Engagement: The level at which your audience is engaged with your material.

Audience Conversion Rate (ACR): The percentage of your audience that turns into a paying customer.

Monthly Press mentions: The amount of times your company is mentioned in the press per month.

Education:

Daily Active Users: The number of users who access your app or web address in a day.

Monthly Active Users (MAU): Number of people who use your platform monthly.

Course Churn Rate: The percent of users who discontinue their course participation.

Average Course Attendance: Average number of user course attendance.

Profit Per Customer (PPC): The percentage of profit made from each customer.

Customer Satisfaction: Customer complaints/satisfaction divided by the total number of customers.

Customer Return Rate (CRR): The percentage of customers who come purchase again.

Labor Costs Per Customer (LCPC): The total cost of required labor per customer.

Labor Churn Rate (LCR): The overall turnover in an organization’s staff as existing employees leave and new ones are hired.

Monthly User Growth Rate: The percent at which your users grow per month.

Audience Engagement: The level at which your audience is engaged with your material.

Healthcare and Medtech:

Customer Lifetime Value (LTV): How much revenue they can expect one customer to generate over the course of the business relationship.

Customer Return Rate (CRR): The percentage of customers who come purchase again.

Total Users Serviced: Total amount of individuals serviced.

Clinical Performance: Clinical performance ratios compared to competitors, past performance.

Average Contract Value: The average value of a patient contract.

Labor Costs Per Customer (LCPC): The total cost of required labor per patient.

Labor Churn Rate (LCR): The overall turnover in an organization’s staff as existing employees leave and new ones are hired.

Profit Per Customer (PPC): The percentage of profit made from each patient.

Customer Satisfaction: Customer complaints/satisfaction divided by the total number of customers.

Business to Business (B2B):

Marketing Qualified Lead (MQL):  The amount of MQLs that you receive in a certain period of time.

Sales Qualified Lead (SQL): The amount of SQLs that you receive in a certain period of time.

Customer Lifetime Value (LTV): How much revenue they can expect one customer to generate over the course of the business relationship.

Average Contract Value: The average value of a client contract.

Quoted Customer to Close ratio: The percentage of quoted customers who purchased your offering.

Monthly PR mentions: The amount of times your company is mentioned in the press per month.

Cost Per Lead (CPL): The cost required to attain a sales lead.

Bounce Rate: Rate at which a visitor leaves your site after looking at only one page.

Finance and Fintech:

Daily Active Users: The number of users who access your app or web address in a day.

Monthly Active Users (MAU): Number of people who use your platform monthly.

Average Time to First Transaction: How long it takes users to perform their first transaction.

User Sign up: How many users sign up in a certain period of time.

Time on Page: The length of time a user spends on your web page.

App Open Rate (AOR): Percentage of sessions generated by app users.

Churn Rate: The percent of users that you lose over a certain period of time.

Retention Rate: How often users return to your app within each quarter.

Total Transactions: The total number of transactions on the platform.

Community and Lifestyle:

Rankings: How you rank compared to competitors, as judged by the audience.

Impressions and Clicks: The ratio at which impressions lead to clicks on your site.

Likes, Shares, and Comments: The amount of likes, shares, and comments that occur within a certain period of time.

Brand Mentions: The amount of times your brand is mentioned in a certain period of time.

Audience Size: The size of your audience.

Monthly Audience Growth Rate: The percent at which your audience grows per month.

Audience Engagement: The level at which your audience is engaged with your material.

Audience Conversion Rate (ACR): The percentage of your audience that turns into a paying customer.

Business to Consumer (B2C):

Marketing Qualified Lead (MQL):  The amount of MQLs that you receive in a certain period of time.

Sales Qualified Lead (SQL): The amount of SQLs that you receive in a certain period of time.

Customer Lifetime Value (LTV): How much revenue they can expect one customer to generate over the course of the business relationship.

Website Traffic to Web Lead: The Website Traffic Lead Ratio tells you how many of your website visitors convert to leads.

Cost Per Lead (CPL): The cost required to attain a sales lead.

Email click-through rate (CTR): Calculated by the number of subscribers that have clicked on at least one link in your email marketing campaign.

Time on Page: The length of time a user spends on your web page.

Crawl Rate: The number of requests per second Googlebot makes to your site when it is crawling it.

Bounce Rate: Rate at which a visitor leaves your site after looking at only one page.

Average Contract Value: The average value of a client contract.

Sales Team Response Time: Amount of time it takes for sales team to respond to client.

Quoted Customer to Close ratio: The percentage of quoted customers who purchased your offering.

Monthly Press mentions: The amount of times your company is mentioned in the press per month.

Blockchain and Crypto:

Active Users: The number of users who access your app or web address in a certain period of time.

Total Transactions: The total number of transactions on the platform.

Value of Transactions: The total value of transactions on the platform.

Balances in Smart Contracts: Total balance in Smart Contract value.

Total Output Value (TOV): The total value of all transaction outputs per day.

Transactions to/from Contracts: The number of transactions from contracts.

Wallet Users: The total number of wallets created on the platform.

Wallets Value: Total value of wallets on the platform.

Unique Addresses: The total number of unique addresses used on the platform.

Food and Beverage:

Average Daily Customers: The average number of customers that visit per day.

Average Monthly Revenue: The amount of money you generate on average in one month.

Average Revenue Per Customer (ARPC): The total revenue divided by the number of customers.

Labor Costs Per Customer (LCPC): The total cost of required labor per customer.

Labor Churn Rate (LCR): The overall turnover in an organization’s staff as existing employees leave and new ones are hired.

Profit Per Customer (PPC): The percentage of profit made from each customer.

Customer Satisfaction: Customer complaints/satisfaction divided by the total number of customers.

Customer Return Rate (CRR): The percentage of customers who come purchase again.

Food Cost Percentage: Food cost over food sales.

Booking Forecast: Prediction of MRR based on future bookings.

Monthly Press Mentions: The amount of press mentions you receive monthly.

Software and Technology:

Monthly Recurring Revenue (MRR): How much money you are acquiring from customers per month.

Contracted/Committed Recurring Revenue (CMRR): a projection of MRR in a future period, modified to take into account any guaranteed revenue expansion or anticipated churn over the period.

Churn Rate: the percentage of service subscribers who discontinue their subscriptions within a period of time.

Revenue Churn Rate (RCR): is the percentage of revenue you have lost from existing customers in a period.

Annual Contract Value (ACV): the total contract value of a customer normalized into a yearly account.

Total Contract Value (TCV): The total contract value of a customer including recurring license fees and all non-recurring fees.

KPI Definitions and Breakdowns .docx

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