KPI examples

Browse definitions, formulas, and guidance for the metrics that matter most to your team.

Startup

Growth-related KPIs are important for any business, but they’re especially vital for startups. Use these metrics to monitor day-to-day health and overall viability.

• Activation Rate How many users reach an important milestone
• Burn Rate How quickly your business is spending money
• Cash Runway Uses burn rate and current balance to determine how long your funds will last
• Customer Churn Rate Percentage of customers lost in a given time frame
• DAU/MAU Ratio Ratio of daily active users to monthly active users
• Revenue Growth Rate Month-over-month percent increase in revenue

SaaS

SaaS KPIs are focused on recurring revenue and the lifetime value of a customer — key to tracking leads and finding ways to increase revenue over time.

• Annual Recurring Revenue (ARR) The total amount of recurring revenue a business is due to receive over the subsequent 12 month period.
• Average Revenue Per Account (ARPA) Average amount a business makes on one account, usually calculated monthly or yearly
• CAC Payback Period How long it takes to earn back what you spent acquiring a customer
• Completion Rate Percentage of customers who complete a set goal within your user onboarding process
• Customer Lifetime Value (LTV) Average revenue per customer from acquisition to churn
• Expansion MRR Rate New monthly recurring revenue coming from existing customers
• Gross MRR Churn Rate Total percentage of monthly revenue lost through downgrades or cancellations
• Monthly Recurring Revenue (MRR) The average amount of recurring revenue a business is set to receive each month
• Monthly Recurring Revenue (MRR) Closed vs Quota Amount of new recurring revenue acquired in a month compared to the target MRR for that month
• Net MRR Churn Rate Measure of lost revenue from downgrades or cancellations after factoring in new revenue from expansions
• Net MRR Growth Rate Percentage increase in net MRR month-over-month
• Signup to Subscriber Conversion Rate Percentage of people who upgrade from free trials or freemium products to paid versions

Sales

Harness your team’s competitive energy and help them respond to leads faster by tracking real-time sales KPIs.

• Activity Per Rep Total tasks each rep completes in a given time period, such as phone calls, emails, or demos
• Average Follow-up Attempts Average number of contact attempts sales reps make before closing each lead
• Average Purchase Value Average amount a customer spends on a transaction when a sales rep closes a deal
• Average Sales Cycle Length Average length of time from initial contact to closing a deal
• Lead Response Time Average time it takes sales reps to follow up after identifying a lead
• Lead Velocity Rate Month-over-month growth rate of qualified leads
• MQL to SQL Conversion Rate Percentage of marketing qualified leads (MQL) who convert to sales qualified leads (SQL)
• Pipeline Volume vs Goal Number of leads currently in the sales pipeline compared to your target lead amount
• SQL to Win Conversion Rate Number of SQLs who become customers

Marketing

If you’re not tracking campaign performance, you won’t know if your marketing efforts are paying off. Use these KPIs to justify initiatives and make adjustments.

• Ad Click-Through Rate (CTR) Percentage of people who click an ad after seeing it
• Ad Revenue Amount of revenue coming in from other companies advertising on your site. You can break this KPI down further to look at revenue per impression or revenue per pageview.
• Bounce Rate Percentage of people who navigate away from your site immediately after viewing the landing page
• Brand Recall Percentage of people surveyed who remember or correctly identify your brand
• Branded Search Traffic Amount of traffic coming to your site from people searching for branded keywords
• Cost Per Acquisition (CPA) Amount spent to acquire a new customer through a specified channel
• LTV:CAC Ratio Compares the total average revenue per customer with the average cost of gaining a customer
• Marketing ROI Percentage of company profit that comes from paid marketing efforts
• Net Promoter Score (NPS) Measures the number of satisfied customers and the average degree of satisfaction
• Pages Viewed per Session How many pages a single user views during one website session
• Percentage of New Users Percentage of total users who are visiting for the first time
• Press Clippings How often your brand is mentioned in the press
• Social Media Mentions How often your brand is mentioned across social media platforms
• Viral Coefficient Number of new users that each existing user generates
• Website Conversion Rate Percentage of website visitors who take a set action, such as downloading an ebook or making a purchase
• Website Traffic Growth Increase or decrease in website visits over a certain time frame

Customer Support

Help your support team measure and improve their customer service by tracking customer satisfaction, ongoing conversations, and more.

• Agent Touches per Ticket The number of touches required to solve a ticket
• Average Handle Time (AHT) The average time an agent spends on each call or ticket
• Average Reply Time (ART) The average time a customer has to wait for a reply after contacting support
• Average Resolution Time The average time taken for a ticket to be solved
• Call Abandonment Rate The proportion of calls where the customer hangs before their call is answered
• Conversations Per Teammate Number of customer interactions for each member of the customer support team, typically per day
• Customer Effort Score (CES) Scores how easy customers find it to solve their problem
• Customer Satisfaction (CSAT) Shows you how happy your customers are based on customer experience survey responses
• Escalation Rate Percentage of support tickets that are escalated to a new support tier
• First Contact Resolution Rate (FCR) Shows you what proportion of tickets are solved on first contact
• First Response Time (FRT) The time it takes the customer support team to respond after a customer submits a ticket
• Knowledge Base Views Number of pageviews on your self-help support pages
• Most Common Issues Number of pageviews on your self-help support pages
• Percentage of Positive Votes The percentage of positive votes that your help center articles receive (for help centers where readers can vote on articles)
• Predicted CSAT (P-CSAT) Predicts how happy or frustrated your customers are based on real-time analysis of their responses.
• Ratio of Views vs Tickets submitted Compares the number of pageviews on help center pages to the number of support tickets sent in
• Ticket Backlog Number of unresolved customer support tickets in a given time period
• Ticket Volume Total tickets in your queue over a period of time

Ecommerce

Ecommerce is an incredibly competitive field. Use data to understand your customers and serve them in the best possible way.

• Average Order Value Average amount a customer spends per order on your site
• Customer Acquisition Cost How much you spend to gain a new customer
• Listing Conversion Rate Percentage of a listing’s viewers who go on to make a purchase
• New Buyer Growth Rate Calculates how fast you are adding new buyers to your marketplace
• New Seller Growth Rate Tracks how fast sellers are being added to meet demand of buyers
• Percentage of Active Listings Percentage of total listings that get multiple views per week
• Percentage of Active Sellers Calculates the proportion of sellers who regularly add new listings
• Percentage of Engaged Buyers Percentage of total buyers who searched for or purchased a product recently
• Percentage of Satisfied Transactions Percentage of total product reviews that are positive
• Purchase Frequency The average number of times a customer purchases from you in a set time period
• Repeat Customer Rate Percentage of customers who are making a repeat purchase
• Revenue by Traffic Source Percentage of revenue coming from different sources (social media, organic search, paid search, etc.)
• Shopping Cart Abandonment Rate Percentage of customers who add items to their cart but never purchase
• Time to Purchase The average time or number of sessions for a customer to purchase

Finance

Monitor the financial health of your business and prove your viability to shareholders with these metrics.

• Current Accounts Payable Total outstanding bills for the current month
• Current Accounts Receivable Total outstanding invoices owed to your company
• Gross Profit Margin Total profit, expressed as a percentage of revenue, before adjusting for operating expenses
• Quick Ratio Ratio of revenue gains to revenue losses

HR

Track these human resources KPIs to recruit more efficiently, improve onboarding, and create a positive work environment.

• Absence Rate How often employees are out for unplanned absences like an illness
• Application Completion Rate Percentage of candidates who complete and submit an application after starting it
• Candidates per Hire Number of candidates you have compared to the number of hires you make
• Candidates per Opening Number of candidate applications over a set time frame compared to the number of job openings during the same time
• Cost per Hire Amount you spend in external and internal recruiting costs for each hire you make
• Employee Net Promoter Score Measures how likely an employee is to recommend working at your company to their friends and family
• Gender Pay Gap Difference in average pay between men and women or non-binary people in the same role
• Gender Ratio Shows the proportion of your employees who identify with each gender group
• Headcount Total number of staff and consultants you have at a given time
• Hires by Department Number of hires made by each department over a set time frame
• Hires by Month Number of people you hired in a given month
• Length of Service Average length of time employees have spent at your company
• New Hire Turnover Rate Percentage of new hires who leave shortly after joining, such as during their probation period
• New Starters per Month How many new hires you have each month
• Passive Candidate Hire Rate Percentage of Passive Candidate Hires from your total number of hires
• Permanent to Freelance Staff Ratio The number of permanent staff you have in your company compared to the number of freelance staff
• Source of Hire Shows you where people are finding your job postings and what percentage of total hires comes from a particular source
• Time to Fill Average time it takes to hire someone for a position
• Training Expenses Total amount of money you spend on employee training
• Yield Ratio Percentage of candidates who move from one stage of hiring to the next

Mobile App

These KPIs help you understand how customers view your app, so you can make improvements and keep people coming back.

• App Ranking Position of your app within app marketplaces, like Google Play and the Apple app store
• Average Revenue Per User (ARPU) Average revenue generated for each user of your app
• Cost Per Install Amount it costs you in paid ad spend for each person who downloads the app
• Retention Rate Percentage of people who continue using your app over a set period of time
• Session Length Amount of time a user spends on the app in one session, from launching the app to closing it.