# 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](/content/resources/kpi-examples/activation-rate/index.html) How many users reach an important milestone - [Burn Rate](/content/resources/kpi-examples/burn-rate/index.html) How quickly your business is spending money - [Cash Runway](/content/resources/kpi-examples/cash-runway/index.html) Uses burn rate and current balance to determine how long your funds will last - [Customer Churn Rate](/content/resources/kpi-examples/customer-churn-rate/index.html) Percentage of customers lost in a given time frame - [DAU/MAU Ratio](/content/resources/kpi-examples/dau-mau-ratio/index.html) Ratio of daily active users to monthly active users - [Revenue Growth Rate](/content/resources/kpi-examples/revenue-growth-rate/index.html) 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)](/content/resources/kpi-examples/annual-recurring-revenue-arr/index.html) The total amount of recurring revenue a business is due to receive over the subsequent 12 month period. - [Average Revenue Per Account (ARPA)](/content/resources/kpi-examples/average-revenue-per-account-arpa/index.html) Average amount a business makes on one account, usually calculated monthly or yearly - [CAC Payback Period](/content/resources/kpi-examples/cac-payback-period/index.html) How long it takes to earn back what you spent acquiring a customer - [Completion Rate](/content/resources/kpi-examples/completion-rate/index.html) Percentage of customers who complete a set goal within your user onboarding process - [Customer Lifetime Value (LTV)](/content/resources/kpi-examples/customer-lifetime-value-ltv/index.html) Average revenue per customer from acquisition to churn - [Expansion MRR Rate](/content/resources/kpi-examples/expansion-mrr-rate/index.html) New monthly recurring revenue coming from existing customers - [Gross MRR Churn Rate](/content/resources/kpi-examples/gross-mrr-churn-rate/index.html) Total percentage of monthly revenue lost through downgrades or cancellations - [Monthly Recurring Revenue (MRR)](/content/resources/kpi-examples/monthly-recurring-revenue-mrr/index.html) The average amount of recurring revenue a business is set to receive each month - [Monthly Recurring Revenue (MRR) Closed vs Quota](/content/resources/kpi-examples/monthly-recurring-revenue-closed-vs-quota/index.html) Amount of new recurring revenue acquired in a month compared to the target MRR for that month - [Net MRR Churn Rate](/content/resources/kpi-examples/net-mrr-churn-rate/index.html) Measure of lost revenue from downgrades or cancellations after factoring in new revenue from expansions - [Net MRR Growth Rate](/content/resources/kpi-examples/net-mrr-growth-rate/index.html) Percentage increase in net MRR month-over-month - [Signup to Subscriber Conversion Rate](/content/resources/kpi-examples/signup-to-subscriber-conversion-rate/index.html) 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](/content/resources/kpi-examples/activity-per-rep/index.html) Total tasks each rep completes in a given time period, such as phone calls, emails, or demos - [Average Follow-up Attempts](/content/resources/kpi-examples/average-follow-up-attempts/index.html) Average number of contact attempts sales reps make before closing each lead - [Average Purchase Value](/content/resources/kpi-examples/average-purchase-value/index.html) Average amount a customer spends on a transaction when a sales rep closes a deal - [Average Sales Cycle Length](/content/resources/kpi-examples/average-sales-cycle-length/index.html) Average length of time from initial contact to closing a deal - [Lead Response Time](/content/resources/kpi-examples/lead-response-time/index.html) Average time it takes sales reps to follow up after identifying a lead - [Lead Velocity Rate](/content/resources/kpi-examples/lead-velocity-rate/index.html) Month-over-month growth rate of qualified leads - [MQL to SQL Conversion Rate](/content/resources/kpi-examples/mql-to-sql-conversion-rate/index.html) Percentage of marketing qualified leads (MQL) who convert to sales qualified leads (SQL) - [Pipeline Volume vs Goal](/content/resources/kpi-examples/pipeline-volume-vs-goal/index.html) Number of leads currently in the sales pipeline compared to your target lead amount - [SQL to Win Conversion Rate](/content/resources/kpi-examples/sql-to-win-conversion-rate/index.html) 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)](/content/resources/kpi-examples/ad-click-through-rate/index.html) Percentage of people who click an ad after seeing it - [Ad Revenue](/content/resources/kpi-examples/ad-revenue/index.html) 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](/content/resources/kpi-examples/bounce-rate/index.html) Percentage of people who navigate away from your site immediately after viewing the landing page - [Brand Recall](/content/resources/kpi-examples/brand-recall/index.html) Percentage of people surveyed who remember or correctly identify your brand - [Branded Search Traffic](/content/resources/kpi-examples/branded-search-traffic/index.html) Amount of traffic coming to your site from people searching for branded keywords - [Cost Per Acquisition (CPA)](/content/resources/kpi-examples/cost-per-acquisition-cpa/index.html) Amount spent to acquire a new customer through a specified channel - [LTV:CAC Ratio](/content/resources/kpi-examples/ltv-cac-ratio/index.html) Compares the total average revenue per customer with the average cost of gaining a customer - [Marketing ROI](/content/resources/kpi-examples/marketing-roi/index.html) Percentage of company profit that comes from paid marketing efforts - [Net Promoter Score (NPS)](/content/resources/kpi-examples/net-promoter-score-nps/index.html) Measures the number of satisfied customers and the average degree of satisfaction - [Pages Viewed per Session](/content/resources/kpi-examples/pages-viewed-per-session/index.html) How many pages a single user views during one website session - [Percentage of New Users](/content/resources/kpi-examples/percentage-of-new-users/index.html) Percentage of total users who are visiting for the first time - [Press Clippings](/content/resources/kpi-examples/press-clippings/index.html) How often your brand is mentioned in the press - [Social Media Mentions](/content/resources/kpi-examples/social-media-mentions/index.html) How often your brand is mentioned across social media platforms - [Viral Coefficient](/content/resources/kpi-examples/viral-coefficient/index.html) Number of new users that each existing user generates - [Website Conversion Rate](/content/resources/kpi-examples/website-conversion-rate/index.html) Percentage of website visitors who take a set action, such as downloading an ebook or making a purchase - [Website Traffic Growth](/content/resources/kpi-examples/website-traffic-growth/index.html) 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](/content/resources/kpi-examples/agent-touches-per-ticket/index.html) The number of touches required to solve a ticket - [Average Handle Time (AHT)](/content/resources/kpi-examples/average-handle-time/index.html) The average time an agent spends on each call or ticket - [Average Reply Time (ART)](/content/resources/kpi-examples/average-reply-time/index.html) The average time a customer has to wait for a reply after contacting support - [Average Resolution Time](/content/resources/kpi-examples/average-resolution-time/index.html) The average time taken for a ticket to be solved - [Call Abandonment Rate](/content/resources/kpi-examples/call-abandonment-rate/index.html) The proportion of calls where the customer hangs before their call is answered - [Conversations Per Teammate](/content/resources/kpi-examples/conversations-per-teammate/index.html) Number of customer interactions for each member of the customer support team, typically per day - [Customer Effort Score (CES)](/content/resources/kpi-examples/customer-effort-score/index.html) Scores how easy customers find it to solve their problem - [Customer Satisfaction (CSAT)](/content/resources/kpi-examples/customer-satisfaction-csat/index.html) Shows you how happy your customers are based on customer experience survey responses - [Escalation Rate](/content/resources/kpi-examples/escalation-rate/index.html) Percentage of support tickets that are escalated to a new support tier - [First Contact Resolution Rate (FCR)](/content/resources/kpi-examples/first-contact-resolution-rate/index.html) Shows you what proportion of tickets are solved on first contact - [First Response Time (FRT)](/content/resources/kpi-examples/first-response-time/index.html) The time it takes the customer support team to respond after a customer submits a ticket - [Knowledge Base Views](/content/resources/kpi-examples/knowledge-base-views/index.html) Number of pageviews on your self-help support pages - [Most Common Issues](/content/resources/kpi-examples/most-common-issues/index.html) Number of pageviews on your self-help support pages - [Percentage of Positive Votes](/content/resources/kpi-examples/percentage-of-positive-votes/index.html) The percentage of positive votes that your help center articles receive (for help centers where readers can vote on articles) - [Predicted CSAT (P-CSAT)](/content/resources/kpi-examples/predicted-csat/index.html) Predicts how happy or frustrated your customers are based on real-time analysis of their responses. - [Ratio of Views vs Tickets submitted](/content/resources/kpi-examples/ratio-of-views-vs-tickets-submitted/index.html) Compares the number of pageviews on help center pages to the number of support tickets sent in - [Ticket Backlog](/content/resources/kpi-examples/ticket-backlog/index.html) Number of unresolved customer support tickets in a given time period - [Ticket Volume](/content/resources/kpi-examples/ticket-volume/index.html) 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](/content/resources/kpi-examples/average-order-value/index.html) Average amount a customer spends per order on your site - [Customer Acquisition Cost](/content/resources/kpi-examples/customer-acquisition-cost/index.html) How much you spend to gain a new customer - [Listing Conversion Rate](/content/resources/kpi-examples/listing-conversion-rate/index.html) Percentage of a listing’s viewers who go on to make a purchase - [New Buyer Growth Rate](/content/resources/kpi-examples/new-buyer-growth-rate/index.html) Calculates how fast you are adding new buyers to your marketplace - [New Seller Growth Rate](/content/resources/kpi-examples/new-seller-growth-rate/index.html) Tracks how fast sellers are being added to meet demand of buyers - [Percentage of Active Listings](/content/resources/kpi-examples/percentage-of-active-listings/index.html) Percentage of total listings that get multiple views per week - [Percentage of Active Sellers](/content/resources/kpi-examples/percentage-of-active-sellers/index.html) Calculates the proportion of sellers who regularly add new listings - [Percentage of Engaged Buyers](/content/resources/kpi-examples/percentage-of-engaged-buyers/index.html) Percentage of total buyers who searched for or purchased a product recently - [Percentage of Satisfied Transactions](/content/resources/kpi-examples/percentage-of-satisfied-transactions/index.html) Percentage of total product reviews that are positive - [Purchase Frequency](/content/resources/kpi-examples/purchase-frequency/index.html) The average number of times a customer purchases from you in a set time period - [Repeat Customer Rate](/content/resources/kpi-examples/percent-returning-customers/index.html) Percentage of customers who are making a repeat purchase - [Revenue by Traffic Source](/content/resources/kpi-examples/revenue-by-traffic-source/index.html) Percentage of revenue coming from different sources (social media, organic search, paid search, etc.) - [Shopping Cart Abandonment Rate](/content/resources/kpi-examples/shopping-cart-abandonment-rate/index.html) Percentage of customers who add items to their cart but never purchase - [Time to Purchase](/content/resources/kpi-examples/time-to-purchase/index.html) 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](/content/resources/kpi-examples/current-accounts-payable/index.html) Total outstanding bills for the current month - [Current Accounts Receivable](/content/resources/kpi-examples/current-accounts-receivable/index.html) Total outstanding invoices owed to your company - [Gross Profit Margin](/content/resources/kpi-examples/gross-profit-margin/index.html) Total profit, expressed as a percentage of revenue, before adjusting for operating expenses - [Quick Ratio](/content/resources/kpi-examples/quick-ratio/index.html) 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](/content/resources/kpi-examples/absence-rate/index.html) How often employees are out for unplanned absences like an illness - [Application Completion Rate](/content/resources/kpi-examples/application-completion-rate/index.html) Percentage of candidates who complete and submit an application after starting it - [Candidates per Hire](/content/resources/kpi-examples/candidates-per-hire/index.html) Number of candidates you have compared to the number of hires you make - [Candidates per Opening](/content/resources/kpi-examples/candidates-per-opening/index.html) Number of candidate applications over a set time frame compared to the number of job openings during the same time - [Cost per Hire](/content/resources/kpi-examples/cost-per-hire/index.html) Amount you spend in external and internal recruiting costs for each hire you make - [Employee Net Promoter Score](/content/resources/kpi-examples/employee-net-promoter-score/index.html) Measures how likely an employee is to recommend working at your company to their friends and family - [Gender Pay Gap](/content/resources/kpi-examples/gender-pay-gap/index.html) Difference in average pay between men and women or non-binary people in the same role - [Gender Ratio](/content/resources/kpi-examples/gender-ratio/index.html) Shows the proportion of your employees who identify with each gender group - [Headcount](/content/resources/kpi-examples/headcount/index.html) Total number of staff and consultants you have at a given time - [Hires by Department](/content/resources/kpi-examples/hires-by-department/index.html) Number of hires made by each department over a set time frame - [Hires by Month](/content/resources/kpi-examples/hires-by-month/index.html) Number of people you hired in a given month - [Length of Service](/content/resources/kpi-examples/length-of-service/index.html) Average length of time employees have spent at your company - [New Hire Turnover Rate](/content/resources/kpi-examples/new-hire-turnover-rate/index.html) Percentage of new hires who leave shortly after joining, such as during their probation period - [New Starters per Month](/content/resources/kpi-examples/new-starters-per-month/index.html) How many new hires you have each month - [Passive Candidate Hire Rate](/content/resources/kpi-examples/passive-candidate-hire-rate/index.html) Percentage of Passive Candidate Hires from your total number of hires - [Permanent to Freelance Staff Ratio](/content/resources/kpi-examples/permanent-to-freelance-staff-ratio/index.html) The number of permanent staff you have in your company compared to the number of freelance staff - [Source of Hire](/content/resources/kpi-examples/source-of-hire/index.html) Shows you where people are finding your job postings and what percentage of total hires comes from a particular source - [Time to Fill](/content/resources/kpi-examples/time-to-fill/index.html) Average time it takes to hire someone for a position - [Training Expenses](/content/resources/kpi-examples/training-expenses/index.html) Total amount of money you spend on [employee training](https://whatfix.com/employee-training/) - [Yield Ratio](/content/resources/kpi-examples/yield-ratio/index.html) 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](/content/resources/kpi-examples/app-ranking/index.html) Position of your app within app marketplaces, like Google Play and the Apple app store - [Average Revenue Per User (ARPU)](/content/resources/kpi-examples/average-revenue-per-user-arpu/index.html) Average revenue generated for each user of your app - [Cost Per Install](/content/resources/kpi-examples/cost-per-install/index.html) Amount it costs you in paid ad spend for each person who downloads the app - [Retention Rate](/content/resources/kpi-examples/retention-rate/index.html) Percentage of people who continue using your app over a set period of time - [Session Length](/content/resources/kpi-examples/session-length/index.html) Amount of time a user spends on the app in one session, from launching the app to closing it.