KPI examples

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
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• Burn Rate

  How quickly your business is spending money
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• Cash Runway

  Uses burn rate and current balance to determine how long your funds will last
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• Customer Churn Rate

  Percentage of customers lost in a given time frame
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• DAU/MAU Ratio

  Ratio of daily active users to monthly active users
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• Revenue Growth Rate

  Month-over-month percent increase in revenue
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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.
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• Average Revenue Per Account (ARPA)

  Average amount a business makes on one account, usually calculated monthly or yearly
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• CAC Payback Period

  How long it takes to earn back what you spent acquiring a customer
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• Completion Rate

  Percentage of customers who complete a set goal within your user onboarding process
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• Customer Lifetime Value (LTV)

  Average revenue per customer from acquisition to churn
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• Expansion MRR Rate

  New monthly recurring revenue coming from existing customers
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• Gross MRR Churn Rate

  Total percentage of monthly revenue lost through downgrades or cancellations
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• Monthly Recurring Revenue (MRR)

  The average amount of recurring revenue a business is set to receive each month
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• Monthly Recurring Revenue (MRR) Closed vs Quota

  Amount of new recurring revenue acquired in a month compared to the target MRR for that month
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• Net MRR Churn Rate

  Measure of lost revenue from downgrades or cancellations after factoring in new revenue from expansions
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• Net MRR Growth Rate

  Percentage increase in net MRR month-over-month
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• Signup to Subscriber Conversion Rate

  Percentage of people who upgrade from free trials or freemium products to paid versions
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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
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• Average Follow-up Attempts

  Average number of contact attempts sales reps make before closing each lead
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• Average Purchase Value

  Average amount a customer spends on a transaction when a sales rep closes a deal
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• Average Sales Cycle Length

  Average length of time from initial contact to closing a deal
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• Lead Response Time

  Average time it takes sales reps to follow up after identifying a lead
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• Lead Velocity Rate

  Month-over-month growth rate of qualified leads
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• MQL to SQL Conversion Rate

  Percentage of marketing qualified leads (MQL) who convert to sales qualified leads (SQL)
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• Pipeline Volume vs Goal

  Number of leads currently in the sales pipeline compared to your target lead amount
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• SQL to Win Conversion Rate

  Number of SQLs who become customers
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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
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• 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.
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• Bounce Rate

  Percentage of people who navigate away from your site immediately after viewing the landing page
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• Brand Recall

  Percentage of people surveyed who remember or correctly identify your brand
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• Branded Search Traffic

  Amount of traffic coming to your site from people searching for branded keywords
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• Cost Per Acquisition (CPA)

  Amount spent to acquire a new customer through a specified channel
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• LTV:CAC Ratio

  Compares the total average revenue per customer with the average cost of gaining a customer
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• Marketing ROI

  Percentage of company profit that comes from paid marketing efforts
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• Net Promoter Score (NPS)

  Measures the number of satisfied customers and the average degree of satisfaction
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• Pages Viewed per Session

  How many pages a single user views during one website session
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• Percentage of New Users

  Percentage of total users who are visiting for the first time
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• Press Clippings

  How often your brand is mentioned in the press
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• Social Media Mentions

  How often your brand is mentioned across social media platforms
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• Viral Coefficient

  Number of new users that each existing user generates
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• Website Conversion Rate

  Percentage of website visitors who take a set action, such as downloading an ebook or making a purchase
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• Website Traffic Growth

  Increase or decrease in website visits over a certain time frame
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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
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• Average Handle Time (AHT)

  The average time an agent spends on each call or ticket
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• Average Reply Time (ART)

  The average time a customer has to wait for a reply after contacting support
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• Average Resolution Time

  The average time taken for a ticket to be solved
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• Call Abandonment Rate

  The proportion of calls where the customer hangs before their call is answered
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• Conversations Per Teammate

  Number of customer interactions for each member of the customer support team, typically per day
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• Customer Effort Score (CES)

  Scores how easy customers find it to solve their problem
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• Customer Satisfaction (CSAT)

  Shows you how happy your customers are based on customer experience survey responses
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• Escalation Rate

  Percentage of support tickets that are escalated to a new support tier
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• First Contact Resolution Rate (FCR)

  Shows you what proportion of tickets are solved on first contact
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• First Response Time (FRT)

  The time it takes the customer support team to respond after a customer submits a ticket
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• Knowledge Base Views

  Number of pageviews on your self-help support pages
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• Most Common Issues

  Number of pageviews on your self-help support pages
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• Percentage of Positive Votes

  The percentage of positive votes that your help center articles receive (for help centers where readers can vote on articles)
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• Predicted CSAT (P-CSAT)

  Predicts how happy or frustrated your customers are based on real-time analysis of their responses.
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• Ratio of Views vs Tickets submitted

  Compares the number of pageviews on help center pages to the number of support tickets sent in
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• Ticket Backlog

  Number of unresolved customer support tickets in a given time period
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• Ticket Volume

  Total tickets in your queue over a period of time
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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
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• Customer Acquisition Cost

  How much you spend to gain a new customer
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• Listing Conversion Rate

  Percentage of a listing’s viewers who go on to make a purchase
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• New Buyer Growth Rate

  Calculates how fast you are adding new buyers to your marketplace
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• New Seller Growth Rate

  Tracks how fast sellers are being added to meet demand of buyers
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• Percentage of Active Listings

  Percentage of total listings that get multiple views per week
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• Percentage of Active Sellers

  Calculates the proportion of sellers who regularly add new listings
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• Percentage of Engaged Buyers

  Percentage of total buyers who searched for or purchased a product recently
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• Percentage of Satisfied Transactions

  Percentage of total product reviews that are positive
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• Purchase Frequency

  The average number of times a customer purchases from you in a set time period
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• Repeat Customer Rate

  Percentage of customers who are making a repeat purchase
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• Revenue by Traffic Source

  Percentage of revenue coming from different sources (social media, organic search, paid search, etc.)
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• Shopping Cart Abandonment Rate

  Percentage of customers who add items to their cart but never purchase
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• Time to Purchase

  The average time or number of sessions for a customer to purchase
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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
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• Current Accounts Receivable

  Total outstanding invoices owed to your company
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• Gross Profit Margin

  Total profit, expressed as a percentage of revenue, before adjusting for operating expenses
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• Quick Ratio

  Ratio of revenue gains to revenue losses
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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
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• Application Completion Rate

  Percentage of candidates who complete and submit an application after starting it
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• Candidates per Hire

  Number of candidates you have compared to the number of hires you make
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• Candidates per Opening

  Number of candidate applications over a set time frame compared to the number of job openings during the same time
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• Cost per Hire

  Amount you spend in external and internal recruiting costs for each hire you make
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• Employee Net Promoter Score

  Measures how likely an employee is to recommend working at your company to their friends and family
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• Gender Pay Gap

  Difference in average pay between men and women or non-binary people in the same role
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• Gender Ratio

  Shows the proportion of your employees who identify with each gender group
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• Headcount

  Total number of staff and consultants you have at a given time
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• Hires by Department

  Number of hires made by each department over a set time frame
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• Hires by Month

  Number of people you hired in a given month
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• Length of Service

  Average length of time employees have spent at your company
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• New Hire Turnover Rate

  Percentage of new hires who leave shortly after joining, such as during their probation period
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• New Starters per Month

  How many new hires you have each month
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• Passive Candidate Hire Rate

  Percentage of Passive Candidate Hires from your total number of hires
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• Permanent to Freelance Staff Ratio

  The number of permanent staff you have in your company compared to the number of freelance staff
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• Source of Hire

  Shows you where people are finding your job postings and what percentage of total hires comes from a particular source
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• Time to Fill

  Average time it takes to hire someone for a position
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• Training Expenses

  Total amount of money you spend on <a target=_blank href="https://whatfix.com/employee-training/">employee training</a>
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• Yield Ratio

  Percentage of candidates who move from one stage of hiring to the next
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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
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• Average Revenue Per User (ARPU)

  Average revenue generated for each user of your app
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• Cost Per Install

  Amount it costs you in paid ad spend for each person who downloads the app
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• Retention Rate

  Percentage of people who continue using your app over a set period of time
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• Session Length

  Amount of time a user spends on the app in one session, from launching the app to closing it
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