Complete Resource
Metrics Library
Your comprehensive guide to business metrics. Explore definitions, formulas, real-world examples, and ready-to-use dashboard templates—all optimized for tracking in Daymark.
Acquisition & Conversion
Activation Rate
Activation rate measures the percentage of new users who complete key actions that indicate they've experienced product value.
Blended CAC Blended CAC
Blended CAC is total acquisition spend across all channels divided by all new customers acquired, the true all-in cost of winning a customer that channel-reported CAC consistently understates.
CAC Payback Period Payback Period
CAC payback period measures how many months it takes to recover the cost of acquiring a customer through their recurring revenue.
Conversion Rate
Conversion rate measures the percentage of users who complete a target action, such as signing up, purchasing, or activating, after reaching a relevant funnel step.
Customer Acquisition Cost CAC
CAC measures the total cost of acquiring a new customer, including all sales and marketing expenses divided by the number of new customers.
Lead-to-Customer Conversion Lead Conversion
Lead-to-customer conversion rate measures what percentage of qualified leads eventually become paying customers, helping you separate top-of-funnel volume from real sales efficiency.
Marketing Efficiency Ratio MER
Marketing Efficiency Ratio (MER) is total revenue divided by total marketing spend, a blended, attribution-free measure of how efficiently the whole marketing budget generates revenue.
Engagement
Daily, Weekly, Monthly Active Users DAU/WAU/MAU
DAU, WAU, and MAU measure the number of unique users who engage with your product daily, weekly, or monthly.
Product Stickiness (DAU/MAU Ratio) Stickiness
Stickiness measures how frequently your monthly active users engage with your product, calculated as DAU divided by MAU.
Revenue & Retention
Annual Recurring Revenue ARR
ARR represents the annualized value of recurring subscription revenue, typically used by companies with annual contracts or significant enterprise business.
Average Order Value AOV
Average order value (AOV) is total revenue divided by number of orders in a period, showing how much customers spend per transaction on average, without saying anything about profit.
Average Revenue Per Account ARPA
ARPA measures the average recurring revenue generated per customer account, helping teams understand packaging, expansion, and customer mix.
Customer Churn Rate Churn Rate
Customer churn rate measures the percentage of customers who cancel or stop using your product over a specific time period.
Expansion Revenue
Expansion revenue is additional recurring revenue generated from existing customers through upgrades, upsells, cross-sells, or increased usage.
Gross Margin
Gross margin is the percentage of revenue remaining after subtracting the direct costs of delivering your product or service.
Gross Revenue Retention GRR
GRR measures how well you retain revenue from existing customers, excluding any expansion or upsell revenue.
Lifetime Value LTV
LTV estimates the total revenue a customer will generate over their entire relationship with your business.
Monthly Recurring Revenue MRR
MRR shows predictable revenue from subscriptions normalized to a monthly amount, excluding one-time fees and usage-based charges.
Net Profit Margin Net Margin
Net profit margin is net profit divided by revenue, the share of every sales dollar that survives after COGS, variable costs, and every fixed cost, the only margin that shows whether the whole business makes money.
Net Revenue Retention NRR
NRR shows how much revenue you retain and expand from existing customers over a period, accounting for upgrades, downgrades, and churn.
Repeat Purchase Rate Repeat Rate
Repeat purchase rate is the percentage of customers who have placed more than one order, calculated as customers with 2+ orders divided by total customers, the earliest clean signal of retention.
Return Rate Return Rate
Return rate is the share of what you sold that customers sent back, but the denominator can be units, orders, or revenue, and each answers a different question and often gives a different number.
Revenue Churn
Revenue churn measures the percentage of recurring revenue lost from existing customers due to cancellations and downgrades.
Sales / RevOps
Pipeline Coverage
Pipeline coverage measures how much weighted pipeline you have relative to quota, helping teams judge whether revenue targets are realistically supported.
Pipeline Velocity
Pipeline velocity measures how quickly qualified pipeline turns into revenue by combining opportunity count, average deal size, win rate, and sales cycle length.
Sales Cycle Length Sales Cycle
Sales cycle length measures the average time from when an opportunity is created to when it closes (won or lost).
Win Rate
Win rate measures the percentage of closed opportunities that end in a deal won, helping teams judge qualification quality, execution, and competitive strength.