What is Monthly Recurring Revenue (MRR)? Monthly recurring revenue (MRR) is a financial metric that shows the revenue that a company expects to receive monthly from customers for providing them with products or services. Essentially, MRR measures the company’s normalized monthly revenue. Revenue normalization is critical for companies that offer various pricing plans for their…
What is Lead-to-Customer Conversion Rate? The lead-to-customer conversion rate, also known as sales conversion rate or lead conversion rate, is the proportion of qualified leads of a company that result in actual sales. The metric is critical to evaluating the performance of a company’s sales funnel. Note that in the lead-to-customer conversion rate, we use…
What is Sell-Through Rate? Sell-through rate measures the amount of inventory that is sold within a given period relative to the amount of inventory received within the same period. Strictly speaking, sell-through rate estimates how quickly a company can sell its inventory, converting it to revenue. Essentially, it is among the most important key performance…
What is SaaS Quick Ratio? SaaS quick ratio is a metric that assesses a company’s ability to grow its recurring revenue despite the churn incurred. Essentially, the ratio compares the company’s revenue inflows (new and expansion MRR) and its revenue outflows (churned MRR and contraction MRR) to show net revenue growth. SaaS quick ratio is…
What is Viral Coefficient? The viral coefficient is a metric that determines the number of new users generated by referrals from existing customers. The metric is merely an estimate of a company’s virality, which describes the exponential referral cycle. Products or services with a viral coefficient greater than 1 are considered viral. Viral products promote…
What is Months to Recover CAC? Months to recover CAC, also known as CAC payback period, is a metric that shows the amount of time (measured in months) required to recover investments in customer acquisition. In other words, it indicates how quickly the company’s investment in customer acquisition reaches a break-even point. SaaS companies and…
What is Lead Velocity Rate (LVR)? Lead velocity rate (LVR) is a measure of the growth percentage change of qualified leads from month to month. Note that a qualified lead (also known as a marketing qualified lead) is a prospective customer who has already shown interest in purchasing a company’s product or service and successfully…
What is Click-Through Rate (CTR)? Click-through rate (CTR) refers to the ratio of the number of users exposed to a specific link on a website page or in an email who click the link and view the advertised product or service. CTR is primarily used by digital and online marketers to quantify the success and…
What is Churn Rate? Churn rate, also referred to as attrition rate, measures the number of individuals or units leaving a group over a specified time period. The term is used in many contexts, including in business, human resources, and IT. Most notably, churn rate is referred to as the proportion of contractual (or subscribed)…
What is Average Order Value (AOV)? Average order value (AOV) is an e-commerce metric that tracks the average dollar amount spent whenever a customer places an order on a website or application. AOV is considered one of the most important metrics in the e-commerce industry. Essentially, the average order value may provide some…
