Fundamental Metrics

The fundamental metrics and KPIs for every business. Learn about what metrics and KPIs are best for you, vote, and contribute your own.

Metric
Description

Financial Debt is a company's non-operational debt. With low interest rates and a supply of lenders, debt in non-financial corporations has steadily risen in the past 15 years, benefitting some companies, but putting others at risk.

The Lifetime Value to Cost of Acquisition (LTV/CAC) Ratio tells you if the theoretical lifetime revenue you get from a customer is higher or lower than the sales and marketing costs needed to acquire that customer.

Full-Time Equivalents (FTE) is a calculated metric that adds all of the true full-time employees to the fractional values for all part-time employees, contractors, students and interns. From a financial point of view, knowing what your FTE number is…

Net Income is an accounting term that refers to the total revenue minus the total expenses for any given period. Net Income is one of the best ways to determine a business' profitability and is often referred to as the bottom line. For Net…

Revenue is the income generated through a business' primary operations, such as the sale of products or services, or proceeds from rent or interest, less any discounts or returns. Unlike related metrics, such as Net Revenue, Gross Margin, or…

Net Profit is the value that remains after all operating expenses are subtracted from a company’s revenue. Net Profit is one of the best ways to determine a business' profitability and is often referred to as the bottom line. For Net Income…

Monthly Recurring Revenue (MRR) Growth Rate is the velocity at which MRR is being added to the business, expressed as a percentage. MRR Growth Rate is often cited as a monthly rate, but it's also possible to express it using an annual timeframe…

Customer Acquisition Cost (CAC) is the cost a business incurs to acquire a new customer. This includes the fully loaded costs associated with sales and marketing to attract a potential customer and to convince them to purchase.

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