Sales Metrics

The most important sales metrics, KPIs, and ratios to track.

Metric
Description

Customer Issues, tickets, or incidents, refers to the capture of user or system initiated requests. These might include help requests, bug or error reports, events or alarms, feature requests, complaints or any type of other feedback. Generally we…

A Goal represents a completed activity that you have defined as important to the success of your website or business. Goals can capture a number of completed actions, such as completing a form, downloading a brochure, or making a purchase. Goals and…

The Subscribers metric counts the number of paid or non-paid users who have periodic access to a product or service. Most often, this metric refers to a subscription-based business model, for example, newspapers, magazines, phone, internet service,…

An opportunity is a qualified lead that indicates the potential for a deal. Regardless of a business’s unique qualification criteria, an opportunity represents a higher probability of closing.

Contacts are individual people that the business has a relationship with, often associated with an account. In many Content Management Systems (CRMs), such as Salesforce, Contacts are associated with qualified opportunities, existing customers, or…

Won Opportunities is the count of sales opportunities that are “Closed Won”. It is a measure of success of the Sales and Marketing teams. "Closed Won" is the stage at which a quote or proposal has been signed or electronically accepted and…

A Lead is an individual who has shown an interest in your product or service. Leads do not have to be qualified - meaning there is no consideration yet of need, timeline, budget, or decision making ability. The acquisition of leads is generally…

Gross Profit is the amount left over from total revenues after Cost of Goods Sold (COGS) has been deducted. COGS will typically include the cost of making and selling the product or the cost of services provided by the company.

A Marketing Qualified Lead (MQL) is a universal metric used by marketing teams to measure the quality of leads they generate and pass to sales. Most marketing teams have targets associated with MQLs that include number of MQLs and acceptance rate,…

Won Customers is the count of new accounts in the sales funnel that are “Closed Won”. It is a measure of success of the Sales and Marketing teams. "Closed Won" is the stage at which a prospect has signed or electronically accepted a…

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…

Number of Demos is the count of total demonstrations of a product a company has given to prospective customers.

Gross Monthly Recurring Revenue Churn Rate (Gross MRR Churn Rate) is the percentage of recurring revenue lost due to both cancellation and downgrades. Note that it is common to express this metric as a monthly rate, though it can also be expressed…

Average Revenue Per User (ARPU) is a company’s generated revenue that is averaged across all users and reported as a monthly or yearly value. ARPU is a top-level metric, that can easily be normalized and is often cited as a comparative measure…

An often overlooked metric by early stage entrepreneurs and investors is the SaaS Quick Ratio, used to measure the growth efficiency of a company. Another way to think of it is as a health measure of company growth.

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