March 27, 2023


Your 2023 Business Metrics Glossary

5 min read

Effective business management requires the ability to track, measure, and analyze key performance indicators (KPIs) that reflect the health and success of the business. It is important to have a clear understanding of the various business metrics that are relevant to your business and the specific goals that you are trying to achieve. Below we provide a concise glossary of common business metrics that every business owner should be familiar with.


Acquisition cost (CAC):

Acquisition cost (also known as customer acquisition cost) is the cost of acquiring a new customer, including marketing and sales expenses. CAC is an important metric for businesses that rely on customer acquisition to drive growth. It helps to determine the efficiency and effectiveness of marketing and sales efforts.

Churn rate:

Churn rate is the percentage of customers who cancel their subscriptions or stop using a product or service over a given period. Churn rate is an important metric for businesses that rely on recurring revenue. It reflects the ability of the business to retain long term customers.

Customer lifetime value (CLV):

Customer lifetime value (also known as lifetime customer value) is the total revenue that a customer is expected to generate over the course of their relationship with the business. CLV is an important metric for businesses that rely on customer retention, as it can show which customers have the potential to create the most long-term value for the business.

Gross margin:

Gross margin is the percentage of revenue left after the direct costs of producing a product or service have been subtracted. Gross margin is an important metric for businesses that produce and sell physical products. It measures the efficiency and profitability of the production process.

Monthly recurring revenue (MRR):

Monthly recurring revenue (also known as recurring revenue) is the monthly revenue generated from subscriptions or recurring services. MRR is important for businesses that rely on recurring revenue. This metric is used to establish the stability and predictability of a business model.

Net promoter score (NPS):

Net promoter score (also known as customer loyalty score) is a measure of customer satisfaction and loyalty. NPS is calculated by asking customers to rate their likelihood to recommend the product or service on a scale of 1-10, and then dividing the responses into three categories: promoters (9-10), passives (7-8), and detractors (0-6). NPS is an important metric for businesses that rely on word-of-mouth marketing and customer referrals. It uses direct customer feedback to assess customer satisfaction and loyalty.

Return on investment (ROI):

Return on investment (also known as return on capital) is a measure of the profitability of an investment. ROI is calculated by dividing the net profit of an investment by its cost and expressing the result as a percentage. ROI is an important metric for businesses that are evaluating the performance of their investments. It shows how efficiently and effectively they use capital.

Traffic-to-lead ratio:

Traffic-to-lead ratio is the ratio of website visitors to leads generated. Traffic-to-lead ratio is an important metric for businesses that use their website as a marketing and lead generation tool. It reflects the effectiveness of the website in converting visitors into leads.

Get a free estimate for funds to grow your business.

Final Thoughts

Remember: tracking and analyzing business metrics is crucial for businesses of all sizes and across all industries. Understanding the key metrics relevant to your business can help you make informed decisions about your operations, marketing, and growth strategy. However, these metrics should not be viewed in isolation, but as part of a broader set of data and indicators. Together these will provide a holistic view of the health and success of your business. By tracking the right metrics and using them effectively, businesses can gain valuable insights and make data-driven decisions that drive growth and success.

What kind of founder are you? Take the quiz to find out

Read This Next