Knowledge Library

Ambiguous — means Conversion Rate, Completion Rate, or Change Request depending on team.

Customer Acquisition Cost — Fully-loaded S&M spend per new customer.

Lifetime Value — Expected gross margin from a customer over their lifetime.

Monthly Recurring Revenue — Normalized monthly subscription revenue.

Annual Recurring Revenue — MRR annualized (×12).

Monthly Active Users — Distinct qualifying users in 30 days.

Daily Active Users — Distinct qualifying users in a day.

Conversion Rate — Preferred abbreviation for Conversion Rate (avoids CR collision).

Return on Ad Spend — Attributed revenue per ad dollar.

Net Revenue Retention — Revenue retained incl. expansion, net of churn.

Gross Revenue Retention — Revenue retained excluding expansion.

Average Order Value — Average recognized value per order.

Multi-Touch Attribution — model crediting multiple touchpoints for a conversion.

Marketing Qualified Lead — Lead reaching the agreed qualification threshold based on engagement and firmographic criteria.

Sales Qualified Lead — Lead accepted by Sales after qualification.

Annual Recurring Revenue — Normalized annualized value of active recurring subscriptions.

Annual Contract Value — Average annualized value of a customer contract.

Customer Lifetime Value — Expected gross margin from a customer over their lifetime.

Net Revenue Retention — Revenue retained and expanded from existing customers, net of churn.

Gross Revenue Retention — Revenue retained from existing customers before expansion.

Quarterly Business Review — Recurring review of performance, health, and plans with a customer or team.

Objectives and Key Results — Goal-setting framework pairing objectives with measurable key results.

Service Level Agreement — Committed level of service, typically response or uptime targets.

Net Promoter Score — Loyalty metric from the likelihood-to-recommend survey question.