📖 KPI Dictionary

Browse, search, and filter the full KPI catalog across every function and industry.

Detected KPIs

Numeric columns automatically pulled from the CSVs you've uploaded in Data Explorer.

Manually Uploaded KPIs

The curated, definition-level KPI dictionary maintained by your team.

37 results

Name	Function	Type	Funnel Stage	Cadence	Governance
Activation Rate The percentage of new signups who complete a defined 'activation' milestone that correlates strongly with long-term retention (e.g., first key action within 7 days).	Product	Leading Indicator	Activation	Weekly	Approved
Audience Match Rate The percentage of a target audience list (e.g., HCPs, high-net-worth prospects, in-market shoppers) that a media platform can successfully identify and serve ads to.	Marketing	Diagnostic	Awareness	Weekly	Approved
Average Deal Size The average contract value of closed-won deals within a period.	Sales	Diagnostic	Revenue	Monthly	Approved
Brand Search Lift The incremental increase in branded search volume attributable to a marketing campaign, measured by comparing exposed vs. unexposed (or pre/post) periods.	Marketing	Outcome	Awareness	Monthly	Approved
Churn Rate The percentage of customers (or revenue) lost during a period, typically measured monthly or annually.	Customer Success	Guardrail	Retention	Monthly	Approved
Click-Through Rate (CTR) The percentage of ad or email impressions that result in a click, indicating creative and targeting relevance.	Marketing	Diagnostic	Awareness	Daily	Approved
Conversion Rate The percentage of users who complete a defined conversion event (trial-to-paid, signup-to-purchase, free-to-paid) out of all users who entered that funnel step.	Product	Outcome	Conversion	Weekly	Approved
Cost per Engaged Visit Media spend divided by the number of site visits that meet a minimum engagement threshold (e.g., 2+ pages, 30+ seconds, or a scroll-depth trigger).	Marketing	Diagnostic	Engagement	Weekly	Approved
Customer Acquisition Cost (CAC) The fully-loaded cost (media + sales + tooling) of acquiring one new paying customer over a given period.	Marketing	Guardrail	Conversion	Monthly	Approved
Customer Health Score A composite score (usually 0–100) combining product usage, support activity, engagement, and sentiment signals to predict churn or expansion risk.	Customer Success	Leading Indicator	Retention	Weekly	Approved
Customer Satisfaction Score (CSAT) The percentage of customers rating a specific interaction (support ticket, onboarding call) as satisfied, typically on a 1–5 scale.	Customer Success	Diagnostic	Retention	Weekly	Approved
DAU/MAU Ratio (Stickiness) The ratio of daily active users to monthly active users, used as a proxy for how habitual or 'sticky' product usage is.	Product	Diagnostic	Engagement	Monthly	Approved
Diversity Hiring Rate The percentage of new hires from underrepresented groups relative to the applicant pool and industry benchmarks, tracked to measure progress on representation goals.	HR	Diagnostic	N/A	Quarterly	Submitted for Review
Employee Engagement Score A composite score from a periodic employee survey (e.g., Gallup Q12-style) measuring commitment, motivation, and connection to the organization.	HR	Outcome	N/A	Quarterly	Approved
Employee Net Promoter Score (eNPS) The likelihood employees would recommend the company as a place to work, on the standard 0–10 → promoter/detractor scale.	HR	Outcome	N/A	Quarterly	Draft
Employee Turnover Rate The percentage of employees who leave the organization (voluntary + involuntary) during a period.	HR	Guardrail	N/A	Monthly	Approved
Feature Adoption Rate The percentage of eligible active users who have used a specific feature at least once within a given window since it became available to them.	Product	Output	Engagement	Monthly	Approved
Feature Usage Depth The average number of distinct core features used per active user in a period, indicating how broadly users engage with the product beyond a single use case.	Product	Diagnostic	Engagement	Monthly	Draft
Gross Revenue Retention (GRR) The percentage of recurring revenue retained from an existing cohort, counting only contraction and churn (excluding any expansion upside) — capped at 100%.	Customer Success	Guardrail	Retention	Quarterly	Approved
HCP Engagement Score A composite score measuring a healthcare provider's (HCP) depth of engagement across rep visits, digital content, medical education events, and portal usage.	Marketing	Diagnostic	Engagement	Monthly	Submitted for Review
Incremental Lift The percentage increase in a target outcome (sales, conversions, prescriptions) caused by a campaign, isolated from what would have happened anyway via a test/control design.	Marketing	Outcome	Conversion	Quarterly	Approved
Marketing Qualified Leads (MQLs) The count of leads that meet a predefined engagement and fit threshold (score, firmographic match, behavior) indicating readiness to be passed toward sales.	Marketing	Output	Acquisition	Weekly	Needs Revision
Net Promoter Score (Customer, Relationship) The relationship-level likelihood a customer would recommend the company overall, measured periodically (not tied to a single interaction).	Customer Success	Outcome	Retention	Quarterly	Approved
Net Revenue Retention (NRR) The percentage of recurring revenue retained from an existing customer cohort over a period, including expansion, contraction, and churn — excluding new customer revenue.	Customer Success	Outcome	Retention	Quarterly	Approved
Offer Acceptance Rate The percentage of extended job offers that are accepted by candidates.	HR	Diagnostic	N/A	Monthly	Approved
Pipeline Coverage Ratio The ratio of open pipeline value to the remaining quota target for a period, used to judge whether enough pipeline exists to hit the number.	Sales	Guardrail	Acquisition	Weekly	Approved
Pipeline Created The total value (or count) of new sales opportunities created within a given period.	Sales	Output	Acquisition	Weekly	Approved
Product Net Promoter Score The likelihood that active users would recommend the product to others, measured on the standard 0–10 scale and converted to a −100 to +100 score.	Product	Outcome	Engagement	Quarterly	Approved
Quota Attainment The percentage of assigned sales quota that a rep or team has achieved within a period.	Sales	Outcome	Revenue	Monthly	Approved
Return on Ad Spend (ROAS) Revenue generated per dollar of advertising spend, typically attributed via last-click or MTA models.	Marketing	Outcome	Revenue	Weekly	Approved
Sales Cycle Length The average number of days from opportunity creation to closed-won.	Sales	Diagnostic	Conversion	Monthly	Draft
Sales Qualified Leads (SQLs) The count of leads that sales has reviewed and accepted as worth actively pursuing, typically after an MQL handoff.	Sales	Output	Acquisition	Weekly	Needs Revision
Time to Fill The number of calendar days from when a requisition is opened to when an offer is accepted.	HR	Diagnostic	N/A	Monthly	Approved
Time to First Value (Customer Success) The elapsed time between contract signature and when a customer first achieves a defined success milestone during onboarding.	Customer Success	Leading Indicator	Activation	Monthly	Draft
Time to Hire The number of days from when a candidate applies to when they accept an offer.	HR	Diagnostic	N/A	Monthly	Draft
Time to Value (TTV) The elapsed time between signup and the moment a user first experiences the product's core value.	Product	Leading Indicator	Activation	Monthly	Draft
Win Rate The percentage of closed opportunities (won + lost) that were won, over a given period.	Sales	Outcome	Conversion	Monthly	Approved