Revenue

Revenue refers to all money earned from regular business activities in a set period. This could be a Monthly or Annual reporting cycle.

Cash Burn

Net Cash Burn refers to the amount of money by which cash decreases in a set period.

Runway

Runway refers to the amount of time a business can continue to operate before cash runs out.

Cost Labour

Cost Labour refers to the total amount of money spent in a set period in order to employ staff.

Net New MRR

New MRR is monthly recurring revenue that comes from new customers.

ARPU

Average Revenue Per User shows how much revenue is generated on average by one account in a set time period.

EBIT

Earnings before Interest and Taxes is a measure of a firm’s profitability and includes all revenues and expenses except interest and taxes.

LTV

Lifetime Value is the revenue that a business receives from a customer over time before he churns.

Cash

Cash on Hand refers to the amount of money that your business has immediately available on the last day of the reporting period.

Cost Total

Cost Total refers to the total amount of money spent in a set period in order to generate value.

MoM (Month-on-Month Growth)

The rate of growth from month to month, comparing the current month or past 30 days to the previous month or last 31 to 60 days.

CCR (Customer Concentration Risk)

Revenue from the largest customer / total revenue.Customer Concentration Risk

CAC (Customer Acquisition Cost)

Customer Acquisition Costs are the marketing and sales expenditures associated with acquiring a new customer.

Daily Active Users/Monthly Active Users

Daily Active Users to Monthly Active Users Ratio measures how often your users engage with your product or service on average per month.

LTV: CAC

The Lifetime Value to Customer Acquisition Cost Ratio puts the value a customer creates and the costs incurred to acquire them into perspective.

Monthly Active Users

Monthly Active Users is the number of unique active users within a month. (logged in or performed an action) 

Churn

% Customer/Accounts Lost.

Key

1. MRR by Marketing Channel
2. Trial to Paid Conversion Rate
3. Lead Volume
4. Customer Acquisition Cost (CAC)
5. % of signups become paying customers
6. % of first-time visitors to your website sign up
7. % Click Thru rate (CTR) for ads?
8. Market Share

Customers

1. Total Customers
2. New Customers
3. Lost Customers
4. Customer Engagement Networks
5. Lead-to-Customer Conversion Rate
6. Customer Satisfaction Score CSAT

Segmentation

1. Pricing Plans
2. Location
3. Traffic Sources

Channel

By Channel: Visitors | Customers | ARPA | Revenue | Estimated LTV | Spendings | CAC | LTV/CAC | CAC Payback 

Acquisition

1. Free trials
2. Marketing Qualified Lead
3. Daily Events by Type 
4. Daily Active Users
5. Referral Rate

Retention

1. Monthly Active Users
2. Paying users
3. Retention Rate
4. Trial to paid conversion rate
5. User Retention by Cohort

Website

1. Traffic from Organic Search
2. Traffic from Paid Search & Referral
3. Drop Off Rate
4. Pageview per Visit
5. Mins Spent on website
6. Website Complete Refresh Cycle

Content 

1. Companies Using Content Syndication
2. Webinar Attendance as a % of Registrants
3. Whitepaper Conversion Rate
4. Webinar Conversion Rate
5. Outsourcing Content Creation

SEO

1. CTR, 1st, 2nd, and 3rd Result Organic Search
2. Keywords
3. Organic Search to Conv. Rate
4. Largest Driver of Rank

SEM/ADS

1. CTR – Google Adwords
2. CTR – Google Display Network
3. CTR – Mobile Banner Ads
4. CPC – Paid Search
5. Paid Search to RL Conv. Rate
6. Lead magnets and referrals

Social

1. Facebook CTR, CPM & CPC
2. Facebook Conversion Rate 
3. Form Submits from Social Media
4. B2B Promoted Tweets Eng. Rate
5. B2B Promoted Tweets CPE
6. Twitter Conv. Rate
7. LinkedIn CTR
8. Viral Coefficient

Email

1. Open Rate
2. Click Thru Rate
3. Click to Open Rate
4. Unsubscribe Rate
5. Deliverability
6. Email Conversion Rate

Dashboard

1. Gross Cash Flow
2. Net Cash Flow
3. Refunds
4. Revenue lost to Discounting
5. Non-Recurring Revenue
6. Cash on Hand
7. Cash Burn
8. # of months until Burn Out
9. Gross Margin
10. Runway
11. Payback Period

Performance

1. MRR
2. Total Purchases
3. Refunded
4. Churn Rate
5. CLTV
6. ARPA
7. Total Customers
8. New Customers
9. Lost Customers
10. Net Revenue
11. Gross Revenue
12. Transaction Fees
13. Time to Value

Monthly Recurring Revenue

1. New MRR
2. Expansion MRR
3. Reactivation MRR
4. Contraction MRR
5. Churn MRR
6. Net New MRR
7. Overall MRR