Business metrics library: formulas and SQL
106 metrics, each with a plain definition, the formula, a ready-to-adapt SQL query, and the specific mistakes that make the number wrong. Standard definitions only: no benchmarks, because good values depend on your business.
Sales metrics
Marketing metrics
SaaS and subscription metrics
- Monthly Recurring Revenue (MRR)
- Annual Recurring Revenue (ARR)
- Customer Churn Rate
- Revenue Churn Rate
- Net Revenue Retention (NRR)
- Gross Revenue Retention (GRR)
- Average Revenue per User (ARPU)
- Customer Lifetime Value (LTV)
- LTV to CAC Ratio
- CAC Payback Period
- SaaS Quick Ratio
- Trial-to-Paid Conversion Rate
- Expansion MRR
- Net New MRR
Finance metrics
Retail and e-commerce metrics
- Average Order Value (AOV)
- E-commerce Conversion Rate
- Cart Abandonment Rate
- Repeat Purchase Rate
- Product Return Rate
- Sell-Through Rate
- Inventory Turnover
- Days of Inventory (DIO)
- Gross Margin Return on Inventory (GMROI)
- Stockout Rate
- Revenue per Visitor
- Customer Retention Rate
- Units per Transaction
- Discount Rate (Sales)