3 most important metrics for a business: 1. Total revenue 2. Gross profit 3. Net profit use time period should match time period of offer. # Business Metrics Different metrics are more important at certain stages of the companies life. Here's a list of the most common: 1. **CPM:** Cost per mille, also known as cost per thousand, is a metric used in advertising to measure the cost of reaching one thousand impressions or views of an advertisement. 2. **CTR:** Click-through rate is the ratio of clicks to impressions in digital advertising. It is calculated by dividing the number of clicks an ad received by the number of times the ad was shown (impressions), and is usually expressed as a percentage. 3. **CPL:** Cost per lead is a marketing metric used to measure the cost of acquiring a new customer lead. It is calculated by dividing the total cost of a marketing campaign by the number of leads generated. 4. **Set Percentage:** Set percentage is a metric used in sales to measure the percentage of appointments or leads that result in a scheduled meeting or call. 5. **Close Rates:** Close rate is a sales metric that measures the percentage of leads or opportunities that result in a successful sale or conversion. 6. **CPA:** Cost per acquisition is a metric used in advertising to measure the cost of acquiring a new customer or user. It is calculated by dividing the total cost of a campaign by the number of acquisitions or conversions. 7. **CAC:** Customer acquisition cost is a metric used to measure the cost of acquiring a new customer, including all marketing and sales expenses. 8. **TTV:** Time to value is a metric used to measure the amount of time it takes for a customer to realize the value of a product or service. 9. **CHS:** Customer happiness score is a metric used to measure customer satisfaction and loyalty, usually through surveys or feedback. 10. **[[NPS]]** 11. **Churn rate:** Churn rate is a metric used to measure the rate at which customers or subscribers cancel or discontinue their subscriptions or services over a given period. 12. **Activation points:** Activation points are specific actions or events that a user must complete or experience in order to become an active and engaged user of a product or service. 13. **CRC:** Customer retention cost is a metric used to measure the cost of retaining existing customers, including marketing and customer support expenses. 14. **Pipeline velocity:** The speed at which leads move through the sales funnel. 15. **Lead conversion:** The percentage of leads that become paying customers. 16. **Average deal size:** The average size of a customer's purchase. 17. **Sales cycle length:** The amount of time it takes, from the first interaction, to close a deal. 18. **Customer lifetime value (CLTV):** The total value of a customer to a business over the course of their relationship. 19. [[Objectives and Key Results (OKR)]] 20. [[LIfetime Gross Profit]] net negative churn vs client financed acquisition vs expansion revenue? #business