Annual Recurring Revenue (ARR)

Annual recurring revenue (ARR) is the amount of predictable revenue your business earns in a year from customers.


fx: Revenue.MRR.Total*12

Average Revenue Per User (ARPU)

ARPU is the average monthly recurring revenue (MRR) per user.


Step 1: Find the average number of users per customer or account.

fx: Customers.Total * average number of users

Step 2: Find the ARPU

fx: Revenue.MRR.Total/Custom.Users

Cost Per Lead

Your cost per lead is the amount of money you spend to acquire a new lead. You can calculate your CPL for any time period (day, month, quarter, etc.) and slice and dice your data by campaign, channel, market, and more.


fx: (Expenses.SalesMarketing.Marketing.Total + Payroll.SalesMarketing.Marketing.Total)/Custom.MarketingLeads

Customers by Product - Pie Chart Example

How to Create a Pie Chart:

Lead Conversion Rate

Your lead conversion rate is the percentage of leads that will convert into paying customers.


fx: Customers.Total / Custom.MarketingLeads

Marketing Funnel: Marketing Leads > Demos > Customers


Step 1: From your marketing leads, how many will request a demo?

fx: Custom.MarketingLeads * (Conversion rate from Lead to Demo)

Step 2: From your demos, how many will convert to Customers?

fx: Custom.Demos * (Conversion Rate from Lead to Demo)

Operating Profit

Operating profit is a company’s earnings after deducting operating expenses and Cost of Goods Sold (COGS). It’s also known as EBIT (earnings before interest and taxes).


fx: Revenue.Total - (Payroll.Total+Expenses.Total)

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