Annual Recurring Revenue (ARR)
Annual recurring revenue (ARR) is the amount of predictable revenue your business earns in a year from customers.
Calculations:
fx: Revenue.MRR.Total*12
Average Revenue Per User (ARPU)
ARPU is the average monthly recurring revenue (MRR) per user.
Calculations:
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.
Calculations:
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.
Calculations:
fx: Customers.Total / Custom.MarketingLeads
Marketing Funnel: Marketing Leads > Demos > Customers
Calculations:
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).
Calculations:
fx: Revenue.Total - (Payroll.Total+Expenses.Total)