Metric Library
The SQLSMS Metric Library
86 governed metrics across 8 business domains. Every entry has a definition, the SQL behind it, an owner, an approver, a sensitivity classification, and a freshness SLA — so finance, ops, and the board are reading the same number on the same day.
Our data teams work with you during the Pilot to set up your warehouse and extract these metrics — included in the package.
EXE-001 · ExecutiveConfidential
Total Revenue
Net recognized revenue for the selected period after discounts, refunds, credits, and taxes excluded according to finance policy.
SUM(net_revenue)EXE-002 · ExecutiveConfidential
Revenue Growth
Percentage change in total revenue versus the comparable prior period.
(current_revenue - prior_revenue) / NULLIF(prior_revenue, 0)EXE-003 · ExecutiveConfidential
Gross Profit
Revenue remaining after direct cost of goods or services.
SUM(net_revenue) - SUM(cost_of_revenue)EXE-004 · ExecutiveConfidential
Gross Margin
Gross profit as a percentage of revenue.
gross_profit / NULLIF(revenue, 0)EXE-005 · ExecutiveRestricted
Adjusted EBITDA
Operating earnings before interest, taxes, depreciation, and amortization, adjusted only for board-approved exclusions.
operating_income + interest + taxes + depreciation + amortization + approved_adjustmentsEXE-006 · ExecutiveRestricted
Cash Balance
Unrestricted cash and cash equivalents available at the end of the selected date.
SUM(ending_cash_balance)EXE-007 · ExecutiveRestricted
Cash Runway
Estimated months until unrestricted cash is exhausted at the current trailing three-month average net burn.
cash_balance / NULLIF(avg_monthly_net_burn, 0)EXE-008 · ExecutiveConfidential
Operating Expense
Operating expenses incurred during the selected period, excluding cost of revenue.
SUM(operating_expense)EXE-009 · ExecutiveConfidential
Budget Variance
Actual result minus approved budget for the same period and scope.
actual_value - budget_valueEXE-010 · ExecutiveConfidential
Forecast Variance
Actual result minus the latest locked forecast for the same period.
actual_value - forecast_valueFIN-001 · FinanceConfidential
Monthly Recurring Revenue
Recurring subscription revenue normalized to one month from active contracts at period end.
SUM(active_contract_monthly_value)FIN-002 · FinanceConfidential
Annual Recurring Revenue
Monthly recurring revenue annualized at the selected snapshot date.
MRR * 12FIN-003 · FinanceConfidential
New MRR
Recurring monthly value added from customers that became paying customers during the period.
SUM(new_customer_mrr)FIN-004 · FinanceConfidential
Expansion MRR
Increase in recurring monthly value from existing customers during the period.
SUM(expansion_mrr)FIN-005 · FinanceConfidential
Contraction MRR
Decrease in recurring monthly value from existing customers that remain active.
ABS(SUM(contraction_mrr))FIN-006 · FinanceConfidential
Churned MRR
Recurring monthly value lost from customers that fully canceled during the period.
ABS(SUM(churn_mrr))FIN-007 · FinanceConfidential
Net Revenue Retention
Ending recurring revenue from the opening customer cohort after expansion, contraction, and churn, divided by opening recurring revenue.
(opening_mrr + expansion - contraction - churn) / NULLIF(opening_mrr, 0)FIN-008 · FinanceConfidential
Gross Revenue Retention
Ending recurring revenue from the opening cohort excluding expansion, divided by opening recurring revenue.
(opening_mrr - contraction - churn) / NULLIF(opening_mrr, 0)FIN-009 · FinanceRestricted
Accounts Receivable
Outstanding customer invoice balance at the selected snapshot date.
SUM(open_invoice_balance)FIN-010 · FinanceRestricted
Days Sales Outstanding
Average number of days required to collect revenue, based on ending receivables and trailing revenue.
ending_ar / NULLIF(trailing_revenue, 0) * days_in_periodFIN-011 · FinanceRestricted
Net Burn Rate
Average monthly decrease in unrestricted cash over the selected period.
cash_outflows - cash_inflowsFIN-012 · FinanceRestricted
Free Cash Flow
Cash generated from operations after capital expenditures.
operating_cash_flow - capital_expendituresFIN-013 · FinanceConfidential
Customer Acquisition Cost
Fully loaded sales and marketing acquisition spend divided by new customers acquired in the same approved attribution window.
acquisition_spend / NULLIF(new_customers, 0)FIN-014 · FinanceConfidential
Customer Lifetime Value
Expected gross profit generated by an average customer over the modeled customer lifetime.
ARPA * gross_margin / NULLIF(customer_churn_rate, 0)FIN-015 · FinanceConfidential
LTV to CAC Ratio
Customer lifetime value divided by customer acquisition cost.
LTV / NULLIF(CAC, 0)FIN-016 · FinanceConfidential
Average Revenue per Customer
Recurring or total revenue divided by the average active customer count for the selected period.
revenue / NULLIF(avg_active_customers, 0)FIN-017 · FinanceRestricted
Rule of 40
Revenue growth percentage plus adjusted EBITDA margin percentage.
revenue_growth + adjusted_ebitda_marginFIN-018 · FinanceConfidential
SaaS Magic Number
Annualized incremental recurring revenue divided by prior-quarter sales and marketing expense.
4 * change_in_subscription_revenue / NULLIF(prior_quarter_sales_marketing_expense, 0)SAL-001 · SalesConfidential
Bookings
Total contracted value of closed-won deals booked in the selected period, based on the approved bookings policy.
SUM(booked_contract_value)SAL-002 · SalesConfidential
New Logo Bookings
Bookings from customers with no prior closed-won contract before the selected period.
SUM(new_logo_bookings)SAL-003 · SalesConfidential
Renewal Bookings
Contracted value of closed-won renewal opportunities in the selected period.
SUM(renewal_bookings)SAL-004 · SalesConfidential
Pipeline Created
Unweighted value of qualified opportunities created during the selected period.
SUM(opportunity_value)SAL-005 · SalesConfidential
Open Pipeline
Unweighted value of open qualified opportunities expected to close in the selected period.
SUM(opportunity_value)SAL-006 · SalesConfidential
Weighted Pipeline
Open pipeline multiplied by the approved probability for each opportunity or stage.
SUM(opportunity_value * approved_probability)SAL-007 · SalesConfidential
Pipeline Coverage
Open qualified pipeline for the target period divided by the remaining sales target.
open_pipeline / NULLIF(remaining_target, 0)SAL-008 · SalesConfidential
Win Rate
Closed-won qualified opportunities divided by all closed qualified opportunities in the selected period.
won_opportunities / NULLIF(won_opportunities + lost_opportunities, 0)SAL-009 · SalesConfidential
Average Deal Size
Average booked contract value of closed-won deals in the selected period.
SUM(booked_contract_value) / NULLIF(COUNT(closed_won_deals), 0)SAL-010 · SalesConfidential
Sales Cycle
Median days from qualified opportunity creation to closed-won date.
MEDIAN(close_date - qualified_date)SAL-011 · SalesRestricted
Quota Attainment
Bookings credited to the selected seller or team divided by assigned quota for the same period.
credited_bookings / NULLIF(quota, 0)SAL-012 · SalesConfidential
Forecast Accuracy
One minus the absolute forecast error divided by actual bookings.
1 - ABS(forecast - actual) / NULLIF(actual, 0)MKT-001 · MarketingConfidential
Marketing-Sourced Pipeline
Qualified opportunity value attributed to a marketing-sourced first-touch or approved sourcing model.
SUM(sourced_opportunity_value)MKT-002 · MarketingConfidential
Marketing-Influenced Revenue
Closed-won revenue with at least one approved marketing interaction before opportunity close.
SUM(influenced_revenue)MKT-003 · MarketingInternal
Leads
Unique people or accounts that entered the approved lead system during the selected period.
COUNT(DISTINCT lead_id)MKT-004 · MarketingInternal
Marketing Qualified Leads
Unique leads that met the approved marketing qualification threshold during the selected period.
COUNT(DISTINCT lead_id where became_mql)MKT-005 · MarketingInternal
Sales Accepted Leads
Unique leads accepted by sales under the approved acceptance workflow.
COUNT(DISTINCT accepted_lead_id)MKT-006 · MarketingInternal
Lead-to-Opportunity Conversion
Qualified opportunities created from the selected lead cohort divided by leads in that cohort.
converted_leads / NULLIF(cohort_leads, 0)MKT-007 · MarketingConfidential
Cost per Lead
Eligible marketing spend divided by unique leads acquired in the selected period.
marketing_spend / NULLIF(leads, 0)MKT-008 · MarketingConfidential
Return on Ad Spend
Attributed revenue divided by advertising spend for the selected period.
attributed_revenue / NULLIF(ad_spend, 0)MKT-009 · MarketingInternal
Website Conversion Rate
Unique converting website visitors divided by unique eligible visitors.
converting_visitors / NULLIF(unique_visitors, 0)MKT-010 · MarketingConfidential
Cost per Opportunity
Eligible marketing spend divided by qualified opportunities created in the selected period.
marketing_spend / NULLIF(qualified_opportunities, 0)CUS-001 · Customer SuccessConfidential
Active Customers
Unique customer accounts with an active paid relationship at the selected snapshot date.
COUNT(DISTINCT active_customer_id)CUS-002 · Customer SuccessConfidential
Logo Churn Rate
Customers that fully churned during the period divided by active customers at the beginning of the period.
churned_customers / NULLIF(opening_active_customers, 0)CUS-003 · Customer SuccessConfidential
Customer Retention Rate
Opening customers that remain active at period end divided by opening active customers.
retained_customers / NULLIF(opening_active_customers, 0)CUS-004 · Customer SuccessConfidential
Expansion Revenue
Revenue generated from upsells, cross-sells, and upgrades among existing customers.
SUM(expansion_revenue)CUS-005 · Customer SuccessRestricted
At-Risk ARR
Annual recurring revenue associated with customers currently meeting the approved at-risk criteria.
SUM(arr where risk_status='at_risk')CUS-006 · Customer SuccessConfidential
Net Promoter Score
Percentage of promoters minus percentage of detractors among valid survey responses.
% promoters - % detractorsCUS-007 · Customer SuccessConfidential
Customer Satisfaction
Average or top-box customer satisfaction score from valid support or experience surveys.
AVG(csat_score)CUS-008 · Customer SuccessInternal
Support Ticket Volume
Number of support tickets created during the selected period.
COUNT(DISTINCT ticket_id)CUS-009 · Customer SuccessInternal
Median First Response Time
Median elapsed minutes from ticket creation to the first human response.
MEDIAN(first_response_at - created_at)CUS-010 · Customer SuccessConfidential
SLA Attainment
Eligible support tickets meeting the contractual response or resolution SLA divided by eligible tickets.
tickets_within_sla / NULLIF(eligible_tickets, 0)PRO-001 · ProductInternal
Daily Active Users
Unique eligible users with at least one qualifying activity on a calendar day.
COUNT(DISTINCT active_user_id)PRO-002 · ProductInternal
Weekly Active Users
Unique eligible users with qualifying activity during a rolling or calendar week.
COUNT(DISTINCT active_user_id)PRO-003 · ProductInternal
Monthly Active Users
Unique eligible users with qualifying activity during a rolling or calendar month.
COUNT(DISTINCT active_user_id)PRO-004 · ProductInternal
DAU to MAU Ratio
Daily active users divided by monthly active users for the same population and ending date.
DAU / NULLIF(MAU, 0)PRO-005 · ProductInternal
Activation Rate
New eligible users or accounts completing the approved activation event within the activation window.
activated_new_users / NULLIF(eligible_new_users, 0)PRO-006 · ProductInternal
Feature Adoption Rate
Eligible active users or accounts using a selected feature during the period divided by the eligible population.
feature_users / NULLIF(eligible_users, 0)PRO-007 · ProductInternal
Median Time to Value
Median elapsed time from customer or user start to the approved first-value event.
MEDIAN(first_value_at - start_at)PRO-008 · ProductConfidential
Product Qualified Leads
Accounts or users meeting the approved product-usage qualification criteria during the selected period.
COUNT(DISTINCT qualified_account_id)PRO-009 · ProductInternal
Usage Growth
Percentage change in qualifying product events or consumed units versus the comparable prior period.
(current_usage - prior_usage) / NULLIF(prior_usage, 0)PRO-010 · ProductInternal
Application Error Rate
Failed qualifying requests or events divided by all qualifying requests or events.
error_events / NULLIF(total_events, 0)OPS-001 · OperationsInternal
On-Time Delivery Rate
Eligible orders, projects, or services completed on or before the committed date divided by eligible completions.
on_time_completions / NULLIF(eligible_completions, 0)OPS-002 · OperationsInternal
Fulfillment Cycle Time
Median elapsed time from approved start event to completion.
MEDIAN(completion_at - start_at)OPS-003 · OperationsInternal
Backlog
Count or value of approved work items that are open at the selected snapshot date.
COUNT(open_work_items)OPS-004 · OperationsConfidential
Utilization Rate
Productive or billable capacity used divided by available capacity.
productive_capacity / NULLIF(available_capacity, 0)OPS-005 · OperationsInternal
Service Uptime
Percentage of scheduled service minutes in which the service was available.
available_minutes / NULLIF(scheduled_minutes, 0)OPS-006 · OperationsInternal
Incident Count
Number of qualifying operational or production incidents opened during the selected period.
COUNT(DISTINCT incident_id)OPS-007 · OperationsInternal
Mean Time to Resolution
Average elapsed time from incident open to resolution for incidents resolved in the selected period.
AVG(resolved_at - opened_at)OPS-008 · OperationsConfidential
Cost per Transaction
Direct and allocated operating cost divided by completed transactions.
operating_cost / NULLIF(completed_transactions, 0)PEO-001 · PeopleRestricted
Headcount
Active employees at the selected snapshot date, using the approved employment-status policy.
COUNT(DISTINCT active_employee_id)PEO-002 · PeopleConfidential
Open Roles
Approved, open requisitions at the selected snapshot date.
COUNT(DISTINCT open_requisition_id)PEO-003 · PeopleConfidential
Time to Hire
Median days from approved requisition open date to accepted offer date.
MEDIAN(offer_accepted_date - requisition_open_date)PEO-004 · PeopleRestricted
Voluntary Attrition Rate
Voluntary employee separations divided by average active headcount during the period.
voluntary_separations / NULLIF(avg_headcount, 0)PEO-005 · PeopleRestricted
Total Payroll
Gross payroll expense for the selected period, including approved taxes and benefits according to finance policy.
SUM(payroll_expense)PEO-006 · PeopleConfidential
Revenue per Employee
Revenue for the selected period divided by average active employee headcount.
revenue / NULLIF(avg_headcount, 0)PEO-007 · PeopleRestricted
Employee Utilization
Approved productive or billable hours divided by available working hours.
productive_hours / NULLIF(available_hours, 0)PEO-008 · PeopleRestricted
Span of Control
Average number of direct reports per active people manager.
active_direct_reports / NULLIF(active_people_managers, 0)