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Metric Definitions

Key performance indicators, formulas, and industry benchmarks. Understanding these metrics helps you measure and optimize your B2B growth efforts.

38 metrics

Outreach Metrics

Bounce Rate (Email)

Important

The percentage of emails that could not be delivered to recipients.

Formula:
(Bounced Emails ÷ Total Sent) × 100
Benchmark: Acceptable: <2% | Needs Attention: 2-5% | Critical: >5%
Related:

Click-Through Rate (CTR)

Important

The percentage of email recipients who clicked on one or more links in your email.

Formula:
(Unique Clicks ÷ Delivered Emails) × 100
Benchmark: B2B Email: 2-3% | Good: 3-5% | Excellent: >5%
Related:

Email Open Rate

Critical

The percentage of recipients who open your email out of the total number of emails delivered.

Formula:
(Unique Opens ÷ Delivered Emails) × 100
Benchmark: B2B Average: 15-25% | Good: 25-35% | Excellent: >35%
Related:

Meeting Booked Rate

Critical

The percentage of outreach attempts that result in a scheduled meeting.

Formula:
(Meetings Booked ÷ Total Outreach) × 100
Benchmark: Cold Outreach: 0.5-1% | Warm Outreach: 3-5% | Excellent: >5%
Related:

Positive Reply Rate

Critical

The percentage of replies that express interest or move the conversation forward.

Formula:
(Positive Replies ÷ Total Replies) × 100
Benchmark: Average: 40-50% | Good: 50-60% | Excellent: >60%
Related:

Reply Rate

Critical

The percentage of recipients who respond to your outreach email.

Formula:
(Total Replies ÷ Delivered Emails) × 100
Benchmark: Cold Email: 1-3% | Warm Email: 8-12% | Excellent: >15%
Related:

Unsubscribe Rate

Useful

The percentage of recipients who opt out of your email list after receiving an email.

Formula:
(Unsubscribes ÷ Delivered Emails) × 100
Benchmark: Good: <0.5% | Acceptable: 0.5-1% | High: >2%
Related:

Lead Quality

Cost Per Lead (CPL)

Important

The average cost to acquire a single lead through marketing efforts.

Formula:
Total Marketing Spend ÷ Number of Leads Generated
Benchmark: B2B Average: $35-100 | Enterprise: $150-500
Related:

Lead Response Time

Critical

The average time it takes for sales to follow up with a new lead.

Formula:
Σ(Response Times) ÷ Number of Leads
Benchmark: Best: <5 minutes | Good: <1 hour | Acceptable: <24 hours
Related:

Lead Score

Critical

A numerical value assigned to leads based on their likelihood to convert, using demographic and behavioral data.

Formula:
Σ(Attribute Weight × Attribute Value)
Benchmark: Varies by business model - typically 0-100 scale
Related:

Lead Velocity Rate (LVR)

Important

The growth rate of qualified leads month over month.

Formula:
((Qualified Leads This Month - Last Month) ÷ Last Month) × 100
Benchmark: Healthy Growth: 10-20% | High Growth: >20%
Related:

Lead-to-Customer Rate

Critical

The percentage of leads that ultimately become paying customers.

Formula:
(New Customers ÷ Total Leads) × 100
Benchmark: B2B Average: 2-3% | Good: 5-7% | Excellent: >10%
Related:

MQL to SQL Conversion Rate

Critical

The percentage of Marketing Qualified Leads that become Sales Qualified Leads.

Formula:
(SQLs ÷ MQLs) × 100
Benchmark: Average: 13-15% | Good: 20-30% | Excellent: >30%
Related:

SEO Performance

Backlink Growth Rate

Important

The rate at which your website acquires new backlinks.

Formula:
(New Backlinks This Period ÷ Previous Period) × 100
Benchmark: Healthy: 5-10% monthly growth
Related:

Domain Authority (DA)

Important

A search engine ranking score (1-100) that predicts how likely a website is to rank.

Formula:
Proprietary algorithm based on link profile
Benchmark: Small Business: 20-40 | Established: 40-60 | Authority: 60+
Related:

Keyword Rankings

Critical

The position of your website in search engine results for specific keywords.

Formula:
Average position across tracked keywords
Benchmark: Top 3: Excellent | Top 10: Good | Top 20: Needs Work
Related:

Organic Click-Through Rate

Important

The percentage of people who click your search result after seeing it.

Formula:
(Clicks ÷ Impressions) × 100
Benchmark: Position 1: 25-35% | Position 2: 15-20% | Position 3: 10-15%
Related:

Organic Traffic

Critical

The number of visitors coming to your website through unpaid search engine results.

Formula:
Sum of all non-paid search visits
Benchmark: Growth Rate: 5-10% MoM is healthy
Related:

Page Load Speed

Critical

The time it takes for a webpage to fully display content.

Formula:
Time to First Contentful Paint (FCP)
Benchmark: Excellent: <1.8s | Good: <3s | Poor: >3s
Related:

Search Visibility

Important

The percentage of clicks you receive from organic search for tracked keywords.

Formula:
Σ(CTR × Search Volume) for all ranking keywords
Benchmark: Depends on industry and competition
Related:

ROI & Revenue

Annual Recurring Revenue (ARR)

Critical

The yearly value of recurring revenue from subscriptions.

Formula:
MRR × 12
Benchmark: Growth Rate: 20-50% YoY for growth stage
Related:

CAC Payback Period

Important

The time it takes to recover the cost of acquiring a customer.

Formula:
CAC ÷ (Revenue per Customer × Gross Margin %)
Benchmark: SaaS: <12 months | Services: <6 months
Related:

Customer Acquisition Cost (CAC)

Critical

The total cost of acquiring a new customer.

Formula:
Total Sales & Marketing Costs ÷ New Customers
Benchmark: Should be <33% of Customer Lifetime Value
Related:

Customer Lifetime Value (LTV)

Critical

The total revenue you can expect from a customer over their entire relationship.

Formula:
Average Purchase Value × Purchase Frequency × Customer Lifespan
Benchmark: LTV:CAC ratio should be at least 3:1
Related:

Monthly Recurring Revenue (MRR)

Critical

The predictable revenue that a business can expect every month.

Formula:
Σ(Monthly Subscription Revenue)
Benchmark: Growth Rate: 10-20% MoM for early stage
Related:

Return on Ad Spend (ROAS)

Critical

Revenue generated for every dollar spent on advertising.

Formula:
Revenue from Ads ÷ Ad Spend
Benchmark: Minimum: 2:1 | Good: 4:1 | Excellent: 8:1+
Related:

Return on Investment (ROI)

Critical

The ratio of net profit to the cost of investment.

Formula:
((Revenue - Cost) ÷ Cost) × 100
Benchmark: Minimum: 100% | Good: 300-500% | Excellent: >500%
Related:

Conversion Tracking

Cart Abandonment Rate

Critical

The percentage of shopping carts created but not completed.

Formula:
((Carts Created - Purchases) ÷ Carts Created) × 100
Benchmark: Average: 70% | Good: 60% | Excellent: <50%
Related:

Conversion Rate

Critical

The percentage of visitors who complete a desired action.

Formula:
(Conversions ÷ Total Visitors) × 100
Benchmark: Landing Page: 2-3% | Website: 1-2% | Excellent: >5%
Related:

Form Completion Rate

Important

The percentage of users who complete a form after starting it.

Formula:
(Forms Submitted ÷ Forms Started) × 100
Benchmark: Simple Forms: >80% | Complex Forms: 50-60%
Related:

Funnel Drop-off Rate

Important

The percentage of users who leave at each stage of the conversion funnel.

Formula:
((Users at Stage N - Users at Stage N+1) ÷ Users at Stage N) × 100
Benchmark: Varies by stage - aim for <30% per stage
Related:

Sales Conversion Rate

Critical

The percentage of leads that convert into customers.

Formula:
(Customers ÷ Total Leads) × 100
Benchmark: B2B Average: 2-5% | Good: 7-10% | Excellent: >15%
Related:

Trial-to-Paid Conversion

Critical

The percentage of free trial users who become paying customers.

Formula:
(Paid Customers ÷ Trial Users) × 100
Benchmark: B2B SaaS: 15-20% | Good: 25% | Excellent: >30%
Related:

Win Rate

Critical

The percentage of sales opportunities that result in closed deals.

Formula:
(Deals Won ÷ Total Opportunities) × 100
Benchmark: B2B Average: 15-20% | Good: 25-30% | Excellent: >35%
Related:

Engagement

Churn Rate

Critical

The percentage of customers who stop using your product over a period.

Formula:
(Customers Lost ÷ Total Customers at Start) × 100
Benchmark: B2B SaaS: <5% monthly | Good: <3% | Excellent: <1%
Related:

Engagement Rate

Important

The percentage of users who interact with your content or product.

Formula:
(Engaged Users ÷ Total Users) × 100
Benchmark: Email: 15-25% | Social: 1-3% | Website: 50-70%
Related:

Net Promoter Score (NPS)

Critical

A measure of customer loyalty and likelihood to recommend.

Formula:
% Promoters - % Detractors
Benchmark: Excellent: >50 | Good: 30-50 | Needs Improvement: <30
Related:

Retention Rate

Critical

The percentage of customers who continue using your product over time.

Formula:
((Customers at End - New Customers) ÷ Customers at Start) × 100
Benchmark: Monthly: >95% | Good: >97% | Excellent: >99%
Related:

Quick Reference: Importance Levels

CriticalEssential metrics that directly impact revenue and growth
ImportantKey indicators for optimization and performance tracking
UsefulSupporting metrics for deeper insights and analysis

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