Resources
KPI library. 193 KPIs with formulas.
193 widely used KPIs explained: what they measure, the formula, a worked example, a SQL and DAX example and the pitfalls. For each KPI you also see which systems the data usually comes from.
Finance · 23
Financial KPIs: formulas and examples
Financial KPIs show how profitable, liquid and solvent an organisation is. The data usually comes from your accounting package or ERP: general ledger entries, invoices and open items.
- Gross marginThe share of revenue left after deducting the cost of goods sold.Formula and example
- Net profit marginThe percentage of revenue left as profit after all costs, interest and tax.Formula and example
- EBITDAEarnings before interest, taxes, depreciation and amortisation, in euros.Formula and example
- EBITDA marginEBITDA as a percentage of revenue, comparable across periods and business units.Formula and example
- Operating margin (EBIT margin)Operating profit before interest and tax as a percentage of revenue.Formula and example
- Revenue growthThe percentage change in revenue compared with an earlier period.Formula and example
- Days sales outstanding (DSO)The average number of days customers take to pay their invoices.Formula and example
- Days payable outstanding (DPO)The average number of days you take to pay your suppliers.Formula and example
- Cash conversion cycle (CCC)The number of days between paying suppliers and collecting cash from customers.Formula and example
- Current ratioCurrent assets divided by current liabilities: can you pay your short-term debts?Formula and example
- Quick ratio (acid test)Current assets excluding stock, divided by current liabilities.Formula and example
- Working capitalCurrent assets minus current liabilities: the cash tied up in day-to-day operations.Formula and example
- Solvency ratio (equity ratio)The share of total assets financed by equity.Formula and example
- Debt-to-equity ratioTotal liabilities divided by equity: how heavily the business relies on debt.Formula and example
- Return on equity (ROE)Net profit as a percentage of average shareholders' equity.Formula and example
- Return on assets (ROA)Net profit as a percentage of average total assets: how profitable are the assets?Formula and example
- Budget varianceThe difference between actual and budgeted revenue or costs, in euros and percent.Formula and example
- Operating expense ratio (OPEX ratio)Operating expenses, excluding cost of goods sold, as a percentage of revenue.Formula and example
- Staff costs as a % of revenueThe share of revenue spent on salaries, employer contributions and pensions.Formula and example
- Overdue receivablesThe share of outstanding receivables that is past its due date.Formula and example
- Free cash flow (FCF)Operating cash flow minus capital expenditure: the cash that is really left over.Formula and example
- Break-even pointThe revenue at which income exactly covers all costs: no profit, no loss.Formula and example
- Revenue per employee (per FTE)Revenue divided by average full-time equivalents: a measure of labour productivity.Formula and example
Sales · 20
Sales KPIs: formulas and examples
Sales KPIs measure how healthy your pipeline is and how well it turns into revenue. The data comes from your CRM, combined with invoiced revenue from your accounting system.
- Win rateThe share of closed deals that you win rather than lose.Formula and example
- Average deal sizeThe average value of a won deal in a given period.Formula and example
- Sales cycle lengthThe average number of days between creating a deal and winning it.Formula and example
- Sales pipeline valueThe total value of all open deals on a given date.Formula and example
- Weighted pipelineThe value of open deals multiplied by their probability of closing.Formula and example
- Pipeline coverage ratioHow many times your open pipeline covers the sales target still to be reached.Formula and example
- Quota attainmentThe percentage of the sales target a rep or team has achieved.Formula and example
- Lead-to-opportunity conversion rateThe share of leads that become a genuine sales opportunity in the pipeline.Formula and example
- Revenue per customerThe average revenue one customer generates in a period.Formula and example
- Customer concentrationThe share of your revenue that comes from your largest customers.Formula and example
- New customer revenue shareThe share of revenue from customers who bought from you for the first time in the period.Formula and example
- Quote conversion rateThe percentage of quotes the customer accepts.Formula and example
- Average discount rateHow much discount you give on average, as a percentage of gross order value.Formula and example
- Revenue per sales repRevenue won per sales rep or per full-time sales employee.Formula and example
- Sales activity metricsThe number of calls, meetings and emails sales reps log.Formula and example
- Pipeline velocityHow much revenue flows through your sales pipeline per day on average.Formula and example
- Deal slippage rateThe share of deals that do not close in the period they were planned for.Formula and example
- Upsell rateThe share of existing customers who sign an additional deal in the period.Formula and example
- Customer retention rateThe percentage of last period's customers who are still customers this period.Formula and example
- Gross margin per customerWhat a customer contributes after deducting the cost of the goods they buy.Formula and example
Marketing · 20
Marketing KPIs: formulas and examples
Marketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.
- Cost per leadHow much marketing spend it takes, on average, to generate one new lead.Formula and example
- Cost per acquisition (CPA)Ad spend per conversion achieved, such as a purchase or an enquiry.Formula and example
- ROAS (return on ad spend)How much revenue each euro of advertising budget generates.Formula and example
- Marketing ROIHow much profit marketing generates for every euro you put into it.Formula and example
- Click-through rate (CTR)The percentage of ad or search result impressions that lead to a click.Formula and example
- Cost per click (CPC)What you pay on average for a single click on your ad.Formula and example
- CPM (cost per mille)What you pay to have your ad shown a thousand times.Formula and example
- Website conversion rateThe percentage of website sessions that end in a desired action.Formula and example
- Bounce rateThe percentage of website sessions in which the visitor does next to nothing.Formula and example
- Engagement rateThe share of website sessions in which the visitor is genuinely active on your site.Formula and example
- Organic traffic shareThe share of your website visits that come from unpaid search results.Formula and example
- Email open rateThe percentage of delivered emails that are opened.Formula and example
- Email click rateThe percentage of delivered emails in which the recipient clicks a link.Formula and example
- Unsubscribe rateThe percentage of recipients who unsubscribe after an email.Formula and example
- Marketing qualified leads (MQLs)Leads that meet agreed criteria and are ready for sales follow-up.Formula and example
- MQL to SQL conversion rateThe share of marketing qualified leads that sales accepts as genuine opportunities.Formula and example
- Impression shareHow often your ad was shown, out of all the times it could have been.Formula and example
- Customer acquisition cost (CAC)What it costs in marketing and sales to win one new customer.Formula and example
- Average search positionThe average spot at which your pages appear in the search results.Formula and example
- Lead velocity rate (LVR)How fast the number of qualified leads is growing compared with last month.Formula and example
E-commerce · 20
E-commerce KPIs: formulas and examples
E-commerce KPIs cover visitors, orders, returns and margin per channel. The data comes from your web shop, marketplaces and payment provider, alongside purchasing and stock from your ERP.
- Average order valueAverage revenue per order: how much a customer spends each time they buy.Formula and example
- Ecommerce conversion rateThe percentage of web shop sessions that end in an order.Formula and example
- Cart abandonment rateThe percentage of filled shopping carts that never reach checkout completion.Formula and example
- Return rateThe share of orders (or revenue) that customers send back.Formula and example
- Repeat purchase rateThe share of customers who order twice or more within a period.Formula and example
- Customer lifetime value (CLV)The margin an average customer generates over the whole relationship.Formula and example
- Revenue per visitorHow much revenue each web shop visit generates on average.Formula and example
- Contribution margin per orderWhat an order leaves after product cost, shipping and other variable costs.Formula and example
- Refund rateThe share of payments received that you pay back to customers.Formula and example
- Payment failure rateThe share of payment attempts that fail or are declined.Formula and example
- Chargeback rateThe share of card transactions that customers reverse through their bank.Formula and example
- Items per orderThe average number of units a customer buys per order.Formula and example
- Sell-through rateThe share of stock received that has sold within a period.Formula and example
- Revenue share by sales channelThe share of total revenue each sales channel brings in.Formula and example
- Promotion revenue shareThe share of revenue that comes from orders with a discount or promotion.Formula and example
- Returning customer rateThe share of customers in a period who have bought from you before.Formula and example
- Time to second purchaseThe number of days between a customer's first and second order.Formula and example
- Payment method shareHow successful payments are split across the payment methods you offer.Formula and example
- Marketplace fee ratioThe share of your marketplace revenue that goes on commission and platform fees.Formula and example
- Product marginThe percentage of the selling price left per product after its cost price.Formula and example
Inventory, purchasing and production · 20
Inventory and purchasing KPIs: formulas
These KPIs show how much cash is tied up in stock, how reliable suppliers are and how efficiently you produce. The data comes from your ERP, WMS and production records.
- Inventory turnoverHow many times a year you sell and replace your average stock.Formula and example
- Days inventory outstanding (DIO)The average number of days stock sits in the warehouse before it is sold.Formula and example
- Stockout rateThe share of active products with zero stock on an average day.Formula and example
- Inventory accuracyThe share of counted items where system stock matches the physical count.Formula and example
- Dead stock percentageThe share of inventory value in products that have not sold for a long time.Formula and example
- Inventory valueThe total value of stock on a given date, usually at cost.Formula and example
- GMROIHow much gross margin each euro of average stock earns in a year.Formula and example
- Fill rateThe share of demand you deliver complete and straight from stock.Formula and example
- Backorder rateThe share of orders that cannot ship straight away and are waiting for stock.Formula and example
- Supplier on-time deliveryThe share of purchase orders a supplier delivers on or before the agreed date.Formula and example
- Purchase price variance (PPV)The difference between the price you paid and the standard or budget price.Formula and example
- Supplier lead timeThe average number of days between placing a purchase order and receiving it.Formula and example
- OEEThe share of planned production time that actually produces good output.Formula and example
- Scrap rateThe share of units produced that are rejected and cannot be reworked.Formula and example
- First pass yield (FPY)The share of units that come out right first time, with no rework or scrap.Formula and example
- Capacity utilisationThe share of available production capacity you actually use.Formula and example
- Production lead timeHow long a production order takes on average from start to completion.Formula and example
- Order cycle timeThe average number of days between a customer placing an order and receiving it.Formula and example
- Days of supplyHow many days your current stock will last at expected demand.Formula and example
- Spend per supplierHow much you buy from each supplier and what share of total spend that is.Formula and example
Logistics · 18
Logistics KPIs: formulas and examples
Logistics KPIs measure whether orders reach the customer on time, complete and at a reasonable cost. The data comes from your WMS, shipping platform and carrier statuses.
- On-time delivery rateThe share of shipments that reach the customer on or before the promised date.Formula and example
- OTIF (on time in full)The share of orders delivered both on time and complete.Formula and example
- Perfect order rateThe share of orders that arrive on time, complete, correct and undamaged.Formula and example
- Shipping cost per orderWhat shipping an average order costs you in carrier charges.Formula and example
- Shipping cost as % of salesThe percentage of your revenue that goes on shipping.Formula and example
- Average delivery timeHow long a shipment spends in transit from dispatch to delivery on average.Formula and example
- Picking accuracyThe share of order lines picked without an error.Formula and example
- Picks per hourHow many order lines a picker collects per hour worked on average.Formula and example
- Dock-to-stock timeHow long it takes before an inbound delivery is available to sell from stock.Formula and example
- Same-day shipping rateThe share of orders that leave the warehouse on the day they were placed.Formula and example
- Damaged shipment rateThe share of shipments that arrive at the customer damaged.Formula and example
- First attempt delivery rateThe share of shipments delivered on the first delivery attempt.Formula and example
- Return processing timeHow long it takes from receiving a return to completing it.Formula and example
- Warehouse utilisationThe share of warehouse storage capacity that is in use.Formula and example
- Fulfilment cost per orderWhat storing, picking, packing and shipping an average order costs.Formula and example
- Shipments per dayHow many shipments the warehouse sends out per shipping day on average.Formula and example
- Carrier shareThe share of your shipments handled by each carrier.Formula and example
- Late shipment rateThe share of orders shipped after the latest dispatch deadline.Formula and example
HR · 20
HR KPIs: formulas and examples
HR KPIs cover staffing, absence, turnover and recruitment. This is sensitive data: show it only to people who are allowed to see it, and do not report on groups so small that individuals can be identified.
- Absenteeism rateThe share of available working time employees are off sick.Formula and example
- Absence frequencyThe average number of sickness spells per employee per year.Formula and example
- Average absence durationHow many days a closed sickness spell lasts on average.Formula and example
- Employee turnover rateThe share of employees who leave the organisation in a period.Formula and example
- Voluntary turnover rateThe share of employees who choose to leave.Formula and example
- Employee retention rateThe share of employees still with you at the end of the period.Formula and example
- Time to hireHow many days it takes to fill a vacancy.Formula and example
- Cost per hireWhat it costs on average to recruit one new employee.Formula and example
- Offer acceptance rateThe share of job offers that candidates accept.Formula and example
- FTE (full-time equivalent)The size of your workforce expressed in full working weeks.Formula and example
- HeadcountThe number of people employed on a given date.Formula and example
- Personnel cost per FTEThe average annual cost of one full-time position.Formula and example
- Overtime rateOvertime hours as a percentage of regular hours.Formula and example
- Training hours per employeeHow many hours an employee spends on training per year on average.Formula and example
- Average employee tenureHow long current employees have been with the organisation on average.Formula and example
- Flexible workforce shareThe share of your workforce on temporary or flexible contracts.Formula and example
- Zero absence rateThe share of employees who had no sickness absence all year.Formula and example
- Early turnover rateThe share of new hires who leave within their first year.Formula and example
- Span of controlThe average number of people reporting directly to one manager.Formula and example
- Applicants per vacancyHow many applications a vacancy attracts on average.Formula and example
Projects and time · 18
Project and time KPIs: formulas and examples
Project KPIs show whether hours are billable, budgets hold and projects finish on time. The data comes from your time tracking and project tools, linked to invoices from your accounting system.
- Billable utilisationThe share of available hours that can be billed to clients.Formula and example
- Realisation rateThe share of billable time value you actually invoice.Formula and example
- Project marginWhat remains of project revenue after deducting project costs.Formula and example
- Budget burn rateHow quickly a project is using up its hours or money budget.Formula and example
- Cost performance index (CPI)How much work you deliver per euro spent, using earned value.Formula and example
- Schedule performance index (SPI)Whether a project is on schedule, measured in delivered work using earned value.Formula and example
- Work in progress (WIP) valueThe value of hours worked that have not yet been invoiced.Formula and example
- Average hourly rateThe weighted average rate across all billable hours.Formula and example
- Effective hourly rateWhat you actually earn per hour spent, after overruns and discounts.Formula and example
- Hours varianceThe difference between budgeted and actual hours spent.Formula and example
- On-time project deliveryThe share of projects completed on or before the planned end date.Formula and example
- Time write-off rateThe share of billable time value that is written off.Formula and example
- Timesheet completion rateThe share of expected hours that have actually been logged.Formula and example
- Sprint velocityHow many story points a team completes per sprint.Formula and example
- Cycle timeHow long a task takes from the moment someone starts on it.Formula and example
- ThroughputHow many work items a team completes per week or sprint.Formula and example
- Issue ageHow long open issues and tasks have been waiting.Formula and example
- Bench timeThe share of available hours with no project work planned or done.Formula and example
Customer service · 16
Customer service KPIs: formulas and examples
Customer service KPIs measure how quickly and how well customers are helped. The data comes from your help desk and telephony, and becomes more useful next to customer and order data.
- First response time (FRT)The time between a customer's request arriving and the first reply from an agent.Formula and example
- Average resolution timeThe average time between a ticket being created and it being resolved.Formula and example
- First contact resolution (FCR)The percentage of requests resolved in a single contact, without any follow-up.Formula and example
- Customer satisfaction score (CSAT)The percentage of customers who say they are satisfied after a contact or purchase.Formula and example
- Net Promoter Score (NPS)Promoters minus detractors: how likely are customers to recommend you?Formula and example
- Customer Effort Score (CES)How much effort it took a customer to get a question resolved or a task done.Formula and example
- Ticket backlogThe number of tickets still open, and how long they have been waiting.Formula and example
- Tickets per customerThe average number of support tickets per active customer in a period.Formula and example
- Ticket reopen rateThe percentage of resolved tickets that are opened again later.Formula and example
- SLA complianceThe percentage of tickets handled within the agreed service timeframe.Formula and example
- Escalation rateThe percentage of tickets passed on to second line, a specialist or a manager.Formula and example
- Tickets per agentThe number of tickets resolved per support agent or FTE in a period.Formula and example
- Average handle time (AHT)The average time an agent actively spends on one contact, including wrap-up.Formula and example
- Call abandonment rateThe percentage of callers who hang up before an agent answers.Formula and example
- Contact rate (contacts per order)The number of customer contacts per order: how often do customers need to get in touch?Formula and example
- Service level (call centre)The percentage of calls answered within a set waiting time.Formula and example
Subscriptions and SaaS · 18
SaaS KPIs: MRR, churn and more explained
Subscription KPIs track recurring revenue: what comes in, what grows and what drops away. The data comes from your subscription or payment system and your CRM.
- Monthly recurring revenue (MRR)The recurring subscription revenue you receive every month.Formula and example
- Annual recurring revenue (ARR)Recurring subscription revenue expressed as an annual figure.Formula and example
- MRR growth rateHow much your monthly recurring revenue grows compared with last month.Formula and example
- Customer churn rateThe percentage of customers who cancel their subscription in a period.Formula and example
- Revenue churn rateThe percentage of recurring revenue lost through cancellations and downgrades.Formula and example
- Net revenue retention (NRR)Revenue from the same customers a year later, expansion included, as a % of then.Formula and example
- Gross revenue retention (GRR)The share of existing customers' recurring revenue you keep, excluding expansion.Formula and example
- Average revenue per account (ARPA)Average monthly recurring revenue per customer account.Formula and example
- LTV:CAC ratioHow many times a customer pays back their acquisition cost over the relationship.Formula and example
- CAC payback periodThe number of months a new customer takes to pay back their acquisition cost.Formula and example
- Expansion MRRExtra monthly recurring revenue from existing customers through upgrades and add-ons.Formula and example
- Trial conversion rateThe percentage of free trials that turn into a paid subscription.Formula and example
- DAU/MAU ratioThe share of your monthly users who use the product on an average day.Formula and example
- Activation rateThe percentage of new users who reach your product's key moment within a set period.Formula and example
- SaaS quick ratioHow many euros of MRR you gain for every euro of MRR you lose.Formula and example
- Rule of 40Revenue growth plus profit margin: the balance between growth and profitability.Formula and example
- Burn multipleHow many euros of cash you burn for every euro of net new ARR.Formula and example
- Failed payment recovery rateThe share of failed subscription payments you go on to collect.Formula and example
Further reading
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
- PlatformSQL Explorer with AI: ask your database questionsAsk your data warehouse in plain language. The AI writes the SQL, you stay in control.Read more
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