What are Acquisition metrics?
Crafting the perfect Acquisition metrics can feel overwhelming, particularly when you're juggling daily responsibilities. That's why we've put together a collection of examples to spark your inspiration.
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Examples of Acquisition metrics and KPIs
Metrics for Talent acquisition success
1. Time to hire
The average number of days taken to fill a job vacancy from when the job opening is posted to when the candidate accepts the offer
What good looks like for this metric: 30-45 days
Ideas to improve this metric- Streamline the interview process
- Use recruiting software to track applications
- Build a talent pipeline before positions open
- Improve job descriptions to attract qualified candidates
- Train hiring managers on effective interview techniques
2. Quality of hire
Measures the value a new hire adds to the company, often assessed by their performance ratings, retention rates, and manager satisfaction
What good looks like for this metric: 80-90% satisfaction rate
Ideas to improve this metric- Align hiring criteria with job performance
- Implement structured onboarding programs
- Collect feedback from multiple stakeholders
- Conduct regular performance reviews
- Provide continuous training and support
3. Offer acceptance rate
The percentage of job offers that are accepted by candidates out of the total number of offers extended
What good looks like for this metric: 80-90%
Ideas to improve this metric- Ensure competitive compensation packages
- Improve candidate experience during the interview process
- Communicate company culture clearly
- Address candidate concerns promptly
- Personalise offer communications
4. Cost per hire
The total amount of money spent to hire a new employee, including advertising, recruitment agency fees, referral bonuses, and internal hiring costs
What good looks like for this metric: $3,000 - $5,000 per hire
Ideas to improve this metric- Use cost-effective recruiting channels
- Encourage employee referrals
- Leverage social media for recruiting
- Automate repetitive hiring tasks
- Negotiate with recruitment agencies for better rates
5. Employee retention rate
The percentage of new hires who remain with the company for a certain period, typically one year
What good looks like for this metric: 85-90%
Ideas to improve this metric- Implement robust onboarding programmes
- Foster a positive work environment
- Offer competitive benefits and salaries
- Provide opportunities for career growth
- Conduct exit interviews to identify reasons for turnover
Metrics for Increase customer base
1. Customer Acquisition Rate
Percentage increase in the number of new customers compared to the total number of potential customers over a specific time period.
What good looks like for this metric: 10-20% monthly growth
Ideas to improve this metric- Enhance digital marketing strategies
- Offer referral incentives
- Optimise SEO on your website
- Host webinars or free demos
- Expand network partnerships
2. Cost Per Acquisition (CPA)
Total cost of acquiring a new customer, obtained by dividing total marketing costs by the number of new customers acquired.
What good looks like for this metric: $50-$150 per customer
Ideas to improve this metric- Utilise targeted advertising
- Leverage social media platforms
- Refine email marketing campaigns
- Negotiate better rates with advertisers
- Utilise cost-effective content marketing
3. Conversion Rate
Percentage of potential customers who become actual customers, calculated by dividing the number of conversions by the total number of visitors.
What good looks like for this metric: 2-5% for software services
Ideas to improve this metric- Improve website user experience
- A/B test landing pages
- Address customer pain points clearly
- Use strong call-to-action buttons
- Provide personalised follow-ups
4. Customer Lifetime Value (CLV)
Predictive metric indicating the total revenue expected from a customer over their entire relationship with the business.
What good looks like for this metric: 3 times customer acquisition cost
Ideas to improve this metric- Enhance customer service
- Offer loyalty programmes
- Upsell and cross-sell products
- Engage through email marketing
- Regularly update and improve the solution
5. Churn Rate
Percentage of customers who stop using the service during a given time frame, calculated by dividing the number of lost customers by the total number of customers at the start.
What good looks like for this metric: 5-7% annually for SaaS products
Ideas to improve this metric- Conduct exit surveys for feedback
- Implement retention strategies
- Address customer complaints promptly
- Regularly update and personalise service offerings
- Build a community around the product
Metrics for Student Start-Up Launch
1. Customer Acquisition Cost (CAC)
The cost of acquiring a new customer, calculated by dividing total marketing expenses by the number of new customers acquired.
What good looks like for this metric: Varies greatly, often between $5-$100
Ideas to improve this metric- Optimise marketing campaigns
- Leverage social media and word of mouth
- Increase conversion rates on landing pages
- Experiment with cost-effective advertising channels
- Focus on customer referrals and discount programs
2. Monthly Recurring Revenue (MRR)
The predictable revenue expected every month from subscription services or regular sales.
What good looks like for this metric: $0 in month one, with rapid growth expected
Ideas to improve this metric- Introduce subscription-based services
- Enhance product features to retain users
- Upsell to existing customers
- Expand market to new customers
- Regularly assess pricing strategy
3. Customer Retention Rate
The percentage of customers a company retains over a specific period.
What good looks like for this metric: 60-70%
Ideas to improve this metric- Offer excellent customer service
- Maintain high-quality products
- Engage customers through regular communication
- Implement a loyalty or rewards program
- Regularly collect feedback and adapt
4. Net Promoter Score (NPS)
A metric to gauge customer satisfaction and loyalty on a scale from -100 to 100 based on likelihood to recommend.
What good looks like for this metric: Above 20 is considered good
Ideas to improve this metric- Regularly survey customers about their experience
- Implement customer feedback quickly
- Enhance product offerings based on feedback
- Improve customer support processes
- Build a community around your brand
5. Burn Rate
The rate at which a company is spending its capital before generating positive cash flow.
What good looks like for this metric: Typically 1-2 years runway
Ideas to improve this metric- Optimise operational efficiency
- Prioritise spending on revenue-generating activities
- Regularly review and adjust budget
- Seek additional funding if necessary
- Monitor cash flow closely
Metrics for Business Performance Improvement
1. Revenue Growth Rate
The percentage increase in revenue over a specific period, indicating business expansion.
What good looks like for this metric: Typically 5% to 15% annually for stable industries
Ideas to improve this metric- Increase marketing efforts in high-potential areas
- Launch new products or services
- Improve pricing strategies
- Expand into new markets
- Enhance sales team's efficiency
2. Customer Acquisition Cost (CAC)
The total cost of acquiring a new customer, including marketing and sales expenses divided by the number of new customers.
What good looks like for this metric: $20 to $500 depending on the industry
Ideas to improve this metric- Optimise marketing spend
- Improve targeting in advertising
- Enhance conversion rate on sales funnel
- Leverage referrals and word-of-mouth
- Utilise partnerships and collaborations
3. Customer Retention Rate
The percentage of customers who continue to do business with a company over a given period.
What good looks like for this metric: 75% to 90% depending on the industry
Ideas to improve this metric- Enhance customer service and support
- Implement loyalty programs
- Regularly engage with customers via newsletters or updates
- Gather and act on customer feedback
- Strengthen community or brand connection
4. Net Revenue Retention (NRR)
The percentage of recurring revenue retained from existing customers over a set period, including upsells, cross-sells, and downgrades.
What good looks like for this metric: Above 100% is ideal
Ideas to improve this metric- Upsell and cross-sell to existing customers
- Implement personalised customer experiences
- Provide seamless customer onboarding and training
- Regularly review and address customer needs
- Maintain a competitive offering in the market
5. Profit Margin
The percentage of revenue that exceeds the costs of producing goods or services, indicating profitability.
What good looks like for this metric: 10% to 20% for most industries
Ideas to improve this metric- Reduce production or operational costs
- Streamline supply chain management
- Negotiate better supplier terms
- Focus on higher-margin products or services
- Improve financial management and budgeting
Metrics for Customer Acquisition And SEO
1. Customer Acquisition Rate
The number of new customers acquired over a specific period, divided by the total target customers
What good looks like for this metric: 20-40% new customer growth quarterly
Ideas to improve this metric- Increase marketing activities
- Optimize conversion strategies on the website
- Enhance referral programs
- Expand partnerships and collaborations
- Improve customer tracking and analytics
2. Keyword Ranking
The position of your chosen keywords in search engine results pages
What good looks like for this metric: Aim for top 10 rankings
Ideas to improve this metric- Conduct keyword research
- Create high-quality content
- Utilise on-page SEO techniques
- Build backlinks from reputable sources
- Monitor and adjust keyword strategy regularly
3. Domain Rating
A score representing the strength and authority of a website’s backlink profile
What good looks like for this metric: A score above 50 is considered good
Ideas to improve this metric- Acquire high-authority backlinks
- Regularly update and optimise content
- Clean up any harmful or irrelevant backlinks
- Use internal linking effectively
- Engage with content marketing strategies
4. Conversion Rate
The percentage of visitors to a website who take a desired action, such as filling out a form
What good looks like for this metric: Average conversion rate is around 2-5%
Ideas to improve this metric- Simplify the conversion process
- A/B test landing pages
- Use clear calls to action
- Offer incentives
- Optimise for mobile devices
5. Customer Retention Rate
The percentage of retained customers over a certain period after acquiring new ones
What good looks like for this metric: Average retention rate is about 20-30%
Ideas to improve this metric- Enhance customer service
- Implement loyalty programs
- Personalise communication
- Request and act on customer feedback
- Regularly engage customers with newsletters
Metrics for Growth for Startups
1. Monthly Recurring Revenue (MRR)
MRR is the monthly revenue your startup can reliably anticipate based on subscriptions or recurring contracts
What good looks like for this metric: $1,500 - $10,000 for early-stage startups
Ideas to improve this metric- Develop new pricing tiers
- Upsell existing customers
- Reduce churn rate
- Implement referral programs
- Expand market reach
2. Customer Acquisition Cost (CAC)
CAC is the total cost of acquiring a new customer, including marketing and sales expenses
What good looks like for this metric: Typically between $100 - $400
Ideas to improve this metric- Optimise marketing campaigns
- Enhance sales team efficiency
- Utilise cost-effective channels
- Improve customer targeting
- Negotiate better ad rates
3. Customer Lifetime Value (CLTV)
CLTV is the total revenue expected from a customer during their entire relationship with your company
What good looks like for this metric: 3-5 times CAC
Ideas to improve this metric- Enhance customer experience
- Implement loyalty programs
- Increase product range
- Upsell and cross-sell effectively
- Provide consistent value
4. User Growth Rate
The percentage increase in the number of users or customers over a specific period
What good looks like for this metric: 5-7% monthly for early-stage startups
Ideas to improve this metric- Launch marketing campaigns
- Enhance product features
- Engage with users on social media
- Implement referral incentives
- Offer limited-time promotions
5. Churn Rate
The percentage of customers who stop using your product or service over a given period
What good looks like for this metric: 5-7% monthly is often considered standard
Ideas to improve this metric- Improve customer service
- Gather feedback to understand issues
- Regularly update and improve the product
- Offer personalised experiences
- Create re-engagement campaigns
Metrics for Relaunch Wholesale Business
1. Sales Conversion Rate
The percentage of buyers who purchase after visiting the booth. Calculated by dividing the number of purchases by the total visitors.
What good looks like for this metric: 20%
Ideas to improve this metric- Optimise booth layout for better accessibility
- Offer real-time demonstrations or samples
- Train staff for effective customer engagement
- Use targeted marketing prior to the event
- Create attractive offers or discounts
2. Customer Acquisition Cost (CAC)
The cost to acquire one new customer. Calculated by dividing the total costs of marketing and sales by the number of new customers acquired.
What good looks like for this metric: 50 USD
Ideas to improve this metric- Leverage social media marketing
- Use cost-effective digital marketing strategies
- Utilise referral programs
- Enhance customer journey mapping
- Optimise lead generation campaigns
3. Average Order Value (AOV)
The average amount spent each time a customer makes a purchase. Calculated by dividing total revenue by the number of orders.
What good looks like for this metric: 100 USD
Ideas to improve this metric- Upsell and cross-sell products
- Create bundles and package deals
- Encourage bulk purchasing
- Offer free shipping on orders over a certain value
- Enhance product descriptions and visuals
4. Customer Retention Rate
The percentage of customers who return after their first purchase. Calculated by dividing the number of repeat customers by the total number of customers.
What good looks like for this metric: 60%
Ideas to improve this metric- Implement a loyalty rewards program
- Gather and act on customer feedback
- Follow up with post-purchase engagement
- Offer personalised customer service
- Enhance communication with newsletters
5. Booth Foot Traffic
The count of visitors who physically visit the booth. Helps in gauging brand visibility and interest.
What good looks like for this metric: 1000 visitors
Ideas to improve this metric- Place eye-catching signage
- Host interactive sessions or contests
- Leverage influencers or brand ambassadors
- Create a visually appealing booth design
- Promote through event brochures or maps
Metrics for Recruitment Performance Review
1. Time to Fill
The average number of days it takes to fill a position from when it was opened until offer acceptance
What good looks like for this metric: 42 days
Ideas to improve this metric- Streamline the interview process
- Improve job advertisements
- Enhance employer branding
- Use employee referrals
- Implement applicant tracking systems effectively
2. Quality of Hire
Measures the value a new hire adds to the company based on performance reviews and retention
What good looks like for this metric: Performance ratings of 3 out of 4
Ideas to improve this metric- Define quality hiring criteria
- Use structured interviews
- Conduct thorough reference checks
- Improve onboarding processes
- Foster continuous feedback mechanisms
3. Offer Acceptance Rate
The percentage of job offers that are accepted by candidates
What good looks like for this metric: 90% acceptance rate
Ideas to improve this metric- Ensure competitive salary offers
- Highlight company culture
- Communicate career advancement opportunities
- Build strong relationships with candidates
- Address candidate concerns promptly
4. Candidate Satisfaction
A score that represents how pleased candidates are with the recruitment process
What good looks like for this metric: 80% satisfaction rate
Ideas to improve this metric- Provide clear communication throughout the process
- Simplify the application process
- Offer timely feedback
- Ensure a positive interview experience
- Follow up regularly with candidates
5. Cost Per Hire
The average cost spent to hire a new employee, including advertising, staffing agency fees, referrals, and more
What good looks like for this metric: $4,000
Ideas to improve this metric- Utilise cost-effective recruitment channels
- Minimise agency fees with direct hiring
- Encourage employee referrals
- Revisit and optimise recruitment processes
- Monitor marketing and advertising spend
Metrics for Success of recruitment campaigns
1. Cost per hire
Total recruiting costs divided by the number of hires within a specified time frame
What good looks like for this metric: USD 4,000 - USD 6,000
Ideas to improve this metric- Optimize job advertisement placements
- Leverage employee referrals
- Automate parts of the recruitment process
- Negotiate better rates with recruitment agencies
- Enhance employer branding
2. Time to fill
Average number of days it takes to fill a position from the moment the job is posted until an offer is accepted
What good looks like for this metric: 30 - 45 days
Ideas to improve this metric- Streamline the interview process
- Implement applicant tracking systems
- Pre-screen candidates effectively
- Improve job descriptions
- Build a talent pipeline
3. Quality of hire
Performance of new hires compared to existing employees, often measured after the first year
What good looks like for this metric: Similar or higher performance compared to existing employees
Ideas to improve this metric- Enhance candidate assessment methods
- Use behavioural interviewing techniques
- Improve onboarding processes
- Encourage ongoing employee development
- Gather and act on feedback from new hires
4. Retention rate
Percentage of new hires that remain with the company for a specified period, usually one year
What good looks like for this metric: 75%-80%
Ideas to improve this metric- Improve company culture
- Provide career development opportunities
- Offer competitive salaries and benefits
- Enhance employee engagement
- Conduct stay interviews
5. Offer acceptance rate
Percentage of job offers extended that are accepted by candidates
What good looks like for this metric: 90% or higher
Ideas to improve this metric- Ensure competitive compensation packages
- Communicate clear career growth opportunities
- Build a strong employer brand
- Maintain a consistent and engaging recruitment process
- Gather feedback from candidates who decline offers
Metrics for Growth For Scaleups
1. Revenue Growth Rate
Measures the rate at which a company's revenue is increasing over a specified period of time
What good looks like for this metric: 20%-40% annual growth
Ideas to improve this metric- Enhance marketing strategies
- Expand into new markets
- Introduce new product lines
- Increase sales efforts
- Optimize pricing models
2. Customer Acquisition Cost (CAC)
Calculates the total cost of acquiring a new customer, including all marketing and sales expenses
What good looks like for this metric: $1 to $3 per customer
Ideas to improve this metric- Streamline marketing campaigns
- Utilise referral programs
- Optimise ad targeting
- Improve sales funnel efficiency
- Negotiate better rates with vendors
3. Customer Lifetime Value (CLTV)
Estimates the total revenue a business can reasonably expect from a single customer account throughout their relationship
What good looks like for this metric: $200 to $1000 per customer
Ideas to improve this metric- Increase average order value
- Improve customer retention
- Enhance customer support
- Upsell additional products or services
- Create loyalty programs
4. Monthly Recurring Revenue (MRR)
Measures the amount of predictable revenue a company can expect each month
What good looks like for this metric: $10,000 to $50,000 for early scaleups
Ideas to improve this metric- Increase subscription prices
- Offer annual payment plans
- Launch new subscription tiers
- Reduce churn rate
- Expand customer base
5. Churn Rate
Indicates the percentage of customers who stop using a product or service during a given period
What good looks like for this metric: 2%-5% monthly churn
Ideas to improve this metric- Improve product features
- Enhance user onboarding
- Engage with customers regularly
- Offer discounts or incentives
- Provide excellent customer support
Metrics for Launching a New Product
1. Customer Acquisition Rate
Measures the number of new customers acquired within a specific period after the product launch, typically calculated as the percentage of new customers relative to total target audience
What good looks like for this metric: 20-30%
Ideas to improve this metric- Increase marketing efforts
- Offer promotions or discounts
- Enhance online presence
- Use influencer partnerships
- Optimise your sales funnel
2. Customer Retention Rate
Indicates the percentage of customers who continue to purchase your product after initial acquisition, calculated by dividing the number of repeat customers by the total number of customers
What good looks like for this metric: 40-60%
Ideas to improve this metric- Improve customer service
- Introduce a loyalty programme
- Regularly update the product
- Solicit customer feedback
- Follow up with customers
3. Revenue Growth Rate
Tracks the increase in revenue generated by the new product over a set period, usually expressed as a percentage
What good looks like for this metric: 10-25%
Ideas to improve this metric- Upsell and cross-sell
- Expand into new markets
- Increase marketing investment
- Optimise pricing strategies
- Refine product features based on feedback
4. Market Penetration
Measures the extent to which the new product is being adopted in the target market, calculated by the percentage of target market users purchasing the product
What good looks like for this metric: 5-15%
Ideas to improve this metric- Conduct market research
- Adjust marketing messaging
- Offer introductory offers
- Establish strategic partnerships
- Create compelling product demo and trials
5. Customer Satisfaction Score
Gauges customers' satisfaction with the new product, commonly measured using surveys and net promoter scores
What good looks like for this metric: 70-85%
Ideas to improve this metric- Enhance product quality
- Improve customer support
- Offer easy-to-find help resources
- Regularly collect customer feedback
- Implement suggested improvements
Metrics for Referral Marketing
1. Referral Rate
The percentage of your customers who refer others to your business. This is calculated by dividing the number of referred customers by the total number of customers
What good looks like for this metric: 10-30%
Ideas to improve this metric- Enhance referral incentives
- Simplify the referral process
- Promote the referral program frequently
- Provide excellent customer service
- Recognise and reward top referrers
2. Customer Acquisition Cost (CAC)
The cost associated with convincing a consumer to buy your product or service, including all marketing and sales expenses. This is calculated by dividing the total costs of acquisition by the number of new customers
What good looks like for this metric: $7-$15 per customer
Ideas to improve this metric- Optimise marketing spend
- Increase organic reach
- Leverage social proof
- Enhance referral incentives
- Use cost-effective advertising channels
3. Lifetime Value (LTV)
The predicted net profit attributed to the entire future relationship with a customer. This is calculated by multiplying the average purchase value, purchase frequency, and customer lifespan
What good looks like for this metric: $400-$500
Ideas to improve this metric- Improve customer retention strategies
- Enhance product/service quality
- Upsell and cross-sell effectively
- Provide excellent customer service
- Offer loyalty programs
4. Referral Conversion Rate
The percentage of referred leads who become paying customers. This is calculated by dividing the number of referred customers who make a purchase by the total number of referred customers
What good looks like for this metric: 10-20%
Ideas to improve this metric- Streamline referral onboarding
- Offer time-limited incentives
- Provide clear value proposition
- Enhance user experience on landing pages
- Engage referrals with follow-up communications
5. Net Promoter Score (NPS)
A measure of customer loyalty and satisfaction, calculated by asking customers how likely they are to recommend your business to others on a scale of 0-10 and subtracting the percentage of detractors from promoters
What good looks like for this metric: 30-50
Ideas to improve this metric- Regularly solicit and act on customer feedback
- Improve product quality
- Provide exceptional customer service
- Engage with customers on social media
- Implement loyalty and reward programmes
Metrics for Business Development Performance
1. Revenue Growth Rate
Percentage increase in revenue over a specified period, calculated as (Current Period Revenue - Previous Period Revenue) / Previous Period Revenue * 100
What good looks like for this metric: 5-10% annually for stable growth
Ideas to improve this metric- Enhance sales team training
- Expand product/service offerings
- Improve market analysis for new opportunities
- Increase customer referrals and testimonials
- Implement targeted marketing strategies
2. Customer Acquisition Cost (CAC)
Total cost of acquiring a new customer, calculated as total sales and marketing expense / number of new customers acquired
What good looks like for this metric: Typically $1 to $300 per customer
Ideas to improve this metric- Optimize marketing channels for efficiency
- Improve targeting of ideal customer profiles
- Enhance website conversion rates
- Leverage partnerships and collaborations
- Increase use of digital marketing tools
3. Customer Retention Rate
Percentage of customers retained over a given period, calculated as ((End of Period Customers - New Customers) / Start of Period Customers) * 100
What good looks like for this metric: 70-90% depending on the industry
Ideas to improve this metric- Improve product/service quality
- Enhance customer support experience
- Develop customer loyalty programmes
- Regularly gather and act on customer feedback
- Create engaging communication and content
4. Net Revenue Retention (NRR)
Percentage of recurring revenue retained from existing customers, including upgrades/downgrades, calculated as (Starting Revenue + Expansion Revenue - Churn) / Starting Revenue * 100
What good looks like for this metric: Over 100% indicates good growth
Ideas to improve this metric- Upsell existing customers to higher-tier plans
- Introduce new features to drive value
- Regularly communicate new offerings to customers
- Reduce churn by addressing common concerns
- Conduct regular account reviews with key clients
5. Profit Margin
Percentage of revenue that exceeds total costs, calculated as (Net Income / Revenue) * 100
What good looks like for this metric: 10-20% is common in the industry
Ideas to improve this metric- Reduce operational and production costs
- Negotiate better supplier contracts
- Optimize pricing strategies
- Increase operational efficiency
- Enhance financial management and reporting
Tracking your Acquisition metrics
Having a plan is one thing, sticking to it is another.
Having a good strategy is only half the effort. You'll increase significantly your chances of success if you commit to a weekly check-in process.
A tool like Tability can also help you by combining AI and goal-setting to keep you on track.
Tability's check-ins will save you hours and increase transparencyMore metrics recently published
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Planning resources
OKRs are a great way to translate strategies into measurable goals. Here are a list of resources to help you adopt the OKR framework:
- To learn: What are OKRs? The complete 2024 guide
- Blog posts: ODT Blog
- Success metrics: KPIs examples