What are Growth metrics?
Identifying the optimal Growth metrics can be challenging, especially when everyday tasks consume your time. To help you, we've assembled a list of examples to ignite your creativity.
Feel free to copy these examples into your favorite application, or leverage Tability to maintain accountability.
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Examples of Growth metrics and KPIs
Metrics for Balanced Growth and Success
1. Revenue Growth Rate
Measures the percentage increase in revenue over a specific period, indicating business expansion and success
What good looks like for this metric: 10-25% annually for small businesses
Ideas to improve this metric- Enhance marketing strategies
- Diversify income streams
- Optimize pricing models
- Improve customer retention
- Expand product or service offerings
2. Customer Acquisition Cost (CAC)
Represents the total expense incurred in acquiring a new customer, essential for evaluating marketing efficiency
What good looks like for this metric: $50-150 for small businesses
Ideas to improve this metric- Leverage referral programs
- Utilize social media marketing
- Optimize sales funnel
- Focus on targeted advertising
- Improve lead conversion rates
3. Customer Retention Rate
Indicates the percentage of customers who stay with a business over a given period, reflecting customer satisfaction and loyalty
What good looks like for this metric: 50-80% for service-based businesses
Ideas to improve this metric- Enhance customer support
- Implement loyalty programs
- Request regular feedback
- Personalize customer communication
- Increase service quality
4. Net Profit Margin
Calculates the percentage of revenue that remains as profit after all expenses are deducted, showing the efficiency of the management
What good looks like for this metric: 10-20% for small to medium enterprises
Ideas to improve this metric- Reduce operational costs
- Increase sales volume
- Evaluate supplier contracts
- Optimize inventory management
- Automate standard processes
5. Employee Satisfaction
Assesses how content staff members are, which can influence productivity and company culture
What good looks like for this metric: 70-80% satisfaction rate
Ideas to improve this metric- Conduct regular surveys
- Improve work-life balance
- Provide professional development
- Offer competitive benefits
- Encourage a collaborative environment
Metrics for Hotel Performance Goals
1. Overall Experienced F&B
Measurement of guest satisfaction with food and beverage experience on a scale of 1 to 10
What good looks like for this metric: Above 8
Ideas to improve this metric- Collect regular guest feedback
- Enhance menu diversity
- Improve food presentation
- Train staff on customer service
- Conduct quality control checks
2. Brand Audit
Comprehensive review of brand standards and operational adherence resulting in a pass/fail
What good looks like for this metric: PASS
Ideas to improve this metric- Review brand standards regularly
- Conduct internal audits
- Invest in staff training
- Enhance guest interactions
- Implement corrective actions swiftly
3. Breakfast Food Quality
Assessment of guest satisfaction with breakfast food quality on a scale of 1 to 10
What good looks like for this metric: Above 7
Ideas to improve this metric- Source high-quality ingredients
- Update breakfast menu frequently
- Solicit guest feedback
- Train kitchen staff
- Implement regular taste testing
4. Cost per Cover
Average cost incurred per guest dining experience
What good looks like for this metric: Varies; targeted for reduction
Ideas to improve this metric- Analyse pricing models
- Reduce food waste
- Optimise purchasing strategies
- Streamline kitchen processes
- Monitor portion sizes
5. Revenue Growth
Percentage increase in revenue over a specified period
What good looks like for this metric: Industry average is around 5-10%
Ideas to improve this metric- Enhance upselling techniques
- Introduce new services or products
- Improve marketing strategies
- Strengthen customer loyalty programs
- Evaluate pricing strategies
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 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 Fulfillment and growth
1. Employee engagement score
Measures the level of engagement employees feel towards their work, typically gathered through surveys
What good looks like for this metric: 70-80%
Ideas to improve this metric- Encourage open communication
- Provide opportunities for feedback
- Recognize and reward achievements
- Offer professional development programs
- Foster a positive work environment
2. Employee retention rate
Calculated as the percentage of employees who stay with the company over a specific period
What good looks like for this metric: 85-90%
Ideas to improve this metric- Create clear career paths
- Provide competitive compensation
- Ensure work-life balance
- Foster a strong company culture
- Conduct exit interviews
3. Professional development participation
Tracks the number of employees engaging in professional development activities
What good looks like for this metric: 60-75%
Ideas to improve this metric- Promote development opportunities
- Subsidize costs of courses
- Incorporate development into performance reviews
- Provide time for learning
- Highlight success stories
4. Internal promotion rate
Percentage of roles filled by internal candidates rather than external hires
What good looks like for this metric: 15-20%
Ideas to improve this metric- Identify and groom top talent
- Offer leadership training
- Create mentorship programs
- Set clear promotion criteria
- Monitor and address skill gaps
5. Work-life balance score
Evaluates how employees feel about their work-life balance, often measured through surveys
What good looks like for this metric: 70-80%
Ideas to improve this metric- Implement flexible work hours
- Encourage taking vacations
- Promote wellness programs
- Regularly assess workloads
- Provide support for remote work
Metrics for Instituição de Pagamento
1. Customer Transaction Volume
The total number of transactions processed by the payment institution over a given period
What good looks like for this metric: Varies widely; high growth companies see 20% annual increase
Ideas to improve this metric- Increase customer acquisition through marketing
- Improve user experience to encourage repeat transactions
- Expand partnerships to access a wider customer base
- Offer promotions or discounts to drive transaction volume
- Enhance payment options to support diverse needs
2. Transaction Approval Rate
The percentage of successful transactions approved compared to total transaction attempts
What good looks like for this metric: Typically over 95% for competitive institutions
Ideas to improve this metric- Enhance fraud detection accuracy
- Optimise payment processing systems
- Collaborate with banks to iron out common approval issues
- Monitor transaction decline reasons closely
- Regularly update customer payment information on file
3. Net Revenue Margin
The net revenue generated as a percentage of total revenue post expenses
What good looks like for this metric: Ranges from 30% to 50%
Ideas to improve this metric- Reduce operational costs
- Increase service charges where feasible
- Negotiate better rates with banks and card networks
- Optimise risk management to reduce losses
- Focus on high-margin products or services
4. Customer Satisfaction Score
A measure of how satisfied customers are with the service provided, often derived from surveys
What good looks like for this metric: Aim above 80% satisfaction
Ideas to improve this metric- Enhance customer service response times
- Conduct regular feedback surveys
- Implement suggestions from feedback
- Regularly update and simplify user interfaces
- Maintain transparency in fees and processes
5. Average Transaction Value
The average amount of money handled per transaction
What good looks like for this metric: Dependent on industry; typically between $50 and $100
Ideas to improve this metric- Encourage bulk purchases or payments
- Promote higher-value products or services
- Implement loyalty programs for higher spends
- Offer tiered service packages at different price points
- Cross-sell products to increase transaction value
Metrics for 360 Agency Development
1. Client Retention Rate
Measures the percentage of existing clients who continue to use your services over a specific period. Calculated by dividing the number of clients at the end of a period by the number of clients at the start, then multiplying by 100.
What good looks like for this metric: 70-80%
Ideas to improve this metric- Enhance client engagement through regular communication
- Offer personalized solutions tailored to each client's needs
- Implement a loyalty or rewards program
- Seek regular feedback and act on it immediately
- Provide consistent and high-quality service
2. Service Expansion Success Rate
Tracks the success rate of newly introduced services by calculating the percentage of services that meet initial adoption or use targets.
What good looks like for this metric: 60-70%
Ideas to improve this metric- Conduct thorough market research before launching new services
- Train staff effectively to support new services
- Market new services aggressively to existing and potential clients
- Collect and analyse feedback from clients on new services
- Set clear and realistic targets for service adoption
3. Revenue Growth Rate
Indicates the rate of revenue growth over a specific period, measuring the agency's ability to increase earnings.
What good looks like for this metric: 10-20% annually
Ideas to improve this metric- Identify and target new market segments
- Upsell or cross-sell services to existing clients
- Increase pricing strategically after enhancing service value
- Reduce costs through efficient operation practices
- Expand client base with effective marketing campaigns
4. Client Satisfaction Score
A measure of how satisfied clients are with your services, often gathered through surveys and reflected on a scale from 1 to 10.
What good looks like for this metric: 8/10
Ideas to improve this metric- Regularly solicit and review client feedback
- Address client issues promptly and effectively
- Ensure services are consistently performed to high standards
- Engage in active communication with clients
- Create a client-centric culture within the agency
5. Market Penetration Rate
The percentage of your target market that is using your agency's services, calculated by dividing current clients by the total target market, then multiplying by 100.
What good looks like for this metric: 15-25%
Ideas to improve this metric- Increase brand awareness through strategic marketing
- Develop competitive pricing strategies
- Enhance service quality to stand out in the market
- Offer innovative solutions that meet emerging market needs
- Leverage online and social media platforms to reach wider audiences
Metrics for Product Management Vision
1. Revenue Growth Rate
Measures the rate at which revenue is increasing over a given period, often expressed as a percentage
What good looks like for this metric: 10-20% annual growth
Ideas to improve this metric- Introduce new innovative products
- Expand into new markets
- Enhance marketing strategies
- Optimise pricing strategies
- Improve sales techniques
2. Customer Satisfaction Score
Assesses the level of satisfaction customers feel about a product or service, often measured through surveys
What good looks like for this metric: 75-85 out of 100
Ideas to improve this metric- Improve customer service
- Seek regular feedback
- Enhance product quality
- Address customer issues promptly
- Develop loyalty programmes
3. Employee Engagement Level
Evaluates how committed and motivated employees are towards their work and organisation
What good looks like for this metric: 70-80% engagement
Ideas to improve this metric- Foster a positive work environment
- Offer professional development
- Recognise and reward achievements
- Encourage open communication
- Provide work-life balance initiatives
4. Time to Market
Time taken from product conception to its availability in the market
What good looks like for this metric: 6-12 months
Ideas to improve this metric- Streamline development processes
- Adopt Agile methodologies
- Enhance cross-functional collaboration
- Implement project management tools
- Regularly review and adjust timelines
5. Net Promoter Score (NPS)
Gauge the likelihood of customers to recommend the company's products or services, indicating customer loyalty
What good looks like for this metric: 30-50
Ideas to improve this metric- Deliver exceptional customer experiences
- Address negative feedback quickly
- Continuously improve the product
- Engage with customers through multiple channels
- Build strong customer relationships
Metrics for Performance Management
1. Instagram Engagement
Measures the level of interaction (likes, comments, shares) relative to the total follower base
What good looks like for this metric: Between 1% and 3% engagement rate
Ideas to improve this metric- Post consistently and at optimal times
- Utilise engaging and relevant hashtags
- Encourage user-generated content
- Collaborate with influencers
- Run interactive polls and Q&As
2. Website Traffic
Tracks the number of visits to a website over a specified period
What good looks like for this metric: 1000 pageviews per day for small to medium sites
Ideas to improve this metric- Optimise website for search engines (SEO)
- Promote website across social media platforms
- Invest in pay-per-click advertising
- Create engaging and relevant content
- Ensure website is mobile-friendly
3. Customer Retention
Measures the percentage of customers who continue to buy over a certain period
What good looks like for this metric: Above 75% retention rate
Ideas to improve this metric- Implement a customer feedback system
- Enhance customer service response times
- Develop a customer loyalty program
- Personalise customer communication
- Ensure product quality and reliability
Metrics for Achievement Business Leader
1. Revenue Growth Rate
The percentage increase in a company’s sales from one period to the next
What good looks like for this metric: 10-25% annually
Ideas to improve this metric- Enhance sales strategies
- Expand market reach
- Invest in marketing
- Improve product offerings
- Strengthen customer relationships
2. Net Profit Margin
Net earnings as a percentage of revenue, indicating overall profitability
What good looks like for this metric: 7-10%
Ideas to improve this metric- Reduce operational costs
- Increase pricing
- Streamline supply chain
- Enhance productivity
- Focus on high-margin products
3. Employee Satisfaction Score
Average rating of employees' overall satisfaction, measured through surveys
What good looks like for this metric: 70-80%
Ideas to improve this metric- Improve work-life balance
- Offer career development opportunities
- Enhance workplace environment
- Provide competitive benefits
- Encourage open communication
4. Customer Retention Rate
The percentage of existing customers who remain loyal over a specific period
What good looks like for this metric: 85-90%
Ideas to improve this metric- Implement loyalty programs
- Improve customer service
- Regularly engage with customers
- Solicit and act on feedback
- Ensure product quality
5. Return on Investment (ROI)
Ratio of net profit to total investment, measuring the efficiency of an investment
What good looks like for this metric: 15-20%
Ideas to improve this metric- Analyse and optimize investments
- Focus on high ROI projects
- Cut non-profitable ventures
- Increase efficiency in operations
- Leverage technology
Metrics for Product Virality
1. Viral Coefficient
Measures how many new users each existing user brings in. Calculated as (Number of invitations sent by existing users * Conversion rate of the invitations) / Total number of existing users
What good looks like for this metric: 1.0 or higher
Ideas to improve this metric- Create incentives for users to refer others
- Simplify the referral process
- Enhance the referral reward system
- Optimise onboarding processes for referred users
- Regularly test and refine referral messages
2. Invite Conversion Rate
The percentage of invitations sent out that result in new users. Calculated as (Number of successful invites / Total invites sent) * 100
What good looks like for this metric: 20-30%
Ideas to improve this metric- Personalise invitation messages
- Optimise follow-up sequences
- A/B test different invitation templates
- Offer additional incentives for completion
- Improve the perceived value of joining
3. Time to First Referral
The average time it takes for a new user to make their first referral. Calculated by tracking the time between user registration and their first successful referral
What good looks like for this metric: Within 7 days
Ideas to improve this metric- Create a sense of urgency
- Provide clear instructions on how to refer
- Showcase the benefits immediately
- Use gamification strategies
- Send targeted reminders
4. User Retention Rate
Percentage of users who continue to use the product over a specific period. Calculated as (Number of users at end of period – Number of new users during period) / Number of users at start of period * 100
What good looks like for this metric: 35% after one month
Ideas to improve this metric- Provide continuous value through updates
- Engage users with regular content
- Offer personalised experiences
- Implement user feedback
- Ensure seamless and user-friendly design
5. Daily Active Users (DAU) / Monthly Active Users (MAU)
The ratio of daily active users to monthly active users, indicating how sticky the product is. Calculated as DAU / MAU
What good looks like for this metric: 20% or higher
Ideas to improve this metric- Encourage daily engagement through notifications
- Develop engaging daily content or features
- Analyse and replicate behaviours of highly active users
- Implement loyalty programs
- Regularly update and improve product features
Metrics for Revenue and Instagram Growth
1. Revenue Growth Rate
Percentage increase in revenue over a specific period, calculated as ((Current Period Revenue - Previous Period Revenue) / Previous Period Revenue) * 100
What good looks like for this metric: 10-15% annual growth
Ideas to improve this metric- Focus on customer acquisition and retention
- Expand product line or market reach
- Improve pricing strategies
- Enhance marketing campaigns
- Reduce operational costs
2. Customer Acquisition Cost (CAC)
Average cost to gain a new customer, calculated as total marketing expenses divided by the number of new customers
What good looks like for this metric: $50-$100 per customer
Ideas to improve this metric- Optimise marketing channels
- Increase conversion rates on digital platforms
- Apply referral programmes
- Leverage social media marketing
- Utilise targeted advertising
3. Instagram Follower Growth Rate
Rate at which Instagram followers increase, calculated as ((Followers at End of Period - Followers at Start of Period) / Followers at Start of Period) * 100
What good looks like for this metric: 5-10% monthly growth
Ideas to improve this metric- Create engaging content consistently
- Collaborate with influencers
- Run Instagram Ads
- Use appropriate hashtags
- Engage with followers regularly
4. Average Order Value (AOV)
Average amount spent each time a customer places an order, calculated as Total Revenue divided by Number of Orders
What good looks like for this metric: $70-$150 per order
Ideas to improve this metric- Upsell and cross-sell products
- Offer bundles or packages
- Implement loyalty programmes
- Provide free shipping on high-value orders
- Offer limited-time promotions
5. Customer Retention Rate
Percentage of customers who return after their first purchase, calculated as ((Number of Returning Customers / Total Customers at Start of Period) * 100)
What good looks like for this metric: 60-70%
Ideas to improve this metric- Improve customer service
- Enhance product quality
- Offer personalised experiences
- Develop a solid loyalty programme
- Encourage feedback and act on it
Metrics for Increasing Revenue and Users
1. Customer Lifetime Value (CLV)
The total expected revenue from a customer over the duration of their business relationship. It helps in understanding how much a company should spend on acquiring new customers.
What good looks like for this metric: Benchmarks vary by industry, but generally a CLV to customer acquisition cost (CAC) ratio of 3:1 is considered good
Ideas to improve this metric- Enhance customer retention strategies to increase repeat purchases
- Personalise customer experience based on data analysis
- Optimise pricing strategies to maximise revenue
- Increase customer engagement through targeted marketing campaigns
- Develop loyalty programs to encourage customer retention
Metrics for Attract 4 Retainer Clients
1. Client Acquisition Cost (CAC)
The total cost of sales and marketing efforts required to acquire a new client, calculated by dividing total costs by the number of new clients acquired.
What good looks like for this metric: $1,000 - $3,000 per client
Ideas to improve this metric- Optimise marketing channels
- Improve targeting and segmentation
- Enhance sales funnel efficiency
- Negotiate better advertising rates
- Invest in content marketing
2. Conversion Rate
The percentage of leads converted into clients, calculated by dividing the number of new clients by the total number of leads and multiplying by 100.
What good looks like for this metric: 2% - 5%
Ideas to improve this metric- Use A/B testing on landing pages
- Personalise follow-up communication
- Streamline the user journey
- Leverage persuasive call-to-actions
- Offer limited-time incentives
3. Lead Quality Score
A qualitative measure of a lead’s potential value, often scored based on engagement, fit, and intent.
What good looks like for this metric: 70% or higher
Ideas to improve this metric- Develop detailed buyer personas
- Implement lead scoring systems
- Utilise predictive analytics
- Regularly update lead criteria
- Align sales and marketing teams
4. Client Retention Rate
The percentage of clients a business retains over a specific period, calculated by dividing the number of retained clients by the total number of clients and multiplying by 100.
What good looks like for this metric: 80% - 90%
Ideas to improve this metric- Enhance customer support
- Implement personalisation strategies
- Conduct regular client check-ins
- Offer loyalty programmes
- Gather and act on client feedback
5. Lifetime Value (LTV)
The predicted net profit attributed to the entire future relationship with a client, calculated by multiplying average purchase value, frequency, and client lifespan.
What good looks like for this metric: $5,000 - $10,000
Ideas to improve this metric- Increase product/service offerings
- Enhance client relationship management
- Offer upsell opportunities
- Implement referral programmes
- Focus on client satisfaction
Metrics for Monthly Sales and Demand Analysis
1. Demand Orders Growth Rate
Measures the rate at which demand orders increase or decrease compared to previous months or quarters
What good looks like for this metric: 5-10% growth month-over-month
Ideas to improve this metric- Enhance marketing campaigns
- Improve customer service
- Offer discounts or promotions
- Expand product range
- Optimize supply chain efficiency
2. Sales Cost Percentage
The proportion of sales cost relative to total revenue, indicating efficiency in converting costs to sales
What good looks like for this metric: 20-30% of total revenue
Ideas to improve this metric- Negotiate better supplier contracts
- Reduce overhead costs
- Utilise scalable sales channels
- Implement efficient inventory management
- Automate sales operations to reduce expenses
3. Quarterly Revenue Comparison
Compares total revenue earned in each quarter to identify seasonal trends and sales performance
What good looks like for this metric: Consistent growth per quarter
Ideas to improve this metric- Boost marketing during high-sales periods
- Plan product launches in high-demand seasons
- Adjust pricing strategies based on seasonality
- Increase cross-selling activities
- Evaluate and pivot based on quarterly outcomes
4. Order Fulfillment Rate
Percentage of demand orders successfully fulfilled within the expected time
What good looks like for this metric: 95-98% fulfillment rate
Ideas to improve this metric- Streamline the order processing system
- Ensure adequate stock levels
- Enhance supplier relationships
- Implement real-time tracking systems
- Train staff on efficient order handling
5. Monthly Sales Variance
Tracks variations in sales month over month to identify fluctuations and trends
What good looks like for this metric: +/- 5% variance
Ideas to improve this metric- Analyse customer feedback for insights
- Invest in demand forecasting tools
- Strengthen seasonal product offerings
- Balance promotions to smoothen sales dips
- Regularly review and adjust sales strategies
Tracking your Growth metrics
Having a plan is one thing, sticking to it is another.
Don't fall into the set-and-forget trap. It is important to adopt a weekly check-in process to keep your strategy agile – otherwise this is nothing more than a reporting exercise.
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