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Key Performance Indicators

Business Performance Metrics

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Marketing KPIs

These are typically measures which are values, used to indicate marketing effectiveness and performance.

Traffic = Site Page Visitors
Click Through Rates = URL exposed vs URL Clicked
Conversion Rates = Leads, MQL, SQL, Customer
Cost Per Lead or conversion = # of leads or conversion / expense
Marketing ROI or ROAS = Revenue from Campaign / Cost of Campaign
Session Duration = time duration for the web visit session
Bounce Rate = page landings vs page exists
Social Reach = Impressions, Views
Social Engagement = Likes, Views, Comments
Email Performance Rates = # of Emails Sent / metric (delivery, open, click, conversion)

Financial KPIs

These are typically measures which are values, used to indicate financial results and financial performance.

Sales Growth = sales generated over time period
Operating Cash Flow (OCF) = total money generated by business operations
Working Capital = current assets - current liabilities
Net Profit Margin = net profit / revenue
Gross Profit Margin = COGS / revenue
Quick Ratio / Acid Test = (Cash + AR + short term investments) / liabilities
Return On Equity = revenue per unit of shareholder equity
Burn Rate = Cash Expense pre time period
Days Sales Outstanding = avg # of days for receipt of payment
Debt to Equity Ratio = debt / new investments
Customer Acquisition Ratio = net expected life time profit / cost to acquire

Manufacturing KPIs

These are typically quantifiable measures, used to indicate company manufacturing activities performance.

Throughput = # of Units Produced / Time (hr, day, month)
Cycle Time = Process End Time - Process Start Time
Projected Customer Demand = Raw Materials * Expected Production Rate
Inventory Turnover = COGS / Avg Inventory
Cash to Cash Cycle Time = Inventor Sale Date - Inventory Purchase Date
Yield = Good Parts Produced / Total Units Produced
Scrap = Total Scrap / Total Product Run
Customer Return Rate = Rejected Goods / Total Number Of Goods Delivered
Overall Asset Effectiveness = Availability * Performance * Quality