A knowledge hub to accelerate growth, experience and operational efficiency.

Metric that measures net profit relative to the amount invested. Basic formula: (return − investment) ÷ investment.

Revenue generated for each unit invested in paid campaigns. Unlike ROI, considers only gross revenue, not profit.

Average revenue a customer generates throughout their relationship with the company. The basis for deciding how much it is worth spending to acquire them.

How much your company invests on average to acquire each new customer. Sum marketing + sales and divide by the number of new customers.

Time needed for a customer to return, in revenue, what it cost to acquire them. The shorter, the healthier the business.

Sum of predictable revenue coming in every month from active contracts. Key indicator for subscription or continuous-service businesses.

Annual version of MRR — projects MRR × 12 to get a view of predictable revenue over 12 months.

Percentage of customers who cancel their contract in a period. High churn silently erodes revenue, even with sales growing.

Considers expansion (upgrades, cross-sell) minus churn from the base. NRR above 100% means the base grows on its own, without new sales.

How much it cost, on average, to generate each lead from campaigns. Useful for comparing channels and calibrating budget.

Average cost to convert a lead into a customer. Goes beyond CPL — measures the complete cycle.

Percentage of people who clicked after seeing the ad or link. Measures the creative's attractiveness.

Average cost of one thousand ad impressions. A reach metric, not conversion.

Codes at the end of the URL that tell where the traffic came from (campaign, channel, ad). Without them, attribution becomes guesswork.

A selected metric that measures the success of a strategy or process. A good KPI has an owner, target and deadline.

Strategic management framework: 1 aspirational qualitative objective + 3 measurable quantitative results per period.

Contract (or internal rule) that defines maximum time and quality standard for a delivery or response.

Detailed description of the customer who gives the most profit, stays longest and refers others. Foundation for media, sales and product.

Lead that has shown enough interest (downloads, visits, forms) to advance to the sales team.

Lead that has passed commercial qualification (budget, authority, urgency) and is ready to close.

Classic lead qualification framework — checks if there's budget, decision-maker, real pain and decision timeline.

Single response "0 to 10, would you recommend?". Promoters (9-10) minus Detractors (0-6). Measures portfolio health in one question.

Specific survey after service or delivery ("were you satisfied?"). Evaluates quality in the moment, not long-term.

Integrated service across multiple channels (WhatsApp, email, Instagram, phone) with a single history and preserved context.

An operational platform backed by specialists: systems that solve distinct business functions and share data, permissions and governance, with support for diagnosis, rollout and value measurement.