Full-Time Equivalents (FTE) is a standardised workforce measurement that converts all employee types—full-time, part-time, contractors, interns, and temporary workers—into equivalent full-time positions. This calculated metric provides a unified view of your total workforce capacity by expressing everyone's contribution as fractions of a standard full-time schedule (typically 40 hours per week or 5 days). Unlike simply counting heads, FTE gives you the true picture of your organisational capacity and enables accurate cross-company comparisons regardless of employment structure.

The General and Administrative to Revenue Ratio measures the percentage of total revenue consumed by corporate overhead and administrative functions that support overall business operations but don't directly generate revenue. This metric encompasses executive compensation, legal and professional services, accounting and audit fees, insurance, corporate facilities, administrative technology systems, and governance-related expenses. For CEOs, this ratio represents operational efficiency and the company's ability to scale without proportional increases in overhead burden. Finance leaders view this as a critical profitability driver, while HR leaders must balance necessary support functions with cost optimization pressures. This ratio is particularly complex because it often includes irregular, one-time expenses such as legal settlements, restructuring costs, acquisition-related fees, or extraordinary professional services that can significantly distort underlying operational trends. Unlike other expense ratios that correlate with business growth or strategic initiatives, G&A expenses ideally should grow slower than revenue as companies achieve operational leverage and economies of scale. The challenge lies in distinguishing between necessary infrastructure investments that support future growth and inefficient overhead accumulation that erodes profitability without strategic benefit.

Get Directions Clicks is the count of the number of times people have clicked on a link to get directions to the physical location of your business. You can usually include a link on your social media profiles connected to a map that makes it easier for customers to find you.

Goal Completion Rate is the count of the number of visitors who have completed all components of a goal, divided by the total number of visitors. A goal is considered complete only when a lead or customer completes all actions associated with the goal.

Goal conversions represent the successful completion of predefined actions that align with your business objectives and indicate meaningful user engagement with your website or digital platform. Unlike simple page views or clicks, goal conversions measure outcomes that directly contribute to your business success, such as form submissions, product purchases, newsletter sign-ups, or content downloads. Understanding goal conversions is essential for evaluating the effectiveness of your marketing campaigns, website design, and overall digital strategy.

Goal Conversion Rate is the percentage of user sessions that have led to goal conversions. A goal is a predefined user action that takes place during a user session on a website.

Goal Conversions is the count of the number of goals that have been completed during a session on a website. Goals are predefined user actions indicating that campaign objectives are met.

A company's Gross Burn is the total cash spent on operations. These costs typically include all salaries, rent, and other overhead as well as interest and taxes. This metric is often confused with Net Burn, which is a measure of negative cash flow, and includes revenue and expenses.

Gross Monthly Recurring Revenue Churn Rate (Gross MRR Churn Rate) is the percentage of recurring revenue lost due to both cancellation and downgrades. Note that it is common to express this metric as a monthly rate, though it can also be expressed as Gross ARR Churn Rate.

Gross Margin is a profitability ratio that measures Gross Profit as a percentage of total revenue. Typically, it is calculated as Gross Profit divided by Revenue. This metric is a key indicator of a company's financial health and operational efficiency.

Gross Profit is the amount left over from total revenues after Cost of Goods Sold (COGS) has been deducted. COGS will typically include the cost of making and selling the product or the cost of services provided by the company.

Gross Revenue Retention (GRR) Rate is the percentage of recurring revenue retained from existing customers in a defined time period, including downgrades, and cancels. It does not include any expansion revenue. GRR is also commonly referred to as Gross Renewal Rate.