Reach is an Alexa Web Search metric that measures the number of people who have the Alexa toolbar or extension installed and who saw your content. If your website has a Reach score of 5,000, this means that 5,000 people out of a sample of 1 million, who have the toolbar or extension installed, saw your site yesterday.

Reactivation MRR is the total amount of recurring revenue generated from reactivated customers who had previously cancelled services and have resumed a subscription within the current tracking period.

The Referrals metric measures the number of potential customers that have been directed to your product through the promotion of an existing customer. Referrals are often generated by word of mouth but can also result from influencer marketing and review sites. Software companies can develop flows that encourage promotion and virality.

Refunded Charges measures the value of payments refunded to your customers.

Refunded Charges Count tracks the total number of payments refunded to your customers.

Renewal rate tracks churn and retention down to the month of invoicing. Rather than track churn and renewals against your total customer count, you track renewals based on each cohort of monthly invoices.

Requester Wait Time (Calendar) is the total combined time a ticket was in the new, open, and on-hold statuses. This number is measured only after a ticket's status changes to pending, solved, or closed. Unlike Full Resolution Time, Requester Wait Time does not take into account pending time – the status set when a ticket is waiting for an answer from the requester.

The Research and Development to Revenue Ratio measures the percentage of total revenue that a company invests in innovation, product development, and technological advancement activities. This metric encompasses all costs associated with creating new products, enhancing existing offerings, conducting research initiatives, and maintaining technological competitive advantages. For finance leaders, this ratio represents a critical investment decision that balances current profitability with future growth potential, while for HR leaders, it reflects talent acquisition and retention strategies in technical disciplines that command premium compensation. The ratio serves as a strategic indicator of a company's commitment to innovation and long-term market viability. Unlike sales and marketing investments that typically generate near-term revenue returns, R&D investments often require longer payback periods but are essential for sustaining competitive differentiation and market position. For CTOs and VPs of Product/Engineering, this metric provides the financial framework within which they must deliver innovation outcomes, making it a crucial tool for resource allocation, team planning, and technology roadmap prioritisation.

The Return On Marketing Investment (ROMI) metric measures how much revenue a marketing campaign is generating compared to the cost of running that campaign. Effective marketers are driven to connect their time, energy and advertising spend with results that contribute to company growth. This KPI answers the question, “are we recouping the time and money we spent developing and executing our marketing campaigns?”

Return on Ad Spend (ROAS) is a marketing metric that quantifies the total revenue generated for every dollar spent on advertising. In other words, ROAS measures the effectiveness of your advertising efforts by comparing total ad spend on campaigns to the revenue from those campaigns.

Return on Incremental Invested Capital is an efficiency metric used to measure the change in earnings as a percentage of incremental investments.

Return on Invested Capital is a profitability metric used to measure return on capital investments. It is calculated by dividing Net Operating Profit After Tax (NOPAT) by invested capital.