The Sales and Marketing to Revenue Ratio represents the percentage of total revenue that a company invests in its sales and marketing activities. This metric serves as a critical indicator of how efficiently a company is acquiring and retaining customers relative to the revenue those efforts generate. It encompasses all costs associated with customer acquisition, including advertising spend, sales team compensation, marketing technology, promotional activities, trade shows, content creation, and customer relationship management systems. This ratio is particularly valuable for assessing the scalability and sustainability of a company's growth strategy. A well-optimised ratio indicates that the company is investing appropriately in revenue-generating activities without over-spending on customer acquisition, while maintaining the ability to compete effectively in its market. The metric also provides insight into a company's operational maturity and its ability to generate profitable growth over time.

Scrap Rate is the ratio of discarded material to the total production run. The definition of scrap varies somewhat but often includes both waste material, as well as production, rejects. Scrap Rate is easy to measure and is one of the most important quality metrics in manufacturing. Scrap is usually measured as pieces or units. Tracking this metric and improving this over time will lower raw material costs, improve throughput, and is better for the environment.

Search Impression Share is the percentage of impressions won by an ad campaign or ad group or keywords, out of the total impressions the campaign is eligible for. Ad targeting, keywords, and ad scheduling all play a role in the SIS won.

Search Lost Impression Share (Budget) is the percentage of Search Impression Share lost out of the total eligible impressions, due to campaign budget. It is generally measured at the campaign level on digital advertising platforms.

Search Lost Impression Share (Rank) is the percentage of search impression share lost out of the total eligible impressions, due to Ad Rank. Ad Rank depends on factors such as relevant keywords and targeted ads.

SAM measures the revenue opportunity of capturing a specific market for a product or service within your limitations and reach.

Serviceable Obtainable Market (SOM) measures the realistic revenue potential of a product or service in a particular market.

A Session, also known as a Website Visit, represents a group of user interactions with your website that occur within a given timeframe. Google Analytics defines a session as a period of continuous user engagement that begins when a user arrives on your site and ends when they leave or after 30 minutes of inactivity. Each session can contain multiple activities including page views, events, downloads, form submissions, and e-commerce transactions. Sessions are fundamental to understanding user behaviour patterns and website performance, as they capture the complete journey a user takes during a single visit to your site.

Sessions per User counts the average number of sessions initiated by each user or visitor to your website/application. This metric is mainly used to determine how frequently users return to your website or app.

Sessions with Event is the count of the number of Sessions in which at least one defined Event is triggered. Marketing teams use this to evaluate the quality of the sessions on their website.

Sign Up Conversion Rate measures the percentage of your website visitors that convert or sign up in response to your marketing campaign. This conversion metric is used to specifically measure how many people respond by signing up out of all the people that have seen your call-to-action.

Lift in Spend is a loyalty metric that calculates the increased spend per customer or groups of customers across two periods.