Ad unit exposure measures the total amount of time your ad was exposed to your target audience, usually measured in milliseconds.

Agent Wait Time (Calendar) is the total combined time a ticket was in the pending status. Not to be confused with user-facing metrics such as First Response Time or Resolution Time, Agent Wait time measures the time the support agent has to wait between interactions. Task switching and waiting for replies is an inevitable part of the job but, the longer an agent has to wait for a reply, the less efficient and effective they will be at solving the problem.

Annual Contract Value (ACV) represents the normalised dollar amount an average customer contract is worth to your company over one year. Unlike other SaaS metrics such as Annual Recurring Revenue (ARR), there's less universal consensus on ACV's precise definition across the industry. Some companies include one-time charges like setup fees, implementation costs, or training in their ACV calculations, while others exclude these non-recurring elements to focus purely on the ongoing contractual commitment. This variability makes it essential for sales and finance teams to establish clear internal definitions and remain consistent in their calculations to ensure meaningful trend analysis and benchmarking. The metric serves as a crucial indicator of your company's market positioning, customer segmentation strategy, and overall business model effectiveness. ACV directly influences your go-to-market approach, sales team structure, customer success investments, and pricing strategy. Companies with higher ACVs typically employ different sales methodologies, longer sales cycles, and more comprehensive customer onboarding processes compared to those targeting lower ACV segments.

Annual Recurring Revenue (ARR) is the sum of all subscription revenue expressed as an annual value. For most companies, ARR is the sum of all new business subscriptions and upgrades (sometimes called expansion), minus downgrades (or contractions) and cancelled subscriptions. Though not a Generally Accepted Accounting Principle (GAAP) value, it's the Revenue equivalent used by every SaaS company. ARR is used interchangeably with Monthly Recurring Revenue (MRR).

Apdex Levels group users into categories of satisfaction with the response time of web applications and services. These levels are defined as satisfied, tolerating or frustrated depending on their response time in comparison to a threshold.

Apdex Score is a measure of users' satisfaction with the response time of web applications or services. The Apdex Score is a value between 0 and 1, calculated based on three Apdex Score levels of user satisfaction: frustrated, tolerating, or satisfied.

Average Basket Size (ABS) is an e-commerce metric that tracks the average number of items sold per transaction. In other words, ABS measures the increase or decrease in the quantity of items purchased per transaction. It can also be used to calculate the Average Basket Value, which is the average cost of units placed in the basket.

Average Engagement Time is a user-centric metric in Google Analytics 4 that measures the average amount of time individual users spend actively engaged with your website or app. Unlike traditional session-based metrics, this focuses on user behaviour across all their interactions, providing a more holistic view of how deeply users connect with your content. The metric only counts time when users are genuinely engaged, defined as sessions lasting 10 seconds or longer, containing conversion events, or having multiple page/screen views. This metric represents a significant shift from Universal Analytics' session-duration approach, offering a more accurate picture of meaningful user interaction by filtering out brief, low-quality visits that don't represent genuine engagement.

Average Length of Stay (ALOS) is a key healthcare indicator that measures the average number of days a patient spends in a hospital during a single admission. It is a crucial metric for evaluating a hospital's efficiency, patient care quality, and overall performance. A shorter ALOS generally indicates a more efficient hospital, as it reduces costs per discharge and frees up beds for new patients, while a longer ALOS may point to inefficiencies or complications in patient care. It is often used to make decisions that improve business and operational performance.

Average Order Value (AOV) indicates the average amount of money spent on an order, either over a set period or over the lifetime of an e-commerce store. This is calculated by taking the total revenue and dividing it by the number of orders placed within the determined period.

Average Purchase Frequency counts the average number of transactions per customer per period. This metric is used to better understand customer behavior and purchase patterns.

Average Revenue Per Account (ARPA) represents the mean revenue generated from each customer account over a specific period, typically calculated monthly or annually. Beyond serving as a simple revenue indicator, ARPA functions as a critical strategic metric that reflects your product's value proposition, market positioning, pricing effectiveness, and customer segmentation strategy. It directly influences unit economics, growth sustainability, and competitive positioning while providing actionable insights into customer behaviour, expansion opportunities, and market penetration across different segments and growth stages.