Bookings is a key sales metric that is calculated by taking the total dollar value, including subscription, implementation, and discounts, that a customer has committed to spend for a product or service within a specified period.

Burn Multiple is a capital efficiency metric that measures how many dollars a startup burns (spends) to generate each dollar of net new Annual Recurring Revenue (ARR). Calculated as Net Burn divided by Net New ARR, this metric evaluates the cost-effectiveness of revenue growth. A higher Burn Multiple indicates the company is spending more capital per dollar of growth, while a lower Burn Multiple indicates more efficient, capital-efficient growth.

Burn Rate measures the rate, expressed as a percentage, at which money raised through external funding is spent. It is mainly used by start-ups to track the speed of spending over time and estimate the cash needed for operations and growth. It can be calculated either as Gross Burn Rate or Net Burn Rate.

CAC Payback Period is the time it takes for a company to earn back their customer acquisition costs. The value depends on how high the Customer Acquisition Cost (CAC) is and how much a customer contributes in revenue each month or each year.

Cash Conversion Score is used by investors to measure the return on invested capital for startups. It is calculated by dividing current ARR by the difference between total raised capital and cash on hand. Essentially, this metric gives the return on each dollar invested in a company.

Customer Acquisition Cost (CAC) is the cost a business incurs to acquire a new customer. This includes the fully loaded costs associated with sales and marketing to attract a potential customer and to convince them to purchase, divided across all new customers.

Customer Acquisition Cost (CAC) Ratio is a sales and marketing efficiency metric that measures the return on investment from customer acquisition efforts. It calculates how many dollars of new subscription revenue (adjusted for gross margin) a company generates for each dollar spent on sales and marketing. Unlike simple revenue multiples, CAC Ratio accounts for the actual profit economics of delivering the service by incorporating gross margin, providing a more accurate picture of unit economics and capital efficiency.

Customer Concentration measures the percentage of total revenue generated by a single customer or a group of top customers, revealing the company's dependency on key accounts and associated revenue risk. High concentration indicates that losing one or a few customers could significantly impact the business, while low concentration suggests a more diversified and resilient revenue base.

A Customer Health Score is a single, calculated number that reflects a customer’s health across multiple dimensions. By monitoring Customer Health Scores, you can detect early signals of increased friction or declining customer engagement. You can also identify highly engaged and loyal clients, who would make excellent advocates.

Customer Lifetime Value (LTV) represents the total net revenue a business can reasonably expect to generate from a single customer account throughout the entire duration of their relationship. This metric goes beyond simple transaction analysis by incorporating customer retention patterns, purchasing frequency, and profit margins to provide a comprehensive view of customer economic value. LTV serves as a cornerstone metric for strategic decision-making, enabling businesses to optimise acquisition spending, prioritise retention efforts, and identify high-value customer segments that drive sustainable growth.

Customer Retention Rate calculates the proportion of customers in a particular period that are retained into the next period.

DAU Growth Rate is the increase in Daily Active Users over a period of time, typically represented in a percentage. It can be a good indicator of successful sales and marketing efforts, as well as an indicator of good product-market fit.