What are revenue metrics? 

And which metrics drive revenue? 

If you’re new to the world of online business.

Then this article will help answer that question. 

And provide insight into some revenue metrics which you should track as part of your overall marketing efforts. 

Defining Revenue Metrics What are revenue metrics, and how do they apply to you? 

At their core, revenue metrics are vital tools that measure the effectiveness of your efforts to generate sales and lead conversions.


What are Revenue Metrics?

Revenue metrics are the measures of your revenue – how much money you earn, how much is your net profit, how much are your gross margins, and so on.

So Revenue metrics are numbers that describe the amount of money a company brings to the table. 

Understanding these metrics can help you assess a company’s potential, whether you’re an individual investor or a venture capitalist.

The way a company generates revenue will mostly dictate how the revenue metrics are generated. 

 For example, if you’re selling a product.

 Then your revenue metric would be total sales or net sales (the difference between gross sales and returns). 

If you’re selling advertising space on your website, then your revenue metric would be ad impressions. 

And if you’re an online service provider like Amazon Web Services or Salesforce.

Then your revenue metric is monthly recurring revenues (MRR).


Which Metrics Drive Revenue?

There is no one metric that drives revenue. 

However, understanding which metrics drive your revenue can help you make better decisions about your business.

In business, we often talk about “metrics that drive revenue.” 

And to make better decisions — and increase your revenue.

 — It’s crucial to understand what these metrics are. 

So, which metrics drive revenue? 


10 Metrics That Drive Revenue:

1. Gross Profit Margin as a Revenue Metrics.

A Gross Profit Margin provides an estimate of how profitable a company is. 

It is represented by gross profit divided by revenue. 

So the higher a company’s Gross Profit Margin, the more money it has to invest in other business endeavours or return to shareholders. 

Since Gross Profit Margin reflects how much of each sale is profit.

 It’s often used as a metric to gauge how well a company executes its business strategy. 

For example, if a company sells $1 million worth of products and makes $200,000 in profits from those sales.

Then its Gross Profit Margin would be 20%. 

And this means that for every dollar spent on goods sold by that company.

20 cents go toward covering costs and 80 cents go toward making a profit.

 2. Number of Customers as a Revenue Metrics. 

How many customers you have for your product or service is a crucial metric to track. 

And while most business owners want to increase their number of clients.

 It’s better to first work on decreasing customer acquisition costs.

And because that usually leads to a higher profit margin. 

It’s always a good idea to find ways of making more from each customer you already have. 

If you can sell $100 worth of products and services to one client instead of $50.

Then you can make twice as much money with half as many clients. 


However, we recommend you use DashThis a powerful marketing dashboard reporting software. 

Dashthis is a complete digital marketing reporting dashboard that provides you with the most comprehensive data on your business. 

It helps you monitor the performance of your marketing activities.

3. Customer Lifetime Value 

How much money do customers spend over time? 

So this is an excellent indicator of how well your business model works and what kind of revenue metrics it generates. 

If you’re selling a subscription, for example.

 CLV indicates whether or not people will renew their membership in future months. 

If you’re selling advertising space, CLV indicates whether or not advertisers will continue to buy ad space on your site. 

In short, CLV gives you a glance into whether or not people will continue to use (and buy from) your product or service in future months/years. 

If your CLV is high, then that means that you have loyal customers who will keep coming back.

So that’s good news! 

But don’t get too excited yet—you still need to make sure that they convert at a high rate. 

For example, if you have 10,000 visitors per month but only 100 sign up for your newsletter, then your conversion rate is 1%. 

And this means you need 10x more traffic to make up for your low conversion rate.

4. Average Order Size as a Revenue Metrics. 

If you sell products to end customers, AOS (average order size) is a key revenue metric. 

So it is calculated by dividing your total sales by the average number of orders. 

Average Order Size will help you understand how much money each customer spends on an average purchase. 

When choosing a pricing strategy for your products, AOS plays a crucial role in determining which strategy is suitable for your business. 

Ideally, companies want to set their price high enough.

And that they can generate good profits and also be competitive in their industry. 

So if your AOS is high, then it means you’re getting more profit per sale. 

However, if your AOS is low, it means that either your prices are too low or there’s a problem with product quality. 

Either way, it could lead to a loss of sales or market share over time.

5. Churn Rate 

The churn rate measures how many people left your product or service and can also be referred to as customer attrition. 

This metric is crucial for making sure that you have a consistent number of customers.

And if you notice any sudden spikes or drops.

Then it’s a good indicator that something is going on with your product or customer support. 

Make sure to segment churn rate by location and segment when analyzing it; 

Otherwise, you may draw incorrect conclusions about why users are leaving your platform.

6. Sixth Revenue Metrics: Customer Acquisition Cost (CAC).

Customer Acquisition Cost, or CAC, is an important metric to gauge how much it costs your company to acquire a new customer. 

And it represents all your expenses associated with acquiring a new customer, including: 

— advertising costs; 

— any discounting or giveaways you do; 

— sales commissions; 

— and any other direct costs related to acquiring a customer. 

When calculating CAC, be sure to include only direct expenses.

— So don’t include indirect expenses like rent and employee salaries.

If your CAC is high, then you’re spending a lot of money to acquire new customers. 

This can be problematic if you’re not earning enough revenue from those customers to cover your costs. 

And if you don’t earn enough revenue from each customer.

So it could mean that you need to lower prices or increase marketing.

— Or that you need to rethink your business model entirely.


However, we recommend you use DashThis a powerful marketing dashboard reporting software. 

Dashthis is a complete digital marketing reporting dashboard that provides you with the most comprehensive data on your business. 

It helps you monitor the performance of your marketing activities.

7. Acquisition Rate (AR)  

The acquisition rate is a simple and convenient metric that tracks your website’s ability to bring in new leads, customers, and sales. 

To calculate your AR you divide visitors into unique visits. 

So it’s similar to calculating how many times your website was visited by dividing total page views by unique page views. 

Acquisition Rate = Total Visits / Unique Visits

So if your AR is high, then it means that you have a lot of traffic coming to your website. 

But how do you know whether or not that traffic will result in revenue? 

As such, you will need to monitor your conversion rate. 

8. Conversion Rate (CR) as a Revenue Metrics: 

The conversion rate refers to how many visitors take an action on your website after they visit it. 

This can be any action like filling out a form, downloading a document, and buying something from you.

 Or even just visiting another page on your site. 

A high conversion rate means that more people who come to your site do what you want them to do. 

If a visitor comes to your site and then buys something from you, that’s a good sign of success. 

And if someone visits your home page and then leaves without doing anything else, that’s not so good. 

So you should always look at how well you convert visitors into customers.

And try to improve upon that metric over time by making changes based on data analysis.

9. Retention Rate (RR) as a Revenue Metrics.

When users abandon your site during onboarding. 

When you think about retention rate (RR) as a revenue metric, it is easy to think that higher is better. 

This would be true if you could take all of your users who completed onboarding.

 And convert them into paying customers. 

Unfortunately, typically between 30% and 40% of new users who complete onboarding never make another purchase on your site. 

If they aren’t making repeat purchases, they aren’t going to generate any revenue for you. 

So while having a high RR may sound great on paper.

Ultimately what matters most is how many new users are making purchases from within your site after completing onboarding. 

If you can increase your conversion rate from free trial user to paid customer by even 5%.

 Then over time that will have a huge impact on your overall growth and profitability.

10. Monthly Recurring Revenue (MRR) as a Revenue Metric.

This metric is similar to, but not quite identical to, churn rate.

 So MRR compares revenue from recurring subscriptions to new customers with a churn rate. 

For example, say you had 100 customers in December who were paying $10 per month, and 10 of them cancelled that month: 

Your MRR would be $100 (100 x $10) and your churn rate would be 10 per cent ($10/$100). 

This metric tracks how much of your revenue comes from existing customers rather than new ones.

If your MRR is high, then you have a healthy recurring revenue stream. 

And if it’s low, you may be in trouble. 

But that’s not all: You also need to know which metrics drive revenue. 

To do that, you need to ask yourself what happens when certain metrics change.

— And because they will change over time as your business evolves and grows. 



So, what are revenue metrics? 

As you can see from all of these definitions, they differ depending on your industry, market and business. 

This means that there is no one-size-fits-all when it comes to defining revenue metrics. 

The key to finding which metrics drive revenue is simply looking at what numbers make sense for your particular company. 

As long as you know how each metric contributes to overall revenue.

And why you’re tracking them in the first place.

Then you’re good to go!


However, we recommend you use DashThis a powerful marketing dashboard reporting software. 

Dashthis is a complete digital marketing reporting dashboard that provides you with the most comprehensive data on your business. 

It helps you monitor the performance of your marketing activities.

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