Emails Opened is the number of unique recipients who opened your email. Because the number of people who open your email impacts every other downstream metric, such as clicks, it makes sense to pay special attention to this one.

Emails Sent is the number of contacts you sent your email to.This metric is generally the broadest list but excludes any previous hard bounces and recipients who unsubscribed. Depending on your email marketing platform, it might also exclude recipients who have shown repetitive low engagement.

Employee Growth by Function measures how each organizational function is forecasted over a 1-5 year period. This hiring plan is typically factored into the financial model.

Employee Retention Rate measures the percentage of employees who remain with an organization over a specified period, typically a year. It is a key metric for evaluating the effectiveness of a company's human resources strategies, management practices, and overall workplace culture. Unlike employee turnover, which focuses on departures, retention rate measures the company's ability to keep its talent. A high retention rate generally indicates a positive work environment, strong employee engagement, and effective talent management, while a low rate may signal underlying issues such as poor management, inadequate compensation, or lack of growth opportunities.

Employee Turnover Rate is a human resources metric that measures the percentage of employees who leave an organization over a specific time period, such as a month, quarter, or year. It includes both voluntary departures, where an employee chooses to leave, and involuntary departures, such as termination or layoffs. The metric helps organizations understand the stability of their workforce, identify potential issues in the workplace, and assess the effectiveness of their retention strategies. A high turnover rate can signal underlying problems within the company, while a low rate generally indicates a stable and engaged workforce.

The number of sessions where the user was meaningfully active. A session counts as engaged if it lasted longer than 10 seconds, included a conversion event, or had at least 2 page or screen views. This metric represents GA4's approach to measuring quality engagement rather than simply counting all sessions regardless of user behaviour. By filtering out sessions that show minimal interaction, Engaged Sessions provides a clearer picture of sessions where users demonstrated genuine interest in your content or offerings, making it a more reliable indicator of successful user experiences than total session counts.

This metric is the average count of engaged sessions per active user. It's calculated by taking the total number of engaged sessions and dividing it by the total number of active users for a given period. Engaged Sessions Per User reveals the depth of user engagement with your website or app by measuring how many quality sessions each active user generates on average. A higher ratio indicates that users are returning for multiple engaged visits, suggesting strong content value, user experience, or brand loyalty. This metric helps distinguish between sites that attract many one-time visitors versus those that build lasting relationships with their audience.

Engagement Rate is a key metric used in web and app analytics to measure user interaction and the quality of user sessions. It is a modern alternative to the traditional Bounce Rate metric, particularly in Google Analytics 4 (GA4). Engagement Rate is calculated as the percentage of engaged sessions out of the total number of sessions. An "engaged session" is defined as a session that lasts longer than 10 seconds, has a conversion event, or has two or more page views or screen views. This metric provides a more nuanced view of user behaviour than Bounce Rate, helping businesses to understand how effectively their content or platform holds a user's attention and drives meaningful interaction.

Enterprise Value a comprehensive measure of a company’s value. It is used for valuation of a company before takeover and is calculated by adding market cap with debt, net cash and cash equivalents.

Enterprise Value to Earnings Before Interest, Taxes, Depreciation, and Amortization (EV/EBITDA) or Enterprise Multiple, is a measure of a company’s value mainly used to evaluate acquisition targets.

Enterprise Value to Revenue Multiple (EV/R) is a financial ratio used in company valuation that compares stock value of a company to its revenue for a given time period. EV/R is often used to evaluate a company before acquisition.

Expansion Monthly Recurring Revenue (MRR) Growth Rate measures how quickly your existing customers are increasing their spending with you, expressed as a percentage of your total MRR base. This metric captures the velocity of revenue expansion from upsells, cross-sells, add-ons, and seat expansions within your current customer cohort. While typically reported monthly (e.g., "Our Expansion MRR Growth Rate was 4.2% in March"), it can also be annualised for strategic planning purposes (e.g., "We achieved a 65% annual Expansion MRR Growth Rate last year"). This metric is fundamentally different from simple expansion revenue totals because it contextualises growth against your entire revenue base, making it particularly valuable for benchmarking and forecasting as your business scales.