Time to Hire measures the duration between when a selected candidate first enters your hiring pipeline and when they accept your job offer. This metric evaluates your organisation's speed and efficiency in moving preferred candidates through the hiring process, serving as a critical indicator of HR execution capability, competitive market positioning, and talent acquisition effectiveness. Unlike Time to Fill, which measures the complete recruitment cycle from job posting to offer acceptance, Time to Hire specifically focuses on how quickly you can secure top talent once they've been identified.

Time to Value (TTV) measures the duration between when a user selects your product and the moment they initially realize the value of your product. Value usually means that the setup process is completed and the first usage of the product is successful.

Total Addressable Market (TAM) is a measure of the revenue opportunity of capturing 100% of the market for a product or service.

Total Contract Value (TCV) is the sum value of a contract over its life cycle. It takes into account not only the initial purchase price, but also any additional costs such as installation and maintenance fees that may be incurred over time. To calculate TCV, these costs must be added together to get an estimate of the total contract value over its life.

Total Funding measures the total amount of venture capital funding raised by a company.

Transaction Recency measures the duration of time since a customer’s last purchase, indicating how recently repeat customers made previous purchases. It is a great way of measuring your business’s ability to bring back customers quickly and may vary based on industry and business model.

Trial Conversion Rate measures the percentage of users that have converted to a paid account from a trial period. Commonly referred to as Free Trial to Paid Conversion Rate, this metric indicates product value by measuring the number of users that find enough value in the product to pay for it. Trial Conversion Rates vary based on the type of trial you use. In SaaS, the standard practice is to either have a freemium product or a free trial period that usually spans a couple weeks.

Trials is a count of the number of trial accounts started during a given period of time. The Trials metric helps a business gauge interest in their product and make sales predictions.

A True Trial is defined as a user who starts a trial and comes back a second time within the first 7 days. The True Trials metric is meaningful for any software company that offers prospects a trial before they choose to buy. Prospects who sign in twice within the first 7 day period are more likely to become paying customers. Tracking True Trials enables you to assess lead quality, product engagement, and probability of a win much earlier than only looking at Win Rate.

Unique Inline Link Clicks is the count of the number of users who clicked links posted in the contents of your ad.

Unsubscribes measures the number of users who choose to cancel or not renew their subscription. Reasons typically include customer dissatisfaction, lack of value added, and competing offers.

User Engagement is a foundational GA4 metric that measures the total time your website or app was in the foreground of users' devices during a specified date range. This metric captures the aggregate engagement time across all users and sessions, providing a comprehensive view of total user attention your digital property receives. Unlike user-averaged metrics, User Engagement represents the raw sum of all engagement duration, making it particularly valuable for understanding overall content consumption and audience reach. The metric only counts time when your site or app is actively in the foreground and meets GA4's engagement criteria (sessions lasting 10+ seconds, containing conversion events, or having multiple page/screen views), ensuring the measurement reflects genuine user attention rather than passive or accidental visits.