Average Selling Price (ASP) measures the average price at which a product or service is sold over a defined period of time. It can be calculated for a single product or service, a group of products, a sales channel, or an entire business. ASP is commonly used to compare performance across businesses, segments, or channels and serves as a strong indicator of what customers are willing to pay for similar products or services.

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.

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.

Call Volume is the count of both incoming and outgoing calls handled. It can be used to measure the number of incoming calls to a Customer Support organization, outgoing calls from a Sales team, calls queued to an Automatic Call Distribution (ACD) service, and dropped calls. Tracking this metric helps you determine required staffing levels and understand customer behaviour.

Call-in Rate is the average number of inbound calls received per paid user of a product or service. It is used to monitor changes in call volumes, which can be an early warning sign of product or service issues, and even potential churn.

Campaign Cost per Goal Conversion is the amount of money spent on an ad campaign, also called Campaign Spend, that leads to a goal conversion. It is used to measure the costs involved in the success of an ad campaign which consists of several ads with a single business objective.

Contact to Customer Conversion Rate is the percentage of contacts that have converted to sales. Contacts can be past or existing customers, or qualified leads. This is an important metric to track in the sales funnel because it quantifies how efficiently the sales process secures and grows existing customer relationships.

Contacts are individual people that your business has an identified, ongoing relationship with, typically stored in a Customer Relationship Management (CRM) system and often associated with an account or company. In CRMs such as HubSpot and Salesforce, Contacts usually represent people who have been qualified beyond an initial expression of interest and may be associated with opportunities, customers, or former customers. Depending on your CRM configuration, Leads may exist separately or be converted into Contacts once qualification criteria are met.

The Cost Of Goods Sold (COGS) is the measure of direct costs incurred by a company to manufacture or deliver their product or service. Costs typically include raw material and direct labour, but this varies from business to business, depending on the products or services that are being sold. COGS is the building block to understanding Gross Margin and Gross Margin Percent.

Cost per Activated Lead measures the costs involved in generating one activated lead. An activated lead is a potential customer who demonstrates intention to purchase your product.

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 Effort Score (CES) is a measure of how easy or difficult it is for customers to interact with your company, for example, to make a purchase, to access a free trial, to resolve a problem, to navigate your website, or to get something done in your product. It’s measured by surveying customers after a specific interaction, and asking them to rate how easy or difficult it was to do what they wanted to do. Examples of difficult or high-effort interactions are ones that add friction for customers, for example, making them repeat information, interact with multiple people or screens, or wade through generic content to find information relevant to them.