Sales KPIs: Definitions and Formulas
Sales KPIs connect pipeline activity and team execution with conversion, revenue quality, and the strength of customer relationships. Every KPI page explains the calculation, a fictional example, interpretation guidance, limitations, and related measures.
Revenue & Profitability
Connect sales and income with margin, growth, contribution, and the capacity of the business to create value.
Total Revenue
Total income generated from sales within a specific period.
Definition and formulaGross Profit Margin
Percentage of revenue remaining after deducting cost of goods sold (COGS).
Definition and formulaNet Profit Margin
Percentage of revenue remaining after all expenses, taxes, and costs.
Definition and formulaRevenue Growth Rate
Rate at which sales revenue is increasing over a specific period.
Definition and formulaAverage Revenue Per User (ARPU)
Average revenue generated per customer over a specific time.
Definition and formulaCustomer Lifetime Value (CLV)
Total revenue expected from a customer over their lifetime.
Definition and formulaSales by Product or Service
Revenue breakdown by individual products or services.
Definition and formulaSales Growth Rate
Measures the increase or decrease in sales over time.
Definition and formulaCost of Sales
Total expenses directly related to selling a product or service.
Definition and formulaSales Contribution Margin
Profit contributed by sales after variable costs are subtracted.
Definition and formulaSales Team Performance
Read target attainment, activity, pipeline contribution, conversion, and the pace at which sales representatives close work.
Sales Target Achievement Rate
Percentage of sales target achieved by the team or individual reps.
Definition and formulaWin Rate
Percentage of deals won compared to total opportunities.
Definition and formulaAverage Deal Size
Average revenue generated per closed deal.
Definition and formulaSales per Rep
Total sales revenue generated by each sales representative.
Definition and formulaLead-to-Opportunity Conversion Rate
Percentage of leads converted into sales opportunities.
Definition and formulaOpportunity-to-Win Conversion Rate
Percentage of opportunities successfully converted into deals.
Definition and formulaAverage Sales Cycle Length
Average time it takes to close a deal from initial contact to close.
Definition and formulaCall-to-Meeting Ratio
Percentage of sales calls that result in scheduled meetings.
Definition and formulaCustomer Acquisition Cost (CAC) by Rep
Average cost of acquiring a customer, segmented by rep.
Definition and formulaPipeline Value per Sales Rep
Total value of deals currently in the pipeline for each sales rep.
Definition and formulaActivity per Rep
Total number of activities completed (calls, emails, meetings, etc.) per rep.
Definition and formulaLead Generation & Conversion
Follow the flow from captured demand through qualification, response, nurturing, opportunity creation, and pipeline growth.
Number of Leads Generated
Total number of leads acquired during a specific period.
Definition and formulaLead Conversion Rate
Percentage of leads converted into paying customers.
Definition and formulaMarketing Qualified Leads (MQLs)
Number of leads deemed ready for handoff to the sales team.
Definition and formulaSales Qualified Leads (SQLs)
Number of leads approved as sales-ready after sales qualification.
Definition and formulaCost Per Lead (CPL)
Average cost incurred to generate a single lead.
Definition and formulaLead Response Time
Average time it takes for sales to respond to a lead after acquisition.
Definition and formulaWebsite Conversion Rate
Percentage of website visitors converting into leads.
Definition and formulaForm Submission Rate
Percentage of visitors completing a lead capture form.
Definition and formulaEmail Opt-In Rate
Percentage of users who sign up for email communications.
Definition and formulaLead Nurturing Conversion Rate
Percentage of nurtured leads that convert into sales opportunities.
Definition and formulaOpportunity-to-Lead Ratio
Percentage of leads that become qualified sales opportunities.
Definition and formulaPipeline Growth Rate
Percentage increase in the total value of leads in the sales pipeline.
Definition and formulaCustomer Relationship
Track retention, satisfaction, advocacy, repeat buying, and expansion revenue after the first sale.
Customer Retention Rate
Percentage of customers retained over a specific time period.
Definition and formulaCustomer Churn Rate
Percentage of customers lost during a specific period.
Definition and formulaCustomer Satisfaction Score (CSAT)
Measures customer satisfaction based on survey feedback.
Definition and formulaNet Promoter Score (NPS)
Measures customer loyalty and likelihood to recommend the brand.
Definition and formulaUpsell Revenue
Total revenue generated from upselling existing customers.
Definition and formulaCross-Sell Revenue
Total revenue generated from cross-selling products or services.
Definition and formulaRepeat Purchase Rate
Percentage of customers who make more than one purchase.
Definition and formulaCustomer Lifetime Value (CLV)
Total revenue expected from a customer over their lifetime.
Definition and formulaCustomer Effort Score (CES)
Measures the ease with which customers interact with your brand.
Definition and formulaCustomer Advocacy Rate
Percentage of customers actively promoting the brand.
Definition and formulaTurn metric definitions into answers your team can use.
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