Browse KPI formulas
Each page includes a business formula, Excel formula, example table, and reporting tips.
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Customer Acquisition Cost
Sales and Marketing Cost / New Customers
📊Return on Ad Spend
Revenue from Ads / Ad Spend
📊Cost per Lead
Campaign Cost / Leads
📊Cost per Acquisition
Campaign Cost / New Customers
📊Click-through Rate
Clicks / Impressions
📊Conversion Rate
Conversions / Visitors
📊Landing Page Conversion Rate
Form Submissions / Landing Page Visitors
📊Email Open Rate
Emails Opened / Emails Delivered
📊Email Click Rate
Email Clicks / Emails Delivered
📊Email Unsubscribe Rate
Unsubscribes / Emails Delivered
📊Marketing Qualified Lead Rate
MQLs / Leads
📊Lead-to-Customer Rate
Customers / Leads
📊Social Engagement Rate
Engagements / Impressions
📊Organic Traffic Growth
(Current Organic Sessions - Previous Organic Sessions) / Previous Organic Sessions
📊Marketing ROI
(Revenue - Marketing Cost) / Marketing Cost