Business Metrics Handbook

$25

Comprehensive metric definitions for SaaS, e-commerce, marketplace, and subscription businesses with calculation formulas and benchmarks.

📁 25 files

Markdown

📄 Product Preview

Try the interactive reader and demo tools below, or get the full product with all content unlocked.

📖 Interactive Reader (Free Preview) ⚙ Try Demo Tools 📦 Download Free Sample

📁 File Structure 25 files

business-metrics-handbook/ ├── INDEX.md ├── LICENSE ├── README.md ├── ecommerce/ │ ├── aov-conversion-rate.md │ └── cart-abandonment-rpv.md ├── finance/ │ ├── burn-rate-runway.md │ └── gross-margin-rule-of-40.md ├── free-sample.zip ├── growth/ │ ├── activation-viral-coefficient.md │ ├── cac.md │ └── cohort-retention.md ├── guide/ │ ├── 01_what-s-inside.md │ ├── 02_metric-entry-format.md │ └── 03_license.md ├── index.html ├── marketplace/ │ ├── gmv-take-rate.md │ └── liquidity-supply-utilization.md ├── metric-trees.md ├── north-star-guide.md ├── saas/ │ ├── mrr-arr.md │ ├── net-revenue-retention.md │ └── quick-ratio-magic-number.md └── subscription/ ├── churn-rate.md ├── ltv-ltv-cac.md └── payback-period-expansion.md

📖 Documentation Preview README excerpt

Business Metrics Handbook

A comprehensive reference for business metrics across SaaS, e-commerce, marketplace, subscription, finance, and growth models. Every metric includes a precise definition, calculation formula, worked example, industry benchmarks, common pitfalls, and related metrics.

What's Inside

By Business Model

Folder	Metrics Covered
`saas/`	MRR, ARR, Net Revenue Retention, Logo Retention, Quick Ratio, Magic Number, Burn Multiple
`ecommerce/`	AOV, Conversion Rate, Cart Abandonment, Revenue Per Visitor, Return Rate
`marketplace/`	GMV, Take Rate, Liquidity, Buyer/Seller Ratio, Supply Utilization
`subscription/`	Churn Rate, LTV, LTV:CAC Ratio, Payback Period, Expansion Revenue
`finance/`	Gross Margin, Rule of 40, Burn Rate, Runway, Unit Economics
`growth/`	CAC, Activation Rate, Viral Coefficient, Cohort Retention, North Star Metrics

Special Files

INDEX.md — Quick-reference index of all metrics with one-line definitions
metric-trees.md — How metrics connect to each other (decomposition trees)
north-star-guide.md — Choosing and using North Star metrics

How to Use This Handbook

Looking up a specific metric? Check INDEX.md for the one-liner and a pointer to the full entry.

Understanding how metrics relate? Read metric-trees.md to see decomposition trees and dependencies.

Setting targets for your business? Each metric file includes industry benchmarks by stage (seed, Series A, growth, mature).

Debugging a metric that moved? Each file explains what drives the metric up or down, and which related metrics to check.

Metric Entry Format

Every metric follows this structure:

1. Definition — Precise, unambiguous definition

2. Formula — Mathematical formula with variable definitions

3. Worked Example — Specific numbers showing the calculation

4. Benchmarks — By industry and company stage

5. Common Pitfalls — How people get this metric wrong

6. Related Metrics — What else to look at

Who This Is For

Data analysts who need precise metric definitions (not Wikipedia-level)
Product managers setting KPIs for their team
Founders and operators benchmarking their business
Finance teams building investor reporting

License

MIT License — see LICENSE file.

Part of [Data Analyst Toolkit](https://datanest-stores.pages.dev/data-analyst/)

📄 Content Sample INDEX.md

Metrics Index

Quick-reference for all metrics in this handbook. Click through to the full entry for formulas, worked examples, and benchmarks.

SaaS Metrics

Metric	One-Line Definition	File
MRR	Total predictable monthly revenue from active subscriptions	`saas/mrr-arr.md`
ARR	MRR × 12; annual recurring revenue run rate	`saas/mrr-arr.md`
Net Revenue Retention (NRR)	% of revenue retained + expanded from existing customers over a period	`saas/net-revenue-retention.md`
Quick Ratio	(New + Expansion MRR) / (Churned + Contraction MRR); growth efficiency	`saas/quick-ratio-magic-number.md`
Magic Number	Net New ARR / Prior Period S&M Spend; go-to-market efficiency	`saas/quick-ratio-magic-number.md`

E-Commerce Metrics

Metric	One-Line Definition	File
AOV	Average revenue per completed order	`ecommerce/aov-conversion-rate.md`
Conversion Rate	% of site visitors who complete a purchase	`ecommerce/aov-conversion-rate.md`
Cart Abandonment Rate	% of shopping carts created but not purchased	`ecommerce/cart-abandonment-rpv.md`
Revenue Per Visitor (RPV)	Revenue / Visitors; combines CR and AOV into single metric	`ecommerce/cart-abandonment-rpv.md`

Marketplace Metrics

Metric	One-Line Definition	File
GMV	Total transaction value facilitated by the platform	`marketplace/gmv-take-rate.md`
Take Rate	Marketplace revenue as % of GMV	`marketplace/gmv-take-rate.md`
Liquidity	% of listings that result in successful transactions	`marketplace/liquidity-supply-utilization.md`
Supply Utilization	% of available supply capacity being consumed	`marketplace/liquidity-supply-utilization.md`

Subscription Metrics

Metric	One-Line Definition	File
Churn Rate	% of customers (or revenue) lost per period	`subscription/churn-rate.md`
LTV	Total revenue a customer generates over their entire relationship	`subscription/ltv-ltv-cac.md`
LTV:CAC Ratio	Lifetime value divided by acquisition cost; unit economics check	`subscription/ltv-ltv-cac.md`
CAC Payback Period	Months to recover acquisition cost from customer payments	`subscription/payback-period-expansion.md`
Expansion Revenue	Additional MRR from existing customers (upgrades, add-ons)	`subscription/payback-period-expansion.md`

Finance Metrics

Metric	One-Line Definition	File
Gross Margin	(Revenue - COGS) / Revenue; profitability of core product delivery	`finance/gross-margin-rule-of-40.md`
Rule of 40	Growth Rate + Profit Margin ≥ 40%; growth-profitability balance	`finance/gross-margin-rule-of-40.md`

... and much more in the full download.

Buy Now — $25 Back to Products