Automatizav1
GLOSSARY

Metric glossary

A shared vocabulary, searchable and deep-linkable.

CAC

Customer Acquisition Cost

#cac

Total sales & marketing spend divided by customers acquired in the period.

RelatedLTVPayback

Formula

CAC = (S&M spend) / (new customers)
LTV

Lifetime Value

#ltv

Expected revenue from a customer across their relationship, net of costs.

RelatedCACChurnARPU

Formula

LTV = ARPU × gross margin × (1 / churn)
NRR

Net Revenue Retention

#nrr

Expansion minus churn and contraction, as % of starting revenue.

RelatedGRRMRR

Formula

NRR = (MRR end cohort / MRR start cohort)
GRR

Gross Revenue Retention

#grr

Retention excluding expansion, only churn and contraction.

RelatedNRR

Formula

GRR = 1 - (churned + contracted) / MRR_start
MRR

Monthly Recurring Revenue

#mrr

Recurring revenue normalized to a month.

RelatedARR

Formula

MRR = Σ (plan_mrr × active)
ARR

Annual Recurring Revenue

#arr

MRR × 12 for recurring contracts.

RelatedMRR

Formula

ARR = MRR × 12
ARPU

Average Revenue Per User

#arpu

Average revenue per active user in the period.

RelatedLTV

Formula

ARPU = revenue / active_users
Churn

Customer churn rate

#churn

Percentage of customers that canceled in the period.

RelatedLTVNRR

Formula

churn = canceled / active_start
Payback

CAC payback period

#payback

Months to recover CAC via monthly gross profit per customer.

RelatedCAC

Formula

payback = CAC / (ARPU × gross margin)
Cohort

Cohort retention curve

#cohort

Behavior of users grouped by acquisition period over time.

RelatedChurn

Formula

retention(t) = active(t) / cohort(0)
DAU

Daily Active Users

#dau

Unique users active in a day.

RelatedMAUStickiness

Formula

DAU = count_distinct(user_id, day)
MAU

Monthly Active Users

#mau

Unique users active in a month.

RelatedDAU

Formula

MAU = count_distinct(user_id, month)
Stickiness

DAU / MAU

#stickiness

How "sticky" the user base is, frequency of use.

RelatedDAUMAU

Formula

stickiness = DAU / MAU
Conversion

Conversion rate

#conversion

Conversion rate between two funnel steps.

RelatedFunnel

Formula

conv = step_n / step_n-1
Funnel

Conversion funnel

#funnel

Ordered sequence of events with a rate per step.

RelatedConversion

Formula

funnel_i = users(event_i ∩ path_prev)
Attribution

Marketing attribution

#attribution

Rule for crediting conversions to acquisition channels.

RelatedCAC

Formula

attr = Σ (weight × touchpoint)
Freshness

Data freshness

#freshness

Lag between the event at source and availability in the warehouse.

RelatedSLALineage

Formula

lag = now() - max(event_ts)
SLA

Service Level Agreement

#sla

Public and measurable commitment on freshness or availability.

RelatedFreshness

Formula

sla_ok = p95(lag) < target
Lineage

Data lineage

#lineage

Dependency graph between sources, models, and consumers.

RelatedFreshnessContract

Formula

lineage = DAG(refs, exposures)
Contract

Data contract

#contract

Schema + explicit expectations between producer and consumer of a table.

RelatedLineage

Formula

contract = schema + tests + owner
Semantic layer

Semantic layer

#semantic-layer

Layer where metrics are defined once and exposed to every consumer.

RelatedContract

Formula

metric(name) = expr + grain + filters
KPI tree

KPI tree

#kpi-tree

Hierarchical decomposition of a root metric into drivers.

RelatedSemantic layer

Formula

root = Π(driver_i)
North star

North star metric

#north-star

The single metric that captures value delivered to the customer.

RelatedKPI tree

Formula

north_star ≈ value_delivered_per_period
Anomaly

Metric anomaly

#anomaly

Statistically significant deviation from baseline for a metric.

RelatedSLA

Formula

|x - μ| > k·σ

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