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The provided document outlines a comprehensive list of metrics that map to various stages of a customer lifecycle, including loyalty, lead conversion, lead generation, and brand building, as well as specific metrics for Google Ads and HubSpot Marketing and Sales Metrics. It also includes a set of directions such as 'Increase', 'Decrease', 'Optimize', and others that aid in setting strategic goals.
Furthermore, the document details funnel/lifecycle stages like Awareness, Acquisition, Activation, Revenue, Retention, and Referral, as well as durations for setting SMART goals ranging from a day to a year. These elements are crucial for a Coda ecosystem and should not be edited as they are interconnected with other parts of the system.
⁠


so-so
Get your team aligned with
OKRs
⁠
(Objectives & Key Results). These goals can live alongside other strategic planning assets like your roadmap, vision memos, or mockups in Figma, as well as execution progress like epics from Jira or performance metrics from Google Sheets.
⁠
Clear sample data
⁠
⁠
⁠
Objectives
😍 Increase user satisfaction
KR progress
000
60
🚀 Launch new app
KR progress
000
43
💸 Build sales pipeline
KR progress
000
40
⁠

Key results
My OKRs
Search
Objective
Key result
Action
Baseline Metric
Duration
Owner
Progress
99% satisfaction rate on surveys
000
60
Release with 0 bugs
000
60
Deliver Q3 specs on time
000
40
Build v2 software on budget
000
80
Build integration with a partner
000
10
Increase leads by 10x
000
60
Increase content engagement by 20%
000
20
⁠


Metrics and SMART Goal Resources

⁠

These tables are used in other parts of this Coda ecosystem.

Please do not edit them.


Direction
Direction
Business Goals (not normally marketing/sales goals)
Key results
Increase
Decrease
Optimize
Add
Remove
Understand / Learn more about
Become confident in
There are no rows in this table
⁠

⁠
Metrics
Metric
Funnel / Lifecycle Stage
Technology-Based Metrics
Business Goals (not normally marketing/sales goals)
Key results
Active customers
Increase Customer Loyalty
​
Churn rate
Increase Customer Loyalty
​
Customer referrals
Increase Customer Loyalty
​
Customer reviews
Increase Customer Loyalty
​
Engagement rate
Increase Customer Loyalty
​
Lost annual recurring revenue
Increase Customer Loyalty
​
Lost monthly recurring revenue
Increase Customer Loyalty
​
Lifetime value (LTV)
Increase Customer Loyalty
​
Net Promoter Score (NPS)
Increase Customer Loyalty
​
Retention rate
Increase Customer Loyalty
​
Revenue per customer
Increase Customer Loyalty
​
Revenue per division
Increase Customer Loyalty
​
Revenue per location
Increase Customer Loyalty
​
Revenue per product
Increase Customer Loyalty
​
Total annual recurring revenue
Increase Customer Loyalty
​
Total monthly recurring revenue
Increase Customer Loyalty
​
Total monthly revenue
Increase Customer Loyalty
​
Advertising new customers
Convert Leads into Sales
​
Annual recurring revenue won
Convert Leads into Sales
​
Conversion assists by channel
Convert Leads into Sales
​
Cost of customer acquisition (COCA)
Convert Leads into Sales
​
Direct new customers
Convert Leads into Sales
​
Email new customers
Convert Leads into Sales
​
Inbound call new customers
Convert Leads into Sales
​
Lead-to-customer conversion rate
Convert Leads into Sales
​
Monthly recurring revenue won
Convert Leads into Sales
​
New customers/sales
Convert Leads into Sales
​
Offline events new customers
Convert Leads into Sales
​
One-time revenue won
Convert Leads into Sales
​
Online chat new customers
Convert Leads into Sales
​
Organic new customers
Convert Leads into Sales
​
Paid search new customers
Convert Leads into Sales
​
Referral new customers
Convert Leads into Sales
​
Social new customers
Convert Leads into Sales
​
SQL-to-customer conversion rate
Convert Leads into Sales
​
Visitor-to-customer conversion rate
Convert Leads into Sales
​
Advertising leads
Generate Leads
​
Content downloads
Generate Leads
​
Cost per lead
Generate Leads
​
Direct leads
Generate Leads
​
Email leads
Generate Leads
​
Event registrations
Generate Leads
​
Inbound call leads
Generate Leads
​
Lead quality score average
Generate Leads
​
Lead-to-SQL rate
Generate Leads
​
Marketing qualified leads (MQLs)
Generate Leads
​
New contacts
Generate Leads
​
Offline event leads
Generate Leads
​
Online chat leads
Generate Leads
​
Organic leads
Generate Leads
​
Paid search leads
Generate Leads
​
Referral leads
Generate Leads
​
Social leads
Generate Leads
​
Sales qualified leads (SQLs)
Generate Leads
​
Average pageviews
Build Brand
​
Blog comments
Build Brand
​
Blog pageviews
Build Brand
​
Blog subscribers
Build Brand
​
Bylined articles/guest posts
Build Brand
​
Content downloads (ungated)
Build Brand
​
Direct traffic
Build Brand
​
Email subscribers
Build Brand
​
Email visits
Build Brand
​
Facebook likes
Build Brand
​
Google+ followers
Build Brand
​
Inbound links
Build Brand
​
LinkedIn company page followers
Build Brand
​
Media placements
Build Brand
​
Mobile visits
Build Brand
​
Organic visits
Build Brand
​
Referral visits
Build Brand
​
Social visits
Build Brand
​
Speaking engagements
Build Brand
​
Time on site
Build Brand
​
Twitter followers
Build Brand
​
Visitors
Build Brand
​
Visitors-to-lead rate
Build Brand
​
Visitors-to-subscribers rate
Build Brand
​
Visits
Build Brand
​
YouTube subscribers
Build Brand
​
New visitors
Build Brand
​
New visitors by state, country, town, etc.
Build Brand
​
Clicks
Google Ads
Google Ads
Conversions
Google Ads
Google Ads
Cost
Google Ads
Google Ads
Impressions
Google Ads
Google Ads
Average CPC
Google Ads
Google Ads
Impressions by Campaign
Google Ads
Google Ads
CTR by Ad Groups
Google Ads
Google Ads
CTR by Campaigns
Google Ads
Google Ads
Cost Per Conversion
Google Ads
Google Ads
CTR
Google Ads
Google Ads
Blog post subscribers total
​
HubSpot Marketing Metrics
Blog post views
​
HubSpot Marketing Metrics
Blogs published
​
HubSpot Marketing Metrics
˪Top blog posts by CTA clicks
​
HubSpot Marketing Metrics
˪ Top blog posts by Click-through rate
​
HubSpot Marketing Metrics
˪ Last blog posts
​
HubSpot Marketing Metrics
˪ Top blog posts by Pageviews
​
HubSpot Marketing Metrics
Total blogs published
​
HubSpot Marketing Metrics
New Contacts (w/o Offline Source)
​
HubSpot Marketing Metrics
˪ Contacts by Email Title (by Last updated)
​
HubSpot Marketing Metrics
˪ New Contacts by Email Marketing Source
​
HubSpot Marketing Metrics
˪ Contacts Lost by Email Campaign
​
HubSpot Marketing Metrics
˪ New Contacts by Organic Search Source
​
HubSpot Marketing Metrics
˪ New Contacts by Other Source
​
HubSpot Marketing Metrics
˪ New Contacts by Paid Search Source
​
HubSpot Marketing Metrics
˪ New Contacts by Paid Social Source
​
HubSpot Marketing Metrics
˪ New Contacts by Referrals
​
HubSpot Marketing Metrics
˪ New Contacts by Social Source
​
HubSpot Marketing Metrics
˪ New Contacts by Source
​
HubSpot Marketing Metrics
Total contacts
​
HubSpot Marketing Metrics
˪ Contacts by Static List
​
HubSpot Marketing Metrics
˪ Contacts by Smart List
​
HubSpot Marketing Metrics
New contacts
​
HubSpot Marketing Metrics
New customers (w/o Offline Source)
​
HubSpot Marketing Metrics
˪ New Customers by Email Marketing Source
​
HubSpot Marketing Metrics
˪ New Customers by Organic Search Source
​
HubSpot Marketing Metrics
˪ New Customers by Other Source
​
HubSpot Marketing Metrics
˪ New Customers by Paid Search Source
​
HubSpot Marketing Metrics
˪ New Customers by Paid Social Source
​
HubSpot Marketing Metrics
˪ New Customers by Referrals
​
HubSpot Marketing Metrics
˪ New Customers by Social Source
​
HubSpot Marketing Metrics
˪ New Customers by Source
​
HubSpot Marketing Metrics
New Customers
​
HubSpot Marketing Metrics
Emails Created
​
HubSpot Marketing Metrics
Emails Clicked
​
HubSpot Marketing Metrics
˪ Emails Clicked by Email Title (by Last update)
​
HubSpot Marketing Metrics
˪ Emails Clicked by Email Campaign
​
HubSpot Marketing Metrics
Emails Delivered
​
HubSpot Marketing Metrics
˪ Emails Delivered by Email Title (by Last update)
​
HubSpot Marketing Metrics
˪ Emails Delivered by Email Campaign
​
HubSpot Marketing Metrics
Emails Opened
​
HubSpot Marketing Metrics
˪ Emails Opened by Email Title (by Last update)
​
HubSpot Marketing Metrics
˪ Emails Opened by Email Campaign
​
HubSpot Marketing Metrics
Emails Sent
​
HubSpot Marketing Metrics
˪ Emails Sent by Email Title (by Last update)
​
HubSpot Marketing Metrics
˪ Emails Sent by Email Campaign
​
HubSpot Marketing Metrics
New Email (Blog) subscribers
​
HubSpot Marketing Metrics
Inbound links
​
HubSpot Marketing Metrics
Landing Page New Contacts
​
HubSpot Marketing Metrics
˪ New Contacts by Landing Page
​
HubSpot Marketing Metrics
Landing Page Conversion
​
HubSpot Marketing Metrics
Landing Page Customers
​
HubSpot Marketing Metrics
˪ Customers by Landing Page
​
HubSpot Marketing Metrics
Landing Page Submissions
​
HubSpot Marketing Metrics
˪ Submissions by Landing Page
​
HubSpot Marketing Metrics
Landing Page Views
​
HubSpot Marketing Metrics
˪ Views by Landing Page
​
HubSpot Marketing Metrics
New Leads
​
HubSpot Marketing Metrics
˪ New Leads by Email Marketing Source
​
HubSpot Marketing Metrics
˪ New Leads by Organic Search Source
​
HubSpot Marketing Metrics
˪ New Leads by Other Source
​
HubSpot Marketing Metrics
˪ New Leads by Paid Search Source
​
HubSpot Marketing Metrics
˪ New Leads by Paid Social Source
​
HubSpot Marketing Metrics
˪ New Leads by Referrals
​
HubSpot Marketing Metrics
˪ New Leads by Social Source
​
HubSpot Marketing Metrics
˪ New Leads by Source
​
HubSpot Marketing Metrics
New Leads (w/o Offline Source)
​
HubSpot Marketing Metrics
New MQLs
​
HubSpot Marketing Metrics
New MQLs (w/o Offline Source)
​
HubSpot Marketing Metrics
New blog post subscribers
​
HubSpot Marketing Metrics
New Opportunities
​
HubSpot Marketing Metrics
˪ New Opportunities by Email Marketing Source
​
HubSpot Marketing Metrics
˪ New Opportunities by Organic Search Source
​
HubSpot Marketing Metrics
˪ New Opportunities by Other Source
​
HubSpot Marketing Metrics
˪ New Opportunities by Paid Search Source
​
HubSpot Marketing Metrics
˪ New Opportunities by Paid Social Source
​
HubSpot Marketing Metrics
˪ New Opportunities by Referrals
​
HubSpot Marketing Metrics
˪ New Opportunities by Social Source
​
HubSpot Marketing Metrics
˪ New Opportunities by Source
​
HubSpot Marketing Metrics
New Opportunities (w/o Offline Source)
​
HubSpot Marketing Metrics
Page CTA clicks
​
HubSpot Marketing Metrics
Page CTA views
​
HubSpot Marketing Metrics
Page views
​
HubSpot Marketing Metrics
Total landing pages
​
HubSpot Marketing Metrics
Total sites
​
HubSpot Marketing Metrics
New SQLs
​
HubSpot Marketing Metrics
New SQLs (w/o Offline Source)
​
HubSpot Marketing Metrics
New Subscribers
​
HubSpot Marketing Metrics
New Subscribers (w/0 Offline Source)
​
HubSpot Marketing Metrics
Visitors
​
HubSpot Marketing Metrics
Visits
​
HubSpot Marketing Metrics
˪ Visits by Email Marketing Source
​
HubSpot Marketing Metrics
˪ Visits by Organic Search Source
​
HubSpot Marketing Metrics
˪ Visits by Other Source
​
HubSpot Marketing Metrics
˪ Visits by Paid Search Source
​
HubSpot Marketing Metrics
˪ Visits by Paid Social Source
​
HubSpot Marketing Metrics
˪ Visits by Referrals
​
HubSpot Marketing Metrics
˪ Visits by Social Source
​
HubSpot Marketing Metrics
˪ Visits by Source
​
HubSpot Marketing Metrics
Average Time to Close Deal
​
HubSpot Sales Metrics
Calls
​
HubSpot Sales Metrics
˪ Calls by Owner
​
HubSpot Sales Metrics
All deals
​
HubSpot Sales Metrics
Companies
​
HubSpot Sales Metrics
˪ Companies by Custom Field
​
HubSpot Sales Metrics
˪ Total Revenue by Company
​
HubSpot Sales Metrics
New companies by First Conversion
​
HubSpot Sales Metrics
Contacts (Marketing)
​
HubSpot Sales Metrics
Total contacts (marketing)
​
HubSpot Sales Metrics
Deals Created
​
HubSpot Sales Metrics
˪ Deals by Original Source Data 1
​
HubSpot Sales Metrics
˪ Deals by Original Source Data 2
​
HubSpot Sales Metrics
˪ Deals by Original Source Type
​
HubSpot Sales Metrics
˪ Closed Won Amount by Owner
​
HubSpot Sales Metrics
˪ Closed Lost by Owner
​
HubSpot Sales Metrics
˪ Closed Won by Owner
​
HubSpot Sales Metrics
˪ All deals by Owner
​
HubSpot Sales Metrics
˪ Deals Created by Custom Field
​
HubSpot Sales Metrics
˪ Closed Won Deals by Deal Name
​
HubSpot Sales Metrics
˪ Deals Created by Owner
​
HubSpot Sales Metrics
˪ Deals by Deal Type (by Create Date)
​
HubSpot Sales Metrics
˪ Latest Deals by Name
​
HubSpot Sales Metrics
˪ Deals Created by Pipeline
​
HubSpot Sales Metrics
˪ Deals by Stage by Create Date
​
HubSpot Sales Metrics
˪ Deals by Stage by Close Date
​
HubSpot Sales Metrics
New Deals Created Amount
​
HubSpot Sales Metrics
˪Latest Deal Amounts by Name
​
HubSpot Sales Metrics
˪ Open Deals Amount by Stage by Pipeline
​
HubSpot Sales Metrics
˪ Deal Amount by Stage by Create Date
​
HubSpot Sales Metrics
˪ Deal Amount by Stage by Close Date
​
HubSpot Sales Metrics
Deals Closed Lost
​
HubSpot Sales Metrics
˪ Deals Lost by Pipeline
​
HubSpot Sales Metrics
Open (unclosed) Deals
​
HubSpot Sales Metrics
˪ Open (unclosed) Deals by Owner
​
HubSpot Sales Metrics
˪ Open (unclosed) Deals by Pipeline
​
HubSpot Sales Metrics
˪ Open (unclosed) Deals by Stage by Pipeline
​
HubSpot Sales Metrics
Deals Closed Won
​
HubSpot Sales Metrics
˪ Deals Won by Pipeline
​
HubSpot Sales Metrics
Deals Closed Won Goal
​
HubSpot Sales Metrics
Deals Closed Won Amount
​
HubSpot Sales Metrics
˪ Deals Won Amount by Pipeline
​
HubSpot Sales Metrics
Emails logged
​
HubSpot Sales Metrics
˪ Emails logged by Owner
​
HubSpot Sales Metrics
Meetings
​
HubSpot Sales Metrics
˪ Meetings by Owner
​
HubSpot Sales Metrics
Notes
​
HubSpot Sales Metrics
˪ Notes by Owner
​
HubSpot Sales Metrics
Tasks Completed
​
HubSpot Sales Metrics
˪Tasks Completed by Owner
​
HubSpot Sales Metrics
There are no rows in this table
⁠
⁠
Funnel / Lifecycle Stages (for dropdowns)
Funnel / Lifecycle Stage
Business Goals (not normally marketing/sales goals)
Awareness
Acquisition
Activation
Revenue
Retention
Referral
There are no rows in this table
⁠

Durations for SMART Goals
Duration
Business Goals (not normally marketing/sales goals)
Key results
Day
Week
Month
Quarter
Year
There are no rows in this table
⁠
Objectives
Key results
Metrics and SMART Goal Resources
These tables are used in other parts of this Coda ecosystem.
Please do not edit them.
Direction
Metrics
Funnel / Lifecycle Stages (for dropdowns)
Durations for SMART Goals
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