Startup KPIs
If you want to grow, you have to measure. The right metrics show what works and where things get stuck – and stop you from making decisions on gut feeling.
The key metrics
Central ones include: customer acquisition cost, the value of a customer over the entire relationship, the repeat purchase or churn rate and the contribution margin per sale. Together they show whether your growth is healthy.
Few, but the right ones
Do not measure everything, just the few metrics that drive your most important decisions. Too many metrics distract; one or two clear lead metrics per stage create focus.
Turn numbers into decisions
Metrics are not an end in themselves. What matters is that you derive actions from them – such as expanding a channel, adjusting a price or improving customer retention.
Frequently asked questions
Which KPIs matter most for a startup?
Often customer acquisition cost, customer lifetime value, repeat purchase/churn rate and contribution margin. Which are central depends on your model and stage.
How many metrics should I track?
Few. One or two lead metrics per stage create focus; too many metrics distract from the important decisions.
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