| metric_name,definition,formula,table_name,grain | |
| revenue,"Estimated recognized revenue for the day. Approximately MRR divided by days per month, with small daily variation.",(active_customers * avg_revenue_per_customer) / 30.44,growth_metrics,date x company_id | |
| mrr,Monthly recurring revenue estimate derived from active customers and average revenue per customer.,active_customers * avg_revenue_per_customer,growth_metrics,date x company_id | |
| cac,Customer acquisition cost for the day.,marketing_spend / new_customers,growth_metrics,date x company_id | |
| ltv,Customer lifetime value estimate using gross-margin-adjusted ARPU and daily churn. Churn rate is floored at 0.01 to prevent unstable spikes when daily churn is near zero.,"(avg_revenue_per_customer * gross_margin_pct) / max(churn_rate, 0.01)",growth_metrics,date x company_id | |
| churn_rate,Daily churn as a share of previous day's active customers.,churned_customers / previous_active_customers,growth_metrics,date x company_id | |
| conversion_rate,Share of clicks that converted by channel and day.,conversions / clicks,channel_performance,date x company_id x channel | |
| click_through_rate,Share of impressions that became clicks by channel and day.,clicks / impressions,channel_performance,date x company_id x channel | |