Andrew Kurau · Material Impact Group
Revenue Operations metric definition
Make one KPI reproducible. Create a separate copy for each metric instead of changing definitions inside a dashboard.
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Filled example: 14-day account activation rate for a hypothetical collaborative analytics product.
Name, purpose, and decision
What is the stable metric name? What decision should change when it changes?
See the filled example
14-day account activation rate. Decide where to improve onboarding or provide assistance. Definition version 1.
Entity and eligible population
What is counted? Who qualifies, and which records are excluded?
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One new external trial workspace mapped to an account. Exclude employees, tests, duplicates, and reactivations. Preserve a log of exclusions.
Numerator and denominator
Specify the qualifying outcome and the complete starting group.
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Numerator: eligible accounts that connect valid data, publish a shared dashboard, and have a second member view it within 14 days. Denominator: all eligible starting accounts. Divide numerator by denominator and multiply by 100.
Window and date basis
When does the clock begin? When is a cohort mature enough to compare?
See the filled example
Trial-start date is the cohort basis. Observe 14 complete days per account. Do not compare partial recent cohorts with mature ones.
Source and ownership
Which system and fields are authoritative? Who approves the definition and validates data?
See the filled example
Product-event records joined to governed account identity. Product and RevOps agree the milestone; Engineering owns event implementation; Analytics validates calculations.
Segments, limitations, and review
What may distort interpretation? What count and distribution should accompany the KPI?
See the filled example
Show count and rate by fit and acquisition source. Review identity misses, missing events, and changes in customer mix. Review monthly; version changes and state whether history is restated.
Before you act
- Two people can independently reproduce the number.
- The numerator belongs to the denominator population.
- Zero denominators are undefined, not 0% performance.
- The display includes the underlying count, definition version, and observation window.
Companion to Revenue Operations metric definition. Prepared September 17, 2026. Examples are illustrative.