The Metric Dictionary
A technical index of business reporting definitions and calculated formulas. We prioritize mathematical clarity over corporate jargon to ensure data integrity across your frameworks.
Customer Acquisition Cost
The total expense incurred to convert a lead into a customer, encompassing all marketing and sales overhead.
Technical Formula
(Total Sales + Marketing Spend) / New Customers Acquired
Lifetime Value
The projected total revenue a business can reasonably expect from a single customer account throughout the relationship.
Technical Formula
Average Purchase Value × Frequency × Customer Lifespan
Churn Rate
The percentage of customers or subscribers who stop using a service during a specific time frame.
Technical Formula
(Lost Customers / Total Customers at Start) × 100
ARPU
Average Revenue Per User. A critical high-level metric to understand the underlying monetization strength of individual units.
Technical Formula
Total Revenue / Total Number of Active Users
ROAS
Return on Ad Spend. Measures the gross revenue generated for every dollar spent on advertising.
Technical Formula
Revenue From Ad Campaign / Cost of Ad Campaign
DAU / MAU Ratio
A measure of engagement that expresses the proportion of monthly active users who engage with the product daily.
Technical Formula
(Daily Active Users / Monthly Active Users)
"Precision in definition is the antecedent to accuracy in measurement. Without a shared dictionary, optimization is merely guesswork."
Standardizing
Your Definitions
How Dutoxq Metrics ensures consistent reporting across diverse business models. We utilize these three principles for every entry in our dictionary.
View FrameworksFormula Isolation
We separate revenue-based metrics from equity-based metrics. Ensuring that operational costs are not masked by paper gains is the first step toward a realistic KPI audit.
Temporal Consistency
Every metric in our database is time-stamped. Comparing a 30-day LTV to a 90-day LTV is a common reporting error that leads to catastrophic budget allocation.
Data Integrity Checks
We define "source of truth" parameters. Our dictionary specifies which raw data points (SQL tables, CRM exports, etc.) are valid inputs for each technical formula.
Need a custom metric?
Some businesses require bespoke measurement frameworks. If these standard definitions don't fit your operational model, our team can help you build custom identifiers.