What are Business Metrics?


What are Business Metrics?

Measure your performance with the right business metrics.

Business Metrics – Definition

A Business Metric is a quantifiable measure that is used to track and assess the status of a specific business process. It’s important to note that business metrics should be employed to address key audiences surrounding a business, such as investors, customers and different types of employees, such as executives. Every area of business has specific metrics that should be monitored – marketers track campaign and program statistics, sales teams monitor new opportunities and leads, and executives look at big picture financial metrics.

Business Metric or KPI? What’s the difference?

To be effective, business metrics should be compared to established benchmarks or business objectives. This provides valuable context for the values used in the metric and allows business users to better act on the information they are viewing. For instance, $20M sales in Q4 sounds like an impressive figure; however, if you’re Boeing Aircraft, this figure would have you contemplating filing for bankruptcy.

Context allows business metrics to make an impact. In fact, this is where the line between key performance indicators and performance metrics becomes blurry. The difference between the two ultimately comes down to the fact that metrics are used to track all areas of a business, whereas KPIs target critical areas of performance. For example, a metric may monitor website traffic compared to a goal, whereas a KPI would monitor how website traffic contributed to incremental sales.

Learn more: What is a KPI?

Examples of Business Metrics

Here are some common metrics for industry verticals and departments:


Quick Ratio / Acid Test

Measures the ability of your organization to meet any short-term financial liabilities, such as upcoming bills.

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Sales KPI Examples | Sales Target KPI

Sales Target

Measure the number of wins over a specific time period and compare it to a target value and past performance to motivate your sales team.

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Marketing KPI Examples | Traffic Sources Metrics

Traffic Sources

Measure where your website traffic comes from and provides a comparison of major traffic sources such as Search, Direct, and Referral.

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Call Center / Help Desk

Call Center KPI Examples | Call Abandonment

Call Abandonment

Measures the number of callers that hang up before they can be connected to an agent.

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