InfiniGrow provides you with access to some unique marketing metrics. In this article, we will review key InfiniGrow metrics to help you better understand how and when to use each metric.
Effectiveness Metrics
Effectiveness metrics are about quantity. They indicate the volume generated by your marketing efforts - this refers to total amounts, such as your total marketing spend, or how many customers marketing is driving.
Here are some of the most common effectiveness metrics in infiniGrow:
Marketing-Attributed Pipeline/Revenue: The amount of potential (pipeline) or actual revenue generated over the selected time period, which was attributed to marketing, based on your selected attribution model.
Touched [funnel stage]: The number of, for example, customers, that have a touchpoint from the channel, campaign, or content piece, anywhere on their journey, and before converting to the selected funnel stage (customers, in our example).
Attributed [funnel stage]: The number of, for example, customers, that is attributed to the channel, campaign, or content piece, by the selected attribution model.
Touched Revenue: The amount of revenue that has been generated by journeys that had a touchpoint from the analyzed channel, campaign, or content piece, before converting to the selected funnel stage (customers, in our example).
Attributed Revenue: The amount of revenue that is attributed to the channel, campaign, or content piece.
Velocity Metrics
If effectiveness metrics are about quantity, velocity metrics are about speed.
Velocity metrics indicate the time efficiency of your efforts - how long it takes for a prospect to move through the funnel or between stages.
Funnel Stage Velocity: the time it takes for a prospect to transition between the previous funnel stage and the selected funnel stage, on average.
Average Sales Cycle: the average length of a full journey that included a touchpoint from the analyzed channel.
Efficiency Metrics
Efficiency metrics are about quality. they help you make better investment decisions.
A channel can be effective (drive a high amount of pipeline, for example) but not efficient (have a high cost, and as a result, have a low ROI) - the differentiation between these two metric types, and how they interact with each other, will help you understand the current state of your marketing team’s performance.
Marketing ROI: Marketing-Attributed Revenue, divided by total costs.
Marketing Pipeline ROI: Marketing-Attributed Pipeline, divided by total costs.
Cohort Conversion Rates: by default, your funnel will present cohort conversion rates. Hovering over any step in your funnel will present the numbers behind the percentage - the conversion rate for the cohort of users who are currently in the chosen stage. This provides a more accurate conversion rate, compared to the more common “snapshot” funnel, presented by default.
Cost per [funnel stage] (i.e., lead, MQL, SQL, Opp, or Customer.): total cost divided by the number of conversions per stage (within the selected time frame).
Active Customer Metrics
Active Customer Metrics use your active-customer definition to calculate core business indicators such as ARR, MRR, churn rate, LTV, and retention. These metrics reflect the performance and value of your currently active customer base.
Active Customers: Number of customers with an active contract at the end of the selected timeframe, based on your active customer configuration.
Churn Rate: Percentage of customers who were active at the start of the selected timeframe and became inactive (churned) by the end of the timeframe.
Churn Rate = Churned Customers ÷ Active Customers Start
Active Revenue: Revenue run-rate from customers with an active contract at the end of the selected timeframe. Here's an example of how we calculate it:
Period: Q1 (Jan–Mar)
Customers active at Mar 31 (P_end):
A: $5K MRR, active the whole quarter
B: $10K MRR, signed in February
C: churned in March but had contract end March 31 (still active at P_end)
Recognized recurring revenue in Q1:
A: 3 months × $5K = $15K
B: 2 months × $10K = $20K
C: 3 months × $4K = $12K
→ Active Revenue (Q1) = 15K + 20K + 12K = $47KActive ARR: Annual recurring revenue from customers with an active contract at the end of the selected timeframe.
Active MRR: Monthly recurring revenue from customers with an active contract at the end of the selected timeframe.
Active ARPA: Average recurring revenue per active account at the end of the selected timeframe.
Active ARPA = Active ARR ÷ Active Customers End
Revenue Churn: Percentage of recurring revenue lost from downgrades and churn during the selected timeframe.
LTV: Estimated lifetime value per customer, calculated using recurring revenue and churn/expansion behavior from the selected timeframe.
Active Monthly ARPA = Active MRR / Active Customers End
Monthly Revenue Churn Rate = (100% - GRR) / Number of Months
LTV per customer = Active Monthly ARPA ÷ Monthly Revenue Churn RateNRR: Net Revenue Retention for customers who were active at the start of the selected timeframe, including expansions, downgrades, and churn by the end of the timeframe.
This is always cohort-based: same customers that were active at the start.
RR Start = recurring revenue from customers active at the start
NRR = (RR Start - RR Lost + RR Expanded) ÷ RR StartGRR: Gross Revenue Retention for customers who were active at the start of the selected timeframe, including downgrades and churn but excluding expansions by the end of the timeframe.
RR Start = recurring revenue from customers active at the start
GRR = (RR Start - RR Lost) ÷ RR Start
Attributed vs. Touched: How to Use These Metrics
For most of the “Active Customer Metrics" you’ll see two versions:
Attributed - based on revenue attributed to a segment (e.g., a channel)
Touched - based on customers whose journey was touched by that segment at any point
Historical Performance Widget
The historical performance widget contains all 4 metric types as described above:
InfiniGrow’s revenue marketing metrics should be easier to understand now that you've read the above guide.
Have a question about a metric not listed here?
Let your CSM know, and we'll add the metric!