Cash and Cash Equivalents refers to legal tender of any form including cash, currencies, and other liquid assets such as money market assets and accounts receivable. Cash is a key indicator of business health, indicating a company’s ability to meet its operating obligations, including paying any short-term debt.

Charges refers to the total revenue you earn from payments, after deducting any fees, refunds, transfers, and disputes. Sometimes also known as Net Charges, this metric is your view of net earnings collected through a payment gateway.

Changes Count measures the total number of Charges you have made to your customers. Use this metric to have an overall view of how many payments you have accepted from your customers for the products or services you sold.

Click To Open Rate (CTOR) is the percentage of unique clicks and unique opens for your email campaign. It is an effective measure of how compelling your content is relative to the quality of your target list. In other words, ensuring you have emailed the right audience and have presented them with a compelling call to action will increase your CTOR.

Click-Through Rate (CTR) is the percentage of clicks on your link that generate impressions. CTR is broadly applicable to links on web pages and in emails and advertisements. Used for email marketing or digital advertising, CTR is one of the most popular measures of campaign performance.

Contact to Customer Conversion Rate is the percentage of contacts that have converted to sales. Contacts can be past or existing customers, or qualified leads. This is an important metric to track in the sales funnel because it quantifies how efficiently the sales process secures and grows existing customer relationships.

Contacts are individual people that the business has a relationship with, often associated with an account. In many Customer Relationship Management Systems (CRMs), such as HubSpot and Salesforce, Contacts are associated with qualified opportunities, existing customers, or past customers. Leads are usually not counted as Contacts.

For content and social media marketers, Content Engagement may be one of the most important ways to know what is working and how to improve your craft. Content Engagement measures all engagements resulting from content generated in a social media account including shares, reactions (e.g., likes), comments, and re-tweets. These metrics are considered the most important when looking at the effectiveness of your marketing campaigns and overall strategy

Conversions counts the total number of conversion events that take place on your website or application at any given period of time. You can mark any event as a conversion on analytics platforms such as Google Analytics, in addition to default events such as Purchases and First Open.

The Cost Of Goods Sold (COGS) is the measure of direct costs incurred by a company to manufacture or deliver their product or service. Costs typically include raw material and direct labour, but this varies from business to business, depending on the products or services that are being sold. COGS is the building block to understanding Gross Margin and Gross Margin Percent.

Cost Per Click (CPC) is the price an advertiser pays a publisher for each click on a link. The publisher is typically a search engine (search advertising) or website owner (display advertising) where users are directed to the advertiser’s website each time their ad or link is clicked.

Cost Per Hire is a fundamental recruiting metric, that helps Human Resource professionals budget, calculate a return on their effort, and understand how effective their employee brand is when recruiting talent. Cost Per Hire is defined as the internal and external costs required to hire a new employee.