Cost per Lead (CPL) is the average amount spent on acquiring a new lead, inclusive of all marketing channels such as paid advertising, social media campaigns, and content marketing. Cost per Lead (CPL) is a crucial metric that helps businesses measure their marketing campaigns' effectiveness in generating leads. CPL is calculated by dividing the total cost of acquiring new leads by the number of leads generated. This metric is particularly valuable for businesses that want to optimize their marketing spend to maximize return on investment (ROI). Marketing teams can segment CPL by channel. For instance, they may focus on paid advertising and consider only the inputs relating to paid ad costs and leads generated. It's important to always include the right costs in your equation, especially if salaries, creatives, or equipment are the main drivers.

First Contact Resolution Tickets is the count of customer tickets that are marked as solved by agents on the first attempt. Whether it's a single phone call, a chat conversation or an email response - the customer leaves happy and so does your staff!

Ticket Reopen Rate (RR) is the percentage of solved tickets that have been reopened by customers. It is important for a support team to track ticket reopen rate, as this can provide insight into how well their customer service is performing. Reopen rates provide a direct measure of customer satisfaction with the service they receive and can help determine where improvements need to be made. For example, if an unusually high number of tickets are being reopened after they have been marked as solved, it could be a sign that customers are not getting the answers they need or that agents are not providing satisfactory solutions.

In an hour-based agency, the billable utilisation serves as a crucial metric, representing the percentage of billable hours employees spend on billable client projects. A higher billable utilisation indicates optimal efficiency and resource allocation, while a lower rate may suggest under-utilisation or potential areas for workflow improvement.

Agent Wait Time (Calendar) is the total combined time a ticket was in the pending status. Not to be confused with user-facing metrics such as First Response Time or Resolution Time, Agent Wait time measures the time the support agent has to wait between interactions. Task switching and waiting for replies is an inevitable part of the job but, the longer an agent has to wait for a reply, the less efficient and effective they will be at solving the problem.

Tickets Solved is the count of previously open and worked tickets that have been marked as solved by a customer support agent. Tickets solved is a popular performance metric among customer service teams, with many setting a daily tickets solved target for agents. Subsequently, they monitor their team's success by gauging the percentage of tickets completed in relation to this preset goal. It is important to be aware that solved tickets can still be reopened if more customer assistance is needed. Tickets that remain "solved" for a predetermined amount of time will generally be converted to closed. Tickets that are closed can not be reopened. Bear in mind that the rate of tickets closed may fluctuate and should be based on a support agent or team's experience, escalation level, product/service being supported, and query difficulty.