Marketing Metrics Library · REACTIQ360
The only signal library built around meaning, not just metrics.
The complete reference for digital marketing measurement. Every metric, signal, and KPI in one navigable place, defined in plain language and organised so you can find what matters.
156+
Digital marketing metrics
5
ACCRA strategic goals covered
5
REACT phases mapped
5
Signal types categorzed
50+
Digital channels ands platforms
A marketing metric is a quantifiable measure used to track and optimise marketing performance. This library covers the standard industry metrics every marketer knows (e.g. CAC, CLV, ROAS, CTR), the raw signals behind them (e.g. impressions, clicks, sessions), and REACTIQ360's proprietary metrics (e.g. EIS, EQS, AIS, BMS) that fill the gaps the industry leaves open.
Everything is organised around two REACTIQ360 frameworks. ACCRA is the strategic compass: Awareness, Consideration, Conversion, Retention, Advocacy, the five goals every marketing programme is built to serve. REACT is the execution engine: Reach, Engage, Act, Convert, Talk, the five customer journey phases that transfer momentum from one to the next, with advocacy feeding new exposure. Read the ACCRA framework · Read the REACT framework
Not every metric carries equal weight. Each ACCRA goal has one OMTM (One Metric That
Matters), supported by KPIs and diagnostics that explain why it moves. Business-wide, that role
becomes the north star (Meta watches Monthly Active Users). Every card is tagged by its role, so the metric that matters stands out from the ones that merely inform.
Matters), supported by KPIs and diagnostics that explain why it moves. Business-wide, that role
becomes the north star (Meta watches Monthly Active Users). Every card is tagged by its role, so the metric that matters stands out from the ones that merely inform.
Behind every card. Click any metric for the full definition, formula, when to use it, when not to,and related metrics.
Browse the full library
Every signal. Every metric. Grouped by ACCRA goal.
Five rows, one per ACCRA goal. Every card carries its REACT phase tag and signal type. Filter by goal or type, or search by name. Click any card to decode the metric: definition, formula, channel availability, and how to use it.
Every metric is also classified by signal type: Volume, Quality, Efficiency, Revenue, and Behaviour. Filter by the type that matches the decision you are making.
50 signals shown
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Awareness
36 signals
Reach
Reach
Volume
IMP
Impressions
The raw material of awareness. Counts every time your content or ad was served, whether an…
⤢
ACCRA: Awareness
IMP
Impressions
REACT Phase
The raw material of awareness. Counts every time your content or ad was served, whether anyone saw it or not. Useful as a volume signal, useless as a quality one.
ACCRA Goal
Awareness
REACT Phase
REACT: Reach phase
Signal Type
Volume
Signal Layer
Diagnostic
Native in
Decode Impressions →
⤢
Reach
Reach
Volume
Rch
Reach
The honest count of how many different people your campaign actually touched. Impressions …
⤢
ACCRA: Awareness
Rch
Reach
REACT Phase
The honest count of how many different people your campaign actually touched. Impressions tells you how often the ad got served. Reach tells you how many humans were on the other side.
ACCRA Goal
Awareness
REACT Phase
REACT: Reach phase
Signal Type
Volume
Signal Layer
Diagnostic
Native in
Decode Reach →
⤢
Reach
Reach
Volume
Frq
Frequency
How many times the same person saw your ad. Too low and your brand never registers. Too hi…
⤢
ACCRA: Awareness
Frq
Frequency
REACT Phase
How many times the same person saw your ad. Too low and your brand never registers. Too high and you're paying to annoy people who already got the message.
ACCRA Goal
Awareness
REACT Phase
REACT: Reach phase
Signal Type
Volume
Signal Layer
Diagnostic
Native in
Decode Frequency →
⤢
Reach
Reach
Quality
VR
Viewability Rate
The percentage of your content that actually lands inside the user's visible screen area.
⤢
ACCRA: Awareness
VWB
Viewability Rate
REACT Phase
The share of your web pages, app screens, or emails that actually made it onto the user’s screen. Think of it as a reality check for your content. If a user can’t see it, they can’t show any intent or take action, making this the foundation for all your other metrics.
ACCRA Goal
Awareness
REACT Phase
REACT: Reach phase
Signal Type
Quality
Signal Layer
Diagnostic
Native in
Decode Viewability Rate →
⤢
Reach
Reach
Efficiency
vCPM
Viewable CPM
The honest cost of every 1,000 impressions that had a real chance of being seen. CPM tells…
⤢
ACCRA: Awareness
vCPM
Viewable CPM
REACT Phase
The honest cost of every 1,000 impressions that had a real chance of being seen. CPM tells you what you spent. vCPM tells you what you bought.
ACCRA Goal
Awareness
REACT Phase
REACT: Reach phase
Signal Type
Efficiency
Signal Layer
Diagnostic
Native in
Decode Viewable CPM →
⤢
Reach
Reach
Efficiency
CPM
Cost per Mille
What it costs to serve your ad 1,000 times. Notice we said 'serve', not 'show'. The baseli…
⤢
ACCRA: Awareness
CPM
Cost per Mille
REACT Phase
What it costs to serve your ad 1,000 times. Notice we said 'serve', not 'show'. The baseline awareness benchmark, paired with vCPM to expose the gap between paid and seen.
ACCRA Goal
Awareness
REACT Phase
REACT: Reach phase
Signal Type
Efficiency
Signal Layer
Diagnostic
Native in
Decode Cost per Mille →
⤢
Reach
Reach
Quality
CTR
Click-thru Rate
The share of impressions that earned a click. The bridge between awareness and considerati…
⤢
CTR
Click-thru Rate
Click-thru Rate
REACT Phase
The share of impressions that earned a click. The bridge between awareness and consideration: someone saw the ad and chose to follow up.
ACCRA Goal
Awareness
REACT Phase
REACT: Reach phase
Signal Type
Quality
Signal Layer
Diagnostic
Native in
Decode Click-thru Rate →
⤢
Reach
Reach
Volume
SOV
Share of Voice
Your brand's share of total category impressions or mentions across digital. Are you growi…
⤢
ACCRA: Awareness
SOV
Share of Voice
REACT Phase
Your brand's share of total category impressions or mentions across digital. Are you growing louder or being drowned out?
ACCRA Goal
Awareness
REACT Phase
REACT: Reach phase
Signal Type
Volume
Signal Layer
KPI
Native in
Decode Share of Voice →
⤢
REACTIQ360 Proprietary Metrics
QR
Qualified Reach
Net-new REACTIQ360 metric. Reach × engagement quality filter. Who registered the…
Awareness · OMTM
ACCRA: Awareness
QR
Qualified Reach
REACT Phase
Net-new REACTIQ360 metric. Reach × engagement quality filter. Who registered the brand, not just who saw it. No platform computes this.
ACCRA Goal
Awareness
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
OMTM
Native in
Decode Qualified Reach →
⤢
EIS
Engagement Impact Score
Net-new REACTIQ360 metric. EQS × ln(Engaged Reach+1), weighted by Platform Inten…
Engage · OMTM
ACCRA: Awareness
EIS
Engagement Impact Score
REACT Phase
Net-new REACTIQ360 metric. EQS × ln(Engaged Reach+1), weighted by Platform Intent Multipliers across 49 platforms. Qualifies raw reach into QR.
ACCRA Goal
Awareness
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
OMTM
Native in
Decode Engagement Impact Score →
⤢
EQS
Engagement Quality Score
Net-new REACTIQ360 metric. Weighted average of engagement actions × PIMs, normal…
Engage · KPI
ACCRA: Awareness
EQS
Engagement Quality Score
REACT Phase
Net-new REACTIQ360 metric. Weighted average of engagement actions × PIMs, normalised 0 to 100. The quality signal that drives EIS and ultimately QR.
ACCRA Goal
Awareness
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Engagement Quality Score →
⤢
CpQR
Cost per Qualified Reach
Net-new REACTIQ360 metric. Total harmonised spend ÷ QR. Cross- channel cost of re…
Awareness · KPI
ACCRA: Awareness
CpQR
Cost per Qualified Reach
REACT Phase
Net-new REACTIQ360 metric. Total harmonised spend ÷ QR. Cross-channel cost of reaching one person who actually registered your brand.
ACCRA Goal
Awareness
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Cost per Qualified Reach →
⤢
SOV
Share of Voice
Harmonised cross-channel. Weighted impression share unified across paid search, …
Awareness · KPI
ACCRA: Awareness
SOV
Share of Voice
REACT Phase
Harmonised cross-channel. Weighted impression share unified across paid search, paid social, and organic. No platform sees the full competitive picture.
ACCRA Goal
Awareness
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Share of Voice →
⤢
Consideration
36 signals
Consideration
Act
Volume
CLK
Clicks
Every time someone clicked through to your site or destination. The simplest signal that a…
ACCRA: Consideration
CLK
Clicks
REACT Phase
Every time someone clicked through to your site or destination. The simplest signal that an ad earned a moment of attention. Volume signal, not a quality one.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Volume
Signal Layer
Volume
Native in
Decode Clicks →
⤢
Consideration
Engage
Behaviour
CPC
Cost per Click
What you paid for every click that came in. Cheap clicks aren't the same as good clicks: p…
ACCRA: Consideration
CPC
Cost per Click
REACT Phase
What you paid for every click that came in. Cheap clicks aren't the same as good clicks: pair CPC with action quality to tell whether you're buying intent or just traffic.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Efficiency
Signal Layer
Diagnostic
Native in
Decode Cost per Click →
⤢
Consideration
Engage
Behaviour
TOS
Time on Site
The active duration of time a user spends on a specific web page, app screen, or email.
ACCRA: Consideration
TOS
Time on Site
REACT Phase
The duration of time a user actively spends viewing a specific page, screen, or email. It measures how effectively an individual touchpoint captures initial attention and converts a user's passive interest into active intent.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Time on Site →
⤢
Consideration
Engage
Behaviour
BR
Bounce Rate
The share of users who land on your web page, app, or email and immediately exit.
ACCRA: Consideration
BNC
Bounce Rate
REACT Phase
The share of users who land on your page, app, or email and leave without interacting. A high bounce rate signals a critical break in your compounding growth loop because you are paying to acquire traffic that exits before building any momentum.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Bounce Rate →
⤢
Consideration
Engage
Quality
OPR
Email Open Rate
How many people opened the email you sent them. The first read on whether your subject lin…
ACCRA: Consideration
OPR
Email Open Rate
REACT Phase
How many people opened the email you sent them. The first read on whether your subject line earned a click or got buried. Declining open rate is the early warning of list fatigue.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Quality
Signal Layer
Diagnostic
Native in
Decode Email Open Rate →
⤢
Consideration
Act
Behaviour
RPL
Reply Rate
The share of outbound messages that got a reply. The high-effort engagement signal: a repl…
ACCRA: Consideration
RPL
Reply Rate
REACT Phase
The share of outbound messages that got a reply. The high-effort engagement signal: a reply requires real intent, which means you can't fake this number with volume.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Reply Rate →
⤢
Consideration
Engage
Behaviour
CMT
Comments
The comments people leave on your organic and paid social content. Writing something takes…
ACCRA: Consideration
CMT
Comments
REACT Phase
The comments people leave on your organic and paid social content. Writing something takes more thought than tapping a like. Each comment is active consideration.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Comments →
⤢
Consideration
Act
Behaviour
AR
Activation Rate
The share of new users who actually did the thing your product is for. Separates genuine c…
ACCRA: Consideration
AR
Activation Rate
REACT Phase
The share of new users who actually did the thing your product is for. Separates genuine consideration from idle curiosity. Low activation with strong signups means acquisition is working better than onboarding.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Activation Rate →
⤢
Consideration
Act
Volume
INQ
Inquiry
Contact form submissions, chat initiations, or sales enquiries. Direct intent signal. An i…
ACCRA: Consideration
INQ
Inquiry
REACT Phase
Contact form submissions, chat initiations, or sales enquiries. Direct intent signal. An inquiry is a user raising their hand to be sold.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Volume
Signal Layer
Diagnostic
Native in
Decode Inquiry →
⤢
Consideration
Act
Volume
DWN
Download
The total number of content assets downloaded: whitepapers, guides, calculators, templates…
ACCRA: Consideration
DWN
Download
REACT Phase
The total number of content assets downloaded: whitepapers, guides, calculators, templates. A volume signal of consideration-phase interest, more useful as the numerator behind Download Rate.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Volume
Signal Layer
Diagnostic
Native in
Decode Download →
⤢
REACTIQ360 Proprietary Metrics
AIS
Action Impact Score
Net-new REACTIQ360 metric. AQS × ln(Quality Visits+1). Onsite consideration qual…
Consideration · OMTM
ACCRA: Consideration
AIS
Action Impact Score
REACT Phase
Net-new REACTIQ360 metric. AQS × ln(Quality Visits+1). Onsite consideration quality weighted by intent depth before a single conversion fires.
ACCRA Goal
Consideration
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
OMTM
Native in
Decode Action Impact Score →
⤢
AQS
Action Quality Score
Net-new REACTIQ360 metric. Weighted average of onsite actions × intent multiplie…
Consideration · KPI
ACCRA: Consideration
AQS
Action Quality Score
REACT Phase
Net-new REACTIQ360 metric. Weighted average of onsite actions × intent multipliers. Pricing page ≠ nav click. AQS knows the difference.
ACCRA Goal
Consideration
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Action Quality Score →
⤢
ACR
Action Completion Rate
Harmonised cross-channel. Normalised across all traffic sources into one unified…
Consideration · KPI
ACCRA: Consideration
ACR
Action Completion Rate
REACT Phase
Harmonised cross-channel. Normalised across all traffic sources into one unified completion rate. Each platform only sees its own slice.
ACCRA Goal
Consideration
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Action Completion Rate →
⤢
CpQA
Cost per Quality Action
Harmonised cross-channel. Blended spend across all channels ÷ quality actions. T…
Consideration · KPI
ACCRA: Consideration
CpQA
Cost per Quality Action
REACT Phase
Harmonised cross-channel. Blended spend across all channels ÷ quality actions. The consideration efficiency metric no platform can compute alone.
ACCRA Goal
Consideration
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Cost per Quality Action →
⤢
Conversion
36 signals
Conversion
Convert
Efficiency
CVR
Conversion Rate
The share of visitors who actually did the thing you brought them to your site to do: buy,…
ACCRA: Conversion
CVR
Conversion Rate
REACT Phase
The share of visitors who actually did the thing you brought them to your site to do: buy, sign up, book, subscribe. The headline number on whether your funnel is doing its job.
ACCRA Goal
Conversion
REACT Phase
REACT: Convert phase
Signal Type
Efficiency
Signal Layer
OMTM
Native in
Decode Conversion Rate →
⤢
Conversion
Convert
Revenue
RVN
Revenue
The revenue attributable to your digital marketing activity. The outcome every other metri…
ACCRA: Conversion
RVN
Revenue
REACT Phase
The revenue attributable to your digital marketing activity. The outcome every other metric in the funnel is ultimately trying to produce.
ACCRA Goal
Conversion
REACT Phase
REACT: Convert phase
Signal Type
Revenue
Signal Layer
KPI
Native in
Decode Revenue →
⤢
Conversion
Convert
Revenue
AOV
Avg Order Value
How much the average customer spends in a single transaction. The quiet compounding lever:…
ACCRA: Conversion
AOV
Avg Order Value
REACT Phase
How much the average customer spends in a single transaction. The quiet compounding lever: a 10% lift in AOV at the same conversion rate gives you 10% more revenue without spending another dollar.
ACCRA Goal
Conversion
REACT Phase
REACT: Convert phase
Signal Type
Revenue
Signal Layer
KPI
Native in
Decode Avg Order Value →
⤢
Conversion
Convert
Efficiency
ROAS
ROAS
The revenue you got back for every pound or dollar you spent on ads. Whether it's a 'good'…
ACCRA: Conversion
ROAS
ROAS
REACT Phase
The revenue you got back for every pound or dollar you spent on ads. Whether it's a 'good' ROAS depends on your margin, not your ego: a 3x ROAS on a 25% margin is losing money.
ACCRA Goal
Conversion
REACT Phase
REACT: Convert phase
Signal Type
Efficiency
Signal Layer
KPI
Native in
Decode ROAS →
⤢
Conversion
Convert
Efficiency
CPA
Cost per Action
What you paid for every defined user action: a signup, a download, a lead, or a conversion…
ACCRA: Conversion
CPA
Cost per Action
REACT Phase
What you paid for every defined user action: a signup, a download, a lead, or a conversion. Broader than CPCo, which is specifically the cost per paying customer.
ACCRA Goal
Conversion
REACT Phase
REACT: Convert phase
Signal Type
Efficiency
Signal Layer
Diagnostic
Native in
Decode Cost per Action →
⤢
Conversion
Convert
Efficiency
ROI
ROI
The return you earned on your total marketing investment, expressed as a ratio. Broader th…
ACCRA: Conversion
ROI
ROI
REACT Phase
The return you earned on your total marketing investment, expressed as a ratio. Broader than ROAS because it includes everything: media, tools, salaries, agency fees. The number CFOs open the conversation with.
ACCRA Goal
Conversion
REACT Phase
REACT: Convert phase
Signal Type
Efficiency
Signal Layer
KPI
Native in
Decode ROI →
⤢
Conversion
Convert
Volume
LDS
Leads
Qualified contacts your digital activity generated. The primary conversion unit for B2B an…
ACCRA: Conversion
LDS
Leads
REACT Phase
Qualified contacts your digital activity generated. The primary conversion unit for B2B and professional services. Watch lead quality alongside volume, or you'll celebrate numbers that never close.
ACCRA Goal
Conversion
REACT Phase
REACT: Convert phase
Signal Type
Volume
Signal Layer
KPI
Native in
Decode Leads →
⤢
Conversion
Convert
Efficiency
CPL
Cost per Lead
The average marketing spend it takes to get a single person to take an initial, high-intent action.
ACCRA: Conversion
CPL
Cost per Lead
REACT Phase
The average marketing spend required to get a single prospective buyer to show clear commercial intent. It calculates the exact price tag of turning a passive viewer into a business opportunity, whether they share their details, download a resource, or register for an event.
ACCRA Goal
Conversion
REACT Phase
REACT: Convert phase
Signal Type
Efficiency
Signal Layer
Diagnostic
Native in
Decode Cost per Lead→
⤢
REACTIQ360 Proprietary Metrics
AOV
Avg Order Value
Net-new REACTIQ360 metric. Harmonised order value unified across Shopify, Stripe…
Conversion · KPI
ACCRA: Conversion
AOV
Avg Order Value
REACT Phase
Net-new REACTIQ360 metric. Harmonised order value unified across Shopify, Stripe, and CRM. The single ecommerce transaction-value figure no individual platform can compute across your whole revenue base.
ACCRA Goal
Conversion
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Avg Order Value →
⤢
ACV
Avg Contract Value
Net-new REACTIQ360 metric. Harmonised annualised contract value unified across C…
Conversion · KPI
ACCRA: Conversion
ACV
Avg Contract Value
REACT Phase
Net-new REACTIQ360 metric. Harmonised annualised contract value unified across CRM and billing. The SaaS counterpart to AOV: what a new contract is worth per year, normalised across every deal source.
ACCRA Goal
Conversion
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Avg Contract Value →
⤢
ROAS
Goal-aware ROAS
Net-new REACTIQ360 metric. Direct revenue ROAS for Conversion only. All other AC…
Conversion · KPI
ACCRA: Conversion
ROAS
Goal-aware ROAS
REACT Phase
Net-new REACTIQ360 metric. Direct revenue ROAS for Conversion only. All other ACCRA goals use proxy revenue ROAS. One ROAS cannot measure five different jobs.
ACCRA Goal
Conversion
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Goal-aware ROAS →
⤢
Retention
36 signals
Retention
Talk
Volume
WAU
Weekly Active Users
The unique people using your product across a given week. A smoother signal than DAU for p…
ACCRA: Retention
WAU
Weekly Active Users
REACT Phase
The unique people using your product across a given week. A smoother signal than DAU for products that aren't expected to be daily-use. Don't force DAU on a healthily-weekly product.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Volume
Signal Layer
Diagnostic
Native in
Decode Weekly Active Users →
⤢
⤢
Retention
Talk
Behaviour
LTV
Lifetime Value
The total spend from a customer throughout their relationship with your brand.
ACCRA: Retention
LTV
Lifetime Vale
REACT Phase
The total amount of money a single customer spends with you from their very first purchase until they eventually move on. It measures the long-term value of your customer relationships, telling you exactly how much predictable revenue a committed buyer brings to your business over time.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
KPI
Native in
Decode Favourites →
⤢
⤢
Retention
Talk
Quality
CST
CSAT
The score customers give you right after an interaction: a support ticket, an onboarding call, a purchase. A leading indicator of retention. Declining CSAT shows up weeks before churn rate moves.
ACCRA: Retention
CST
CSAT
REACT Phase
The score customers give you right after an interaction: a support ticket, an onboarding call, a purchase. A leading indicator of retention. Declining CSAT shows up weeks before churn rate moves.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Quality
Signal Layer
Diagnostic
Native in
Decode CSAT →
⤢
⤢
Retention
Talk
Quality
COR
Customer Effort Score
How hard customers had to work to get something done with you. Lower effort consistently predicts higher retention and stronger advocacy. The service-quality metric most correlated with loyalty.
ACCRA: Retention
COR
Customer Effort Score
REACT Phase
How hard customers had to work to get something done with you. Lower effort consistently predicts higher retention and stronger advocacy. The service-quality metric most correlated with loyalty.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Quality
Signal Layer
Diagnostic
Native in
Decode Customer Effort Score →
⤢
⤢
Retention
Talk
Quality
OPN
Lifecycle Open Rate
The open rate on your retention emails. Different from acquisition: this is about whether the post-purchase relationship is still alive. When customers stop opening, they've often quietly disengaged.
ACCRA: Retention
OPN
Lifecycle Open Rate
REACT Phase
The open rate on your retention emails. Different from acquisition: this is about whether the post-purchase relationship is still alive. When customers stop opening, they've often quietly disengaged.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Quality
Signal Layer
Diagnostic
Native in
Decode Lifecycle Open Rate →
⤢
⤢
Retention
Talk
Behaviour
RNG
Re-engagement Rate
The share of lapsed users you successfully brought back to active. The recoverable portion of your churn. Puts a number on how much CLV is recoverable through win-back versus gone for good.
ACCRA: Retention
RNG
Re-engagement Rate
REACT Phase
The share of lapsed users you successfully brought back to active. The recoverable portion of your churn. Puts a number on how much CLV is recoverable through win-back versus gone for good.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Re-engagement Rate →
⤢
⤢
Retention
Talk
Revenue
NRR
Net Revenue Retention
The revenue your existing customers generate this year compared to last, net of churn and expansion. Above 100% means existing customers fund growth before you spend a dollar on acquisition.
ACCRA: Retention
NRR
Net Revenue Retention
REACT Phase
The revenue your existing customers generate this year compared to last, net of churn and expansion. Above 100% means existing customers fund growth before you spend a dollar on acquisition.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Revenue
Signal Layer
KPI
Native in
Decode Net Revenue Retention →
⤢
⤢
Retention
Talk
Revenue
GRR
Gross Revenue Retention
The revenue you held onto from existing customers, before counting any expansion. Where NRR can flatter you with upsell, GRR is the honest picture of pure retention.
ACCRA: Retention
GRR
Gross Revenue Retention
REACT Phase
The revenue you held onto from existing customers, before counting any expansion. Where NRR can flatter you with upsell, GRR is the honest picture of pure retention.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Revenue
Signal Layer
Diagnostic
Native in
Decode Gross Revenue Retention →
⤢
⤢
REACTIQ360 Proprietary Metrics
CRR
Customer Retention Rate
Harmonised cross-channel. Computed from unified CRM + platform data. Not a singl…
Retention · OMTM
ACCRA: Retention
CRR
Customer Retention Rate
REACT Phase
Harmonised cross-channel. Computed from unified CRM + platform data. Not a single-platform metric. The foundation of CLV, ROMI, and every upstream ACCRA goal.
ACCRA Goal
Retention
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
OMTM
Native in
Decode Customer Retention Rate →
⤢
CpRC
Cost per Retained Customer
Harmonised cross-channel. Total retention spend across all channels ÷ retained c…
Retention · KPI
ACCRA: Retention
CpRC
Cost per Retained Customer
REACT Phase
Harmonised cross-channel. Total retention spend across all channels ÷ retained customers. Always displayed against acquisition cost to show the cost of retention vs winning a new customer.
ACCRA Goal
Retention
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Cost per Retained Customer →
⤢
CLV
Customer Lifetime Value
Harmonised cross-channel. Blended from CRM, revenue, and churn data across all s…
Retention · KPI
ACCRA: Retention
CLV
Customer Lifetime Value
REACT Phase
Harmonised cross-channel. Blended from CRM, revenue, and churn data across all sources. Business-model-aware: transactional AOV model or SaaS MRR model.
ACCRA Goal
Retention
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Customer Lifetime Value →
⤢
NRR
Net Revenue Retention
Harmonised cross-channel. MRR expansion, churn, and contraction unified across C…
Retention · Diagnostic
ACCRA: Retention
NRR
Net Revenue Retention
REACT Phase
Harmonised cross-channel. MRR expansion, churn, and contraction unified across CRM and billing platforms. NRR > 100% = revenue growing despite churn.
ACCRA Goal
Retention
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
Diagnostic
Native in
Decode Net Revenue Retention→
⤢
Advocacy
36 signals
⤢
Advocacy
Talk
Quality
NSR
Negative Sentiment Rate
The share of brand mentions that are clearly negative in tone. Tells you what's broken before it becomes a crisis. Rising NSR is your early warning system: address the cause while it's still a conversation, not a headline.
ACCRA: Advocacy
NSR
Negative Sentiment Rate
REACT Phase
The share of brand mentions that are clearly negative in tone. Tells you what's broken before it becomes a crisis. Rising NSR is your early warning system: address the cause while it's still a conversation, not a headline.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Quality
Signal Layer
Diagnostic
Native in
Decode Negative Sentiment Rate -
⤢
Advocacy
Talk
Efficiency
RCR
Referral Conversion Rate
The share of referred prospects who become customers. The proof point of advocacy: referred…
ACCRA: Advocacy
RCR
Referral Conversion Rate
REACT Phase
The share of referred prospects who become customers. The proof point of advocacy: referred buyers convert at multiples of cold traffic because your customer did the persuading first.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Efficiency
Signal Layer
KPI
Native in
Decode Referral Conversion Rate →
⤢
Advocacy
Talk
Behaviour
VK
Viral Coefficient
The number of new users every existing user brings in, on average. When this number passes 1.0, your product grows itself without acquisition spend. Rare in the wild, and usually a product with sharing baked in, not a campaign that 'went viral'.
ACCRA: Advocacy
VK
Viral Coefficient
REACT Phase
The number of new users every existing user brings in, on average. When this number passes 1.0, your product grows itself without acquisition spend. Rare in the wild, and usually a product with sharing baked in, not a campaign that 'went viral'.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
KPI
Native in
Decode Viral Coefficient →
REACTIQ360 Proprietary Metrics
AAR
Advocacy Action Rate
Net-new REACTIQ360 metric. Total advocacy actions across all channels ÷ engaged …
Advocacy · OMTM
ACCRA: Advocacy
AAR
Advocacy Action Rate
REACT Phase
Net-new REACTIQ360 metric. Total advocacy actions across all channels ÷ engaged users × 100. The % of your audience compounding your reach at zero marginal cost.
ACCRA Goal
Advocacy
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
OMTM
Native in
Decode Advocacy Action Rate →
⤢
CpAA
Cost per Advocacy Action
Harmonised cross-channel. Total advocacy spend across all channels ÷ total advoc…
Advocacy · KPI
ACCRA: Advocacy
CpAA
Cost per Advocacy Action
REACT Phase
Harmonised cross-channel. Total advocacy spend across all channels ÷ total advocacy actions. Earned amplification efficiency no platform surfaces alone.
ACCRA Goal
Advocacy
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Cost per Advocacy Action →
⤢
Avg Review
Average Review Score
Harmonised cross-channel. Normalised 0 to 5 across all connected review platform…
Advocacy · KPI
ACCRA: Advocacy
Avg Review
Average Review Score
REACT Phase
Harmonised cross-channel. Normalised 0 to 5 across all connected review platforms (Trustpilot, Google, G2, Capterra). No platform shows you the unified picture.
ACCRA Goal
Advocacy
REACT Phase
REACT: Cross-phase
Signal Type
Proprietary
Signal Layer
KPI
Native in
Decode Average Review Score →
⤢
Signals are where most platforms stop.
REACTIQ360 is where the intelligence begins. Unified across every channel, decoded against your goals, with proprietary metrics no platform will ever compute for you.
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