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
Behaviour
WRR
Webinar Registration Rate
The share of webinar landing page visitors who actually registered. Registration is a real commitment, not a casual download: someone gave you a calendar slot.
ACCRA: Consideration
WRR
Webinar Registration Rate
REACT Phase
The share of webinar landing page visitors who actually registered. Registration is a real commitment, not a casual download: someone gave you a calendar slot.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Behaviour
Signal Layer
KPI
Native in
Decode Webinar Registration Rate →
⤢
Consideration
Engage
Behaviour
QCR
Quiz Completion Rate
The share of quiz starters who made it to the result screen. Finishing a quiz means your content held attention all the way through. Each completion is a self-qualified lead with answers attached.
ACCRA: Consideration
QCR
Quiz Completion Rate
REACT Phase
The share of quiz starters who made it to the result screen. Finishing a quiz means your content held attention all the way through. Each completion is a self-qualified lead with answers attached.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Quiz Completion Rate →
⤢
Consideration
Engage
Behaviour
CUR
Calculator Use Rate
The share of calculator visitors who actually ran the numbers. People don't fill out a pricing calculator out of curiosity. Every completed calculation is someone seriously evaluating buying from you.
ACCRA: Consideration
CUR
Calculator Use Rate
REACT Phase
The share of calculator visitors who actually ran the numbers. People don't fill out a pricing calculator out of curiosity. Every completed calculation is someone seriously evaluating buying from you.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Calculator Use Rate →
⤢
Consideration
Act
Behaviour
DLR
Download Rate
The share of visitors who actually downloaded the gated content. Download counts on their own lie: an asset behind heavy paid promotion can look successful when the conversion rate is terrible.
ACCRA: Consideration
DLR
Download Rate
REACT Phase
The share of visitors who actually downloaded the gated content. Download counts on their own lie: an asset behind heavy paid promotion can look successful when the conversion rate is terrible.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Download Rate →
⤢
Consideration
Engage
Volume
TO
Total Email Opens
The raw count of email opens. A signal worth watching for volume trends, but treat with caution: Apple Mail Privacy Protection pre-fetches tracking pixels whether anyone reads or not.
ACCRA: Consideration
OPNc
Email Opens
REACT Phase
The raw count of email opens. A signal worth watching for volume trends, but treat with caution: Apple Mail Privacy Protection pre-fetches tracking pixels whether anyone reads or not.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Volume
Signal Layer
Diagnostic
Native in
Decode Email Opens →
⤢
Consideration
Engage
Volume
ER
Engaged Reach
The absolute count of unique individuals who engaged with your web page, app screen, social post, or ad.
ACCRA: Awareness
ER
Engaged Reach
REACT Phase
The absolute count of unique individuals who engaged with your web page, app screen, social post, or ad. Instead of just tracking raw views or repeat interactions, this metric filters out the background noise to show you the real human size of the audience that displayed active intent.
ACCRA Goal
Awareness
REACT Phase
REACT: Engage phase
Signal Type
Behaviour
Signal Layer
KPI
Native in
Decode Engaged Reach →
⤢
Consideration
Engage
Quality
EQS
Engagement Quality Score
The score that tells you whether your engagement is the real kind or just noise. Knows a 90-second read with a save matters more than a three-second click that bounced.
ACCRA: Consideration
EQS
Engagement Quality Score
REACT Phase
The score that tells you whether your engagement is the real kind or just noise. Knows a 90-second read with a save matters more than a three-second click that bounced.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Quality
Signal Layer
KPI
Native in
Decode Engagement Quality Score →
⤢
Consideration
Engage
Quality
EIS
Engagement Impact Score
The unbounded read on whether your engagement ecosystem is healthy. Strong quality from a wide audience, not a few power users faking momentum or a flood of shallow clicks drowning out real signal.
ACCRA: Consideration
EIS
Engagement Impact Score
REACT Phase
The unbounded read on whether your engagement ecosystem is healthy. Strong quality from a wide audience, not a few power users faking momentum or a flood of shallow clicks drowning out real signal.
ACCRA Goal
Consideration
REACT Phase
REACT: Engage phase
Signal Type
Quality
Signal Layer
OMTM
Native in
Decode Engagement Impact Score →
⤢
Consideration
Act
Quality
AQS
Action Quality Score
Knows a pricing page view matters more than a nav click, and a LinkedIn lead-gen form completion more than a profile visit. Scores every onsite action by what it means for commitment intent.
ACCRA: Consideration
AQS
Action Quality Score
REACT Phase
Knows a pricing page view matters more than a nav click, and a LinkedIn lead-gen form completion more than a profile visit. Scores every onsite action by what it means for commitment intent.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Quality
Signal Layer
KPI
Native in
Decode Action Quality Score →
⤢
Consideration
Act
Quality
AIS
Action Impact Score
Tells you whether commitment intent is building across every surface you own or run ads on, not just happening in one-off clicks.
ACCRA: Consideration
AIS
Action Impact Score
REACT Phase
Tells you whether commitment intent is building across every surface you own or run ads on, not just happening in one-off clicks.
ACCRA Goal
Consideration
REACT Phase
REACT: Act phase
Signal Type
Quality
Signal Layer
OMTM
Native in
Decode Action Impact Score →
⤢
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
Behaviour
RNW
Renewal Rate
The share of contracts that renew when the decision comes due. The moment of truth for subs…
ACCRA: Retention
RNW
Renewal Rate
REACT Phase
The share of contracts that renew when the decision comes due. The moment of truth for subscription businesses: everything your product and success teams did all year gets marked on one date.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
KPI
Native in
Decode Renewal Rate →
⤢
⤢
Retention
Talk
Quality
CHS
Customer Health Score
A composite read on whether each account is thriving or quietly preparing to leave. Early w…
ACCRA: Retention
CHS
Customer Health Score
REACT Phase
A composite read on whether each account is thriving or quietly preparing to leave. Early warning radar for churn: by the time a customer tells you they are unhappy, the score knew months ago.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Quality
Signal Layer
Diagnostic
Native in
Decode Customer Health Score →
⤢
⤢
Retention
Talk
Revenue
ARR
ARR
Annual recurring revenue: MRR multiplied out across a year. The headline number for subscri…
ACCRA: Retention
ARR
ARR
REACT Phase
Annual recurring revenue: MRR multiplied out across a year. The headline number for subscription businesses and the figure investors and boards actually quote. MRR is the heartbeat; ARR is the story you tell about it.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Revenue
Signal Layer
KPI
Native in
Decode ARR →
⤢
⤢
Retention
Talk
Quality
CES
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
CES
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
Behaviour
CHR
Churn Rate
The percentage of your paying users who choose to end their subscription.
ACCRA: Retention
CHR
Churn Rate
REACT Phase
The share of paying customers who choose to cancel their subscription. It tracks the actual number of people who leave, showing whether your product continues to deliver enough daily value to keep them committed.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
KPI
Native in
Decode Churn Rate →
⤢
⤢
Retention
Talk
Volume
MAU
Monthly Active Users
The unique people who used your product at least once in a given month. The growth north s…
ACCRA: Retention
MAU
Monthly Active Users
REACT Phase
The unique people who used your product at least once in a given month. The growth north star for many platform businesses (Meta reports MAU as its headline engagement metric). The denominator behind stickiness, and the broadest read on whether your active base is growing or quietly shrinking.
ACCRA Goal
Retention
REACT Phase
REACT: Talk phase
Signal Type
Volume
Signal Layer
OMTM
Native in
Decode Monthly Active Users →
⤢
⤢
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 →
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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→
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Advocacy
36 signals
⤢
Advocacy
Talk
Quality
NPS
Net Promoter Score
Loyalty distilled into one number, on a scale of -100 to +100. Easy to track, easy to mani…
ACCRA: Advocacy
NPS
Net Promoter Score
REACT Phase
Loyalty distilled into one number, on a scale of -100 to +100. Easy to track, easy to manipulate, useful when you use it right. Pair it with retention data or you're optimising for a vibe.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Quality
Signal Layer
KPI
Native in
Decode Net Promoter Score →
⤢
Advocacy
Talk
Volume
RFR
Referral Rate
The new users or revenue you can directly trace to a customer referral. The business case …
ACCRA: Advocacy
RFR
Referral Rate
REACT Phase
The new users or revenue you can directly trace to a customer referral. The business case for advocacy in one metric: referred customers consistently show higher CLV and lower CAC than any paid channel.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Volume
Signal Layer
KPI
Native in
Decode Referral Rate →
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Advocacy
Talk
Behaviour
SHR
Share Rate
The share of users who passed your content along to someone else. Direct organic advocacy:…
ACCRA: Advocacy
SHR
Share Rate
REACT Phase
The share of users who passed your content along to someone else. Direct organic advocacy: every share is earned Reach you didn't pay for. Compounds quietly when content is worth sharing.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
KPI
Native in
Decode Share Rate →
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Advocacy
Talk
Behaviour
UGC
UGC Rate
How often customers create content about your brand without being asked. Unpaid brand asse…
ACCRA: Advocacy
UGC
UGC Rate
REACT Phase
How often customers create content about your brand without being asked. Unpaid brand assets your audience builds for you. The compounding return on advocacy investment.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode UGC Rate →
⤢
Advocacy
Talk
Volume
MNT
Brand Mentions
The unprompted mentions of your brand across digital channels. People talking about you wh…
ACCRA: Advocacy
MNT
Brand Mentions
REACT Phase
The unprompted mentions of your brand across digital channels. People talking about you when no one asked them to. The conversation happening with or without your involvement.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Volume
Signal Layer
Diagnostic
Native in
Decode Brand Mentions →
⤢
Advocacy
Talk
Behaviour
RSH
Re-Share Rate
The rate at which content gets shared a second time, by users forwarding what other advoca…
ACCRA: Advocacy
RSH
Re-Share Rate
REACT Phase
The rate at which content gets shared a second time, by users forwarding what other advocates already shared. Each re-share multiplies reach into audiences your brand never had access to.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Re-Share Rate →
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Advocacy
Talk
Quality
RVW
Review Score
The average rating your product or service is earning across review platforms. A half-star…
ACCRA: Advocacy
RVW
Review Score
REACT Phase
The average rating your product or service is earning across review platforms. A half-star drop on G2 or Trustpilot can do more damage to acquisition than an entire month of declining ad performance.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Quality
Signal Layer
KPI
Native in
Decode Review Score →
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Advocacy
Talk
Behaviour
STL
Storyteller Index
The rate of users creating narrative content about your brand unprompted: long-form posts,…
ACCRA: Advocacy
STL
Storyteller Index
REACT Phase
The rate of users creating narrative content about your brand unprompted: long-form posts, case stories, LinkedIn articles. The highest-quality advocacy signal, generating disproportionate earned reach.
ACCRA Goal
Advocacy
REACT Phase
REACT: Talk phase
Signal Type
Behaviour
Signal Layer
Diagnostic
Native in
Decode Storyteller Index →
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 →
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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 →
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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 →
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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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