This section outlines metric definitions maintained by finance for reporting to investors.
- These are metrics for MLT discussions
- Any metrics shared by a department with the MLT will be asked to work with business operations to define the metric to be listed on this page under standardized naming and MLT definition checklist
- Definitions center around ARR, GMA Magic Number and NPS
MLT definitions checklist
- Qualifiers precede metrics names
- i.e. use ""Gross Margin Adjusted Magic Number" instead of "Magic Number, Gross Margin Adjusted" to avoid ambiguity when label names are truncated
- Metric names should only have one possible interpretation
- All MLT Metrics should have a unique acronym shorter than 8 characters
- Metrics will inevitably be shortened, pre-emptive definition avoids collision
- IARR: Incremental Annual Recurring Revenue (50%): (New logo ARR + Expansion ARR) - (Contraction ARR + Churn ARR)
- New Logo ARR (1%): ARR from new logos signed, with start dates in the respective period.
- Expansion ARR (1%): ARR from existing customers with a cross-sell/upsell deal, with start dates in the respective period (e.g. increased licensed seat count, upgrading from E10 to E20).
- Contraction ARR (1%): Reduction in ARR from existing customers whose ARR does not become zero.
- Churn ARR (1%): Reduction in ARR from an existing customer whose ARR becomes zero.
- Net New ARR (1%): (New logo ARR + Expansion ARR) - (Contraction ARR + Churn ARR)
- Count of New Logos (1%): Count of new logos signed, with start dates in the respective period.
- Count of Churned Logos (1%): Count of logos lost where an existing customer is no longer paying Mattermost.
- Total Active Users: The total number of user accounts created on a single Mattermost server. Excludes deactivated accounts, deleted accounts and bot accounts. This is also the “Total Active Users” measure shown in System Console > Site Statistics.
- Registered Authorized Users: Same as Total Active Users.
- Total Registered Users: The total number of user accounts created on a single Mattermost server, including deactivated and deleted accounts.
- Daily Active Users (DAU): The total number of users who viewed the Mattermost site in the last 24 hours. Excludes bot accounts. This is also the “Daily Active Users” measure shown in System Console > Site Statistics.
- Monthly Active Users (MAU): The total number of users who viewed the Mattermost site in the last 30 days. Excludes bot accounts. This is also the “Monthly Active Users” measure shown in System Console > Site Statistics.
- Active User Count: A measure of the number of active users last 24 hours. Legacy measure, do not use this for analysis or decision-making.
- GMA Magic Number: Gross Margin Adjusted Magic Number (1%): Net New ARR in a period multiplied by Gross Margin in the period, divided by total Sales & Marketing expense in prior period.
- NGMA Magic Number: Non-Gross Margin Adjusted Magic Number (1%)
- Gross Margin: Net sales revenue minus cost of goods sold
- Cost of Goods Sold:
- Product NPS: The product net promoter score (Product NPS) measures user satisfaction of the product, calculated based on single question “How likely are you to recommend Mattermost?”. The score is based on a -100 to 100 scale, with the calculation detailed here.
- End User Product NPS: The Product NPS calculated among end users only (ie. not among Team or System Admins).
- System Admin Product NPS: The Product NPS calculated among System Admins only.
- Support Metrics (E10 and E20): Metrics calculated based on Zendesk tickets opened by E10 and E20 customers. Tickets opened by non-subscribed organizations are not counted towards these metrics.
- Tickets Created: Number of net new Zendesk tickets created.
- First Response Time [Median, hours]: The median number of hours from when a ticket was opened in Zendesk to when the first response was sent to the customer.
- % First Response >8 Business Hours: % of newly opened Zendesk tickets whose first response time is greater than 8 business hours as defined in https://mattermost.com/support/.
- Resolution Time [Median, hours]: The median number of hours from when a ticket was opened in Zendesk to when the ticket is resolved.
- % Resolution Time >7 days: % of newly opened Zendesk tickets whose first resolution time is greater than 7 days.
- % Resolution Time >14 days: % of newly opened Zendesk tickets whose first response time is greater than 14 days.
- Number of CSAT Responses: # of new CSAT (Customer Satisfaction) survey responses from customers whose Zendesk ticket was resolved.
- Customer Satisfaction Score: % of newly submitted CSAT survey responses who responded “Yes” to the question .
For technical analytics definitions not covered here, see the Analytics Playbook.
To be added.