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KPI Index

On this page

Updating

  1. This page is the list of KPIs and links to the definitions in the handbook.
  2. In order to maintain a SSOT, KPI definitions live only in the functional section in the handbook, as close to the work as possible. So define performance indicators in the relevant page (for example the adoption page that also contains how the team works and has relevant videos) instead of a (K)PI page.
  3. The Data Team is responsible for maintaining this page.
  4. If a KPI is not defined, create an MR to propose a definition and ask the appropriate business stakeholder to review and merge.
  5. If you remove, add, or change the essence of a KPI, the merge request needs to be approved by the function head and the CEO. Last person approving should merge the MR.

Working with the Data Team

Please see the Data Team Handbook.

GitLab KPIs

GitLab KPIs are duplicates of goals of the reports further down this page. GitLab KPIs are the most important indicators of company performance.

  1. IACV vs. plan > 1 (P0)
  2. Capital Consumption < Plan (P1)
  3. Sales efficiency > 1 (P0)
  4. Pipe generated vs. plan > 1 (P0)
  5. Wider community merged MRs per release
  6. LTV / CAC ratio > 4
  7. Candidate ASAT >4.1
  8. Hires vs. plan > 0.9 (P0)
  9. 12 month team member turnover < 16% (P0)
  10. Merge Requests per release per engineer in product development > 10 (P2)
  11. Uptime GitLab.com > 99.95% (dependent on PD)
  12. Active users per hosting platform
  13. Support Satisfaction (P2)
  14. Runway > 12 months (P1)
  15. MAUI (Meltano so not part of the GitLab Executive Team KPIs) > 10% WoW

Sales KPIs

  1. IACV vs. plan > 1 (P0)
  2. Field efficiency ratio > 2 (P0)
  3. TCV vs. plan > 1 (P0)
  4. ARR YoY > 190% (P0)
  5. Win rate > 30% (P1)
  6. % of ramped reps at or above quota > 0.7 (P1)
  7. Net Retention > 2 (P0)
  8. Gross Retention > 0.9 (P0)
  9. Rep IACV per comp > 5 (P1)
  10. ProServe revenue vs. cost > 1.1 (P1)
  11. Services attach rate for strategic > 0.8 (P1)
  12. Self-serve sales ratio > 0.3 (P1)
  13. Licensed users (P1)
  14. ARPU (P0)
  15. Active SMAU (out of scope for Q2)
  16. Active installations per hosting platform (out of scope for Q2)
  17. Product Downloads (out of scope for Q2)
  18. New hire location factor < 0.72 (P0)

Marketing KPIs

  1. Net New Business Pipeline Created ($s) v Plan > 1 (P0)
  2. Pipe-to-spend per marketing activity > 5 (P0)
  3. Marketing efficiency ratio > 2 - P0
  4. Opportunities per XDR per month created (P0)
  5. LTV / CAC >4 (P1)
  6. Social Media Follower Growth
  7. New Unique Web Visitors (about.gitlab.com)
  8. Total Web Sessions (about.gitlab.com)
  9. Meetups per month
  10. Wider Community merged MRs per release (out of scope for Q2)
  11. Community Channel Response Time (out of scope for Q2)
  12. New hire location factor (P0)
  13. Pipeline coverage:2X for current quarter, 1X for next quarter, and .5 for 2 QTRs out (P1)
  14. Total # of MQLs by month (P0)
  15. Lead follow-up response time (P1)
  16. Qty. of Case Studies published per month (Out of Scope)

People Group KPIs

  1. Hires vs. plan > 0.9 (P0)
  2. Apply to Offer Accept (Days) < 30 (P0)
  3. Offer acceptance rate> 0.9 (P1)
  4. Candidate ASAT > 4.1 (P1)
  5. Average location factor < 0.65 (P0)
  6. Percent of team members over compensation band = 0%
  7. New hire location factor < 0.72 (P0)
  8. 12 month team member turnover < 16% (P0)
  9. 12 month voluntary team member turnover < 10% (P0)
  10. 12 month PIP Success Rate > 50%
  11. Candidates Sourced versus Candidates Hired > 0.28 (P1)
  12. Onboarding TSAT > 4
  13. Diversity lifecycle: applications, recruited, interviews, offers, acceptance, retention
  14. PeopleOps cost per team member (out of scope for Q2)
  15. Discretionary bonus per employee per month > 0.1 (P1)
  16. Percent of sent Slack messages that are in public channels > 50

Finance KPIs

  1. Capital Consumption Ratio > 2
  2. Sales efficiency > 1.0
  3. Magic number > 1.1
  4. Gross margin > 0.85
  5. Average days of sales outstanding < 45
  6. Average days to close < 10
  7. Runway > 12
  8. New hire location factor < 0.69
  9. ARR by annual cohort
  10. Reasons for churn
  11. Reasons for net expansion
  12. Refunds processed as % of orders
  13. Capital Consumption < Plan

Product KPIs

  1. Direct signup ARR growth rate
  2. Free to paid ARR growth rate
  3. Net retention >180%
  4. Gross retention >92%
  5. Paid Net Promoter Score (PNPS) > 40
  6. Average stages per user
  7. New hire location factor < 0.xx (P1)
  8. Category maturity achievement >70% achievement per quarter

Product Strategy KPIs

  1. Acquisition velocity > 10 per year
  2. Acquisition success > 70%
  3. Qualified acquisition targets > 1000 per year
  4. New hire location factor < 0.7

Support KPIs

  1. Support Satisfaction (SSAT) (P2)
  2. Priority Support Service Level Agreement (SLA) (P2)
  3. Support cost vs. ARR; Also referred to as Customer Support Margin (P0)
  4. ARR per support team member > $1.175M (P0)
  5. Average daily tickets closed per Support team member (P1)
  6. Manager to customer support rep ratio < 10:1
  7. New hire location factor < 0.xx (P1)

Engineering KPIs

  1. Merge Requests per month per engineer in product development > 10 (P2)
  2. Days to merge < 7
  3. Uptime GitLab.com > 99.95%
  4. Performance GitLab.com
  5. Days to fix S1/2/3 security issues (P1)
  6. GitLab.com infrastructure cost per MAU (P0)
  7. New hire location factor < 0.58 (P1)
  8. Public Cloud Spend (P0)

GitLab Metrics

We share a spreadsheet with investors called "GitLab Metrics."

Satisfaction

We do satisfaction scope on a scale of 1 to 5 how satisfied people are with the experience. We don’t use NPS since that cuts off certain scores and we want to preserve fidelity. We have the following abbreviation letter before SAT, please don’t use SAT without letter before to specify it: