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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. The Data Team is responsible for maintaining this page.
  3. If a KPI is not defined, create an MR to propose a definition and ask the appropriate business stakeholder to review and merge.
  4. If you remove, add, or change the essence of a KPI the merge request needs to be approved or merged by the CEO.

Work Prioritization

In connection with the Data Team's Q2 OKRs. We have made the following classifications on which metrics will be visualized in Periscope:

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 (dependent on GitLab.com data) (out of scope for Q2)
  6. LTV / CAC ratio > 4 (Out of Scope for Q2)
  7. Candidate ASAT >4.1 (out of scope for Q2)
  8. Hires vs. plan > 0.9 (P0)
  9. 12 month team member turnover < 16% (Bamboo) (P0)
  10. Merge Requests per release per engineer in product development > 10 (GitLab.com) (P2)
  11. Uptime GitLab.com > 99.95% (dependent on PD) (out of scope for Q2)
  12. Active users per hosting platform (out of scope for Q2)
  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. New hire location factor < 0.72 (P0)

Marketing KPIs

  1. Pipe generated vs. plan > 1 (P0)
  2. Pipe-to-spend (P0)
  3. [Marketing efficiency ratio] > 2 (P0)
  4. Sales Accepted Opportunity (SAO) (P0)
  5. LTV / CAC ratio > 4 (out of scope for Q2)
  6. Twitter mentions (out of scope for Q2)
  7. Sessions on our marketing site (out of scope for Q2)
  8. New users (P1)
  9. Product Installations: Download, start of installation, success installation, created admin user, configured email, second user invited, 30 day active, updates (out of scope for Q2)
  10. Social response time (out of scope for Q2)
  11. Participants at Meetups with GitLab presentation (out of scope for Q2)
  12. GitLab presentations given at meetups (P1)
  13. Wider community contributions per release (P1)
  14. Monthly Active Contributors from the wider community (P1)
  15. New hire location factor < 0.72 (PO)
  16. Pipeline coverage: 2X for current quarter, 1X for next quarter, and .5 for 2 QTRs out. (P0)

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 (out of scope for Q2)
  5. Average location factor < 0.65 (P0)
  6. Percent of team members over compensation band = 0% (Out of scope for Q2)
  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. Candidates Sourced versus Candidates Hired > 0.28 (P1)
  11. Onboarding TSAT > 4 (out of scope for Q2)
  12. Diversity lifecycle: applications, recruited, interviews, offers, acceptance, retention (out of scope for Q2)
  13. PeopleOps cost per team member (P1)
  14. Discretionary bonus per employee per month > 0.1 (P1)

Finance KPIs

  1. IACV per capital consumed > 2 (P0)
  2. Sales efficiency > 1.0 (P0)
  3. Magic number > 1.1 (P0)
  4. Gross margin > 0.85 (P0)
  5. Average days of sales outstanding < 45 (P0)
  6. Average days to close (out of scope for Q2)
  7. Runway > 12 months (P1)
  8. New hire location factor < 0.73 (P0)
  9. ARR by annual cohort (P0)
  10. Reasons for churn (P0)
  11. Reasons for net expansion (P0)
  12. Refunds processed as % of orders (P1)
  13. Capital Consumption < Plan (P1)

Product KPIs

  1. Activation (out of scope for Q2)
  2. Adoption (out of scope for Q2)
  3. Upsell (out of scope for Q2)
  4. Retention (out of scope for Q2)
  5. Acquisition decision velocity > 1 per month (out of scope for Q2)
  6. Acquisition success > 1 new category shipped per acquistion after 3 months (out of scope for Q2)
  7. Product Satisfaction (PSAT) > 4.0
  8. New hire location factor < 0.xx (P1)

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 release per engineer in product development > 10 (P2)
  2. Days to merge < 7
  3. Uptime GitLab.com > 99.95% (out of scope for Q2)
  4. Performance GitLab.com (out of scope for Q2)
  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)

Alliances KPIs

  1. Active SMAU (out of scope for Q2)
  2. Active installations per hosting platform (out of scope for Q2)
  3. Product Downloads (out of scope for Q2)
  4. New hire location factor < 0.82 (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: