You are here: Handbook CEO E-group KPIs On this page Intro
Every department at GitLab has Key Performance Indicators (KPIs). A department's KPIs are owned by the respective member of e-group. This page has the goals and links to the definitions. The goals are merged by the CEO. The KPI definition should be in the most relevant part of the handbook which is organized by
function and results. For example 'Wider community contributions per release' should be in the Community Releations part of the handbook. In the definition it should mention what the canonical source is for this indicator. Public
In the doc 'GitLab Metrics' at IPO are the KPIs that we may share publicly.
GitLab goals are duplicates of goals of the reports. GitLab goals are the most important indicators of company performance.
IACV vs. plan > 1 TCV - OpEx vs. plan > 1 Sales efficiency ratio > 1 Pipe generated vs. plan > 1 Wider community contributions per release LTV / CAC ratio > 4 Average NPS Hires vs. plan > 0.9 Monthly employee turnover New hire average score Merge Requests per release per developer Uptime GitLab.com Active users per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown Support CSAT Runway > 12 months MAUI (Meltano so not part of the GitLab Executive Team KPIs) > 10% WoW Sales KPIs IACV vs. plan > 1 Field efficiency ratio > 2 TCV vs. plan > 1 ARR YoY > 190% Win rate > 30% % of ramped reps at or above quota > 0.7 Net Retention > 2 Gross Retention > 0.9 Rep IACV per comp > 5 ProServe revenue vs. cost > 1.1 Services attach rate for strategic > 0.8 Self-serve sales ratio > 0.3 Licensed users ARPU New strategic accounts IACV per Rep > $1.0M New hire location factor < TBD Marketing KPIs Pipe generated vs. plan > 1 Pipe-to-spend > 5 Marketing efficiency ratio > 2 SCLAU LTV / CAC ratio > 4 Twitter mentions Sessions on our marketing site New users Product Installations: Download, start of installation, success installation, created admin user, configured email, second user invited, 30 day active, updates Social response time Meetup Participants with GitLab presentation GitLab presentations given Wider community contributions per release Monthly Active Contributors from the wider community New hire location factor < TBD People Operations KPIs Hires vs. plan > 0.9 Apply to hire days < 30 No offer NPS > 4.1 Offer acceptance rate > 0.9 Average NPS Average location factor New hire location factor < TBD 12 month employee turnover < 16% Voluntary employee turnover < 10% Candidates per vacancy Percentage of vacancies with active sourcing New hire average score Onboarding NPS Diversity lifecycle: applications, recruited, interviews, offers, acceptance, retention PeopleOps cost per employee Discretionary bonus per employee per month > 0.1 Finance KPIs IACV per capital consumed > 2 Sales efficiency > 1.0 Magic number > 1.1 Gross margin > 0.9 Average days of sales outstanding < 45 Average days to close < 10 Runway > 12 months New hire location factor < 0.7 ARR by annual cohort Reasons for churn Reasons for net expansion Refunds processed as % of orders Product KPIs Ambition Percentage (Merged Issues/Planned Issues per Release) ~ 70% SMAU MAU Stage Monthly Active Instances (SMAI) Monthly Active Instances (MAI) Sessions on release post Installation churn User churn Lost Instances Acquisition Adoption Upsell Rention Net Promotor Score / Customer Satisfaction with the product New hire location factor < TBD Signups Onboarding completion rate Comments Accepting Merge Requests issue growth Engineering KPIs Merge Requests per release per engineer in product development > 10 Uptime GitLab.com > 99.95% Performance GitLab.com Support SLA Support CSAT Support cost vs. recurring revenue Days to fix S1 security issues Days to fix S2 security issues Days to fix S3 security issues GitLab.com infrastructure cost per MAU ARR per support rep > $1.175M New hire location factor < 0.5 Public Cloud Spend Alliances KPIs Active users per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown Active installations per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown Product Downloads: Updates & Initial per distribution method: Omnibus, Cloud native helm chart, Source Acquisition velocity: Acquire 3 teams per quarter for less than $2m in total. Acquisition success: 70% of acquisitions ship the majority of their old product functionality as part of GitLab within 3 months after acquisition.invited, 30 day active, updates