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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 KPIs

GitLab goals are duplicates of goals of the reports. GitLab goals are the most important indicators of company performance.

  1. IACV vs. plan > 1
  2. TCV - OpEx vs. plan > 1
  3. Sales efficiency ratio > 1
  4. Pipe generated vs. plan > 1
  5. Wider community contributions per release
  6. LTV / CAC ratio > 4
  7. Average NPS
  8. Hires vs. plan > 0.9
  9. Monthly employee turnover
  10. New hire average score
  11. Merge Requests per release per developer
  12. Uptime GitLab.com
  13. Active users per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown
  14. Support CSAT
  15. Runway > 12 months
  16. MAUI (Meltano so not part of the GitLab Executive Team KPIs) > 10% WoW

Sales KPIs

  1. IACV vs. plan > 1
  2. Field efficiency ratio > 2
  3. TCV vs. plan > 1
  4. ARR YoY > 190%
  5. Win rate > 30%
  6. % of ramped reps at or above quota > 0.7
  7. Net Retention > 2
  8. Gross Retention > 0.9
  9. Rep IACV per comp > 5
  10. ProServe revenue vs. cost > 1.1
  11. Services attach rate for strategic > 0.8
  12. Self-serve sales ratio > 0.3
  13. Licensed users
  14. ARPU
  15. New strategic accounts
  16. IACV per Rep > $1.0M
  17. New hire location factor < TBD

Marketing KPIs

  1. Pipe generated vs. plan > 1
  2. Pipe-to-spend > 5
  3. Marketing efficiency ratio > 2
  4. SCLAU
  5. LTV / CAC ratio > 4
  6. Twitter mentions
  7. Sessions on our marketing site
  8. New users
  9. Product Installations: Download, start of installation, success installation, created admin user, configured email, second user invited, 30 day active, updates
  10. Social response time
  11. Meetup Participants with GitLab presentation
  12. GitLab presentations given
  13. Wider community contributions per release
  14. Monthly Active Contributors from the wider community
  15. New hire location factor < TBD

People Operations KPIs

  1. Hires vs. plan > 0.9
  2. Apply to hire days < 30
  3. No offer NPS > 4.1
  4. Offer acceptance rate > 0.9
  5. Average NPS
  6. Average location factor
  7. New hire location factor < TBD
  8. 12 month employee turnover < 16%
  9. Voluntary employee turnover < 10%
  10. Candidates per vacancy
  11. Percentage of vacancies with active sourcing
  12. New hire average score
  13. Onboarding NPS
  14. Diversity lifecycle: applications, recruited, interviews, offers, acceptance, retention
  15. PeopleOps cost per employee
  16. Discretionary bonus per employee per month > 0.1

Finance KPIs

  1. IACV per capital consumed > 2
  2. Sales efficiency > 1.0
  3. Magic number > 1.1
  4. Gross margin > 0.9
  5. Average days of sales outstanding < 45
  6. Average days to close < 10
  7. Runway > 12 months
  8. New hire location factor < 0.7
  9. ARR by annual cohort
  10. Reasons for churn
  11. Reasons for net expansion
  12. Refunds processed as % of orders

Product KPIs

  1. Ambition Percentage (Merged Issues/Planned Issues per Release) ~ 70%
  2. SMAU
  3. MAU
  4. Stage Monthly Active Instances (SMAI)
  5. Monthly Active Instances (MAI)
  6. Sessions on release post
  7. Installation churn
  8. User churn
  9. Lost Instances
  10. Acquisition
  11. Adoption
  12. Upsell
  13. Rention
  14. Net Promotor Score / Customer Satisfaction with the product
  15. New hire location factor < TBD
  16. Signups
  17. Onboarding completion rate
  18. Comments
  19. Accepting Merge Requests issue growth

Engineering KPIs

  1. Merge Requests per release per engineer in product development > 10
  2. Uptime GitLab.com > 99.95%
  3. Performance GitLab.com
  4. Support SLA
  5. Support CSAT
  6. Support cost vs. recurring revenue
  7. Days to fix S1 security issues
  8. Days to fix S2 security issues
  9. Days to fix S3 security issues
  10. GitLab.com infrastructure cost per MAU
  11. ARR per support rep > $1.175M
  12. New hire location factor < 0.5
  13. Public Cloud Spend

Alliances KPIs

  1. Active users per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown
  2. Active installations per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown
  3. Product Downloads: Updates & Initial per distribution method: Omnibus, Cloud native helm chart, Source
  4. Acquisition velocity: Acquire 3 teams per quarter for less than $2m in total.
  5. 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