{
  "version": "1.3.0",
  "releasedAt": "2026-05-20",
  "kpi": {
    "rogueId": "customers.acv_trend_pct",
    "slug": "acv_trend_pct",
    "domain": "customers",
    "defaultLabel": "ACV Trend",
    "description": "Period-over-period percent change in Average Contract Value (mean ARR per active customer logo). A rising ACV trend signals pricing power, successful tier upgrades, or a mix-shift toward larger customers; a falling ACV trend signals seat compression, discounting pressure, or a mix-shift toward smaller customers. The board reads this alongside `total_customers` and `customers.net_revenue_retention` to disambiguate which lever is moving — logo growth vs. expansion vs. price. Common pitfall: ACV mix-shifts (a wave of new SMB logos at low ACV) can drag the average down even when existing-customer ACV is rising — segment-cut ACV is more diagnostic than the blended number.",
    "fieldType": "percentage",
    "unit": "%",
    "maturity": "general",
    "suggestedForStages": [
      "seriesA",
      "seriesB",
      "seriesC",
      "public"
    ],
    "defaultOwningFunctions": [
      "Sales"
    ],
    "stageRelevance": {
      "seriesA": "recommended",
      "seriesB": "recommended",
      "seriesC": "recommended",
      "public": "recommended"
    },
    "definitionSource": {
      "tier": "editorial",
      "sourceName": "imboard Editorial",
      "sourceUrl": null,
      "sectionRef": null,
      "publicationDate": "2026-04-01",
      "attributionNotice": null
    },
    "formula": "acv_trend_pct = (ACV_current_period − ACV_prior_period) ÷ ACV_prior_period, where ACV = total ARR ÷ total active customer logos. The blended view is sensitive to logo-mix shifts; segment-cut ACV (by cohort, ACV band, or product tier) is more diagnostic.",
    "whyItMatters": "Separates \"more customers\" from \"bigger customers\" in growth narrative. Combined with logo count, isolates the pricing-power signal that NRR and ARR alone can blur.",
    "interpretationGuidance": "No citation-grade absolute benchmark exists — compare to the company's own trailing trend and to deliberate strategy (a downmarket push should show ACV declining). Pair with segment cuts: a blended ACV that's flat may hide an upmarket cohort growing 20% offset by a downmarket cohort growing 50% in count. Persistent decline with flat NRR signals discounting / seat compression — surface the cause in `retention_insights` or `expansion_opportunities`.",
    "relatedKpiIds": [
      "sales.avg_contract_value",
      "customers.total_customers",
      "customers.net_revenue_retention",
      "customers.expansion_opportunities",
      "sales.arr"
    ],
    "metricBasis": {
      "timeBasis": "trailing_window",
      "production": "computed"
    }
  }
}