Customers KPIs
Retention, health, NPS, concentration. 26 KPIs in this domain — 5 anchored to third-party standards, 21 editorial.
Retention, health, NPS, concentration
Industry-backed KPIs (5)
| KPI | Rogue ID | Type | Source |
|---|---|---|---|
| Gross Revenue Retention (GRR) | customers.gross_revenue_retention | Percentage | SaaS Metrics Standards Board |
| Logo Churn Rate | customers.logo_churn_rate | Percentage | KBCM/Sapphire SaaS Survey 2024 (15th Annual) |
| Logo Retention Rate | customers.logo_retention_rate | Percentage | SaaS Metrics Standards Board |
| Net Revenue Retention (NRR) | customers.net_revenue_retention | Percentage | SaaS Metrics Standards Board |
| NPS Score | customers.nps_score | Number | Retently NPS Benchmarks 2025 |
Editorial KPIs (21)
I'mBoard-authored definitions (editorial tier) for KPIs without a public third-party standard — see methodology for what editorial-tier means and epic #1415 for the back-attribution workstream.
| KPI | Rogue ID | Type |
|---|---|---|
| ACV Trend | customers.acv_trend_pct | Percentage |
| ARR at Risk | customers.arr_at_risk | Currency |
| Average Contract Value (ACV) | customers.avg_contract_value | Currency |
| Churn Risks | customers.churn_risks | Text |
| Customer Segments | customers.customer_segments | Text |
| Customers Churned | customers.customers_churned | Number |
| Expansion Opportunities | customers.expansion_opportunities | Text |
| Customer Success Initiatives | customers.key_initiatives | Text |
| New Customers Added | customers.new_customers_added | Number |
| NPS Responses | customers.nps_responses | Number |
| NPS Trend | customers.nps_trend | Number |
| % ARR at Risk | customers.percent_arr_at_risk | Percentage |
| Prior-Quarter ACV | customers.prior_quarter_acv | Currency |
| Prior-Quarter Concentration | customers.prior_quarter_concentration | Percentage |
| Prior-Quarter GRR | customers.prior_quarter_grr | Percentage |
| Prior-Quarter NRR | customers.prior_quarter_nrr | Percentage |
| Prior-Quarter Total Customers | customers.prior_quarter_total_customers | Number |
| Retention Reporting Method | customers.reporting_method | Text |
| Retention Insights | customers.retention_insights | Text |
| Top Customer Concentration | customers.top_customer_concentration | Percentage |
| Total Customers | customers.total_customers | Number |
Machine-readable
- JSON for this domain (all 26 KPIs, tier-labeled):
/api/ontology/customers.json - Full catalog:
/api/ontology/index.json - Or via MCP:
browse_rogue_kpis({ domain: 'customers' }).
Total Engineers
Headcount of engineers (software, infrastructure, security, data, ML) in the R&D organization, typically including full-time employees plus contractors at a defined FTE-equivalence factor. The "capacity input" side of all R&D ratios. Common pitfall: definition drift. Some companies include only software engineers, others include product managers and designers, others include all of R&D plus QA, plus support engineers. Boards should anchor the definition once and hold it stable — otherwise quarter-over-quarter comparisons are noise. Pair with `rd_monthly_spend` to derive fully-loaded cost-per-engineer. — Product KPI, I'mBoard-authored (editorial tier).
ACV Trend
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. — Customers KPI, I'mBoard-authored (editorial tier).