Excel formulas
KPI Formulas for Excel
Copy common business KPI formulas into Excel or Google Sheets and adapt the cell references to your model.
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All Excel KPI formulas
| KPI | Category | Formula | Excel |
|---|---|---|---|
| Gross Margin | Finance | (Revenue - Cost of Goods Sold) / Revenue | =IFERROR((B2-C2)/B2,0) |
| Net Profit Margin | Finance | Net Profit / Revenue | =IFERROR(B2/C2,0) |
| Operating Margin | Finance | Operating Income / Revenue | =IFERROR(B2/C2,0) |
| EBITDA | Finance | Net Income + Interest + Taxes + Depreciation + Amortization | =SUM(B2:F2) |
| EBIT | Finance | Revenue - Operating Expenses | =B2-C2 |
| Revenue Growth Rate | Finance | (Current Period Revenue - Previous Period Revenue) / Previous Period Revenue | =IFERROR((B2-C2)/C2,0) |
| Free Cash Flow | Finance | Operating Cash Flow - Capital Expenditures | =B2-C2 |
| Cash Conversion Cycle | Finance | DIO + DSO - DPO | =B2+C2-D2 |
| Return on Equity | Finance | Net Income / Shareholders’ Equity | =IFERROR(B2/C2,0) |
| Return on Assets | Finance | Net Income / Total Assets | =IFERROR(B2/C2,0) |
| Return on Invested Capital | Finance | NOPAT / Invested Capital | =IFERROR(B2/C2,0) |
| WACC | Finance | (E/V × Re) + (D/V × Rd × (1 - Tax Rate)) | =IFERROR((B2/(B2+C2))*D2+(C2/(B2+C2))*E2*(1-F2),0) |
| Debt-to-Equity Ratio | Finance | Total Debt / Total Equity | =IFERROR(B2/C2,0) |
| Current Ratio | Finance | Current Assets / Current Liabilities | =IFERROR(B2/C2,0) |
| Quick Ratio | Finance | (Cash + Marketable Securities + Accounts Receivable) / Current Liabilities | =IFERROR((B2+C2+D2)/E2,0) |
| Interest Coverage Ratio | Finance | EBIT / Interest Expense | =IFERROR(B2/C2,0) |
| Working Capital | Finance | Current Assets - Current Liabilities | =B2-C2 |
| Burn Rate | Finance | Cash Spent per Month | =B2-C2 |
| Runway | Finance | Cash Balance / Monthly Burn Rate | =IFERROR(B2/C2,0) |
| Accounts Receivable Turnover | Accounting | Net Credit Sales / Average Accounts Receivable | =IFERROR(B2/C2,0) |
| Accounts Payable Turnover | Accounting | Net Credit Purchases / Average Accounts Payable | =IFERROR(B2/C2,0) |
| Days Sales Outstanding | Accounting | (Accounts Receivable / Credit Sales) × Days | =IFERROR((B2/C2)*D2,0) |
| Days Payable Outstanding | Accounting | (Accounts Payable / Cost of Goods Sold) × Days | =IFERROR((B2/C2)*D2,0) |
| Inventory Turnover | Accounting | Cost of Goods Sold / Average Inventory | =IFERROR(B2/C2,0) |
| Working Capital Ratio | Accounting | Current Assets / Current Liabilities | =IFERROR(B2/C2,0) |
| Debt Ratio | Accounting | Total Debt / Total Assets | =IFERROR(B2/C2,0) |
| Asset Turnover | Accounting | Revenue / Average Total Assets | =IFERROR(B2/C2,0) |
| Operating Cash Flow Ratio | Accounting | Operating Cash Flow / Current Liabilities | =IFERROR(B2/C2,0) |
| Expense Ratio | Accounting | Operating Expenses / Revenue | =IFERROR(B2/C2,0) |
| Budget Variance | Accounting | Actual Amount - Budgeted Amount | =B2-C2 |
| Customer Acquisition Cost (CAC) | Marketing | Sales and Marketing Cost / New Customers | =IFERROR(B2/C2,0) |
| ROAS | Marketing | Revenue from Ads / Advertising Cost | =IFERROR(B2/C2,0) |
| CPA | Marketing | Campaign Cost / Number of Acquisitions | =IFERROR(B2/C2,0) |
| Cost per Lead (CPL) | Marketing | Campaign Cost / Number of Leads | =IFERROR(B2/C2,0) |
| Click-Through Rate (CTR) | Marketing | Clicks / Impressions | =IFERROR(B2/C2,0) |
| Conversion Rate | Marketing | Conversions / Visitors or Leads | =IFERROR(B2/C2,0) |
| Marketing ROI | Marketing | (Revenue from Marketing - Marketing Cost) / Marketing Cost | =IFERROR((B2-C2)/C2,0) |
| Cost per Click (CPC) | Marketing | Ad Cost / Clicks | =IFERROR(B2/C2,0) |
| Cost per Mille (CPM) | Marketing | (Ad Cost / Impressions) × 1000 | =IFERROR((B2/C2)*1000,0) |
| Lead Conversion Rate | Marketing | Converted Leads / Total Leads | =IFERROR(B2/C2,0) |
| Website Conversion Rate | Marketing | Website Conversions / Website Visitors | =IFERROR(B2/C2,0) |
| Email Open Rate | Marketing | Emails Opened / Emails Delivered | =IFERROR(B2/C2,0) |
| Email Click Rate | Marketing | Email Clicks / Emails Delivered | =IFERROR(B2/C2,0) |
| Bounce Rate | Marketing | Single-Page Sessions / Total Sessions | =IFERROR(B2/C2,0) |
| Impression Share | Marketing | Impressions Received / Eligible Impressions | =IFERROR(B2/C2,0) |
| Sales Velocity | Sales | (Opportunities × Average Deal Size × Win Rate) / Sales Cycle Length | =IFERROR((B2*C2*D2)/E2,0) |
| Win Rate | Sales | Deals Won / Total Opportunities | =IFERROR(B2/C2,0) |
| Average Deal Size | Sales | Total Revenue / Number of Deals | =IFERROR(B2/C2,0) |
| Sales Cycle Length | Sales | Total Days to Close Deals / Number of Closed Deals | =IFERROR(B2/C2,0) |
| Pipeline Coverage | Sales | Pipeline Value / Sales Target | =IFERROR(B2/C2,0) |
| Quota Attainment | Sales | Actual Sales / Sales Quota | =IFERROR(B2/C2,0) |
| Revenue per Sales Rep | Sales | Total Revenue / Number of Sales Reps | =IFERROR(B2/C2,0) |
| Lead-to-Customer Rate | Sales | New Customers / Leads | =IFERROR(B2/C2,0) |
| Opportunity Conversion Rate | Sales | Converted Opportunities / Total Opportunities | =IFERROR(B2/C2,0) |
| Close Rate | Sales | Closed Won Deals / Total Deals | =IFERROR(B2/C2,0) |
| Forecast Accuracy | Sales | 1 - ABS(Forecast - Actual) / Actual | =IFERROR(1-ABS(B2-C2)/C2,0) |
| Average Revenue per Account | Sales | Revenue / Number of Accounts | =IFERROR(B2/C2,0) |
| Sales Growth Rate | Sales | (Current Sales - Previous Sales) / Previous Sales | =IFERROR((B2-C2)/C2,0) |
| MRR | SaaS | Sum of Monthly Recurring Revenue | =SUM(B2:B100) |
| ARR | SaaS | MRR × 12 | =B2*12 |
| Churn Rate | SaaS | Lost Customers / Customers at Start of Period | =IFERROR(B2/C2,0) |
| Revenue Churn | SaaS | Lost MRR / Starting MRR | =IFERROR(B2/C2,0) |
| Customer Churn | SaaS | Customers Lost / Customers at Start | =IFERROR(B2/C2,0) |
| Net Revenue Retention (NRR) | SaaS | (Starting MRR + Expansion MRR - Contraction MRR - Churned MRR) / Starting MRR | =IFERROR((B2+C2-D2-E2)/B2,0) |
| Gross Revenue Retention (GRR) | SaaS | (Starting MRR - Contraction MRR - Churned MRR) / Starting MRR | =IFERROR((B2-C2-D2)/B2,0) |
| LTV | SaaS | ARPU × Gross Margin / Churn Rate | =IFERROR((B2*C2)/D2,0) |
| LTV:CAC Ratio | SaaS | LTV / CAC | =IFERROR(B2/C2,0) |
| CAC Payback Period | SaaS | CAC / Monthly Gross Profit per Customer | =IFERROR(B2/C2,0) |
| ARPU | SaaS | Revenue / Number of Users | =IFERROR(B2/C2,0) |
| ARPA | SaaS | Revenue / Number of Accounts | =IFERROR(B2/C2,0) |
| Expansion MRR | SaaS | Additional MRR from Existing Customers | =B2 |
| Contraction MRR | SaaS | Lost MRR from Downgrades | =B2 |
| Logo Retention | SaaS | Retained Customers / Starting Customers | =IFERROR(B2/C2,0) |
| SaaS Quick Ratio | SaaS | (New MRR + Expansion MRR) / (Churned MRR + Contraction MRR) | =IFERROR((B2+C2)/(D2+E2),0) |
| Magic Number | SaaS | (Current Quarter ARR - Previous Quarter ARR) × 4 / Previous Quarter Sales and Marketing Spend | =IFERROR(((B2-C2)*4)/D2,0) |
| Rule of 40 | SaaS | Revenue Growth Rate + Profit Margin | =B2+C2 |
| OEE | Operations | Availability × Performance × Quality | =B2*C2*D2 |
| Cycle Time | Operations | Total Production Time / Units Produced | =IFERROR(B2/C2,0) |
| Throughput | Operations | Units Produced / Time Period | =IFERROR(B2/C2,0) |
| Capacity Utilization | Operations | Actual Output / Maximum Possible Output | =IFERROR(B2/C2,0) |
| On-Time Delivery | Operations | Orders Delivered on Time / Total Orders | =IFERROR(B2/C2,0) |
| Defect Rate | Operations | Defective Units / Total Units | =IFERROR(B2/C2,0) |
| First Pass Yield | Operations | Good Units Without Rework / Total Units | =IFERROR(B2/C2,0) |
| Scrap Rate | Operations | Scrapped Units / Total Units Produced | =IFERROR(B2/C2,0) |
| Order Fulfillment Time | Operations | Delivery Date - Order Date | =B2-C2 |
| Production Efficiency | Operations | Actual Output / Standard Output | =IFERROR(B2/C2,0) |
| Downtime Rate | Operations | Downtime / Planned Production Time | =IFERROR(B2/C2,0) |
| Backorder Rate | Operations | Backordered Orders / Total Orders | =IFERROR(B2/C2,0) |
| Perfect Order Rate | Operations | Perfect Orders / Total Orders | =IFERROR(B2/C2,0) |
| Employee Turnover Rate | HR | Employees Who Left / Average Number of Employees | =IFERROR(B2/C2,0) |
| Voluntary Turnover Rate | HR | Voluntary Departures / Average Number of Employees | =IFERROR(B2/C2,0) |
| Absenteeism Rate | HR | Absence Days / Available Work Days | =IFERROR(B2/C2,0) |
| Revenue per Employee | HR | Revenue / Number of Employees | =IFERROR(B2/C2,0) |
| Cost per Hire | HR | Total Recruiting Cost / Number of Hires | =IFERROR(B2/C2,0) |
| Time to Hire | HR | Offer Accepted Date - Application Date | =B2-C2 |
| Time to Fill | HR | Position Filled Date - Job Opened Date | =B2-C2 |
| Offer Acceptance Rate | HR | Accepted Offers / Total Offers | =IFERROR(B2/C2,0) |
| Employee Retention Rate | HR | Employees Remaining / Employees at Start of Period | =IFERROR(B2/C2,0) |
| Training Cost per Employee | HR | Total Training Cost / Employees Trained | =IFERROR(B2/C2,0) |
| Employee Productivity | HR | Output / Employee Hours | =IFERROR(B2/C2,0) |
| Headcount Growth Rate | HR | (Current Headcount - Previous Headcount) / Previous Headcount | =IFERROR((B2-C2)/C2,0) |
| eNPS | HR | % Promoters - % Detractors | =B2-C2 |
| Promotion Rate | HR | Employees Promoted / Total Employees | =IFERROR(B2/C2,0) |
| CSAT | Customer Support | Positive Responses / Total Responses | =IFERROR(B2/C2,0) |
| NPS | Customer Support | % Promoters - % Detractors | =B2-C2 |
| First Response Time | Customer Support | Time of First Response - Ticket Created Time | =B2-C2 |
| Average Resolution Time | Customer Support | Total Resolution Time / Number of Resolved Tickets | =IFERROR(B2/C2,0) |
| Ticket Backlog | Customer Support | Open Tickets at End of Period | =B2 |
| Ticket Volume | Customer Support | Number of Tickets Created in Period | =B2 |
| First Contact Resolution | Customer Support | Tickets Resolved on First Contact / Total Tickets | =IFERROR(B2/C2,0) |
| Escalation Rate | Customer Support | Escalated Tickets / Total Tickets | =IFERROR(B2/C2,0) |
| Customer Effort Score | Customer Support | Total Effort Score / Number of Responses | =IFERROR(B2/C2,0) |
| Support Cost per Ticket | Customer Support | Total Support Cost / Number of Tickets | =IFERROR(B2/C2,0) |
| SLA Compliance Rate | Customer Support | Tickets Resolved Within SLA / Total Tickets | =IFERROR(B2/C2,0) |
| Average Handle Time | Customer Support | Total Handle Time / Number of Interactions | =IFERROR(B2/C2,0) |
| Average Order Value (AOV) | Ecommerce | Revenue / Number of Orders | =IFERROR(B2/C2,0) |
| Cart Abandonment Rate | Ecommerce | Abandoned Carts / Created Carts | =IFERROR(B2/C2,0) |
| Repeat Purchase Rate | Ecommerce | Customers with More Than One Purchase / Total Customers | =IFERROR(B2/C2,0) |
| Refund Rate | Ecommerce | Refunded Orders / Total Orders | =IFERROR(B2/C2,0) |
| Return Rate | Ecommerce | Returned Orders / Total Orders | =IFERROR(B2/C2,0) |
| Revenue per Visitor | Ecommerce | Revenue / Website Visitors | =IFERROR(B2/C2,0) |
| Customer Lifetime Value | Ecommerce | Average Order Value × Purchase Frequency × Customer Lifespan | =B2*C2*D2 |
| Purchase Frequency | Ecommerce | Number of Orders / Number of Customers | =IFERROR(B2/C2,0) |
| Gross Merchandise Value (GMV) | Ecommerce | Total Value of Goods Sold | =B2 |
| Product Return Rate | Ecommerce | Returned Products / Products Sold | =IFERROR(B2/C2,0) |
| Checkout Completion Rate | Ecommerce | Completed Checkouts / Started Checkouts | =IFERROR(B2/C2,0) |
| Add-to-Cart Rate | Ecommerce | Add-to-Cart Events / Product Page Visits | =IFERROR(B2/C2,0) |
| Schedule Variance | Project Management | Earned Value - Planned Value | =B2-C2 |
| Cost Variance | Project Management | Earned Value - Actual Cost | =B2-C2 |
| Cost Performance Index (CPI) | Project Management | Earned Value / Actual Cost | =IFERROR(B2/C2,0) |
| Schedule Performance Index (SPI) | Project Management | Earned Value / Planned Value | =IFERROR(B2/C2,0) |
| Planned Value | Project Management | Planned % Complete × Budget at Completion | =B2*C2 |
| Earned Value | Project Management | Actual % Complete × Budget at Completion | =B2*C2 |
| Actual Cost | Project Management | Total Cost Incurred to Date | =B2 |
| Resource Utilization | Project Management | Productive Hours / Available Hours | =IFERROR(B2/C2,0) |
| Project Completion Rate | Project Management | Completed Tasks / Total Tasks | =IFERROR(B2/C2,0) |
| On-Time Project Delivery | Project Management | Projects Delivered on Time / Total Projects | =IFERROR(B2/C2,0) |
| Billable Utilization | Project Management | Billable Hours / Available Hours | =IFERROR(B2/C2,0) |