The 25 Metrics Every D2C Founder Must Know to Scale Safely

🚀 Overview

Most brands scale based on vanity metrics (ROAS, clicks, session counts).

But real growth requires profit metrics.

This glossary defines the 25 essential KPIs that keep your business healthy while it scales — including formulas, why they matter, and how to use them in decision-making.

When your team speaks the same profit language, scaling becomes predictable.

🎯 Why This Works

✅ Aligns marketing + finance with shared numbers

✅ Prevents scaling into unprofitable territory

✅ Reveals the true performance of products and channels

✅ Makes decisions objective — data > emotion

🧩 The Framework

1️⃣ Acquisition KPIs

Cost per Click (CPC)

Formula: Ad Spend ÷ Clicks

Purpose: Traffic cost efficiency