HARDWARE (cont’d) METRIC DEFINITION MONTHLY REVENUE Total revenue in a given month REVENUE CMGR Implied compounded monthly revenue growth rate between two disparate months [CMGR = (latest month (Compound Monthly Growth Rate) revenue / first month revenue) ^ (1 / # of months) -1] GROSS MARGIN Gross profit in a given month / total revenue in the same month (gross profit equals total revenue less cost of sales and goods sold) PAID CAC Cost per customer acquired through paid marketing channels (total sales & marketing spend in a given month / total customers acquired via paid channels, including via sales, in a given month) 24