The Ultimate List of Product Metrics

Join my newsletter, The Product Compass, and get 1 actionable tip for Product Managers every week: https://huryn.substack.com - link in my bio © Paweł Huryn Acquisition Metrics

Bounce Rate

The percentage of visitors who leave your

website after viewing just one page. A

high bounce rate may indicate issues with

the landing page (e.g., messaging) or

targeting.

Conversion Rate

The percentage of users who take a

desired action, like signing up for a

newsletter.

Landing Page Conversion Rate

The percentage of visitors who take a

desired action on a specific landing page,

like signing up or starting a trial, on a

specific landing page.

Cost of Customer Acquisition

(CAC)

The cost of acquiring a new customer

through marketing and sales efforts.

Channel Effectiveness

The success of each acquisition channel in

driving traffic, sign-ups, or purchases.

Traffic Source Distribution

The breakdown of incoming user traffic by

different sources, such as organic search,

referrals, or paid ads.

Activation Metrics

Time to Value (TTV)

The time it takes for a user to experience

the core benefits of your product after

starting to use it. A shorter TTV leads to

higher user satisfaction, engagement, and

retention. In a product-led growth,

optimizing TTV is crucial to ensure users

quickly understand the value your product

delivers.

Onboarding Completion Rate

The percentage of users who complete the

onboarding process successfully.

User Activation Rate

The percentage of users who successfully

complete a certain milestone in your

onboarding process.

Trial-to-Paid Conversion Rate

The percentage of trial users who convert

into paying customers.

First-time User Conversion Rate

The percentage of first-time users who

complete a desired action, such as

creating an account or purchasing. This

metric helps assess the effectiveness of

the onboarding process.

Engagement Metrics

Daily Active Users (DAU)

The number of unique users who engage

with the product daily.

Monthly Active Users (MAU)

The number of unique users who engage

with the product monthly.

Stickiness

The ratio of daily active users (DAU) to

monthly active users (MAU), which

indicates how often users engage with the

product.

Stickiness = DAU / MAU

The Ultimate List of Product Metrics

Join my newsletter, The Product Compass, and get 1 actionable tip for Product Managers every week: https://huryn.substack.com - link in my bio © Paweł Huryn User Satisfaction

A measure of how satisfied users are with

the product, often determined through

surveys or in-app feedback (e.g., Pendo,

Gainsight).

Session Length

The duration of a user's interaction with

the product during a single session.

Session Frequency

The average number of sessions per user

within a specific time frame.

Feature Usage

The frequency and depth of usage for

specific product features.

Customer Effort Score (CES)

Measures the ease with which customers

can interact with your product or service.

It is often determined by asking users to

rate the effort required to accomplish a

task or resolve an issue on a scale from

very low to very high effort.

A lower CES indicates a more user-friendly

product, which can lead to higher user

satisfaction and loyalty.

Task Success Rate

The percentage of users who successfully

complete a specific task or set of tasks

within your product. This metric helps

assess the usability and effectiveness of

your product's features.

User Feedback Score

A quantitative measure of user

satisfaction gathered through surveys,

ratings, or reviews.

There isn't a single standardized method

or rating scale. This could be a numeric

scale (e.g., 1 to 5 or 1 to 10), a star rating,

or a qualitative scale (e.g., poor, average,

excellent).

Retention Metrics

Churn Rate

The percentage of users who stop using

the product within a specific time period,

e.g. monthly.

User Retention Rate

The percentage of users who continue

using the product after a specific time

period. Often monthly.

User Renewal Rate

The percentage of users who renew their

subscription or continue using the product

after their initial contract period.

Customer Lifetime

The average time it takes for a user to stop

using the product.

Customer Lifetime = 1/Churn Rate

Customer Health Score

A composite metric that combines

multiple indicators, such as usage,

satisfaction, and support interactions, to

provide an overall assessment of the

customer's relationship with the product.

Product Adoption Rate

The percentage of users who adopt new

features or functionality within a certain

time frame after release.

The Ultimate List of Product Metrics

Join my newsletter, The Product Compass, and get 1 actionable tip for Product Managers every week: https://huryn.substack.com - link in my bio © Paweł Huryn Revenue Metrics

Average Revenue Per Account

(ARPA)

The average revenue generated per

account (customer) within a specific time

frame. For example, monthly.

Customer Lifetime Value

(CLV/LTV)

The total revenue a user generates during

their entire relationship with the product.

CLV = Customer Lifetime * ARPA

Customer Profitability

The difference between the lifetime value

of a customer (LTV) and the cost of

acquiring them (CAC).

Monthly Recurring Revenue

(MRR)

The predictable revenue generated by a

subscription-based product on a monthly

basis.

Expansion Revenue

Additional revenue generated from

existing customers, through upsells, cross-

sells, or add-on purchases.

Revenue Churn

The amount of revenue lost due to

customer cancellations, downgrades, or

non-renewals within a specific time

period.

Average Contract Value (ACV)

The average revenue generated from each

customer contract, which can help assess

the effectiveness of pricing and packaging

strategies.

Referral Metrics

Virality Coefficient

The number of new users acquired

through referrals by existing users.

Customer Referral Rate

The percentage of customers who refer

others to the product.

Referral Conversion Rate

The percentage of referrals that convert

into active users.

Net Promoter Score (NPS)

A measure of customer satisfaction and

loyalty based on how likely users are to

recommend the product to others.

NPS = % of Promoters - % of Detractors

Warning: NPS measures customer attitude

and sentiment, not the actual behavior.

Comments

Cohort Analysis

Consider comparing user behavior and

retention across different groups (cohorts)

of users who started using the product

simultaneously (e.g., month by month)

Engagement Metrics

In the AAARR (Acquisition, Activation,

Retention, Revenue, Referral) framework,

Engagement Metrics can be considered

part of the Activation and Retention.

I presented them as a separate category

to emphasize the distinct metrics focusing

on user interaction with the product.

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