Product Metrics

Net Promoter Score measures customer loyalty by asking how likely a customer is to recommend your product or service. It is the most widely used customer experience metric, providing a single number that captures sentiment and predicts growth through word-of-mouth.

Customer satisfaction score measures how satisfied customers are with a specific interaction, product, or experience. Unlike NPS which measures loyalty, CSAT captures satisfaction at a moment in time, making it ideal for evaluating specific touchpoints in the customer journey.

Daily active users measures the number of unique users who engage with your product on a given day. It is the primary engagement metric for consumer and SaaS products, indicating whether your product has become a daily habit for its users.

Monthly active users counts the number of unique users who engage with your product within a 30-day rolling window. MAU is the broadest measure of your engaged user base and a key metric for growth, monetisation, and investor reporting.

The DAU/MAU ratio measures what proportion of monthly active users engage with your product every day. It is the most widely used indicator of product stickiness, revealing how deeply embedded your product is in users' daily routines.

Retention rate measures the percentage of users or customers who continue to use your product over a given period. It is the most important growth metric because sustainable growth is impossible when users leave faster than they arrive.

Feature adoption rate measures the percentage of users who use a specific feature within a given period. It tells product teams whether new features are resonating with users and which existing features are underutilised, guiding investment decisions and roadmap priorities.

Time to value measures how long it takes a new user or customer to experience the core value of your product. It is the most important onboarding metric because users who reach value quickly are dramatically more likely to retain, expand, and advocate.

Product-market fit score measures how disappointed users would be if they could no longer use your product. Based on the Sean Ellis survey method, it is the most direct measure of whether a product has achieved the level of value delivery that sustains organic growth.

Session duration measures the length of time a user spends actively engaged with your product during a single session. It is an engagement depth metric that indicates whether users are finding enough value to invest meaningful time in your product.

Customer effort score measures how much effort a customer had to exert to accomplish a goal with your product or service. Research shows that reducing effort is more predictive of customer loyalty than increasing satisfaction, making CES a powerful complement to NPS and CSAT.

App ranking refers to the position of a mobile application in app store search results and category charts. It is the primary driver of organic app discovery, directly influencing download volume, install cost, and the long-term viability of a mobile growth strategy.

Cost per install measures the average amount spent to acquire a single app installation through paid advertising. It is the foundational efficiency metric for mobile user acquisition, connecting ad spend directly to the volume of new users entering the app.

Weekly active users measures the number of unique users who engage with your product at least once during a seven-day window. It bridges the gap between daily and monthly active users, making it the right engagement metric for products with natural weekly usage patterns.

User retention rate measures the percentage of users who return to your product after their first visit or sign-up. It is the most important indicator of product-market fit and long-term product health, because no amount of acquisition can compensate for a product that fails to retain its users.

User activation rate measures the percentage of new sign-ups who reach a predefined activation milestone that signals they have experienced the product's core value. It is the bridge between acquisition and retention, determining whether new users become engaged users or quietly disappear.

Feature stickiness measures how frequently users return to a specific feature over time. While feature adoption rate tells you how many users try a feature, stickiness tells you whether they keep coming back to it, making it a stronger indicator of genuine feature value and long-term product engagement.

Time to first value (TTFV) measures the elapsed time from when a user signs up to when they experience their first meaningful engagement with the product. It captures how quickly the product delivers on its promise, which directly influences whether new users convert into retained customers. Shorter TTFV means higher activation rates, lower early churn, and faster revenue realisation.

Funnel conversion rate measures the percentage of users who complete a multi-step process from entry to final outcome. It captures the efficiency of any sequential workflow: onboarding flows, purchase funnels, feature adoption paths, or trial-to-paid journeys. The metric reveals not just how many users convert overall, but where in the sequence users drop off and how large each drop-off is.

A/B test performance is the statistical comparison of how different variants perform against each other on defined success metrics. It captures whether a proposed change (new design, copy, pricing, feature) produces a meaningfully better outcome than the current experience. Rigorous A/B testing replaces opinion-driven decisions with evidence, enabling product teams to invest in changes that demonstrably improve outcomes.