PM Metric Cheat Sheet

Business
Revenue
Sales
i) subscription renewal/purchase
ii) Upsell
iii) cross-sell
iv) In app purchases
v) Average Revenue per Account (ARPA) - The average revenue generated per customer
within a specific time period
vi) Monthly Recurring Revenue (MRR) - The predictable revenue generated by a
subscription based product on a monthly basis
vii) Expansion Revenue - Addition revenue generated from existing customers through
upsell, cross-sells or add on purchases
viii) Revenue Churn - The amount of revenue lost due to customer cancellations,
downgrades, non-renewals within a specific period of time
ix) Average Contract Value (ACV) - The average revenue generated from each customer
contract, which can help access the effectiveness of pricing & packaging strategies
Ads
i) Impressions
ii) Fill rate
iii) CPC (cost per click)
iv) CPM (Cost per mile)
v) ARPU (Average revenue per user)
vi) CLTV (Customer lifetime value = Order Value * Purchase Frequency * Lifetime)
vii) Contribution Margin (Revenue - Variable Costs)
Costs
i) Fixed cost
ii) variable cost
iii) COGS (cost of goods sold)
iv) CAC (Customer Acquisition cost = Budget/Conversions)
Product
Acquisition
I) Store downloads
ii) Signups
iii) Organic Traffic
iv) Bounce rate
v) Conversion Rate
vi) Landing page conversion rate (The z5 of users taking the desired action on a
specific landing page)
vii) Channel effectiveness (The success of each acquisition channel in driving
traffic, sign-ups etc.)
viii) Traffic Source Distribution (The breakdown of user traffic by different
sources such as Organic search, referrals or paid ads)
Activation
i) MAU (Monthly Active Users), WAU (Weekly Active Users), DAU (Daily Active Users)
ii) Session count
iii) Intentional actions
iv) conversion rate (% of users who make from one step to the next)
v) Time to value (The time it takes for a user to experience the core benefits of
your products after starting to use it. A shorter TTV leads to higher satisfaction,
engagement and retention. In a product led organisation optimising TTV is crucial
to ensure that users quickly understand the value that your product delivers)
vi) Onboarding completion rate (The percentage of users who completes the
onboarding process successfully)
vii) User Activation Rate (The percentage of users who successfully complete a
certain milestone in your onboarding process)
viii) Trial-to-paid conversion rate (The % of users who convert into paying
consumers)
ix) First-time user conversion rate (The % of first time users who complete a
desired action such as creating an account or purchasing. This metric helps access
the effectiveness of the onboarding process)
Engagement
i) WEU (Weekly Engaged Users) DEU
ii) Sessions length (duration of user’s interaction with the product during a
single session)
iii) Retention Rate (Customers at the end acquired / Customers at start)
iv) Net revenue retention rate (Start Revenue + Upsell - Downgrades - Churn / Start
Revenue)
v) Stickiness (DAU/MAU)
vi) Session Frequency (The average number of sessions per user within a specific
period of time)
vii) Feature usage (The frequency and depth of usage for specific product features)
viii) Customer Effort Score (Measures the ease at which customers can interact with
your product or services. It is often measured by asking users to rate the effort
required to accomplish the task or an issue on a scale from very low to very high
effort. A lower CES indicate a more friendly product which can lead to higher user
satisfaction and loyalty)
ix) Task Success Rate - The % of users who successfully complete a specific task or
a set of task within your product. This metric helps in accessing the usability and
effectiveness of your product’s features
x) User Feedback score - A quantitative measure of user satisfaction gathered
through surveys, ratings, or reviews. There isnt a single standardized method or
rating scale. This could be a numeric scale (1-10), star rating or qualitative
scale (Poor, Average, Good)
Retention
i) Churn Rate - The % of users who stop using the product at a specific period of
time
ii) User retention Rate - The % of users who continue using the product after the
specific period of time
iii) User Renewal rate - The percentage of users who renew their subscription or
continue using the product after their initial contract period
iv) Customer Lifetime - 1/churn rate
v) 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
vi) Product Adoption Rate - The % of users who adopt new features or
functionalities within a certain timeframe after release
Referral Metrics
i) Virality Coefficient - The number of new users acquired through referrals by
existing users
ii) Customer Referral Rate - (Customers/Referrals)*100
iii) Referral Conversion Rate - (Active users/Referrals)*100
Satisfaction
i) CSAT (Customer Satisfaction = Satisfied customers / total)
ii) NPS (Net Promoter Score = promoters % - detractors %)
iii) Store rating
iv) Sentiment score
Dissatisfaction
i) Support ticket
ii) Bugs
iii) Churn (Cancelled/Customer base)
Feature
Adoption
i) Aggregate
ii) Distinct funnel
iii) Heatmap
Task completion
i) Task success
ii) Task failure
iii) Time/steps/clicks to complete
iv) Cognitive load
QoS
Latency
Page load time
i) TTI (Time to interact)
ii) VCT (Visually Complete Time)
iii) Warm and Cold starts
iv) E2E action latency
v) Perceived latency
Reliability
i) E2E action reliability
ii) API reliability System availability
iii) MTTR (Mean time to respond)
iv) MTBF (Mean time between failure)
v) Downtime API throttling rate