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Product Metrics
North Star Metric is “# of Subscribers with Health Score in safe range”
Metrics
Stage
Metric
Measure where?
Measure why?
Formula
1
Awareness
2
# of visits
Website
To understand the effectiveness of website as brand awareness channel
-
3
# of app visits
Playstore, Appstore
To understand willingness to download and overall awareness
-
4
User Ratings
Playstore, Appstore
To understand how users like it
-
5
# of forms filled (contact details form)
Website
To understand the interest of users in the product
-
6
Acquisition
7
CAC
Ad channels
To understand effectiveness of advertisements and marketing strategy
Total sales & marketing cost / # of new users acquired
8
Bounce rate
Website
To understand usefulness of website
-
9
Ads CTR
Ad channel
To understand conversion effectiveness of particular ad
-
10
# App downloads
Playstore, Appstore
-
11
Activation
12
Conversion rate
App
-
# of paid subscribers / # of app downloads
13
# of rings sold
-
To understand the market of ring
-
14
Engagement
15
DAU
App
To understand unique daily users
-
16
WAU
App
To understand unique weekly users
-
17
MAU
App
To understand unique monthly users
-
18
Time spent per user
App
To understand how engaging the app is
-
19
Consistency in food logging in a month
App
To understand logging experience
# of days food logged / # of day in month
20
Consistency in activity tracking in a month
App
To understand the usage of tracking device
# of days activity logged / # of day in month
21
# of Care team calls per month
App
To understand utilization of Care manager facility
Average # of calls to care team per user
22
# of Consultations scheduled per month
App
To understand utilization of specialist doctor consultation facility
Average # of doctor consultations scheduled per user
23
# of OPD claims per 6 months
App
To understand utilization of OPD insurance
Average # of OPD claims per user
24
# of IPD claims per year
App
To understand utilization of IPD insurance cover
Average # of IPD claims per user
25
Retention
26
User Stickiness
App
To understand stickiness of app
DAU / MAU
27
Churn rate
App
To understand how many % users are leaving
# of users left the app / # of users at beginning of period
28
% of repeat customers
App
-
29
Revenue
30
Net Revenue
App
-
-
31
ARPU
App
To understand average revenue from 1 user
Net Revenue / # of users
32
Subscription checkout abandonment rate
App
To understand how many % people fill details for subscription pricing, but don’t actually buy it
# of users not buying after enquiry / # of users enquiring on app
33
% of Lite subscribers
App
-
# of Lite subscribers / Total subscribers
34
% of Pro subscribers
App
-
# of Pro subscribers / Total subscribers
35
% of Club subscribers
App
-
# of Club subscribers / Total subscribers
36
MRR
App
-
# of active customers in a month / average monthly bill
37
ARR
App
-
# of active customers in a year / average annual bill
38
LTV
App
To understand how valuable and loyal are our customers
ARPU per month * Average user lifetime in months
39
Referral
40
NPS
App
To get the overall feedback of product
% promoters - % detractors
41
CSAT
App
To understand customer satisfaction
# of satisfied customers / # of respondents
42
CES
App
To understand customer efforts
Sum of customer effort scores / # of respondents
43
Virality
App
To understand % of customers who refer a friend
-
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