| DAU (Daily active users) | # of Unique users per day | Downloads are misleading because 80 to 90 percent of those who download an app never return |
| MAU (Monthly active users) | # of Unique users per month | Downloads are misleading |
| Stickiness | (DAU / MAU ) x 100 | Higher stickiness = higher ROI, mobile stickiness is 20x more than mobile/desktop |
| Retention rate | ((# of customers at end of period – # of customers acquired during period) / # of customers at start of period ) x 100 | High retention is almost always a good thing. |
| Churn rate | 1- Customer Retention Rate | |
| CPA (Cost per acquisition) | Total Marketing Cost / Total User Acquisitions | the lower the better |
| Average daily sessions per DAU | how frequently your users log into your app each day. Not always a good thing. | |
| LTV (Lifetime value) | Average value of conversion x Average # of conversions in a timeframe x Average customer value | is losing money = Boolean(LTV < CPA) |
| ARPU (Average revenue per user) | Lifetime revenue of app/ Lifetime # of users | ARPU answers when you should be earning more revenue per user |
| ARPPU (average revenue per paying user) | Lifetime revenue of app / Lifetime # of paying users | |
| ROI (Return on Investment) | Return / Investment | stay consistent to measure relative progress year-to-year |
| App load time | | should <= 2 sec |
| User satisfaction | measured in CSAT and NPS | better user satisfaction = more user retention + more LTV |
| CSAT (customer satisfaction score) | (# of satisfied customers / # of survey respondents) x 100 | ask customers to rate their satisfaction on a scale from 1 to 5. 4 or 5 means satisfied |
| NPS (Net Promoter Score) | ((# of promoters – # of detractors ) / # of survey respondents) x 100 | ask customers to rate their satisfaction on a scale from 1 to 10. Users reply 0 to 6 are detractors. Users reply 8 to 10 are promoters. |
| Goal achievement | % Users that achieve their goals each session | Goals can be a purchase, a signup, a share, etc. |
| Marketing Acquisition | %, $, and dollar value % of visitors from a top marketing channel | |
