Аналитика

Продуктовые метрики

Retention, churn, LTV, CAC, ARPU, ARPPU и воронки.

The DAU/MAU ratio shows what share of monthly active users visit your product on an average day.

$\text{DAU/MAU} = \frac{\text{DAU}}{\text{MAU}}\cdot 100\%$

Retention rate measures what percentage of a cohort remains active after a chosen period.

$\text{Retention} = \frac{N_{\text{active at end}}}{N_{\text{cohort start}}}\cdot 100\%$

Churn rate shows the proportion of users or customers that stop being active/paying during a period.

$\text{Churn} = \frac{N_{\text{churned}}}{N_{\text{period start}}}\cdot 100\%$

ARPU is average revenue produced per active user in a period.

$\text{ARPU} = \frac{R}{\text{MAU}}$

ARPPU indicates average revenue for paying users only.

$\text{ARPPU} = \frac{R}{N_{\text{paying}}}$

A practical LTV estimate multiplies average revenue per user by gross margin and average customer life.

$\text{LTV} \approx \text{ARPU} \cdot \text{Gross Margin} \cdot L$

CAC shows how much marketing and sales spending is needed to acquire one new customer.

$\text{CAC} = \frac{C_{\text{marketing}} + C_{\text{sales}}}{N_{\text{new customers}}}$

Step conversion shows how efficiently users move from one funnel stage to the next.

$\text{CR}_{i\to i+1}=\frac{U_{i+1}}{U_i}\cdot100\%$

Activation rate tracks how many new registrants reach a predefined value moment.

$\text{Activation Rate} = \frac{N_{\text{activated}}}{N_{\text{registered}}}\cdot100\%$