Аналитика: темы
Продуктовые метрики
Retention, churn, LTV, CAC, ARPU, ARPPU и воронки.
9 формул
Таблица формул
| Формула | Запись | Тема | Для чего нужна |
|---|---|---|---|
| DAU to MAU ratio | $\text{DAU/MAU} = \frac{\text{DAU}}{\text{MAU}}\cdot 100\%$ | Продуктовые метрики | The DAU/MAU ratio shows what share of monthly active users visit your product on an average day. |
| Cohort retention rate | $\text{Retention} = \frac{N_{\text{active at end}}}{N_{\text{cohort start}}}\cdot 100\%$ | Продуктовые метрики | Retention rate measures what percentage of a cohort remains active after a chosen period. |
| Churn rate | $\text{Churn} = \frac{N_{\text{churned}}}{N_{\text{period start}}}\cdot 100\%$ | Продуктовые метрики | Churn rate shows the proportion of users or customers that stop being active/paying during a period. |
| ARPU | $\text{ARPU} = \frac{R}{\text{MAU}}$ | Продуктовые метрики | ARPU is average revenue produced per active user in a period. |
| ARPPU | $\text{ARPPU} = \frac{R}{N_{\text{paying}}}$ | Продуктовые метрики | ARPPU indicates average revenue for paying users only. |
| Basic LTV | $\text{LTV} \approx \text{ARPU} \cdot \text{Gross Margin} \cdot L$ | Продуктовые метрики | A practical LTV estimate multiplies average revenue per user by gross margin and average customer life. |
| Customer Acquisition Cost (CAC) | $\text{CAC} = \frac{C_{\text{marketing}} + C_{\text{sales}}}{N_{\text{new customers}}}$ | Продуктовые метрики | CAC shows how much marketing and sales spending is needed to acquire one new customer. |
| Conversion funnel step rate | $\text{CR}_{i\to i+1}=\frac{U_{i+1}}{U_i}\cdot100\%$ | Продуктовые метрики | Step conversion shows how efficiently users move from one funnel stage to the next. |
| Activation rate | $\text{Activation Rate} = \frac{N_{\text{activated}}}{N_{\text{registered}}}\cdot100\%$ | Продуктовые метрики | Activation rate tracks how many new registrants reach a predefined value moment. |