Also called pirate metrics. Its use is not the acronym but the argument it forces, namely which of the five stages is actually the constraint right now. Teams that skip that argument tend to optimize acquisition while retention leaks, which is expensive and feels productive.
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- A/B testingShowing two variants to comparable groups and measuring which performs better, on the same event data the rest of your analytics uses.
- ActivationThe moment a new user first gets the value the product promised. Everything before it is setup; everything after it is retention.
- Activation rateThe share of new users who reach that moment. The single number most onboarding work is trying to move.
- AttributionAssigning an install or a conversion to the campaign, channel or referrer that produced it.
- Average Revenue Per User (ARPU)Revenue in a period divided by active users in that period. Useful next to retention; misleading on its own.
- Churn rateThe share of users or revenue lost in a period. Its shape over time matters more than the number in any single month.