Measured per cohort rather than in aggregate, because a rising rate can hide a falling one in a specific channel. The denominator is the interesting part, because activation among people who finished signup is a different question from activation among everyone who arrived.
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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.
- AARRR frameworkAcquisition, Activation, Retention, Referral, Revenue: five stages used to decide which metric a team should be arguing about this quarter.
- ActivationThe moment a new user first gets the value the product promised. Everything before it is setup; everything after it is retention.
- 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.