The point of choosing one is to end arguments, not to be precisely right. A good candidate is hard to move without genuinely serving users, which rules out most vanity metrics immediately.
More in Growth
- 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.
- 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.