Common KPIs Product Managers Leverage (These KPIs are widely-used, but generic, you should tailor your KPIs to correlate with the success of your specific product depending on its use cases.)
Business Operations KPIs
Monthly recurring revenue (MRR) - total amount of estimated revenue that a company will receive on a monthly basis. Could be referred to as annual recurring revenue (ARR).
Customer Lifetime Value (CLTV or LTV) - total amount of money a customer is estimated to spend on your products or services during their lifetime
Customer Acquisition Cost (CAC) - total cost of marketing spent to have potential customer to buy a product or service
Subscriptions KPIs
Retention rate - the percentage of subscribers who are still subscribed after a specified time period
Churn rate - the percentage of subscribers who are no longer subscribed after a specified time period (inverse of retention rate)
Number of active subscriptions - the current number of active paying subscribers, that are not expired
Trial to paid conversation - the percentage of total subscription trialers that end up converting to a paid subscription after their trial ends
Engagement KPIs
Number of sessions per user - one session refers to any user doing activities on a product or a website, capped by exiting the website or by a period of user inactivity
Number of user actions per session - how much activity happens in each session
Session duration - the average time spent on each session
Daily Active Users (DAU) - number of unique users per day
Monthly Active Users (MAU) - number of unique users per month
DAU / MAU - a ratio effective at measuring the rate of stickiness, for products that are meant to be used daily
Lness - This number of days a user has used a specific feature in a given time frame. For example, L10+/14, represents the percentage of users who have used the specific feature in the past 2 weeks (or 14 days).
Marketing KPIs
Click-through rate (CTR) - percentage of people who click on an ad, or link in an email campaign, out of the total people who have seen it
Customer Acquisition Cost (CAC) - total cost of marketing spent to have potential customer to buy a product or service
Referral KPIs
Net Promoter Score (NPS) - a metric that estimates the loyalty of a customer and how much they would be willing to refer your product to other people (administered through customer surveys, with a score range from -100 to +100)
Customer Satisfaction Score (CSAT) - a metric to gauge customer satisfaction (usually administered after a customer support engagement, with a range from 0 - 100%)
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