The Ultimate List of Product Metrics

An extended edition: Acquisition, Activation, Engagement, Retention, Revenue, Referral, and Lean and Agile metrics. Additional techniques, and resources.

Welcome to the free archived edition of The Product Compass.

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The Ultimate List of Product Metrics

In Today’s newsletter:

1. Acquisition Metrics

2. Activation Metrics

3. Engagement Metrics

4. Retention Metrics

5. Revenue Metrics

6. Referral Metrics

7. Lean and Agile Metrics

8. Conclusions, additional techniques, and resources

The classification below is based primarily on the AARRR (Acquisition, Activation, Retention, Revenue, Referral) framework, which is universal and fits every organization that works on customer-facing tech products.

On top of that, I added two categories:

• Engagement Metrics: I want to emphasize the distinct metrics focusing on user interaction with the product. More in the 3rd point.

• Lean and Agile Metrics: Metrics related to the effectiveness of delivering value. Some of them, like Time to Market (TTM) or Time to Learn (TTL), are essential to succeed by quickly adapting to the changing market conditions.

Without further ado:

1. Acquisition Metrics

1.1 Bounce Rate

The percentage of visitors who leave your website after viewing just one page. A high bounce rate may indicate issues with the landing page (e.g., messaging) or targeting.

1.2 Conversion Rate

The percentage of users who take a desired action, like signing up for a newsletter.

1.3 Landing Page Conversion Rate

The percentage of visitors who take a desired action on a specific landing page, like signing up or starting a trial, on a specific landing page.

1.4 Cost of Customer Acquisition (CAC)

The cost of acquiring a new customer through marketing and sales efforts.

1.5 Channel Effectiveness

The success of each acquisition channel in driving traffic, sign-ups, or purchases.

1.6 Traffic Source Distribution

The breakdown of incoming user traffic by different sources, such as organic search, referrals, or paid ads.

2. Activation Metrics