KPI Examples & Definitions
Active Users
Active Users refers to the number of individuals who engage meaningfully within an app, website, or software application over a period of time.
Average Revenue Per User (ARPU)
Average Revenue Per User (ARPU) measures the revenue generated by each customer over a given time period, commonly monthly or annually.
Churn Rate
Churn Rate, also known as Customer Attrition Rate, is the rate at which a business loses customers over time.
Customer Churn
Customer Churn refers to the percentage of customers who end their relationship with a business during a specific time frame.
Customer Lifetime Value (CLV)
Customer Lifetime Value (CLV) is the measure of the average revenue a customer generates over the entire relationship with a company.
Customer Retention Rate (CRR)
Customer Retention Rate (CRR) is the percentage of customers a business retains over a set time frame.
Customer Satisfaction Score (CSAT)
Customer Satisfaction Score (CSAT) gauges the level of satisfaction a customer experiences with a product, service, or interaction.
Customer Service Response Time
Customer Service Response Time is the interval from a customer's inquiry to the brand's response, measuring communication speed and effectiveness.
Daily Active Users (DAU)
Daily Active Users (DAU) in Google Analytics 4 refers to the number of unique individuals who engage with a digital asset, such as a website or app, within a 24-hour period.
Email Click-Through Rate
Email Click-Through Rate measures the percentage of recipients who click on one or more links in an email campaign.
Email Click-to-Open Rate
Email Click-to-Open Rate gauges the relevance and appeal of email content to the audience, offering insights into the success of the overall email marketing efforts.
Gross Revenue Retention (GRR)
Gross Revenue Retention measures the percentage of revenue retained from existing customers over a specific period, excluding any upsell or cross-sell revenue.
Lifetime Value
The revenue customers generate over their entire relationship with a brand.
Monthly Recurring Revenue (MRR)
Monthly Recurring Revenue is a financial metric that quantifies a business's predictable income from subscriptions or ongoing services.
Net Promoter Score (NPS)
Net Promoter Score (NPS) measures customer loyalty by asking how likely they are to recommend a company's products or services on a scale of 0 to 10, reflecting customer satisfaction and advocacy potential.
Net Revenue Retention (NRR)
Net Revenue Retention (NRR) measures the revenue retained from existing customers over a specific period, including upsells, cross-sells, downgrades, and churns.
NPS Detractors
Detractors are individuals who express negative views about a brand or campaign and are identified through customer feedback surveys.
NPS Passives
Passives are customers who provide neutral feedback, indicating neither strong satisfaction nor dissatisfaction with a product or service.
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