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Metric Name
Description
Formula / Details
Active User Rate
Measures the proportion of users that are active users (hit a minimum activation threshold on a daily, weekly, or monthly basis) out of the total user pool of a specific customer.
Daily active user (DAU) rate %
# daily active users for X customer / Total users for X customer * 100

Monthly active user (DAU) rate %
# monthly active users for X customer / Total users for X customer * 100
Adoption Rate
Measures the portion of users that have adopted a new feature or product. This metric is most useful in the first ~12 months after releasing a new product (or activating a new product / feature for a specific customer).
Product adoption rate %
Daily or monthly active users can be used, and this can also apply at the feature-level

New monthly active users for X customer / Total signups for X customer * 100
Stickiness Rate
(%) Measures how well the product is retaining active users
Daily active users for X customer / Monthly active users for X customer * 100
User Retention Rate
Measures the retention of users at a given customer.
Net user retention %
1 + (Customer X new users in period – users deactivated in period) / Customer X number of users at BOP * 100

Gross user retention %
1 + (Customer X users at EOP – users onboarded in period) / Customer X number of users at BOP * 100
User Growth Rate
(%) Measures how quickly and consistently a customer’s user base is growing. This can be measured on a monthly, quarterly, and/or annual basis.
Customer X users at EOP / Customer X users at BOP * 100

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