List of Product Manager’s Metrics

In the competitive landscape of the e-commerce sector, optimizing the user funnel is crucial for the success of an online sales mobile application. Understanding and utilizing the right product metrics can provide valuable insights into user behavior, drive decision-making, and improve overall app performance. In this extended edition, we will explore a comprehensive list of product metrics across different stages of the user funnel, helping you maximize your app’s potential.

Acquisition Metrics:

• App Installs: Measure the number of times the app is installed to evaluate the effectiveness of user acquisition strategies.
• Cost per Install (CPI): Calculate the average cost incurred to acquire a new user, providing insights into marketing campaign efficiency.
• App Store Optimization (ASO): Assess the impact of app store optimizations on organic user acquisition, such as keyword rankings, app ratings, and reviews.

Activation Metrics:

• User Onboarding Completion Rate: Evaluate the percentage of users who successfully complete the onboarding process, indicating the effectiveness of user guidance and app usability.
• First-Time User Experience (FTUE): Measure the time and interactions it takes for new users to achieve their first successful interaction or transaction, helping identify any friction points.
• Account Creation Rate: Monitor the number of users who sign up or create accounts, gauging the app’s appeal and value proposition.

Engagement Metrics:

• Daily Active Users (DAU) and Monthly Active Users (MAU): Track the number of users engaging with the app on a daily and monthly basis, providing insights into user retention.
• Session Length: Measure the average duration of user sessions, indicating user engagement levels and the app’s ability to retain attention.
• Screen Flow Analysis: Identify the most frequently visited screens and user navigation patterns, allowing for optimizations to enhance user experience.

Retention Metrics:

• User Churn Rate: Calculate the percentage of users who discontinue app usage within a specific time frame, helping identify areas for improvement.
• Repeat Purchase Rate: Evaluate the percentage of users who make multiple purchases over a given period, indicating loyalty and customer satisfaction.
• Push Notification Conversion Rate: Measure the effectiveness of push notifications in re-engaging users and driving them back to the app.

Revenue Metrics:

• Average Revenue per User (ARPU): Calculate the average revenue generated per user, helping assess the app’s monetization strategy and user value.
• Conversion Rate: Measure the percentage of users who complete a desired action, such as making a purchase or subscribing to a service.
• Average Order Value (AOV): Evaluate the average value of each user’s order, assisting in optimizing pricing, promotions, and upselling strategies.

Referral Metrics:

• Referral Conversion Rate: Track the percentage of users who successfully refer new users, highlighting the effectiveness of referral programs and incentives.
• Viral Coefficient (K-Factor): Measure the average number of new users acquired per existing user, indicating the app’s viral growth potential.
• Social Sharing Engagement: Monitor the number of shares and interactions generated through social media channels, indicating user satisfaction and brand advocacy.

Lean and Agile Metrics:

• Cycle Time: Measure the time it takes to complete a development cycle, allowing for process optimizations and faster feature delivery.
• Feature Adoption Rate: Evaluate the speed and level of user adoption for newly released features, indicating their relevance and value to users.
• Bugs and Issue Resolution Time: Monitor the time it takes to address and resolve reported bugs and issues, ensuring a smooth user experience.