Customers & Products KPIs: Definitions and Formulas
Use customer and product KPIs to connect the experience people have with the commercial value and adoption patterns that follow. Every KPI page explains the calculation, a fictional example, interpretation guidance, limitations, and related measures.
Customer Analytics
Measure the health and value of customer relationships—from acquisition and satisfaction through retention, recurring revenue, support, and expansion.
Customer Lifetime Value (CLV)
Average revenue generated per customer over their lifetime.
Definition and formulaCustomer Retention Rate
Percentage of customers retained over a specific time period.
Definition and formulaChurn Rate
Percentage of customers lost during a specific period.
Definition and formulaNet Promoter Score (NPS)
Measures customer loyalty and likelihood to recommend the brand.
Definition and formulaAverage Revenue Per User (ARPU)
Revenue generated per user on average during a specific time period.
Definition and formulaRepeat Purchase Rate
Percentage of customers who make a repeat purchase.
Definition and formulaCustomer Satisfaction Score (CSAT)
Measures customer satisfaction based on survey feedback.
Definition and formulaCustomer Acquisition Cost (CAC)
Cost to acquire a single customer.
Definition and formulaCohort Retention Rate
Retention rate of specific user groups (cohorts) over time.
Definition and formulaActive Users
Total number of users actively engaging with your product/service.
Definition and formulaMonthly Recurring Revenue (MRR)
Total predictable revenue generated monthly from customers.
Definition and formulaRefund Rate
Percentage of orders refunded by customers.
Definition and formulaNet Revenue Retention (NRR)
Measures revenue retained from existing customers over a period.
Definition and formulaCustomer Engagement Score
Combines product usage, interactions, and feedback into a single score.
Definition and formulaTime to Resolution
Average time taken to resolve customer issues.
Definition and formulaUpsell Success Rate
Percentage of upsell opportunities converted.
Definition and formulaProduct Analytics
Understand whether users reach value, adopt important features, return at the right cadence, and complete product workflows successfully.
Feature Adoption Rate
Percentage of users adopting new features.
Definition and formulaOnboarding Completion Rate
Percentage of new users successfully completing onboarding steps.
Definition and formulaProduct Usage Rate
Percentage of users actively using your product within a time period.
Definition and formulaTime to First Value (TTFV)
Time it takes for a user to experience the product's value.
Definition and formulaDaily Active Users (DAU)
Total number of unique daily users.
Definition and formulaMonthly Active Users (MAU)
Total number of unique users over a month.
Definition and formulaUser Retention Rate
Percentage of users returning to the product after their first session.
Definition and formulaAverage Session Duration
Average time users spend on your product during a session.
Definition and formulaSession Frequency
Average number of sessions per user over a specific period.
Definition and formulaCustomer Effort Score (CES)
Measures effort customers experience using your product/service.
Definition and formulaBugs/Issues Reported
Total number of bugs/issues reported by users.
Definition and formulaFeature Usage Frequency
Frequency with which users use a specific feature.
Definition and formulaTime Spent per Feature
Average time users spend using a specific feature.
Definition and formulaTurn metric definitions into answers your team can use.
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