Personify Product Kit

Product & Growth Metrics

A practical library of the product, growth, finance, and UX metrics that matter — with definitions, formulas, benchmarks, and how to improve each one.

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39 results

Activation RateActivation Rate is the percentage of new users who reach a defined first-value moment (their "aha").
Product
Activation
Annual Contract Value (ACV)Annual Contract Value (ACV) is the average yearly revenue generated per customer contract, normalized to one year.
Finance
Revenue
Average Revenue Per User (ARPU)Average Revenue Per User (ARPU) is the average revenue generated per user or account over a given period.
Finance
Revenue
CAC Payback PeriodCAC Payback Period is how many months of gross profit it takes to recover the cost of acquiring a customer.
Finance
Revenue
Activation
Churn RateChurn Rate is the percentage of customers (or revenue) lost over a period — the inverse of retention.
Product
Retention
Clarity of TaskClarity of Task measures how well users understand what to do and what will happen at each step.
CX
Activation
Click-Through Rate (CTR)Click-Through Rate (CTR) is the percentage of people who click a link, ad, or element after seeing it.
Product
Acquisition
Confidence RatingConfidence Rating captures how confident users feel that they completed a task correctly.
CX
Activation
Customer Acquisition Cost (CAC)Customer Acquisition Cost (CAC) is the total sales and marketing spend divided by the number of new customers won in a period.
Finance
Product
Awareness
Activation
Customer Effort Score (CES)Customer Effort Score (CES) measures how easy or hard it was for a customer to accomplish something.
Usability
Product
Referral
Retention
Activation
Customer Satisfaction Score (CSAT)Customer Satisfaction Score (CSAT) measures how satisfied customers are with a specific product, interaction, or experience.
CX
Retention
Activation
Revenue
Referral
Daily Active Users (DAU)Daily Active Users (DAU) is the number of unique users who engage with your product on a given day.
Product
Retention
Activation
Awareness
DAU / MAU RatioThe DAU/MAU ratio measures product stickiness — the share of monthly users who engage on an average day.
Product
Retention
Drop-Off RateDrop-Off Rate is the percentage of users who abandon a flow before completing it.
Product
Activation
Ease of UseEase of Use captures how easy users find a task or product, often via a single post-task rating.
CX
Activation
Error RateError Rate is how often users make mistakes while attempting a task, relative to the opportunities to err.
CX
Usability
Activation
Feature Adoption RateFeature Adoption Rate is the percentage of users who actively use a specific feature.
Product
Activation
Retention
First Click AccuracyFirst Click Accuracy is the percentage of users whose first click on a task lands in the right place.
Usability
Activation
Free to Paid Conversion RateFree to Paid Conversion Rate is the percentage of free or trial users who become paying customers.
Product
Activation
FrequencyFrequency measures how often users return to and engage with your product over a period.
CX
Retention
Gross MarginGross Margin is the percentage of revenue left after the direct costs of delivering your product or service.
Finance
Revenue
Lifetime Value of a Customer (LTV)Lifetime Value (LTV) is the average total revenue a customer generates across their entire relationship with your product.
Finance
Retention
Revenue
Monthly Active Users (MAU)Monthly Active Users (MAU) is the number of unique users who engage with your product over a 30-day window.
Product
Retention
Net Promoter Score (NPS)Net Promoter Score (NPS) gauges loyalty by asking how likely customers are to recommend you, on a 0–10 scale.
CX
Retention
Referral
Activation
Acquisition
Net Revenue Retention (NRR)Net Revenue Retention (NRR) is the percentage of recurring revenue kept from existing customers, including expansion and churn.
Finance
Revenue
Retention
Onboarding Completion RateOnboarding Completion Rate is the percentage of new users who finish your onboarding flow.
Product
Activation
Perceived Ease of UsePerceived Ease of Use is how effortless users believe a product is to use — a key driver of adoption.
CX
Activation
Preference ScorePreference Score is the share of people who prefer one option — a design, message, or concept — over alternatives.
Usability
Acquisition
Referral RateReferral Rate is the percentage of customers who refer others to your product.
Product
Referral
Retention RateRetention Rate is the percentage of customers who keep using your product across a period — the inverse of churn.
Product
Retention
Session DurationSession Duration is the average length of time users spend in your product during a single session.
Product
Retention
Signup Conversion RateSignup Conversion Rate is the percentage of visitors who create an account.
Product
Acquisition
Standardized Universal Percentile Rank Questionnaire (SUPR-Q)SUPR-Q is a standardized questionnaire that rates website quality across usability, trust, appearance, and loyalty as a percentile.
CX
Retention
Revenue
Referral
Successful Task Completion RateTask Completion Rate is the percentage of users who successfully finish a defined task.
Usability
Activation
System Usability Scale (SUS)The System Usability Scale (SUS) is a standardized 10-item questionnaire that scores perceived usability from 0 to 100.
Usability
Activation
Time on TaskTime on Task is how long it takes users to complete a specific task — usually, faster is better.
Usability
Activation
Trial Start RateTrial Start Rate is the percentage of eligible users who begin a product trial.
Product
Activation
Usability Quality Index (UQI)The Usability Quality Index (UQI) combines usability signals into a single composite score for tracking experience quality.
Usability
Activation
UX-LiteUX-Lite is a short, two-item standardized questionnaire measuring perceived usefulness and ease of use.
CX
Activation