Growth Metrics - Koen Goudriaan
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The document discusses various growth metrics for digital products including pageviews, time spent, downloads, daily active users, unique visitors, customer acquisition cost, lifetime value, viral coefficient, and churn rate. It provides definitions and examples for each metric, noting that customer acquisition cost should be 3 times lower than lifetime value and that viral coefficient and churn rate can be calculated on a monthly or yearly basis.
Growth Metrics - Koen Goudriaan
- 3. The right metric pageviews time = Total number of sales
- 4. Vanity vs Actionable Downloads Daily Active Users Unique VisitorsDownloads Unique Visitors Daily Active Users
- 6. 6 Agile Innoleaps December 2015 Product
- 7. Customer Acquisition Cost Total spend for customer acquisition Total number of customers acquired
- 8. 8 Agile Innoleaps December 2015 Product
- 9. Life Time Value Total revenue - CAC LTV : CAC 3 : 1
- 10. Calculating Customer Acquisition Cost Life Time Value 99 = CAC?
- 11. 11 Agile Innoleaps December 2015 Product
- 13. Viral Coefficient (K) K 0.5 2 1
- 14. 14 Agile Innoleaps December 2015 Product
- 15. Churn Rate % of customer stop using your product
- 16. Churn Rate % of customer stop using your productYearly 5-7 % Monthly 0.42-0.58 %
- 17. Churn Rate % of customer stop using your product1/200 Monthly
- 18. Thank you
Editor's Notes
- #3: Vanity Metric
- #4: Vanity Metric
- #5: Vanity Metric
- #6: A KPI is a number that acts as an indicator on how your company is doing. Ensure you go for something very specific and measurable and use this to grow the business. Simply looking at your KPI you can know how your company is performing. Always build your monthly KPI reports and focus in one KPI at a time
- #8: It is the amount of money it costs you to acquire a new user or purchaser. A user can be someone who is either using your product for free or paying for it. It is calculated as the total spend for customer acquisition (ppc, content marketing, ...) in a given month, divided by the total number of new customers acquired or activated that month.
- #10: It is the total monetary profit that an average customer brings to your business. It is calculated as the total revenue a customer generates for your company (average revenue per customer from the time they signed up to the time they made their last purchase), less the customer acquisition cost.
- #11: It is the total monetary profit that an average customer brings to your business. It is calculated as the total revenue a customer generates for your company (average revenue per customer from the time they signed up to the time they made their last purchase), less the customer acquisition cost.
- #13: It tells you how many people come to your product because of your existing users. If 2 existing customers bring 1, then the K is 0.5. A viral coefficient over 1 means you are growing virally.
- #14: It tells you how many people come to your product because of your existing users. If 2 existing customers bring 1, then the K is 0.5. A viral coefficient over 1 means you are growing virally.
- #16: It tells you how many visitors drop out of your funnel. You always want to reduce this % and retain more of your customers. Focus on reducing your churn rate to achieve fast growth.
- #17: It tells you how many visitors drop out of your funnel. You always want to reduce this % and retain more of your customers. Focus on reducing your churn rate to achieve fast growth.
- #18: It tells you how many visitors drop out of your funnel. You always want to reduce this % and retain more of your customers. Focus on reducing your churn rate to achieve fast growth.