Product Management Metrics

The most important Product Management metrics and KPIs. Learn about what metrics and KPIs are best for you, vote, and contribute your own.

Monthly Active Users

Monthly Active Users are the number of unique users of an application or platform that have interacted with it in a month. This metric is used to track monthly user engagement. Monthly Active Users includes both new users and existing users who have interacted with the application.

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Net Promoter Score

Net Promoter Score (NPS®) is a measure of a customer base's willingness to promote a product or service to colleagues and friends. It is based on the results of a current customer survey, which asks respondents to answer the following question: “how likely is it that you would recommend (brand or product X) to a friend or colleague?” Responses, with 10 being the highest, are grouped as follows: 10s and 9s are brand ‘Promoters’, 8s and 7s are ‘Neutrals’, and any responses below 7 are brand ‘Detractors’.

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Propensity to Renew

Propensity to Renew is a measure of the likelihood a customer will renew their contract instead of terminating their engagement with a company, most often provided by the customer as part of a survey. It is an indicator of revenue risk and potential logo churn.

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R&D Productivity

R&D Productivity is a performance measure of how much new revenue is associated with dollars invested into R&D within a technology company.

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Subscriber Growth Rate

Subscriber Growth Rate measures the percentage growth of an application’s account base in a given time period compared to the previous time period. The time period can be a week, a month, a quarter, or a year.

Time to Value

Time to Value (TTV) measures the duration between when a user selects your product and the moment they initially realize the value of your product. Value usually means that the setup process is completed and the first usage of the product is successful.

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Trial Conversion Rate

Trial Conversion Rate measures the percentage of users that have converted to a paid account from a trial period. Commonly referred to as Free Trial to Paid Conversion Rate, this metric indicates product value by measuring the number of users that find enough value in the product to pay for it. Trial Conversion Rates vary based on the type of trial you use. In SaaS, the standard practice is to either have a freemium product or a free trial period that usually spans a couple weeks.

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Trials

Trials is a count of the number of trial accounts started during a given period of time. The Trials metric helps a business gauge interest in their product and make sales predictions.

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True Trials

A True Trial is defined as a user who starts a trial and comes back a second time within the first 7 days. The True Trials metric is meaningful for any software company that offers prospects a trial before they choose to buy. Prospects who sign in twice within the first 7 day period are more likely to become paying customers. Tracking True Trials enables you to assess lead quality, product engagement, and probability of a win much earlier than only looking at Win Rate.

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Weekly Active Accounts

Weekly Active Accounts measures the number of unique accounts with at least one user who has interacted with an application or platform in a week. An active account may include one or more users, who may each have varying degrees of activity.

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Weekly Active Users

Weekly Active Users are the number of unique users of an application or platform that have interacted with it in a week. This metric is used to track weekly user engagement. Weekly Active Users includes both new users and existing users who have interacted with the application.

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