What are the metrics you use to monitor user acquisition and retention?

Question

Anonymous · Accepted Answer

First I would ask, what is the motivation behind wanting to measure user growth
and retention? At Uber, our mission is
reimagine how the world moves. For Uber Rides, it is to move people from Point A
to Point B. In both cases, scale is an important part of the Uber mission, and
it also contributes to Uber's revenue streams. The more riders there are, the
more money can be made from subscriptions, service fees, and commissions. Also
the more riders there are, the more demand there is for drivers, and the more
need there is for drivers to join the app in order to keep supply-demand
balanced.
So it will be critical for Uber to monitor user growth and retention, in order
to keep the market balanced, as well as to make financial forecasts, and to
evaluate the impact of experiments that are designed to augment those metrics.
Metrics for user growth include app downloads, sign ups, setup (filling out
account details, adding credit card, etc.) and booking a first ride, perhaps
within the first 7 days of downloading the app.
Metrics for user retention include
* use recency: DAUS, WAUs, MAUs
* use intensity: > $100 in rides in past week
* use patterns: ratio of DAUs to MAUs
* churn: % of users who uninstalled the app within the past month
Those metrics can all be computed on a cohort-basis, e.g., with weekly cohorts.
The metrics can also be sliced and diced, e.g., by market, by platform (iOS /
Android), for riders versus drivers, and for age and gender.
These metrics would do a good job of capturing acquisition and retention

Anonymous · Answer

There are a few metrics which can be used to monitor these KPIs:
1. Daily/Weekly/Monthly Active Users: This metric can help understand if there
is any change in trend of # of users using the platform
2. Conversion Rate: This metric can help understand if there is any change users
which come on the platform and end up converting

What are the metrics you use to monitor user acquisition and retention?

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