User Metrics

B2C (Consumer)
Unique visitors
Viral coefficient (k)
Conversion rate (on signup, purchase, or other meaningful action)
First week/month-retention %
CPM (ad revenue per 1,000 ad impressions), CPC (per click), CPA (per action)
Average time on site
B2B/SaaS (Business)
Monthly/Annual Recurring Revenue (MRR/ARR)
Average Revenue Per User (ARPU)
Cost of Acquisition (CAC)
Customer Lifetime Value (LTV)
Gross and net margins
Payback period
Average sales cycle length
Churn %
Net Promoter Score (NPS)
Mobile
Daily/monthly installs
Daily/monthly active users (DAU/MAU)
Cost Per Install (CPI)

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