Product analytics metrics: formulas and SQL
Metrics for activity, adoption and retention. Define what counts as an active user and a session before measuring anything else.
- DAU/MAU StickinessDAU/MAU stickiness is the ratio of daily to monthly active users, showing how often monthly users come back each day.
- Weekly Active Users (WAU)Weekly active users is the number of distinct users who performed a meaningful action in a given week.
- Feature Adoption RateFeature adoption rate is the percentage of active users who used a particular feature in a period.
- Day-30 RetentionDay-30 retention is the percentage of new users who are still active about 30 days after they signed up.
- Activation RateActivation rate is the percentage of new signups who reach the first meaningful value moment within a set time.
- Time to ValueTime to value is how long it takes a new user to reach their first meaningful outcome in the product.
- Average Session DurationAverage session duration is the mean length of time users spend in the product per session.
- Onboarding Completion RateOnboarding completion rate is the share of new users who finish the guided setup steps.