Crafting the perfect Active Users metrics can feel overwhelming, particularly when you're juggling daily responsibilities. That's why we've put together a collection of examples to spark your inspiration.
Transfer these examples to your app of choice, or opt for Tability to help keep you on track.
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While we have some examples available, it's likely that you'll have specific scenarios that aren't covered here. You can use our free AI metrics generator below to generate your own strategies.
Measures the percentage increase in active users over a specific period. Calculated by (New Active Users - Previous Active Users) / Previous Active Users * 100
What good looks like for this metric: 15-25% monthly growth
Ideas to improve this metric
Offer incentives for referrals
Enhance user onboarding experience
Regularly update features based on feedback
Engage users through targeted communications
Improve user education and support
2. Retention Rate
Tracks the percentage of users who continue to use the platform over time. Calculated by (Number of Retained Users / Total Active Users) * 100
What good looks like for this metric: 70-90% monthly retention
Ideas to improve this metric
Personalise user experiences
Implement loyalty programs
Regularly collect and act on feedback
Offer continuous updates and improvements
Resolve user issues promptly
3. Churn Rate
Represents the percentage of users who discontinue use in a specific timeframe. Calculated by (Number of Churned Users / Total Users at Start) * 100
What good looks like for this metric: Below 5% monthly churn
Ideas to improve this metric
Identify and address user pain points
Implement a win-back strategy
Ensure consistent value delivery
Maintain proactive customer support
Use exit surveys to gain insights
4. Average User Session Duration
Indicates how much time users spend during a session using the platform
What good looks like for this metric: 5-10 minutes per session
Ideas to improve this metric
Design engaging and valuable content
Implement user engagement features
Ensure smooth user interface and experience
Personalise content and recommendations
Streamline navigation and access
5. Adoption Rate
Measures how quickly new users adopt the platform. Calculated by (New Users / Total Potential Users) * 100
What good looks like for this metric: 10-20% quarterly increase
Having a plan is one thing, sticking to it is another.
Don't fall into the set-and-forget trap. It is important to adopt a weekly check-in process to keep your strategy agile – otherwise this is nothing more than a reporting exercise.
A tool like Tability can also help you by combining AI and goal-setting to keep you on track.
Tability's check-ins will save you hours and increase transparency
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