23 апреля 2026 г.

Шпаргалка по метрикам продукта

Карьерник — квиз-тренажёр в Telegram с 1500+ вопросами для собесов аналитика. SQL, Python, A/B, метрики. Бесплатно.

Зачем это знать

Product metrics — база для продуктового аналитика. На собесах без уверенного знания — downgrade. Эта шпаргалка — references.

Rounding framework

AARRR (Pirate metrics):

  • Acquisition
  • Activation
  • Retention
  • Referral
  • Revenue

HEART (Google):

  • Happiness
  • Engagement
  • Adoption
  • Retention
  • Task success

Use frameworks organize metrics.

Acquisition

Traffic

Visits, unique visitors, sessions.

CAC

Customer Acquisition Cost = spend / new customers.

Channels

Per channel: organic, paid, referral, direct, social.

Attribution

Credit conversions к touchpoints.

Activation

Sign-ups

New accounts per period.

Activation rate

% of sign-ups reaching «activation event».

Time to activate (TTV)

Median time от sign-up to activation.

Aha moment

First «wow» experience.

Magic number

Specific threshold correlating retention.

Ex: Facebook «7 friends в 10 дней».

Engagement

DAU / WAU / MAU

Daily / Weekly / Monthly Active Users.

Stickiness

DAU / MAU. 20%+ healthy, 50%+ habit-forming.

Sessions per user

Average для period.

Session length

Average / median duration.

Actions per session

Depth of engagement.

Feature adoption

% users used feature в period.

Retention

D1 / D7 / D30

% users returning on day N.

Cohort retention

Matrix: cohorts × offset months.

Churn rate

% users leaving per period.

Net retention

(Start - churn + expansion) / Start. > 100% excellent.

Referral

K-factor

= invites sent × conversion rate.

K > 1 = viral growth.

Viral cycle time

How fast K-factor cycles.

Referral rate

% users who invite others.

Revenue

MRR / ARR

Monthly / Annual Recurring Revenue.

ARPU / ARPPU

Avg Revenue Per User / Paying User.

LTV

Lifetime Value. Total revenue за «life» customer.

LTV / CAC

3 healthy. Unit economics.

Payback period

How long до CAC recovered.

Gross margin

Revenue - COGS (cost of goods sold) / Revenue.

E-commerce specific

GMV

Gross Merchandise Value.

AOV

Average Order Value.

Cart abandonment

% carts not purchased.

Repeat purchase

% customers with 2+ orders.

SaaS specific

MRR growth

New + expansion - churn - contraction.

Logo churn

% customers lost.

Revenue churn

% MRR lost.

Seats / Expansion

Upsells, add-ons.

Marketplace

Take rate

% transaction retained как revenue.

Liquidity

Match rate supply / demand.

Fill rate

Inventory utilization.

Buyer and seller metrics

Separate tracking.

Mobile apps

Installs

New installs per period.

DAU / install ratio

Activation efficiency.

Retention D1 / D7 / D30

Classic.

Revenue per install

CLV per install.

Uninstalls

Lost users.

Satisfaction

NPS

Net Promoter Score. -100 до 100. «Recommend?».

CSAT

«Satisfied?» (survey).

CES

«Easy to accomplish?».

5-star ratings

App store, reviews.

Financial

Burn rate

Monthly net loss.

Runway

Months before running out.

Revenue per employee

Efficiency.

SRE / Performance

Availability

% uptime.

Latency (P50, P95, P99)

Response time percentiles.

Error rate

% errors / total requests.

Crash rate

For mobile.

Metric hierarchy

L0: North Star (1) L1: Input drivers (3-5) L2: Team metrics (10-20) L3: Feature metrics (per feature)

Formulas

Retention_dayN = users_active_dayN / cohort_size

Churn = lost / start_of_period_active

LTV = ARPU / churn (simple)
LTV = sum of monthly cohort revenue (empirical)

CAC = marketing_spend / new_customers

LTV / CAC = LTV divided by CAC

Stickiness = DAU / MAU

Conversion_rate = completed / started (в funnel step)

AOV = revenue / number_of_orders

Metric pitfalls

Vanity metrics

Cumulative totals сами по себе ничего не говорят.

  • Total registered users? Who's active?
  • Total downloads? Active usage?

Incomparable periods

Growth MoM nice, но seasonality confounds. Use YoY or trend decomposition.

Ratio issues

Small denominator → unstable percentage. Flag.

Gaming

If metric directly rewarded → game. Need guardrails.

Собесные questions

«North Star для X?» Depends product:

  • Spotify: listening time
  • Slack: paying teams с 2000+ messages
  • Airbnb: nights booked

«Stickiness good?» 20%+ common, 50%+ habit-forming (social).

«DAU растёт, revenue нет — почему?» Maybe freemium, ad revenue per user dropping, paying rate declining.

«Metrics связаны?» Yes. Changes one affect others. Track взаимозависимости.

Industry benchmarks

SaaS

  • Monthly churn: 1-5% (healthy)
  • LTV / CAC: > 3
  • Gross margin: > 70%
  • NRR: > 100% (great)

Mobile games

  • D1: 30-40%
  • D7: 10-15%
  • D30: 3-5%

E-commerce

  • CR: 2-5%
  • Cart abandonment: 70%
  • Repeat rate: 20-30%

Adjust по industry.

Связанные темы

FAQ

Best book метрики?

  • «Lean Analytics» — Croll & Yoskovitz
  • «Hacking Growth» — Sean Ellis

Tools tracking?

Amplitude, Mixpanel, PostHog, или SQL + Tableau.

Change metrics often?

Per major product change. Stability для trends.

Тренируйте метрики — откройте тренажёр с 1500+ вопросами для собесов.

Тренироваться в Telegram