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Data classification

User data: Displays basic user information.

Behavior data: what was done, such as page time, purchase, etc.

Product data: product information, inventory, etc.


User data Indicators

:one: New users daily: Users are added every day.

:two: Active rate: A measure of user activity. Active users can be divided into daily active users, weekly active users and monthly active users.

  • Daily Active Users: indicates the number of active users in a day
  • Weekly active users: indicates the number of users who are active at least once a week
  • Monthly active users: the number of users who are active at least once a month

Active rate = [ Active users ] [ The total number of users ] Active rate =\frac{[active users]}{[total users]}

Retention rates can be divided into next-day retention, 3-day retention, 7-day retention, 30-day retention, etc.

  • Next-day retention: The number of users who used the product on the second day/the total number of users added on the first day
  • Day 3 retention: The number of users added on day 3 / the total number of users added on Day 1;
  • Day 7 Retention: The number of users who used the product on day 7 / the total number of users added on day 1

Facebook has a famous 40-20-10 rule that says 40% of new users are retained on day 7, 20% on day 7, and 10% on day 30


Behavioral data indicator

:one: PV (Page View) : indicates the number of Page views in a certain period of time.

:two: UV (Unique View) : the number of visitors to a page at a certain time.

Three: conversion rate

  • Payment conversion rate:


    Payment conversion rate = [ Number of purchasers ] [ Number of store visitors ( U V ) ] Payment conversion rate =\frac{[number of purchases]}{[number of store visits (UV)]}

  • Advertising conversion rate:


    AD conversion rate = [ The number of people who click through the AD to enter the promotion interface ] [ The number of people who saw the AD ] AD conversion rate =\frac{[number of people who click through the AD to enter the promotion interface]}{[Number of people who see the AD]}

Four: forward rate


Forward rate = [ The number of users who forward a product ] [ See the number of users for an item ] Forwarding rate =\frac{[number of users forwarding item]}{[number of users seeing item]}

:five: K-factor: Measures the effect of social sharing (recommendation), how many new users can be brought by a user who initiates a recommendation.


K factor = [ Average number of shares per user ] [ Users who receive invitations become the conversion rate for new users ] K factor =\frac{[Average number of shares per user]}{[conversion rate of invited users to become new users]}

When K is greater than 1, the number of newly added users increases rapidly.

When K<1, the growth of new users will stop when they reach a certain size.


Product data indicators

: one: total amount

  • Gross Merchandise Volume (GMV) is the total amount of Merchandise traded within a specified period. Used in the e-commerce industry, usually involving the auction of unpaid orders
  • Transaction quantity: quantity of goods ordered
  • Access duration: refers to the total time spent using the App or website

: two: per capita

  • Per capita payment: The game industry is called Average Revenue Per User (ARPU), and the e-commerce industry is called customer unit price.

  • Revenue Per Paying User: Average Revennu Per Paying User (ARPPU), which measures the Average revenue of Paying users


    Per paying user = [ Total revenue ] [ The number of pay ] Revenue per paying user =\frac{[total revenue]}{[Payers]}

  • Length of visits per capita:


    Length of visit per capita = [ The total length ] [ The total number of users ] Access duration per capita =\frac{[Total duration]}{[Total number of users]}

Three: to pay

  • Pay rate:


    Pay rate = [ Paying customers ] [ The total number of users ] Payment rate =\frac{[paid users]}{[Total users]}

  • After buying rate:

    Monthly repurchase rate:


    Monthly repurchase rate = 1 Month to buy the user again in 2 Monthly number of users purchased 1 The total number of users that purchased each month Monthly repurchase rate =\frac{number of users who purchased in January and then purchased in February}{Total number of users who purchased in January}

    Cumulative repurchase rate:


    Cumulative repurchase rate = 1 Month to buy the user again in 2 month 7 Number of users purchased per month 1 The total number of users that purchased each month Cumulative repurchase rate =\frac{Number of users who purchased in January and then purchased from February to July}{Total number of users who purchased in January}


Promote payment metrics

In the paid advertising promotion, involving the evaluation of the promotion effect of the index. From different payment channels can be divided into the following indicators: display advertising, search advertising, information flow advertising.

:one: display space advertisement

Pay Per show (CPM, Cost Per Mille)

Search advertising

Advertisers bid for a search term, and users see search results ranked by the advertiser’s bid. This type of advertising is CPC, Cost Per Click.

: Three: Information stream advertising

For example, advertisements in weibo, Toutiao, Zhihu and Moments of friends (information flow). The ads are based on users’ interests and hobbies. This type of advertising is either paid Per click (CPC) or Cost Per Action (CPA).

CPA, including:

  • CPD (Cost Per Download) : The payment is based on the number of App downloads
  • CPI (Cost Per Install) : The payment is based on the number of people who Install the App after downloading it
  • CPS (Cost Per Sales) : the payment is based on the number of users or Sales volume completed


I’ll leave it there for now, if it feels good,Remember to like it!! ❤