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Product & User Engagement KPIs

Product and user engagement metrics measure how effectively a product delivers value to its users through engagement depth, retention, and satisfaction signals. DAU, MAU, and NPS reflect the health of the user relationship; activation rate and time-to-value measure onboarding effectiveness; feature adoption and customer health score track whether users are extracting sustained value over the course of their relationship with the product.

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All Product & User Engagement Metrics Definitions (10 KPIs)

Each entry includes formula, platforms, causal drivers, benchmarks, and Q&A.

Daily Active Users
DAU
Daily Active Users (DAU) counts the number of unique users who perform at least one meaningful action in a product on a given day.
CPO VP Product CMO CEO
Monthly Active Users
MAU
Monthly Active Users (MAU) counts the number of unique users who perform at least one qualifying action within a 30-day period.
CPO VP Product CMO CEO
DAU/MAU Stickiness Ratio
The DAU/MAU Stickiness Ratio measures the percentage of monthly active users who are also daily active users, indicating how deeply habituated users are to the product.
CPO VP Product CMO
Net Promoter Score
NPS
Net Promoter Score (NPS) measures customer loyalty and satisfaction by asking respondents a single question: "How likely are you to recommend this product to a colleague or friend?" on a 0–10 scale.
CPO CMO CEO Director CS
Retention Rate
Retention Rate measures the percentage of users or customers who continue to use a product or service in a given period after their initial acquisition.
CPO VP Product CMO CEO
Feature Adoption Rate
Feature Adoption Rate measures the percentage of eligible users who have used a specific product feature at least once (or at a defined frequency) within a time period.
CPO VP Product Director Analytics
Time to Value
TTV
Time to Value (TTV) measures the elapsed time between a customer signing up or purchasing a product and the moment they first experience the core value it delivers (the "aha moment").
CPO VP Product VP Sales Director CS
Activation Rate
Activation Rate measures the percentage of newly signed-up users who complete a defined set of onboarding actions that indicate they have experienced initial product value and are likely to continue using the product.
CPO VP Product VP Marketing
Customer Health Score
CHS
Customer Health Score is a composite metric that combines multiple behavioral, engagement, and relationship signals to produce a single score indicating how likely a customer account is to renew, expand, or churn.
CPO Director CS VP Sales CMO
Social Engagement Rate
Social Engagement Rate measures the level of audience interaction with content on social media platforms, calculated as total engagement actions (likes, comments, shares, saves, clicks) divided by reach or follower count, expressed as a percentage.
CMO VP Marketing Director Marketing
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Roles That Own These Metrics

See the full KPI guide for each role that works with Product & User Engagement Metrics.

CPO Guide → VP Product Guide → CMO Guide →
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