metric category

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.

all definitions

All Product & User Engagement Metrics Definitions (11 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

Adoption Metrics

Adoption Metrics are the family of product-usage metrics that measure how successfully users take up a product and its features, from first meaningful action through habitual, recurring use.

CPO VP Product Head of Growth Director Analytics

ownership

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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Product & User Engagement KPIs

All Product & User Engagement Metrics Definitions (11 KPIs)

Roles that own these metrics

Understand what drives every metric

The shops down the street already run on AI.The data proves it pays.

The shops down the street already run on AI.
The data proves it pays.