Product metrics. Part 11- engagement metrics

 

Engagement Metrics

1. Daily Active Users (DAU)

Definition: Unique users who engage with the product daily.

Examples:

  • News App: 80,000 DAU.
  • Stock Trading App: 50,000 DAU.
  • Online Learning App: 20,000 students log in daily.

2. Monthly Active Users (MAU)

Definition: Unique users who engage within a month.

Examples:

  • Music App: 8L MAU.
  • Health Tracker: 3L MAU.
  • Finance App: 10L monthly active users.

3. DAU/MAU Ratio (Stickiness)

Definition: Shows how often users return.
Formula:
DAU/MAU Ratio = (DAU / MAU) × 100

Examples:

  • Gaming App: 1L DAU / 5L MAU →
    = 20% stickiness
  • Fitness App: 40K DAU / 2L MAU → 20%
  • Social App: 1.5L DAU / 3L MAU → 50%

4. Session Length

Definition: Avg. time users spend per session.

Examples:

  • Meditation App: 12 minutes/session.
  • Video Streaming: 42 minutes/session.
  • Online Learning: 25 minutes/session.

5. Sessions per User

Definition: Avg. sessions per user per day or month.

Examples:

  • Language Learning: Avg. 3 sessions/day/user.
  • E-Reader App: 1.5 sessions/user/day.
  • Workout App: 20 sessions/month/user.

6. Feature Usage Rate

Definition: % of users using a specific feature.
Formula:
Feature Usage = (Users of Feature / Total Active Users) × 100

Examples:

  • CRM Reports Tool: 2,000 of 10,000 use reports →
    = 20%
  • Recipe Bookmarking: 3,000 of 5,000 use → 60%
  • Finance App: 5,000 of 20,000 use budgeting → 25%

7. Engaged Users Ratio

Definition: % of users who perform high-value actions frequently.

Examples:

  • E-learning: 4,000 users complete 3+ courses/month →
    = 4,000 / 10,000 = 40%
  • Reading App: 60% users read daily.
  • Video App: 70% users stream ≥5 videos/week.

8. Click-Through Rate (CTR)

Definition: % of users who click a button/link/CTA.
Formula:
CTR = (Clicks / Impressions) × 100

Examples:

  • Email Campaign: 800 clicks / 10,000 opens →
    = 8%
  • Push Notification: 200 clicks / 4,000 sent → 5%
  • Ad Banner: 300 clicks / 15,000 views → 2%


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