Acquisition
How do users become aware of you? SEO, organic and inorganic, SEM, PPC, widgets, email, PR campaigns, blogs
Metrics
Traffic, mentions, cost per click, search results, cost of acquisition, open rate
Activation
Do drive-by visitors subscribe, use, etc.? Features, design, tone, compensation, affirmation
Metrics
Enrollments, sign ups, completed onboarding process, use the service at least once, subscriptions
Retention
Does a one-time user become engaged?
Notifications, alerts, reminders, emails, updates…
Metrics
Engagement, time since the last visit, daily and monthly active use, churn
Revenue
Do you make money from user activity?
Transactions, clicks, subscriptions, DLC, analytics…
Metrics
Customer lifetime value, conversion rate, shopping cart size, click-through revenue
Referral
Do users promote your product?
Email, widgets, campaigns, likes, RTs affiliates
Metrics
Invites sent, viral coefficient, viral cycle time