Metric Name | Definition | Formula | Data Source | Update Frequency | Owner |
Monthly Active Users (MAU) | Unique users logging at least one session in a calendar month | Count(Distinct user_id) where session_date in month | Snowflake event logs | Monthly | Product Analytics Lead |
Customer Acquisition Cost (CAC) | Total marketing spend divided by number of new paying customers | Marketing Spend / New Customers | Hubspot + Stripe | Monthly | Marketing Lead |
Gross Revenue Retention (GRR) | % of recurring revenue retained from existing customers | (Starting MRR - Churned MRR) / Starting MRR | Salesforce billing exports | Quarterly | Revenue Ops |
Activation Rate | % of new users completing onboarding in 7 days | Completed Onboarding Users / New Signups | Backend DB + Amplitude | Monthly | Product Manager |
Average Revenue Per User (ARPU) | Total recurring revenue divided by active paying users | Total Recurring Revenue / Active Users | Stripe reports | Monthly | CFO |
