This document discusses key metrics that start-ups should measure to manage growth and product performance, including churn rate, conversion rate, customer acquisition cost, average revenue per user, and lifetime value. It emphasizes measuring metrics related to user engagement and what matters most to the business. The document is authored by Andrei Marinescu, a product and growth expert who advises on measuring the right metrics.

1. Start-up Metrics
Andrei Marinescu
@malaparte
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2. Product & growth guy // DHIC @500S
Advisor & mentor // Former Hulu growth lead

3. “If you can’t measure it,
you can’t manage it.”

4. What to measure?
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5. First things first
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6. Churn Rate

7. Conversion Rate
CR =
# Converted Users
# Starting Users

8. Customer Acquisition Cost
CAC =
Sales & Marketing Expenses
# Customers Acquired

9. Average Revenue Per User
ARPU =
Revenue in Period
# Purchasing Customers

10. Lifetime Value

11. Measure what matters

12. User engagement cycle