Attribution models disagree by design (first touch, last touch, linear, time decay) and each tells a different story about the same spend. The honest position is to pick one, state it, and use it consistently rather than switching to whichever one flatters the current campaign.
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- A/B testingShowing two variants to comparable groups and measuring which performs better, on the same event data the rest of your analytics uses.
- AARRR frameworkAcquisition, Activation, Retention, Referral, Revenue: five stages used to decide which metric a team should be arguing about this quarter.
- ActivationThe moment a new user first gets the value the product promised. Everything before it is setup; everything after it is retention.
- Activation rateThe share of new users who reach that moment. The single number most onboarding work is trying to move.
- Average Revenue Per User (ARPU)Revenue in a period divided by active users in that period. Useful next to retention; misleading on its own.
- Churn rateThe share of users or revenue lost in a period. Its shape over time matters more than the number in any single month.