ARPU moves for two very different reasons (customers paying more, or low-paying customers leaving) and the metric cannot tell you which. Read it next to retention and to the distribution behind it, since a handful of large accounts can carry an average that describes nobody.
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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.
- AttributionAssigning an install or a conversion to the campaign, channel or referrer that produced it.
- Churn rateThe share of users or revenue lost in a period. Its shape over time matters more than the number in any single month.