Two teams quoting different conversion rates for the same flow are usually both right and using different denominators. Fix the definition once, in the tracking plan, before arguing about the number.
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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.
- Average Revenue Per User (ARPU)Revenue in a period divided by active users in that period. Useful next to retention; misleading on its own.