Product analytics
How users move through your product — signups, activation, engagement and conversion.
DAU/MAU (Stickiness Ratio)
The share of monthly active users who show up daily — how to read stickiness, and what counts as good for SaaS.
New MRR
The recurring revenue from first-time customers — the cleanest read on whether acquisition is working.
Trial-to-Paid Conversion Rate
The share of trials that become paying customers — the sharpest read on whether your trial proves its value.
Signups
The top of the funnel — a denominator for every rate below it, and a vanity number on its own.
Trials Started
A stronger intent signal than a raw signup — the bridge between the funnel top and paying customers.
Time to Activated
How fast a new signup reaches first value — and why speed to the aha moment decides everything after it.
Time to Engaged
Signup to the second value milestone — where trying the product turns into relying on it.
Conversion Rate
Why signup-to-paid conversion is meaningless without cohort context — and the definition we recommend.
Activation rate
Why the percentage of users who reach value matters more than total signups.