Four ways to organize your metrics. Each framework answers a different question about what to measure and why.
Dave McClure, 500 Startups (2007)
Maps the full user journey from first touch to advocacy. The most widely adopted framework for growth-stage startups because it forces you to measure every stage of the funnel, not just the top.
Acquisition
How do users find you?
Activation
Do users have a great first experience?
Retention
Do users come back?
Revenue
Can you monetize?
Referral
Do users tell others?
Kerry Rodden, Google (2010)
Measures user experience quality across five dimensions. Designed for UX teams who need to quantify subjective experience, not just business outcomes.
Happiness
User attitudes and satisfaction
Engagement
Depth and frequency of interaction
Adoption
New users and feature uptake
Retention
Users who keep coming back
Task Success
Efficiency and completion of user goals
Sean Ellis / Growth Hacking movement (2010s)
One metric that captures core customer value. Forces alignment across the entire organization on what matters most, with 3–5 input metrics that directly influence it.
Attention Game
Time spent in product (Netflix: median view hours, Spotify: time listening)
Transaction Game
Number of transactions (Airbnb: nights booked, Amazon: purchases)
Productivity Game
Efficiency of work (Slack: messages sent, Asana: tasks completed)
Andy Grove, Intel (1970s); popularized by John Doerr at Google
Goal-setting framework that connects aspirational objectives to measurable results. Not a metrics framework per se, but the most common system for operationalizing metrics into team goals.
Objectives
Qualitative, inspirational goals that set direction
Key Results (Acquisition)
Measurable outcomes for user growth
Key Results (Engagement)
Measurable outcomes for product usage
Key Results (Revenue)
Measurable outcomes for monetization