Now. Customer churn. Churn = (Lost customers / total customers at the start of time period) * 100. 1 - retention rate (see below) = churn rate. Total customers = people who wrote something one day, one week, one month before. Lost customers = people who have not written something today, this week, this month. 5-7% is a good annual churn rate so 0.42%-0.58% is a good monthly churn rate. Growth. DATs (daily active Twosers). Today. Yesterday. Vs last week. WATs (weekly active Twosers). This week. Last week. Week over week. MATs (monthly active Twosers). This month. Last month. Month over month. Stickiness = DAU / MAU. Retention Rate. # of users in cohort who use app in set time period / # of users in cohort who use app in a previous time period = retention rate. (# of users at the end of a time period - # of users acquired during this period) / # of users at the start of the time period * 100 = Retention rate. Platform. % on web. % on mobile. % on both. ---. Soon. % of paying customers. Total # of users / # of user who have paid for a feature. # of features bought. ---. Later. Daily sessions per DAU. # of daily sessions / # of daily active users = daily sessions / DAU. Net Promotor Score. How likely are you to recommend us to a friend or colleague? 0-10?. 0-6 are detractors. 7-8 are passives. 9-10 are promoters. Promoters % - detractors % = net promoter score. Monthly Recurring Revenue. Cost Per Acquisition. Average Revenue Per Customer. Lifetime Value. Total user spend (dollars) / total number of buyers to date = LTV. Return on investment. (gain from investment - cost of investment) / cost of investment = ROI