Disassembly method of common operation indicators

Indicator disassembly

Disassemble the user process and the core indicator formula according to the necessary steps, and you will find many relevant key points in the formula. It is inevitable to do a good job in user growth at each point.
Different industry indicators are different, such as accommodation industry Polaris index It is the number of nights.

Tools and information

Representative products include Gaode Maps, Xiaomi Sports, Youdao Dictionary, Today's Toutiao, Interesting Toutiao and Tencent News.

Polaris index: daily activity

Daily activity formula

 (1) Daily activity=new users+active old users (2) New users=new channel A+new channel B+new channel C+new channel N+ (3) Active old users=core users+mature users+active users+silent active users+lost and recalled users

 Bring (2) and (3) into formula (1) to get daily activity formula (3) User classifications in are defined according to specific products

What actions have been completed by the core user become the core user, and find the core action and the core magic number.

Active permeability

 PV penetration rate=daily/monthly PV: daily views UV permeability=daily/monthly UV: number of visitors on that day Daily active penetration rate=daily/monthly active users (DAU/MAU): in the selected time, the user has opened the app at least once subjectively, which is the active user

User viscosity formula

 Startup times dimension: total daily startup times/number of active users per day Usage duration dimension: total daily usage duration/number of active users per day Continuous duration dimension: total daily usage duration/daily startup times

UGC community class

Representative products: Sina Weibo, Zhihu, Douban, Diaoyin, Fasthand, WeChat Friends Circle, Tianya Forum.

Polaris indicator: number of UGC users

Indicator disassembly

 Number of UGC users=number of comment users+number of like users+number of posting users+number of forwarding users UGC users=daily active users * UGC penetration rate Number of daily active users=number of new users+number of retained users Number of new users=new channel A+new channel B+new channel C+new channel N+ Number of retained users=core users+mature users+activated users+silent activated users+lost recalled users

permeability

 PV penetration rate=daily/monthly PV: daily views UV permeability=daily/monthly UV: number of visitors on that day Daily active penetration rate=daily/monthly active users (DAU/MAU): in the selected time, the user has opened the app at least once subjectively, which is an active user. UGC penetration rate=number of UGC users/number of daily active users

Weibo as an example

 UGC number of users=number of users x (conversion rate of posts+conversion rate of forwarding+conversion rate of comments+conversion rate of likes) Posting conversion rate=(number of KOL posts+number of media posts)/(number of KOL users+number of media users)
 PS: Sina Weibo's posts after 12 or 13 years are mainly concentrated on head users and vertical head users.
 Posts=x Forwards+y Comments+z Like PS: The number of posts is positively correlated with the number of forwarding, comments and likes.
 The main strategy is to increase the number of topics posted by the head users, and expand the number of vertical users to produce high-quality content, Guide ordinary waist and below users to participate in the discussion, and generate the number of forwards, comments and likes. PS: Users pay attention to each other's actions. The retention rate of UGC actions is very high, and they are also high value users of microblog

Transaction

Polaris index GMV

Formula Disassembly

 GMV=traffic * conversion rate * customer price Traffic=new channel A+new channel B+new channel C+new channel N+ Conversion rate (banner conversion rate, activity conversion rate, category conversion rate, search conversion rate, order submission conversion rate, card binding conversion rate, payment conversion rate) and other funnel conversion rates at all levels Average customer price=GMV/number of paying customers Average order price=GMV/number of payment orders

Value formula

 LTV=(monthly purchase frequency of a customer * customer unit price * gross profit rate) * (1/1-month retention rate) - COC-CAC LTV is the life cycle value of users; COC is the operating cost; CAC is the cost of pulling new products;
 User life cycle=1/(1 - retention rate)

ROI

 ROI=conversion rate * average revenue per user (ARPU)/(CAC+COC) ROI=sales amount/investment amount Sales amount=UV * conversion rate * ARPU Investment amount=UV * [acquisition cost per user (CAC)+operation cost per user (COC)] The representative products are e-commerce, knowledge payment, bike sharing, etc.

Xiaohuangche as an example

 Its Polaris indicator is the number of successful rides
 Number of successful rides=number of app starts x code scanning unlock rate per start x successful unlock rate x successful end rate Number of successful rides=number of trips per person per day x number of people Gross income=recharge income – input cost=((per recharge amount – arrears amount) x recharge times) – ((per vehicle cost+maintenance expense) x number of vehicles)