1. AARRRT
   1. Acquisition
      1. metrics to know which channels are most useful for driving customer growth
   2. Activation
      1. metrics to track how sticky your product is
   3. Retention
      1. metrics critical for the survival of your company
   4. Referral
      1. metrics designed to track your product's growth
   5. Revenue
      1. metrics to see how your product resonates with customers
   6. Team
      1. metrics to drive internal quality and efficiency
         1. https://go.jamasoftware.com/rs/078-EIF-407/images/getting-started-with-team-metrics-jama-software-ja.pdf
2. Daily Revenue
   1. What
      1. How much money is app bringing in each day?
   2. Calculate
      1. to multiply the child metric
         1. Daily Active Users (DAU)
         2. Average Daily Revenue Per Daily Active User (ARPDAU)
   3. DAU
      1. What
         1. How many total people used app on a specific day?
      2. Calculate
         1. adding the child metrics
            1. New Installs
            2. Returning Users
   4. New Installs
      1. What
         1. How successful are we at getting new users into our app?
      2. Calculate
         1. adding the child metrics
            1. Organic Installs
            2. Deep Link Installs
   5. Returning Users
      1. What
         1. How successful are we at getting new users to come back
      2. Calculate
         1. multiplying retention rate on day [x] with the Install Cohort (new installs from [x] days prior) and summing over all [x] days
   6. ARPDAU
      1. What
         1. Average Revenue Per Daily Active User
         2. How well am I monetizing my entire user base?
      2. Calculate
         1. multiplying the child metrics
            1. Daily Conversion
            2. Average Revenue Per Paying User
   7. Daily Conversion
      1. What
         1. What percentage of my active users see enough value to spend money?
      2. Calculate
         1. adding the child metrics
            1. New Buyer Conversion
            2. Repeat Buyer Conversion
   8. ARPPU
      1. What
         1. Average Revenue Per Paying User
         2. Of the users who see enough value in my app to spend money, how much are they willing to spend?
      2. Calculate
         1. multiplying the child metrics,
            1. Average Transaction Value
            2. number of transactions an average buyer makes
3. HEART
   1. Happiness
      1. Measures of user attitudes, feedback and resolutions
         1. Satisfaction
         2. Perceived ease of use
   2. Engagement
      1. Level of user involvement with the product. It measures the frequency, intensity, or depth of a user’s involvement with your product
         1. Number of visits per user per week
         2. Minutes per app session or per day
   3. Adoption
      1. Gaining new users of a product or feature to understand how the public reacts to news. The number of users who use a feature or product for the first time
         1. Upgrades to the latest version
         2. New subscriptions created
         3. Purchases made by new users
   4. Retention
      1. The rate at which existing users are returning. The continued repeat engagement of users with the feature or product over time. Maintaining a satisfied user is a tough job.
         1. could be measured in % of users
         2. Number of active users remaining present over time
         3. Renewal rate or failure to retain (churn)
         4. Repeat purchases
   5. Task Success
      1. Efficiency, effectiveness, and error rate of a user completing a task with your product’s workflow
         1. Search result success
         2. Profile creation complete
   6. WHAT TO DO TO OPTIMIZE UX
      1. Learnability
      2. Effectiveness
      3. Efficiency
      4. Memorability
      5. Error Prevention/Handling
4. Build The Goals-Signals-Metrics process
5. Metrics
   1. Why
      1. to answer questions
      2. to make better business decisions
      3. to come conversations and insights to help teams succeed
   2. !
      1. use multiple metrics
         1. never rely on a single metric
         2. good metrics should surprise you every now and then
            1. they generate questions as well, not just answers
   3. The recipe for a good METRIC
      1. https://www.xmind.net/m/3dAQ/
   4. Some notes about metrics for PO
      1. https://www.xmind.net/m/5jiC/
6. Sources
   1. https://www.scrum.org/resources/blog/10-tips-product-owners-business-value
   2. https://scrumorg-website-prod.s3.amazonaws.com/drupal/2016-09/EBMgt_Guide_v3.pdf
   3. http://www.ba-squared.com/4-agile-metrics-every-business-analyst-product-owner-care/
   4. https://www.quora.com/What-are-the-metrics-to-measure-a-Product-Owners-performance
   5. https://www.dummies.com/careers/project-management/10-key-metrics-for-scrum/
   6. https://kanbantool.com/kanban-analytics-and-metrics
   7. https://medium.com/@thiagonascimento/metrics-for-ux-designers-heart-6314e2e01493
   8. http://community.uservoice.com/blog/product-user-experience-metrics-looking-at-googles-heart-and-the-goals-signals-metrics-process/
   9. https://www.cleverism.com/art-science-user-experience-ux-optimization/
   10. https://www.romanpichler.com/blog/the-product-canvas/
   11. http://context-driven-testing.com
   12. https://medium.com/googleplaydev/a-kpis-guide-for-google-play-apps-and-games-intro-to-metrics-214da979f5a2