Available metrics

Leanplum tracks dozens of metrics out-of-the-box, and all of them are available in the Analytics space when viewing results for your messages, A/B tests and overall app usage. Even if the default chart/view does not show the metric as a tile, you can click the button to add a new metric.

This will open the Choose a Metric dialog window, which will allow you to choose (or build) the metric you'd like to add.

Glossary

The standard metrics are defined below, organized as they appear in the dialog window.

Users

Metric Definitions
First-time users
Total first-time users The total number of users new to your application.
First-time users
100*(Total first-time users)/(Total daily users)
Tile: The average percentage of users new to your application.
Chart: The percentage of users new to your application.
Returning users
Total returning users
(Total daily users) - (Total first-time users)

The total number of users returning to your application.

Returning users
100*[(Total daily users) - (Total first-time users)] / (Total daily users)

Tile: The average percentage of users returning to your application.
Chart: The percentage of users returning to your application.

Active users
Total daily users

The total number of users using your application.

Daily active users
(Total daily users) / (Days in Time Period)
Tile: The average number of users using your application each day.
Chart: The total number of users using your application.
Weekly active users
(Total weekly users) / (Days in Time Period)
Tile: The average number of users using your application each week.
Chart: The total sum of users using your application during the past week (uses a backward-looking 7-day window to calculate the value for each day).
Monthly active users
(Total monthly users) / (Days in Time Period)
Tile: The average number of users using your application each month.
Chart: The total sum of users using your application during the past month (uses a backward-looking 30-day window to calcualte the value for each day).

 

Engagement

Metric Definitions
Total sessions The total number of user sessions.
Sessions per daily user
(Total Sessions) / (Total Daily Users)
Tile: The average number of sessions per user per day.
Chart: The average number of sessions a user has each day.
Total session length

The total length of all sessions.

Average session length
(Total Session Length) / (Total Timed Sessions)

Tile: The average length of a user session.
Chart: The average session length of users.

Time in app per daily user
(Total Session Length) / (Total Daily Users)
Tile: The average length of time a user spends in your app per day.
Chart: The average length of time a user spends in your app.
Addictiveness (DAU/MAU)
(Total Daily Users) / (Total Monthly Users)
The ratio of daily active users to monthly active users.

 

Retention

Metric Definitions
1-day retention The percentage of users who return to your app after 1 day.
3-day retention The percentage of users who return to your app after 3 days.
7-day retention The percentage of users who return to your app after 7 days.
14-day retention The percentage of users who return to your app after 14 days.
30-day retention The percentage of users who return to your app after 30 days.

 

Monetization

Metric Definitions
Total purchases The total number of purchases users have made.
Percent of daily users who purchased
100*(Total users who triggered purchase event / Total daily users)
The average percentage of daily users who make a purchase. 
Lifetime value per daily user
(Total LTV) / (Total Daily Users)

The average LTV of a user.

Lifetime value per daily paying user
(Total LTV) / (Total Users Who Triggered purchase event)

The average LTV of a paying user.

Daily paying users
(Total Users Who Triggered purchase event) / (Days)
Tile: The total revenue your app has generated during the time period specified.
Chart: The total revenue your app generated each day.
Total revenue The total revenue your app has generated during the time period specified.
Purchases per daily paying user
(Total purchase event Occurences) / (Total Users Who Triggered purchase event)
The average number of purchases a paying user makes per day.
Average revenue per purchase
(Total Sum of purchase event Values) / (Total purchase event Occurrences)
The average amount a user spends with each purchase.
Average revenue per daily user
(Total Sum of purchase event Values) / (Total Daily Users)
The average revenue a user generates per day.
Average revenue per daily paying user
(Total Sum of purchase event Values) / (Total Users Who Triggered purchase event)
The average revenue a paying user generates per day.
Purchase per daily user
(Total purchase event Occurences) / (Total Daily Users)
The average number of purchases a user makes per day. This metric is inclusive of both paying and non-paying users.

 

Events and Message Events

Metric Definitions
Occurrences
Total occurrences The total number of times this event was triggered.
Occurrences per session
(Total # of X Event Occurrences) / (Total Sessions)
The average number of times this event is triggered per session.
Occurrences per daily user
(Total # of X Event Occurrences) / (Total Daily Users)
The average number of times a user triggers this event.
Total first-time occurrences The total number of times this event was triggered for the first time.
Value
Total sum of event values Total sum of all values associated with this event.
Average event value per occurrence
(Total Sum of X Event Values) / (Total X Event Occurrences)
The average value of each occurence of this event.
Value per session
(Total Sum of X Event Values) / (Total Sessions)
The average value of this event per session
Value per daily user
(Total Sum of X Event Values) / (Total Daily Users)
The average value of this event per user.
Uniques
Total sessions that triggered event Total sessions where this event occurs.
Total users who triggered event Total number of users who triggered this event.
Percent of sessions that triggered event
100*(Total Sessions That Triggered X Event) / (Total Sessions)
The percentage of sessions where this event occurs.
Percent of users who triggered event
(100*(Total Users That Triggered X Event) / (Total Daily Users)
The percentage of daily users that trigger this event.
Time until first occurrence
Time until session first triggered event
(Total Time Until Session First Triggered X Event) / (Total Sessions That Triggered X Event)
The average time within a session until this event is triggered by a session action.
Time until user first triggered event
(Total Time Until User First Triggered X Event) / (Total First-Time Occurrences of X Event)
The average time spent in the app (across multiple sessions) until this event is triggered by a user action.
Parameters
Total sum of <parameter name> The total sum of this event parameter.
Average <parameter name> per occurrence
(Total Sum of X Event <parameter name>) / (Total X Event Occurences)
The average count of this parameter per event occurrence.
Total <parameter name> per session
(Total Sum of X Event <parameter name>) / (Total Sessions)
The total count of this parameter per session.
Total <parameter name> per daily user
(Total Sum of X Event <parameter name>) / (Total Daily Users)
The total count of this parameter per user.

 

States

Metric Definitions
Occurrences
Total occurrences The total number of times this state was reached.
Occurrences per session
(Total # of Occurrences) / (Total Sessions)
The average number of times this state is reached per session.
Occurrences per daily user
(Total # of Occurrences) / (Total Daily Users)
The average number of times a user reaches this state.
Total first-time occurrences The total number of times this state was reached for the first time.
Duration
Total time in state The total time all users spent in this state.
Average duration
(Total Time In State) / (Total State Occurrences with Time)
The average duration of time spent in this state each time it is reached.
Duration per session
(Total Time In State) / (Total Timed Sessions)
The average amount of time spent in this state per session.
Duration per daily user
(Total Time In State) / (Total Daily Users)
The average amount of time spent in this state per user.
Uniques
Total sessions in state Total sessions where this state is reached.
Total users in state Total number of users who reached this state.
Percent of sessions in state
100*(Total Sessions That Entered State) / (Total Sessions)
The percentage of sessions where this state is reached.
Percent of users in state
100*(Total Users That Entered State) / (Total Daily Users)
The percentage of daily users that reach this state.
Time until first occurrence
Time until session first entered state
(Total Time Until Session First Triggered X Event) / (Total Sessions That Triggered X Event)
The average time it takes before this state is first reached during a session.
Time until user first entered state
(Total Time Until User First Triggered X Event) / (Total First-Time Occurrences of X Event)
The average time it takes before this state is first reached by a user.

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