6. 6
• Retail shopping rewards app
• Led Growth Engineering team
• Grew from 1MM to 8MM users in
3 years
• Acquired for $200MM
• Visual discovery & bookmarking
• Eng lead for R&R team
• Increased mobile WAUs by 20%
• Increased mobile signups by
10%
8. Retained MAUs
• Percentage of new signups that are still using the app a month later
• Figure out what a good retention number is for your industry
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9. 1d7s
• Percentage of new signups that use the app 1 or more times in the week
following signup
• Quicker to run experiments with
• At Pinterest this is highly correlated with user’s long-term retention
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14. One Key Engagement Metric
Medium: Total Time Spent Reading (TTR)
Twitter: MAUs with 7+ visits a month (7d28s)
Uber: Weekly Trips
Facebook: WAUs with 6+ visits a week (6L7s)
Pinterest: Weekly Active Repiners or Clickers (WARCs)
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15. Finding Your Key Engagement Metric
1) What are the actions a user has to take to get value from your product?
2) What is the frequency someone need to use your product
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16. User States
Core: Active multiple times a week
Casual: Active once or twice a week
Marginal: Active a couple times a month
New: Joined in the past 28 days
Dormant: Not active for 28 days
Resurrected: Was dormant, but became active
again in the past 28 days
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27. Wrap Up
• 1d7s to experiment on activation
• Cohort heatmaps to track new user retention curve
• Define your key engagement metric
• Use user states to understand how engaged users are
• Make sure emails/notifications for true engagement
• Use segmentation for experiments & metrics in general
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