The essential five: 1) MRR (financial health), 2) Churn Rate (retention health), 3) Trial-to-Paid Conversion (monetization efficiency), 4) LTV (unit economics), 5) CAC or LTV/CAC ratio (growth sustainability). Track these weekly. Everything else is a supporting metric that helps explain changes in these five.
Track 5-7 core KPIs at the company level. Each team can have 2-3 team-specific metrics that ladder up to the core KPIs. More than 10 KPIs means nothing is truly a key indicator. If everything is important, nothing is. Ruthlessly prioritize.
Start with your current baseline and set improvement targets of 10-20% per quarter. Benchmark against industry data for your category (Botsi publishes subscription benchmarks). For early-stage apps, focus on month-over-month improvement trends rather than hitting specific absolute numbers. The direction matters more than the destination when you are still finding product-market fit.
A measure of virality that indicates how many additional users each existing user brings in — often through referral programs, content sharing, or word of mouth. A K-factor above 1.0 indicates exponential user growth without relying entirely on paid acquisition.
A metric that shows where your app appears in App Store or Google Play search results for specific keywords. Optimizing keyword rankings is a key part of App Store Optimization (ASO) and can drive organic installs with strong conversion potential.
A legal and compliance process used to verify the identity of users, often required in finance, healthcare, or education apps. For subscription businesses in regulated spaces, KYC ensures compliance while maintaining trust and access to premium services.
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