http://www.linkedin.com/in/peterskalla
Type
Twitter
WSJ story
Y! Finance Chat Rooms
Y! Finance news story
SeekingAlpha
LinkedIn CFA group
tweet
post
post
comment
?
post
YouTube
YouTube
video
promoted video
Google AdWords
ad
Avg. expected
views / message
Clickthru Non-Abandon
Rate
Rate
Happy 1st
Visit Rate
500
100
200
75
200
500
2.0%
2.0%
2.0%
2.0%
2.0%
2.0%
70%
70%
70%
70%
70%
70%
40%
40%
40%
40%
40%
40%
100
1,000
10.0%
10.0%
70%
70%
40%
40%
10,000
0.50%
40%
40%
1,000
2
5,000
5.0%
50.0%
4.0%
70%
75%
60%
60%
70%
40%
153,950
1.6%
6.2%
5.0%
widget
email
widget
Hourly rate:
$
75
Happy 1st
Visits
$$ Cost /
Click
Time Cost
$$Cost of
Cost / / Message
Message Happy 1st
(min.)
2.80
0.56
1.12
0.42
1.12
2.80
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
2.80
28.00
$
$
0.25
$
$
25
$
$
8.00
1.50
75
21.00
0.53
48.00
$
$
$
$
$
$
117.15
5
5
5
5
20
10
Time $$
Cost Total Cost Cost / Visit
$
$
$
$
$
$
6
6
6
6
25
13
$
$
$
$
$
$
6
6
6
6
25
13
$
$
$
$
$
$
1
3
2
4
6
1
120 $
120 $
150
150
$
$
150
175
$
$
15
2
120 $
150
225
$
$
$
0 $
0 $
0 $
$
$
$
$
$
$
Total $Cost /
Happy 1st
$
$
$
$
$
$
2
11
6
15
22
4
$
$
54
5
20
$
$
$
100
30
100
30
50
10
$
$
$
$
$
$
Total Site
Hits
$
$
$
$
$
$
625
188
625
188
1,250
125
$
$
$
$
$
$
625
188
625
188
1,250
125
1,000
60
400
45
200
100
7 $
3 $
750
$
$
1,050
450
$
$
1,050
1,200
70
300
6 $
450
900
1,350
300
5,400
6,600
2,475
1.6%
n/a
n/a
n/a
153,950
n/a
n/a
n/a
1,200
Total
Doesn't Happy 1st
Abandon
Visits
700
42
280
32
140
70
49
210
120
280
17
112
13
56
28
1,643
66.4%
657
40.0%
20
84
48
Search
1st Visit
Day 1
Referral
(X%)
Doesnt Abandon
(views 2+ pages/tabs, stays 15+ sec, 2+ clicks)
Day 1
(X%)
F
Ina
Day 1-3
urn
ch
(X%)
(X%)
Referring User
Day 3-frwd.
(X%/mo.)
Paid Pr
Use
David McClure
"Startup Metrics for Pirates: AARRR"
http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
(w/ churn)
1st Visit
Day 1
(X%)
ks)
cks)
(>90 days)
churn
urn
ch
Day 3-frwd.
mo.)
(X%/mo.)
Paid Premium
Users
Startup Co.
2012
2013
2014
2015
2016
Year
Year
Year
Year
Year
Summary
Avg. Active Users (,000)
% Paid Subscribers
Avg. Paying Subscribers (,000)
20
131
472
0.8%
0.2
2.1%
3
3.6%
17
1,258
2,582
5.2%
65
6.5%
168
19.94
7
22.01
12
22.67
12
23.21
12
23.70
12
Subscription Revenue
38
722
4,612
18,226
47,831