Creating a KPI

What is a KPI?

In Loops, a KPI is a quantifiable metric or measurement that can be used to evaluate user or account activity within your product or service, within a particular time period.

Here are a few examples of KPIs within Loops:

The number of times a particular feature is used on Day 0 of joining your service
The amount of revenue generated within a 30-day period
Whether or not users performed a retention activity within 4 weeks of onboarding

How to create a KPI

Log into Loops and click “Data Management” in the left-side navigation bar.
Click “KPIs” in the left-side menu.
Click the Create KPI button at the top-right corner of the screen, and a dialog box will appear.
Select an “Entity type” based on whether the KPI will reflect the activity of individual users or accounts (e.g. average revenue per user vs. average revenue per account).
Next, select a “KPI Type” based on the type of KPI you want to define
Fill the definition form based on the KPI
Click Save.

Supported KPI Types

Category	KPI	Description	Examples
Retention	Retention	Retention KPI measures if users return to your product within a specific time window.	2nd-week retention
Retention	Week Over Week Month Over Month Day Over Day	WoW/ MoM/ DoD retention measures how many of the users who were active last week continued being active this week as well. This can range from 0% (no user returned) to 100% (all users returned).	WoW Using specific feature retention
Conversion/Adoption	Conversion/Adoption	KPIs that their definition should include a time window (e.g. ).	Trial To Paid Conversion Conversion to paid in 3 weeks Feature adoption within 14 days since exposure
Activation	Habit Moment	A habit moment represents adoption of a desired behavior. This can be defined as either a number of actions taken, or actions performed across distinct days.	10 add friends in the first 7 days 3 active distinct days in the first 2 weeks
Engagement	DAU WAU MAU	Amount of unique users (or other entities) that performed an action each day/week/month	Daily Active Users Daily Active Accounts Weekly Number of Users who replied to a post
Engagement	L7 L28	Number of average active days a user was active (or did a specific action) in the platform in the last 7 / 28 days
Engagement	Usage -> Sum	Count the number of times an event/action has happened	Total Posts Total Analyses Ran
Engagement	Usage -> Average	Average number of times a user has performed an action (for users who adopted it at least once)	Average Posts
Engagement	Usage -> Count	Count the number of unique users who performed an action	#of users who reply #of users who used a feature
Engagement	Behavioral Churn	% of users who performed an action and didn't return for a specific time frame, indicating abandonment of a feature or the platform.	Active users who didn't do anything for 4 weeks Users who used a feature and stopped for at least 14 days
Monetization	Revenue -> Sum	Sum numeric column	Revenue Total cost
Monetization	Revenue -> Average	Average per user of a numeric column	ARPU ARPPU Average Deal Size
Monetization	Revenue -> Count	Count distinct users who have a non-zero value in a numeric column	Paying Users
Monetization	Bounded Revenue	A sum of numeric value column within a specific time frame	Total Revenue in first 2 weeks Total Conversion Value in the first 2 months
Monetization	Payment Retention	% of customers who kept paying after a given amount of time
Ratio	Ratio	Can support any generic KPI that can be represented as. a ratio	CAC Total Conversion / Total Visitors Sum Revenue / Sum Cost
Custom	Custom	Create a KPI based on any custom SQL

Advance Settings

Segmentation Filter

Define a segment or population for whom you wish to calculate this KPI for.

For example, you can limit the KPI to:

Users from specific countries
Users on a particular platform, device or OS
Users of a particular payment tier
Users who viewed a specific piece of content in the product

To learn more, see Segmentation filter parameter.

Higher Value Preference

Specify whether a higher value is considered better (default) or worse.

Partial Data

In certain cases, due to table delay or specific SQL definition, the KPI has extra partials days.

For most KPIs, Loops calculates the partial days on its own (for example: for 2nd day retention, a 2-day delay exists so the last 2 days are partial results).

This parameter enables to add extra days/weeks on top of the auto-calculated.

Sampled Granularities

Choose the granularities to be sampled. By default, daily and weekly granularities are sampled.