Learn product analytics vocabulary: funnel analysis, conversion rates, retention cohorts, A/B test language, and DAU/MAU.
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A 'funnel analysis' in product analytics shows:
Funnel analysis tracks user progression through a defined sequence (e.g., sign up → onboard → activate → pay) and measures conversion and drop-off at each stage.
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DAU/MAU ratio measures:
DAU/MAU ratio measures stickiness — how frequently monthly users engage daily. A ratio of 0.5 means users engage on half their possible days — strong for most apps.
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A 'cohort' in retention analysis is:
Cohorts group users by a shared attribute (often sign-up period) to track how their behaviour evolves over time — enabling comparison of how different cohorts retain.
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Statistical significance in an A/B test means:
Statistical significance (typically p < 0.05) means the probability of seeing the observed difference by chance is low enough to conclude the difference is real.
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The 'activation rate' metric measures:
Activation is the moment a user first experiences core product value (the aha moment). Activation rate measures what percentage of new users reach this milestone.