
ALT 1. A view of the core acquisition, activation, retention, revenue, and referral metrics for Spotify, such as: Initial visit Listen to tracks Return visits Sign up to premium Like tracks Listen to ads Create playlists Follow artists Sign up Share via tools Share externally Leave review

ALT 2. The same AARRR stories but with one or two metrics off each: Daily visits Daily unique users Total listening time Track likes Playlists created Artists followed Sign ups New user sign ups Return visits Visits Premium sign ups Lost subscriptions Ads listened to Ad listening time Share via tools Shares via tools External shares Reviews left Average review score

ALT 3. A table example metrics and their definitions: CATEGORY Acquisition Activation Retention Revenue Referral TITLE Daily unique users New user sign ups Visits per week per user Premium sign ups Average review score EXAMPLE VALUE 1,023 daily unique users 0.14 sign ups per user per week 7.43 visits per week per user 0.08 premium sign ups per user per week 4.42 out of 5 DEFINITION The total number of unique users (i.e. browsers) to any page of the site / app The total number of new sign ups in a week divided by the total number of unique users in a week The total number of visits in a week divided by the total number of unique visitors in a week The total number of new premium sign ups in a week divided by the total number of unique users in a week The average score left on Trustpilot across all users in a week SOURCE Google analytics Google Analytics / Snowflake Google Analytics Google Analytics / Snowflake Trustpilot























