UX Metrics 101

These are objective, quantitative measures of user actions. They tell you if users can accomplish tasks successfully and efficiently.

• Task Completion

  • Task Completion / Success Rate

  • Perceived Success

  • Navigation Success Rate

  • Search Success Rate

  • Single Usability Metric (SUM)

• Efficiency

  • Time on Task

  • Time to First Action/Click

  • Lostness

  • Keystroke-Level Modeling

• Navigation & Discovery

  • First Click Success

  • Search vs. Navigation Ratio

  • Navigation Path Analysis

  • Pages per Visit

  • Error Counts & Error Rate

These are subjective, qualitative measures that capture the user's feelings and perceptions. They answer questions like "How satisfied are you?" and "How easy was this to use?”

• Usability & Effort

  • Customer Effort Score (CES)

  • System Usability Scale (SUS)

  • SUPR-Q (UX benchmark)

  • UX Lite Survey

  • After Scenario Questionnaire (ASQ)

  • NASA Task Load Index (NASA-TLX)

  • Subjective Mental Effort Questionnaire (SMEQ)

  • Usability Magnitude Estimation (UME)

  • Single Ease Question (SEQ)

  • Expectation of Task Difficulty

  • Perceived Ease of Use

  • Perceived Usability

• Satisfaction & Loyalty

  • Customer Satisfaction (CSAT)

  • Net Promoter Score (NPS)

  • Mean Satisfaction Score

  • % of Satisfied Users

  • Task-Level Satisfaction Surveys

  • Change Aversion

• Perception & Trust

  • Visual Appeal Rating

  • Trust Score

  • Aesthetic-Usability Effect

These metrics track if users are adopting new features and consistently using the product. They show how deeply users are engaging with the product's value proposition.

• User Acclimation

  • First-Time Purchase

  • Time to Value (TTV)

  • Feature Adoption

  • % Users Adopt Feature after Key Task Completion

  • Adoption of Latest Version

• Usage Frequency & Depth

  • Active Users (DAU, WAU, MAU, DAU/MAU stickiness)

  • % of 1, 7, 30-day Active Users

  • Session Length / Session Duration

  • Session Depth

  • Flow State / Attention Time

  • Feature Usage

  • Event-Stream Metrics

  • Returning Visitor Rate

  • Frequency of Return Visits

• Value Realization

  • Time to Value (TTV)

These metrics show how well the product is retaining its users over time. They indicate whether the product is solving a recurring need and building a loyal user base.

• Customer Stickiness & Retention

  • Retention Curve Milestones (1st/2nd month retention)

  • Renewal Rate

  • Resurrection Rate (reactivated users)

  • Churn Rate

  • Funnel Drop-Off / Abandonment Rate

  • Customer Loyalty Index (CLI: renewal, repeat likelihood)

• Growth & Advocacy

  • Micro-conversions (saves, shares, add-to-cart)

  • Referral Conversion Rate

  • Virality Coefficient (k-factor)

These metrics measure the tangible or intangible benefits a user gets directly from your product. They focus on the perceived worth or utility that a user attributes to your offering. Think of it as answering the question: "What value does the user get from this product?”

• Efficiency

  • Time Saved on a Task

  • Time Saved via Automation

  • Effort Reduction

  • Efficiency Gain

  • Reduction in Cognitive Load

  • Problem Resolution Time

  • Information Accessibility

  • Content Creation Rate

• Achievement

  • Number of Goals Completed

  • Increased Sales / Revenue

  • Cost Reduction

  • Knowledge or Skill Acquired

  • Insights Generated

  • Increased Social Reach & Meaningful Connections

  • Personalized Recommendations Accepted

  • Adoption of Automated Processes

• Quality & Accuracy

  • Error Rate Reduction

  • Information Accuracy

These metrics are a broader, more strategic category that measures the ultimate, long-term impact of your product on the customer's life or business. They go beyond the product's direct usage and look at the "so what?" behind the value. Think of it as answering the question: "How has the customer's world changed because of this product?”

• Business Performance

  • (Self-reported) Business Profitability

  • Operational Cost Reduction

  • Forecast Accuracy

  • Reduced Project Delays

  • End-Client Customer Satisfaction (B2B)

  • Compliance and Accuracy

  • Employee Utilization Rate

  • Market Share Increase (B2B)

• Strategic Impact

  • Work-Life Balance Improvement

  • Goal Attainment

  • Transparency in Performance / Outcomes

  • Brand Perception Improvement

  • Public Reputation / Trust Score Improvement

  • Employee Retention Rate

  • Risk Reduction

These are the classic business metrics that track how the product is converting users into paying customers and generating revenue.

• Behavioral

  • Conversion Rate (overall + funnel-specific)

  • Purchase Conversion Rate

  • Unique Visitor-to-Customer Conversion Rate

  • Average Transactions per Customer

  • Cost per Conversion (CPC)

  • Funnel Conversion Rates

  • Share-to-Sign-up Conversion & Revenue via Sharing

• Generalized

  • Sales Revenue

  • Average Order Value (AOV)

  • Customer Lifetime Value (CLTV)

  • Customer Acquisition Cost (CAC)

  • GMV (Gross Merchandise Volume) & Gross Recurring Volume

  • Pricing Metrics

  • Share of Search

These metrics look at the broader business impact, including operational efficiency, cost savings, and project success. They show how the product contributes to the company's bottom line.

• Financial Outcomes

  • Revenue Growth (MoM, YoY)

  • Profit Margin

  • Customer Retention Rate

  • Market Share

  • Operating Cost Reductions

• Operational Efficiency

  • Efficiency Gains

  • % of On-Time Payments / Collections

  • % of Projects Closed On-Time / Without Issues

  • Forecasted Pipeline Accuracy

  • Average Time to Complete Core Processes

These are more qualitative, strategic metrics that measure the product's position in the market and its brand health. They reflect how the product is perceived by the public and its competitive standing.

• Brand Recognition & Awareness

  • Brand Awareness (aided/unaided)

  • Brand Recall

  • Brand Recognition (logo, identity)

  • Share of Search

• Brand Sentiment & Association

  • Brand Image / Associations (functional + emotional)

  • Brand Favorability (relative to competitors)

  • Emotional Connection (love, nostalgia, warmth, identity)

  • Brand Authenticity (values, culture, sustainability)

  • Brand Trust & Reputation

  • Brand Status & Culture Fit

• Brand Equity & Loyalty 

  • Brand Preference

  • Brand Loyalty (programs, repeat purchase)

  • Brand Engagement (interactions with brand touchpoints incl. UI)

  • Brand Differentiation (uniqueness in market)

  • Brand Equity Perception (quality, reliability, value)

  • Brand Vitality Quotient (vQ)