We proceed from the fact that NSM (North star metrics) should reflect the growth in value for both sides of the product - and therefore measure transactions between sellers and buyers.
The Transactions metric can be unified for different products:
- Riders per day / week / month for a taxi (using Uber as an example)
- Number of nights booked for rental housing (using AirBnb as an example)
- Orders per Consumer for food delivery (on the example of Uber Eats)
- What metrics are taken into account in attraction?
User acquisition metrics themselves are not specific to 2sided marketplaces, but unlike other types of products, they are collected separately for sellers and buyers.
Customer Acquisition Cost (CAC) - the cost of acquiring a new user. (of New Buyers / Sellers / Suppliers - the number of new users)
Conversion Rate (CR) - conversion to the target action.
For buyers:
- conversion to registration
- conversion to sending a message to the seller
- conversion to adding product to cart
- conversion to purchase
For sellers:
- conversion to registration
- conversion to ad placement
- conversion to sale on the platform
Virality - virality coefficient (number of sent invitations * conversion to acceptance of invitations).
Viral cycle - the average time from the moment of activation of one user to the moment of activation of the user invited by him. Shows how quickly the network effect works and new users are "infected with the product".
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