Domain KPI Tree Draft · WIPto be aligned with teams & data
Read it bottom up. Each team moves its input metrics, which drive its output metric. Team outputs roll up into the domain KPIs, and those ladder into the company North Star.
Teams → domain → company North Star
Company North Star
Weekly Value Actions (Transactions)
↑ Members + ↑ Frequency = Growth
Total economically meaningful actions per week (cashback activations or tracked purchases, voucher redemptions, gift card purchases, and bonus rewards earned: welcome, top-up, streak). Key driver: transactions per member. Guardrail: Monthly Active Users (protect the base).
Source: 2026 Strategy Playbook.
MEMBERSgrow the base
How many members we have. An absolute number. Moved by acquiring new ones, activating the ones we get, and winning back the ones we lost.
+
FREQUENCYtransact more often
How often a member transacts. A rate, per member. Moved by getting the second transaction sooner, spreading it across merchants, and moving members onto the extension and app.
Acquisition
New members signed up: verified sign-ups plus referral sign-ups.
Owned byCCEMarTechL&E RAF
Activation (M1)
First cashback transaction within 30 days of signup. Scope: cashback + gift card (coupons excluded).
Owned byCCE
P1 · current focus
Reactivation
Win back lapsed users. Track how many we lose year on year and reactivate them (~250K migration-lapsed today).
Owned byL&EMarTech/CRM
New KPI · no dashboard yet
Early Retention
Activated within 30 days AND a 2nd transaction in the next 30 days.
Owned byL&ECCE
engagement KPI
Engaged Buyer
2 transactions at 2+ merchants within 60 days of signup (L&E KE4). One level below activation.
Owned byL&E
Device Engagement
MAU and stickiness on the extension and app. Frequency engines: they make existing members transact more often.
Owned byExtensionApp
Each team: input metrics (examples) → output metric
CCE
Sign-up funnel
Leadgen + sign-up journey
Rolls up to: Acquisition (Members)
Input metrics
CTR on leadgen cardCTR on sign-up widgetscookie acceptance rate ↔ lead qualitysign-up form completion (SOI)
Visitor-to-sign-up rate
share of site visitors who complete sign-up: the top of the CCE funnel, before onboarding begins.
CCE
Onboarding funnel
Activate every signup.
Rolls up to: Activation (Members)
Input metrics
newsletter opt-in rateonboarding step completion %device adoption (app / extension install)favourite merchant set %time to first cashback
Activation rate (30d)
First cashback within 30 days of signup. Monitor overall and by channel. Also track 7D.
L&E
Refer a friend
Turn users into a growth channel.
Rolls up to: Acquisition (Members)
Input metrics (examples)
% of active users who refer% who shared their linkinvite acceptance ratereferral funnel conversion (referred to signed up)
Referral sign-ups
read vs last month, last quarter, last year, never as a single point. K-factor is the goal, not yet tracked. Downstream activation sits with CCE (they drive most of that KPI).
L&E
Incentive bonus
Make staying more valuable than churning.
Rolls up to: Early Retention + Engaged Buyer
Input metrics (examples)
bonus activation / take ratewelcome bonus redemption raterepeat purchase rate of recipientsreactivation rate from campaignsmulti-device penetration via bonus (first or re-triggered app / extension txn)offer-type penetration via bonus (first gift card purchase)
Incremental transactions
do bonus-activators transact more than non-activators (net of bonus cost), and does the bonus unlock new surfaces and offer types
L&E
Missions & streaks
Sequenced goals, with or without a bonus, that build the repeat habit.
for mission completers: transactions per user in the 90 days after mission start vs the 90 days before it
L&E
Top-up bonus
Reward repeat spend, within budget.
Rolls up to: Engaged Buyer (repeat purchases)
Input metrics (examples)
retailer coveragebonus face valuetop-up take rate (redeemed / shown)cashback activation uplift when top-up is shown on the merchant card
TBD
output under debate. Current candidate: incremental txns per EUR of bonus, extra transactions one euro buys beyond what boosted shoppers would have bought anyway
Browser Extension
Extension funnel
Highest-converting, most mature metrics.
Rolls up to: Device Engagement (Frequency)
Input metrics (dashboard 83)
# installs (new vs reinstall)daily active extensions (callmums)login rateclickouts per userclickout to txn conversion %auto cashback activation %coupon auto-apply %uninstall rate
Clickouts per active user + transactions
transaction volume and revenue on the extension
Mobile App
App shopping experience
End-to-end mobile shopping (gift card = named Q2 bet).
Rolls up to: Device Engagement + Members (installs)
ENABLEMENT LAYER · MarTechthe team below the teams: builds what the others runclick to expand▸
MarTech enables; it cannot own the number directly. It builds the tooling, data pipes and tracking that let CRM, performance marketing, growth and CCE move their metrics. It works hand in hand with each of them, a standing weekly partnership, to keep the tools working and the owning team empowered to move its metric. But it cannot control the metric directly: the owning team does. MarTech is accountable for delivery and adoption; the owning team is accountable for the metric.
Data & CRM plumbing
Braze data feeds from Nova + reverse ETL: reachable audience and attributes, ready to campaign on.
hands to CRM → owns CRM revenue
Paid acquisition tooling
Landing-page framework, Kameleoon A/B and design-system integration, built for the marketers to run themselves. We provide the tooling; when they need more capability to lift conversion, they raise it and we build it together.
hands to Marketing → owns signup conversion
Tracking & attribution capability
S2S, GTM, reverse ETL: we build and connect the capability that sends the right conversion signal to the ad platforms. We cannot move the number directly.
hands to Perf. Marketing → owns match rate
Input metric
TBD
Output metric
TBD
Jointly supported, never controlled: MarTech and the owning teams meet weekly and work as a joint, accountable unit to keep every tool working and the team empowered to move its metric. MarTech cannot move the metric directly.
Company North Star → domain KPIs → the team outputs that feed them
Company North Star
Weekly Value Actions (Transactions)
↑ Members + ↑ Frequency = Growth
Total economically meaningful actions per week (cashback activations or tracked purchases, voucher redemptions, gift card purchases, and bonus rewards earned: welcome, top-up, streak). Key driver: transactions per member. Guardrail: Monthly Active Users (protect the base).
Source: 2026 Strategy Playbook.
MEMBERSgrow the base
How many members we have. An absolute number. Moved by acquiring new ones, activating the ones we get, and winning back the ones we lost.
+
FREQUENCYtransact more often
How often a member transacts. A rate, per member. Moved by getting the second transaction sooner, spreading it across merchants, and moving members onto the extension and app.
Acquisition
New members: verified sign-ups plus referral sign-ups.
Activation (M1)
First cashback transaction within 30 days of signup.
P1 · current focus
Reactivation
Win back lapsed users (~250K migration-lapsed).
multiplies up ↑
team outputs → members
L&ERefer a friend
Referral sign-ups
read vs last month, last quarter, last year, never as a single point
drivesAcquisition
CCEOnboarding funnel
Activation rate (30d)
first cashback within 30 days of signup, overall and by channel
drivesActivation (M1)
L&EIncentive bonus
Incremental transactions
do bonus-activators transact more than non-activators, net of bonus cost
drivesReactivation
cuts across: also feeds Frequency (Early Retention, Engaged Buyer)
AppApp shopping experience
App installs
the installs half of the app output grows the member base
drivesAcquisition
cuts across: weekly transacting users feed Frequency (Device Engagement)
New KPI · no dashboard yet
Early Retention
Activated within 30 days AND a 2nd transaction in the next 30.
engagement KPI
Engaged Buyer
2 transactions at 2+ merchants within 60 days of signup (KE4).
Device Engagement
MAU and stickiness on the extension and app. Frequency engines: they make existing members transact more often.
multiplies up ↑
team outputs → frequency
L&EIncentive bonus
Incremental transactions
do bonus-activators transact more than non-activators, net of bonus cost
drivesEarly RetentionEngaged Buyer
cuts across: also feeds Members (Reactivation)
L&EMissions & streaks
Transaction frequency lift (90d before vs after)
for mission completers: transactions per user, 90 days after mission start vs 90 before
drivesEarly RetentionEngaged Buyer
L&ETop-up bonus
TBD
output under debate; candidate: incremental txns per EUR of bonus
drivesEngaged Buyer
ExtensionExtension funnel
Clickouts per active user + transactions
transaction volume and revenue on the extension
drivesDevice Engagement
AppApp shopping experience
Weekly transacting users
WAU is replacing MAU as the app north star
drivesDevice Engagement
cuts across: app installs feed Members (Acquisition)
MarTech foundation
Every euro measurable, every message deliverable. Attribution, S2S tracking, and CRM messaging (CRM-attributed revenue share) sit under every KPI above. If the plumbing is off, none of the numbers can be trusted or acted on.
The full team detail behind every output (same rows as Version 2)
Roll-up on top, team detail below. Every green output in the map above is repeated as a full team row here, so this single view is the complete domain tree. Rows mirror Version 2 exactly (one source of truth).
How this ladders up
Each PM owns the input metrics for their major features and checks them weekly. Those inputs move the team output. Team outputs drive the domain KPIs (as drivers, not always as arithmetic sums: some are rates or lift-vs-baseline studies), and the domain KPIs are how Acquisition & Activation moves the company North Star.