Acquisition & Activation · v2
Domain KPI Tree
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
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&ECRMCCE
×
FREQUENCYtransact more often
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
Clickouts per active user, plus deduplicated MAU and stickiness across the extension and app. These two devices are the main transaction engines, not a side topic.
Owned byExtensionApp
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.
Each team: input metrics (examples) → output metric
CCE
Onboarding funnel
Activate every signup.
Rolls up to: Activation (Members)
Activation rate (30d)
first cashback within 30 days of signup: monitor overall and by channel (RAF / paid / organic)
L&E
Refer a friend
Turn users into a growth channel.
Rolls up to: Acquisition (Members)
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
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.
Rolls up to: Early Retention + Engaged Buyer
Transaction frequency lift (90d before vs after)
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)
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)
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)
Weekly transacting users + app installs
WAU is replacing MAU as the app north star
MarTech
Attribution & S2S tracking
Every euro measurable.
Enables: all domain KPIs
Attribution match rate
% of conversions we can measure and act on
MarTech
CRM & lifecycle messaging
Every message deliverable. We build and run the tools; the CRM team steers the campaigns on them.
Supports: reactivation + frequency
CRM-Attributed Revenue Share
tracked in the monthly CRM deep dive, together with the CRM team