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)
Input metrics (examples)
visitor-to-signup ratesignup form completion %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 (RAF / paid / organic)
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)
tracked in the monthly CRM deep dive, together with the CRM team
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
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).
↑ fed by team outputs
L&ERefer a friend
Referral sign-ups
read vs last month, last quarter, last year, never as a single point
feedsAcquisition
CCEOnboarding funnel
Activation rate (30d)
first cashback within 30 days of signup, overall and by channel
feedsActivation (M1)
L&EIncentive bonus
Incremental transactions
do bonus-activators transact more than non-activators, net of bonus cost
feedsReactivation
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
feedsAcquisition
cuts across: weekly transacting users feed Frequency (Device Engagement)
×
FREQUENCYtransact more often
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
Clickouts per active user, MAU and stickiness on extension + app.
↑ fed by team outputs
L&EIncentive bonus
Incremental transactions
do bonus-activators transact more than non-activators, net of bonus cost
feedsEarly 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
feedsEarly RetentionEngaged Buyer
L&ETop-up bonus
TBD
output under debate; candidate: incremental txns per EUR of bonus
feedsEngaged Buyer
ExtensionExtension funnel
Clickouts per active user + transactions
transaction volume and revenue on the extension
feedsDevice Engagement
AppApp shopping experience
Weekly transacting users
WAU is replacing MAU as the app north star
feedsDevice 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.