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Product Performance Indicators

Key Performance Indicators

Please note: Product KPIs are mapped 1 to 1 with our Growth teams in order to focus those teams on experiments to improve our KPIs. Additional performance indicators will be tracked and may add value, but should ultimately drive one or more KPI.

Average Stages per User

Stage Monthly Active User (SMAU) divided by MAU. Average Stages per User is meant to capture the number of DevOps stages the average user is using on a monthly basis. We hope to add this metric to the stage maturity page, alongside number of contributions.

Category Maturity Achievement

Percentage of category maturity plan achieved per quarter

Abbreviated as the PNPS acronym, please don't refer to it as NPS to prevent confusion. Measured as the percentage of paid customer "promoters" minus the percentage of paid customer "detractors" from a Net Promoter Score survey. Note that while other teams at GitLab use a satisfaction score, we have chosen to use Net Promoter Score in this case so it is easier to benchmark versus other like companies. Also note that the score will likely reflect customer satisfaction beyond the product itself, as customers will grade us on the total customer experience, including support, documentation, billing, etc.

Other Shared Performance Indicators for GitLab.com and Self-Managed

Active User

An active user is any GitLab user who has performed at least 1 Event within the previous 28 days.

Monthly Active Users (MAU)

The MAU for a given month is the number of Active Users (with the trailing 28-day window) on the last day of the month. For example, the MAU for January would include users who performed events during the window between January 3 and January 31. The MAU window for February 2019 would be from February 1 - 28.

Dashboard - GitLab.com Health

Acquisition (New User)

Amount of new users who signed up for a GitLab account (GitLab.com or Self-Managed) in a given month.

Dashboard Issue

Expansion

Amount of paid groups that added users to the namespace in a given month.

Dashboard Issue

CI Pipeline Minute Consumption

Total number of CI Runner Minutes consumed in a given month.

Dashboard Issue

User Return Rate

Percent of users or groups that are still active between the current month and the prior month.

Dashboard Issue

Churn

The opposite of User Return Rate. The percentage of users or groups that are no longer active in the current month, but were active in the prior month.

Dashboard Issue

Projects

Number of existing Projects at a specified point in time. This number currently includes Archived Projects.

Dashboard

New Projects

Number of new Projects created in a calendar month.

Dashboard

New Merge Requests

Number of Merge Requests created in a calendar month.

Dashboard

New Issues

Number of Issues created in a calendar month.

Dashboard

Provably successful Direction items

This metric reports on the percentage of Direction items that have met or exceeded their respective success performance indicators. For each feature labeled ~Direction, there should be a defined success metric, and telemetry configured to report on that success metric to determine if it was provably successful.

Dashboard Issue

Community Engagement On GitLab Issues

Percent of open GitLab issues that have comments from customers and wider community members. This dashboard also measures relative engagement over time.

Dashboard Issue

Other GitLab.com Only Performance Indicators

Conversion

Amount of users who moved from a free tier to a paid tier in a given month.

Dashboard Issue

Active Churned User

A GitLab.com user, who is not a MAU in month T, but was a MAU in month T-1.

Dashboard

Active Retained User

A GitLab.com user, who is a MAU both in months T and T-1.

Dashboard

New User

A newly registered GitLab.com user - no requirements on activity.

Dashboard

Churned Returning User

A GitLab.com user, who is not a new user and who was not a MAU in month T-1, but is a MAU in month T.

Dashboard

A GitLab.com Licensed User

Dashboard Issue

A paid MAU.

Dashboard Issue

Active Retained Paid User

A paid Active Retained User

Dashboard Issue

Monthly Active Group (MAG)

A GitLab Group, which contains at least 1 project since inception and has at least 1 Event in a calendar month.

Dashboard Issue

Active Churned Group

A GitLab.com group, which is not a MAG in month T, but was a MAG in month T-1.

Dashboard Issue

Active Retained Group

A GitLab.com group, which is a MAG both in months T and T-1.

Dashboard Issue

New Group

A newly created top-level GitLab.com group - no requirements on activity.

Dashboard

A GitLab.com group, which is part of a paid plan, i.e. Bronze, Silver or Gold. Free licenses for Ultimate and Gold are currently included.

Dashboard Issue

A paid MAG.

Dashboard Issue

Active Retained Paid Group

A paid Active Retained Group

Dashboard Issue

A GitLab.com user, who is a member of a Paid Group.

Dashboard Issue

The percent of users or groups that pay for additional CI pipeline minutes.

Dashboard Issue

Other Self-Managed Only Performance Indicators

Active Core Self Hosts

The count of active Core Self Hosts.

Dashboard Issue

Lost instances

A lost instance of self-managed GitLab didn't send a usage ping in the given month but it was active in the previous month

Dashboard Issue