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Product Performance Indicators

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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.

Activation

Measured by the amount of users who completed a key onboarding step. This is defined as created a project, created or commented on an issue, or pushed a commit.

Dashboard Issue

Adoption

Measured by monthly growth in Stage Monthly Active Users (SMAU). SMAU is the number of unique users that actively use a stage in a given month. Stage usage is typically a roll-up of usage across a variety of lower level categories within a stage. For example, the Manage stage includes Authentication and Authorization, Administration, Groups, and more. The definition of active use for each stage and its underlying categories varies and is defined by the Product Manager in that particular stage. Stage-to-activity mapping is defined here

Dashboard Note: this dashboard currently overestimates SMAU as it counts all users of the instance toward the SMAU if the stage was in use, and does not adhere to our MAU definition.

Upsell

Measured by the amount of users who moved from a paid tier to a higher paid tier in a given month.

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Retention

Measured by gross retention. Gross retention is defined as: Gross Retention (%) = (min(B, A) / A) * 100%

A. MRR 12 months ago from currently active customers B. Current MRR from the same set of customers as A.

Dashboard

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

Monthly Active User (MAU)

A user account on a GitLab instance with at least 1 Audit Event or 1 Event in a calendar month. Until June 2019, the definition of MAU for GitLab.com will include only Audit Events.

Dashboard

Acquisition (New User)

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

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Expansion

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

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CI Pipeline Minute Consumption

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

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User Return Rate

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

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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.

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Projects

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

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New Projects

Number of new Projects created in a calendar month.

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New Merge Requests

Number of Merge Requests created in a calendar month.

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New Issues

Number of Issues created in a calendar month.

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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 labled ~Direction, there should be a defined success metric, and telemetry configured to report on that success metric to determine if it was provably successful.

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Other GitLab.com Only Performance Indicators

Conversion

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

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Active Churned User

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

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Active Retained User

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

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New User

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

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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.

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A GitLab.com Licensed User

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A paid MAU.

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Active Retained Paid User

A paid Active Retained User

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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.

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Active Churned Group

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

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Active Retained Group

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

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New Group

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

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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.

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A paid MAG.

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Active Retained Paid Group

A paid Active Retained Group

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

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

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Other Self-Managed Only Performance Indicators

Active Core Self Hosts

The count of active Core Self Hosts.

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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

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