How to rethink your product metrics

Metrics that enhance long-term customer value

Do you remember the last time you checked your product metrics? You probably set some goals during the development of your product or service. But what happens when the market shifts, consumers evolve, or your project matures? Do these metrics still make sense? Identifying when to rethink your goals is essential, but knowing which metrics trigger genuine growth levers is even more important. Those are the metrics that will truly drive long-term success.

How can you identify these levers? This is where a key concept comes into play: Customer Equity. This metric measures the accumulated lifetime value (CLV) of all current and potential customers. Simply put, it measures how much your customers are genuinely worth to your business throughout their entire relationship with your product or service.

Why is this critical for activating growth? Maximizing Customer Equity means focusing not only on attracting new customers but also—and above all—on keeping them satisfied and loyal so they can consistently generate recurring revenue.

For instance, if initially you focused on acquisition metrics (such as the number of new customers), perhaps it’s now time to ask yourself: Are these users generating real long-term value? If not, it might be time to shift your attention to retention and loyalty metrics like NPS, usage frequency, or recurring purchases—all of which directly impact Customer Equity.

That's the reflection I bring today. If you use Customer Equity as the foundation for creating your KPIs, every action you take will align with generating long-term value. That almost guarantees sustainable growth for your business. Good luck!