Appendix: 指标索引

本附录自动从指标库生成，共收录 37 个核心增长指标。

全部指标一览

#	指标	漏斗层级	核心公式
1	CAC	Acquisition	CAC = 获客成本 / 新客户数
2	CPA	Acquisition	CPA = Campaign Spend / Number of Actions
3	CPC	Acquisition	CPC = Ad Spend / Clicks
4	CPM	Acquisition	CPM = Ad Spend / Impressions x 1,000
5	CTR	Acquisition	CTR = Clicks / Impressions
6	Clicks	Acquisition	Clicks = count(click events)
7	Impressions	Acquisition	Impressions = count(impression events)
8	New Users	Acquisition	New Users = count(distinct user_id where first_seen_date is within period)
9	Organic Traffic	Acquisition	Organic Traffic = 来自自然渠道的 Users 或 Sessions
10	Sessions	Acquisition	Sessions = count(distinct session_id)
11	Traffic	Acquisition	Traffic = Users
12	Users	Acquisition	Users = count(distinct user_id or device_id)
13	Activation Rate	Activation	Activation Rate = Activated Users / Eligible Users
14	Add-to-Cart Rate	Activation	Add-to-Cart Rate = Add-to-Cart Users / Product View Users
15	Product View Rate	Activation	Product View Rate = Sessions with Product View / Total Sessions
16	Search Usage Rate	Activation	Search Usage Rate = Sessions with Search / Total Sessions
17	Signup Rate	Activation	Signup Rate = Signups / Eligible Users
18	Cart Conversion Rate	Conversion	Cart-to-Checkout Rate = Checkout Sessions / Add-to-Cart Sessions
19	Checkout Conversion Rate	Conversion	Checkout Conversion Rate = Paid Orders / Checkout Sessions
20	Conversion Rate	Conversion	Conversion Rate = Paid Orders / Sessions
21	First Purchase Rate	Conversion	First Purchase Rate = New Buyers / New Users
22	Payment Success Rate	Conversion	Payment Success Rate = Successful Payments / Payment Attempts
23	AOV	Revenue	AOV = GMV / Orders
24	Buyers	Revenue	Buyers = count(distinct user_id where user has paid order)
25	GMV	Revenue	GMV = 已支付订单商品数量 x 商品单价
26	Net Revenue	Revenue	Net Revenue = Revenue - Discounts - Platform Subsidies - Other Deductions
27	New Buyers	Revenue	New Buyers = count(distinct users whose first order is in the period)
28	Orders	Revenue	Orders = count(订单 ID)
29	Refund Rate	Revenue	Order Refund Rate = Refunded Orders / Paid Orders
30	Revenue per Session	Revenue	Revenue per Session = Total Revenue / Total Sessions
31	Revenue	Revenue	Revenue = GMV - 退款金额
32	Purchase Frequency	Retention	Purchase Frequency = Total Orders / Unique Buyers（在给定时间周期内）
33	Repeat Buyers	Retention	Repeat Buyers = count(distinct user_id where purchase_count >= 2)
34	Repeat Purchase Rate	Retention	Repeat Purchase Rate = Repeat Buyers / Buyers
35	Retention Rate	Retention	Retention Rate = Retained Users / Cohort Users
36	LTV	Customer Value	LTV = Average Order Value x Purchase Frequency x Customer Lifespan
37	Payback Period	Customer Value	Payback Period = CAC / Average Periodic Gross Profit per Customer

按漏斗层级分类

Acquisition（获客）

Activation（激活）

Conversion（转化）

Revenue（收入）

Retention（留存）

Customer Value（客户价值）