In today's rapidly evolving Indian tech ecosystem, companies across sectors are increasingly focused on

defining and tracking key performance metrics to drive sustainable growth. Among the most crucial of
these metrics are North Star metrics, which serve as guiding lights, helping companies maintain focus on
their core value propositions. These metrics, paired with secondary and guardrail metrics, ensure a
balanced approach to growth, monitoring both expansion and operational health. In this guide, we explore
50 Indian tech companies, detailing their North Star, secondary, and guardrail metrics, providing insights
into how these organizations stay on track, optimize their services, and guard against potential pitfalls.

1. Unacademy (Edtech)
North Star Metric: Number of active learners
This tracks how many users are actively participating in courses or classes in a given period.
Example: If Unacademy has 500,000 active learners in a month, that’s the active learner metric.
Secondary Metrics:
Course completion rate: The percentage of users who complete their enrolled courses.
Example: If 65% of users finish their courses, that’s the completion rate.
Average engagement per session: The average time learners spend in a learning session.
Example: If learners spend 45 minutes per session, this is the engagement metric.
New user growth rate: The percentage increase in the number of new users registering for
courses.
Example: If Unacademy’s user base grows

by 10% monthly, this is the growth rate.

Guardrail Metrics:
Churn rate: The percentage of users who drop out or stop using the platform.
Example: If 5% of learners stop attending classes after one month, this is the churn rate.

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 Content quality complaints: The number of complaints regarding the quality of the educational
content.
Example: If Unacademy receives 500 complaints about course quality in a quarter, that’s the
complaint rate.
Course refund rate: The percentage of courses refunded due to user dissatisfaction.
Example: If 2% of users request refunds, that’s the refund rate.

2. Paytm (Fintech)
North Star Metric: Total transaction volume
This refers to the total number of successful transactions across the Paytm ecosystem, including
payments, fund transfers, and bill payments.
Example: If Paytm processes 5 billion transactions in a quarter, that represents the transaction
volume.
Secondary Metrics:
Number of active users: Tracks how many users are actively using the Paytm app monthly.
Example: If Paytm has 300 million active users in July, that’s the active user base for that
month.
Average transaction value: The average value of a single transaction.
Example: If ₹500 crore in transactions is made through 1 million transactions, the average
value is ₹500 per transaction.
Payment success rate: The percentage of payments processed successfully without errors.
Example: If 98% of transactions are successful out of 1 million transactions, the success rate
is 98%.
Guardrail Metrics:
Fraud transaction rate: The percentage of fraudulent transactions detected on the platform.
Example: If 1,000 fraudulent transactions are detected out of 1 million total transactions, the
fraud rate is 0.1%.
User churn rate: The rate at which users stop using the platform.
Example: If Paytm loses 1% of its active user base every month, the churn rate is 1%.
Server uptime and reliability: The percentage of time the platform is available and running
without disruptions.
Example: If Paytm’s platform is operational 99.95% of the time in a month, that’s the uptime
rate.

3. Zomato (Foodtech)
North Star Metric: Number of orders delivered
Measures the total number of food orders successfully delivered to customers in a given period.
Example: If Zomato delivers 25 million orders in July, that’s the number of orders delivered.
Secondary Metrics:

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 Customer retention rate: The percentage of customers who return to place more orders after
their first.
Example: If 60% of customers who ordered in June order again in July, the retention rate is
60%.
Average order delivery time: The average time it takes to deliver an order.
Example: If Zomato delivers most of its orders within 30 minutes, this is the average delivery
time.
Active restaurant partners: The number of restaurants actively receiving and fulfilling orders.
Example: If 50,000 restaurants fulfilled orders in July, this is the number of active partners.
Guardrail Metrics:
Order rejection rate: The percentage of orders that are rejected or canceled before fulfillment.
Example: If 5% of orders placed on Zomato get canceled, that’s the rejection rate.
Average order rating: The average customer satisfaction rating per order.
Example: If the average rating across 1 million orders is 4.5 out of 5, that’s the average order
rating.
Food quality complaints: The number of customer complaints about food quality.
Example: If Zomato receives 500 complaints out of 1 million orders, that’s the complaint rate.

4. Ola (Ride-hailing)
North Star Metric: Completed rides per month
This tracks the number of rides successfully completed by Ola drivers in a month.
Example: If Ola completes 30 million rides in a month, this is the number of completed rides.
Secondary Metrics:
Driver availability: Measures the number of drivers available for rides at any given time.
Example: If Ola has 100,000 drivers actively taking rides in a week, this is the driver availability
rate.
Average ride cost: The average cost per ride for users.
Example: If the average fare per ride in July is ₹150, this is the average ride cost.
User booking frequency: Tracks how often users book rides on the platform.
Example: If an average user books 4 rides per week, that’s the booking frequency.
Guardrail Metrics:
Ride cancellation rate: The percentage of rides that get canceled by drivers or users.
Example: If 10% of rides are canceled before completion, that’s the cancellation rate.
Driver wait time: The average time a driver waits before getting a ride.
Example: If drivers wait on average 10 minutes between rides, that’s the wait time.
Safety incidents per ride: The number of reported safety issues per ride.
Example: If Ola records 50 safety incidents out of 1 million rides, that’s the incident rate.

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5. Swiggy (Foodtech)
North Star Metric: Number of daily active orders
Measures how many food delivery orders Swiggy completes daily.
Example: If Swiggy completes 1.5 million deliveries daily, that’s the daily active orders count.
Secondary Metrics:
Partner restaurant growth: The rate at which new restaurants join the platform.
Example: If Swiggy adds 2,000 new restaurants in a month, this reflects its growth.
Average delivery time: The average time taken from order to delivery.
Example: If Swiggy delivers most orders within 35 minutes, that’s the average delivery time.
Customer lifetime value (CLV): The projected revenue from a customer over their relationship
with Swiggy.
Example: If an average customer spends ₹10,000 on Swiggy over a year, this is the CLV.
Guardrail Metrics:
Delivery failure rate: The percentage of deliveries that fail due to driver issues or cancellations.
Example: If 1% of orders fail due to delivery issues, that’s the failure rate.
Customer complaint rate: The rate at which customers submit complaints.
Example: If Swiggy receives 100 complaints out of 10,000 orders, that’s the complaint rate.
Delivery partner churn rate: The rate at which delivery drivers leave the platform.
Example: If 5% of Swiggy’s drivers quit monthly, that’s the churn rate.

6. Myntra (E-commerce)
North Star Metric: Monthly active shoppers
This metric tracks the number of unique shoppers making purchases in a month.
Example: If Myntra has 4 million active shoppers in June, that’s the number of monthly active
shoppers.
Secondary Metrics:
Monthly GMV: Total value of products sold in a month.
Example: If Myntra’s GMV in July is ₹2,000 crore, this is the monthly GMV.
App download growth: The rate at which users are downloading the Myntra app.
Example: If 1 million users downloaded the app in July, this represents the growth.
**Fashion product

return rate**: The percentage of fashion items returned by customers.

- Example: If 15% of orders get returned, that’s the return rate.

Guardrail Metrics:
Return/refund rate: Measures how often items are returned and refunded.
Example: If 10% of orders in June were refunded, this is the refund rate.
Order fulfillment time: The average time taken from order placement to shipment.

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 Example: If Myntra ships orders within 24 hours on average, that’s the fulfillment time.
Customer satisfaction rate: The overall satisfaction score of shoppers.
Example: If the average satisfaction score across reviews is 4.7/5, this reflects customer
satisfaction.

7. Cred (Fintech)
North Star Metric: Number of monthly credit card bill payments
This tracks the total number of credit card bill payments made via Cred each month.
Example: If Cred processes 10 million credit card bill payments in July, that’s the monthly credit
card bill payments metric.
Secondary Metrics:
Number of active users: The number of users who actively use the Cred platform each month.
Example: If 5 million users are active in July, that’s the active user count.
Reward redemption rate: The percentage of users redeeming rewards through Cred’s loyalty
program.
Example: If 20% of users redeem rewards monthly, this is the reward redemption rate.
Credit score improvement rate: The percentage of users whose credit scores improve after using
Cred for a set time.
Example: If 15% of Cred’s users see a credit score improvement in 6 months, that’s the
improvement rate.
Guardrail Metrics:
Credit card default rate: The percentage of users who default on credit card payments.
Example: If 2% of users default on payments, that’s the default rate.
Customer retention rate: The percentage of users who continue to use Cred after the first
payment.
Example: If 80% of users continue paying bills on Cred after their first payment, that’s the
retention rate.
Reward redemption cost: The total cost incurred by Cred for users redeeming rewards.
Example: If Cred’s reward costs amount to ₹5 crore for the month, that’s the redemption cost.

8. BigBasket (E-commerce)
North Star Metric: Number of orders delivered
Measures the total number of grocery orders successfully delivered.
Example: If BigBasket delivers 5 million orders in June, that’s the number of orders delivered.
Secondary Metrics:
Monthly active users: The total number of users who order groceries within a month.
Example: If 2 million users placed orders in June, that’s the monthly active users count.
Average order value: The average value of a single order on BigBasket.

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 Example: If the average basket size is ₹1,000, this is the average order value.
Product availability rate: The percentage of products that are in stock and available for order.
Example: If 98% of listed products are in stock, that’s the availability rate.
Guardrail Metrics:
Delivery failure rate: The percentage of orders that fail to reach customers due to logistical
issues.
Example: If 1% of deliveries fail in a month, that’s the failure rate.
Order cancellation rate: The percentage of orders canceled by users or BigBasket.
Example: If 3% of orders are canceled, this is the cancellation rate.
On-time delivery rate: The percentage of orders delivered within the promised time.
Example: If 95% of orders are delivered within the promised time, this is the on-time delivery
rate.

9. Byju’s (Edtech)
North Star Metric: Number of active paid users
This metric tracks the number of users who have subscribed to Byju’s premium services and are
actively using them.
Example: If Byju’s has 3 million active paid users in a given month, that’s the metric.
Secondary Metrics:
Course completion rate: The percentage of users who complete their purchased courses.
Example: If 70% of users complete their purchased courses, that’s the course completion rate.
Monthly app usage: Tracks how many times users interact with the app monthly.
Example: If users log into Byju’s app an average of 10 times per month, that’s the usage rate.
Average session duration: The average time users spend on the platform in a single session.
Example: If users spend an average of 30 minutes per session, this is the session duration.
Guardrail Metrics:
Churn rate: The percentage of users who cancel their subscription or stop using the platform.
Example: If 5% of users churn in a month, this is the churn rate.
Customer acquisition cost (CAC): The cost incurred to acquire one paying user.
Example: If Byju’s spends ₹1,000 to acquire a single paid user, that’s the CAC.
Customer satisfaction score (CSAT): A metric that measures how satisfied users are with the
platform’s content and services.
Example: If Byju’s receives an average CSAT of 4.8 out of 5, this represents satisfaction levels.

10. Freshworks (Enterprise SaaS)

North Star Metric: Net revenue retention (NRR)
This metric tracks the percentage of recurring revenue retained from existing customers, including
expansions, downgrades, and churn.

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 Example: If Freshworks retains 110% of revenue (factoring in upsell, renewals, and churn) in Q2,
that’s the NRR.
Secondary Metrics:
Customer acquisition rate: The rate at which new customers subscribe to Freshworks' services.
Example: If Freshworks acquires 500 new clients in a month, this is the acquisition rate.
Average revenue per user (ARPU): The average revenue generated from each customer.
Example: If Freshworks generates ₹10,000 per client monthly, this is the ARPU.
Customer satisfaction score (CSAT): Measures client satisfaction with the product and support.
Example: If Freshworks gets a CSAT score of 4.5 out of 5, this reflects satisfaction levels.
Guardrail Metrics:
Churn rate: The percentage of customers who discontinue using Freshworks’ services.
Example: If 2% of customers leave in a quarter, that’s the churn rate.
Uptime and service reliability: The percentage of time Freshworks services are operational.
Example: If Freshworks maintains 99.9% uptime in a quarter, this represents service reliability.
Support response time: The average time it takes for support to respond to customer queries.
Example: If Freshworks responds to queries within an average of 2 hours, that’s the response
time.

11. Razorpay (Fintech)

North Star Metric: Total payment volume (TPV)
This measures the total value of payments processed through Razorpay’s platform.
Example: If Razorpay processes ₹50,000 crore in payments during Q3, that’s the TPV.
Secondary Metrics:
Merchant growth rate: The percentage increase in new businesses using Razorpay for payment
processing.
Example: If Razorpay adds 10,000 new merchants in July, this reflects its growth rate.
Payment success rate: The percentage of transactions that are completed successfully.
Example: If 98% of Razorpay’s transactions are successful, this is the success rate.
Merchant retention rate: The percentage of businesses that continue to use Razorpay over time.
Example: If 85% of businesses stick with Razorpay after their first year, this is the retention
rate.
Guardrail Metrics:
Fraud detection rate: Measures the effectiveness of Razorpay’s fraud detection mechanisms.
Example: If Razorpay catches 99% of fraudulent transactions, that’s the detection rate.
Dispute resolution time: The average time it takes to resolve payment disputes between
merchants and customers.
Example: If Razorpay resolves disputes in an average of 48 hours, this is the resolution time.
System uptime: The percentage of time Razorpay’s platform is available without any downtime.
Example: If Razorpay maintains 99.9% uptime, this represents its platform reliability.

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12. Flipkart (E-commerce)
North Star Metric: Number of active customers
This refers to the total number of unique users who have made a purchase in a specific period,
typically a month.
Example: If Flipkart tracks that it had 15 million active customers in June, it means 15 million
unique users purchased items that month.
Secondary Metrics:
Monthly GMV (Gross Merchandise Value): The total value of all products sold on the platform in
a month.
Example: If Flipkart sells ₹10,000 crore worth of goods in July, that’s the GMV.
Average Order Value: The average monetary value per order.
Example: If Flipkart’s GMV in July is ₹10,000 crore from 50 million orders, the average order
value is ₹2,000.
Repeat Purchase Rate: The percentage of customers who return to make additional purchases.
Example: If 40% of Flipkart’s June customers made another purchase in July, the repeat
purchase rate is 40%.
Guardrail Metrics:
Customer Acquisition Cost (CAC): The cost to acquire a new customer.
Example: If Flipkart spends ₹200 crore on marketing to acquire 1 million new customers, its
CAC is ₹200.
Inventory Turnover Ratio: Measures how often inventory is sold and replaced.
Example: If Flipkart sells out its entire stock 4 times a year, the turnover ratio is 4.
Cart Abandonment Rate: The percentage of customers who add items to their cart but don’t
complete the purchase.
Example: If 70 out of 100 customers leave the site without completing a purchase after adding
items to their cart, the rate is 70%.

13. Dream11 (Gaming)

North Star Metric: Number of daily active users (DAU)
This metric tracks the number of users actively participating in games on Dream11 daily.
Example: If 10 million users participate in games daily, that’s the DAU metric.
Secondary Metrics:
Average revenue per user (ARPU): The average amount of revenue generated per active user.
Example: If Dream11 earns ₹200 per user daily, that’s the ARPU.
User retention rate: The percentage of users who keep playing after their first engagement.
Example: If 75% of users return to play after their first game, this is the retention rate.
Number of paid users: Tracks how many users pay to play premium or cash games.

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 Example: If 2 million users engage in paid games, this is the paid user count.
Guardrail Metrics:
Dispute resolution time: The time it takes to resolve issues regarding winnings or game fairness.
Example: If Dream11 resolves disputes in an average of 24 hours, that’s the resolution time.
Fraud detection rate: The percentage of fraudulent activities detected on the platform.
Example: If Dream11 identifies and blocks 98% of fraudulent accounts, that’s the detection
rate.
Customer satisfaction score: A measure of how satisfied users are with the platform.
Example: If Dream11 gets an average satisfaction score of 4.6/5, this reflects user satisfaction.

14. Urban Company (B2C Services)

North Star Metric: Number of completed services
This tracks the total number of home services (e.g., cleaning, repairs) successfully completed.
Example: If Urban Company completes 1 million services in July, that’s the completed services
metric.
Secondary Metrics:
Service provider growth rate: The percentage increase in new professionals joining the platform.
Example: If 5,000 new professionals join Urban Company in a month, this is the growth rate.
Customer satisfaction rate: Measures how satisfied customers are with the services provided.
Example: If Urban Company gets a satisfaction score of 4.8 out of 5, this reflects satisfaction
levels.
Average booking time: The average time between when a customer books a service and when it’s
completed.
Example: If services are booked and completed within an average of 2 days, this is the
booking time.
Guardrail Metrics:
Service cancellation rate: The percentage of services canceled by either the provider or the
customer.
Example: If 2% of booked services get canceled, this is the cancellation rate.
Refund rate: The percentage of services that result in refunds due to dissatisfaction.
Example: If 1% of services result in a refund, this is the refund rate.
Provider retention rate: The percentage of service providers who continue to work on the
platform.
Example: If 90% of professionals continue to take gigs after the first month, that’s the
retention rate.

15. PhonePe (Fintech)

North Star Metric: Total transaction volume (TPV)

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 Tracks the total value of successful transactions processed by PhonePe.
Example: If PhonePe processes ₹1,00,000 crore in payments during Q3, that’s the TPV.
Secondary Metrics:
Number of active users: Tracks the number of users who perform at least one transaction in a
given month.
Example: If 100 million users are active in a month, that’s the active user count.
Transaction success rate: The percentage of successful transactions out of total initiated
transactions.
Example: If 95% of transactions are successful, that’s the transaction success rate.
Merchant acquisition growth: The rate at which new merchants join PhonePe’s platform.
Example: If PhonePe adds 10,000 new merchants in a month, this reflects the growth rate.
Guardrail Metrics:
Fraud detection rate: Measures the effectiveness of detecting fraudulent transactions.
Example: If PhonePe identifies 99% of fraudulent activities, this is the detection rate.
User churn rate: The percentage of users who stop transacting on the platform.
Example: If PhonePe loses 1% of its active user base monthly, this is the churn rate.
Customer support resolution time: The average time taken to resolve customer complaints.
Example: If PhonePe resolves most issues within 12 hours, that’s the resolution time.

16. PharmEasy (Healthtech)

North Star Metric: Number of orders delivered
Measures the total number of medicine and healthcare product deliveries completed.
Example: If PharmEasy delivers 3 million orders in a quarter, this is the metric.
Secondary Metrics:
Average order value: The average value of a single order.
Example: If the average order is worth ₹1,500, this is the order value.
Monthly active users: The number of users placing orders every month.
Example: If 500,000 users place orders in a month, this is the active user count.
Prescription upload rate: The percentage of users uploading prescriptions for medicine orders.
Example: If 30% of orders are prescription-based, this is the upload rate.
Guardrail Metrics:
Medicine delivery time: The average time taken to deliver orders to customers.
Example: If PharmEasy delivers orders within 24 hours on average, this is the delivery time.
Customer satisfaction rate: The average rating given by customers after order delivery.
Example: If PharmEasy has a satisfaction rating of 4.7 out of 5, this reflects customer
satisfaction.
Return and refund rate: The percentage of orders returned and refunded.
Example: If 2% of orders are returned, this is the return rate.

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17. Zoho (Enterprise SaaS)
North Star Metric: Net revenue retention (NRR)
Measures the recurring revenue retained from existing customers.
Example: If Zoho retains 105% of its revenue in a quarter, that’s the NRR.
Secondary Metrics:
Customer acquisition rate: The rate at which new customers sign up for Zoho’s services.
Example: If Zoho acquires 1,000 new clients in a quarter, that’s the acquisition rate.
Average revenue per user (ARPU): The average revenue generated per customer.
Example: If Zoho earns ₹20,000 per user annually, this is the ARPU.
Customer lifetime value (CLV): The total revenue expected from a customer over their
relationship with Zoho.
Example: If Zoho expects to earn ₹1,00,000 per client, this is the CLV.
Guardrail Metrics:
Churn rate: The percentage of customers who cancel their subscriptions.
Example: If 3% of Zoho’s customers churn in a month, that’s the churn rate.
Uptime and reliability: Measures the percentage of time Zoho’s platform is operational.
Example: If Zoho maintains 99.95% uptime, this reflects platform reliability.
Support resolution time: The average time taken to resolve customer issues.
Example: If Zoho resolves support tickets in an average of 6 hours, that’s the resolution time.

18. Bounce (Mobility)

North Star Metric: Number of rides completed
Tracks the total number of scooter rides completed by users.
Example: If Bounce completes 1 million rides in June, that’s the number of rides completed.
Secondary Metrics:
Active user growth: The increase in users regularly using Bounce’s scooters.
Example: If Bounce adds 50,000 new users in July, this is the growth rate.
Ride frequency: The average number of rides taken per user each month.
Example: If users take an average of 10 rides per month, this is the frequency.
Scooter availability rate: The percentage of scooters available for booking at any given time.
Example: If 95% of scooters are available for rides, this is the availability rate.
Guardrail Metrics:
Ride cancellation rate: The percentage of rides canceled by users or due to unavailability.
Example: If 4% of rides are canceled, this is the cancellation rate.
Scooter downtime: The percentage of scooters that are not operational or need maintenance.
Example: If 5% of Bounce’s fleet is unavailable due to maintenance, this is the downtime rate.

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 Safety incidents per ride: The number of reported safety issues per ride.
Example: If Bounce has 10 safety incidents out of 1,00,000 rides, that’s the incident rate.

19. Vedantu (Edtech)

North Star Metric: Number of active students
Tracks the number of students actively attending live classes or accessing Vedantu’s learning
platform.
Example: If Vedantu has 2 lakh active students in a month, that’s the active student count.
Secondary Metrics:
Course completion rate: The percentage of students completing the courses they enrolled in.
Example: If 80% of students finish their courses, that’s the completion rate.
Average session duration: The average time students spend in live classes or on the platform.
Example: If students spend 45 minutes per session, that’s the average duration.
New student enrollment growth: The percentage increase in new students enrolling for classes.
Example: If Vedantu’s student base grows by 10% monthly, that’s the enrollment growth.
Guardrail Metrics:
Churn rate: The percentage of students who stop attending classes or drop out.
Example: If 5% of students churn each month, that’s the churn rate.
Content quality complaints: The number of complaints about the quality of educational content.
Example: If Vedantu receives 100 complaints about course quality in a quarter, that’s the
complaint rate.
Instructor satisfaction score: The satisfaction rating given by students to their instructors.
Example: If instructors receive an average satisfaction score of 4.5 out of 5, this is the
instructor rating.

20. Chargebee (SaaS)

North Star Metric: Monthly recurring revenue (MRR)
Tracks the predictable revenue generated from subscription-based services.
Example: If Chargebee’s MRR is ₹100 crore, that’s the metric.
Secondary Metrics:
Customer acquisition rate: The number of new clients subscribing to Chargebee each month.
Example: If Chargebee adds 500 clients in a month, this is the acquisition rate.
Churn rate: The percentage of clients who discontinue their subscription.
Example: If 3% of Chargebee’s clients cancel their subscriptions, this is the churn rate.
Expansion revenue rate: The revenue generated from upselling or expanding services to existing
clients.
Example: If 10% of Chargebee’s revenue comes from upsells, this is the expansion revenue
rate.

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 Guardrail Metrics:
Customer support response time: The average time taken to respond to client queries.
Example: If Chargebee’s support team responds within 3 hours, this is the response time.
Net promoter score (NPS): Measures how likely clients are to recommend Chargebee’s services.
Example: If Chargebee has an NPS of 70, this reflects client satisfaction.
Platform downtime: The percentage of time the platform is unavailable or down

.
- Example: If Chargebee experiences 0.1% downtime in a month, that’s the downtime rate.

21. Rapido (Ride-hailing)

North Star Metric: Number of completed rides
Measures the total number of bike rides successfully completed on the platform.
Example: If Rapido completes 2 million rides in a month, that’s the metric.
Secondary Metrics:
Driver availability: The percentage of drivers available to take rides at any given time.
Example: If 95% of drivers are available during peak hours, this reflects availability.
Average ride duration: The average time of a completed ride.
Example: If the average ride duration is 20 minutes, this is the duration metric.
New rider acquisition: The number of new users joining the platform for rides.
Example: If Rapido gains 50,000 new riders in a month, this is the acquisition rate.
Guardrail Metrics:
Ride cancellation rate: The percentage of rides canceled by drivers or users.
Example: If 3% of rides are canceled, this is the cancellation rate.
Customer satisfaction score: Measures how satisfied riders are with their overall experience.
Example: If Rapido’s satisfaction score averages 4.6 out of 5, that reflects rider satisfaction.
Driver earnings per ride: The average earnings a driver makes per completed ride.
Example: If Rapido drivers earn ₹50 per ride on average, this is the earnings rate.

22. MPL (Gaming)

North Star Metric: Number of daily active players
Tracks the number of users who log in and actively play games on MPL daily.
Example: If 5 million users log in and play every day, that’s the DAU metric.
Secondary Metrics:
Average revenue per user (ARPU): The average revenue generated from each active user.
Example: If MPL earns ₹100 per user daily, this is the ARPU.
User retention rate: The percentage of users who return to play games after their first session.

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 Example: If 70% of users return to play regularly, that’s the retention rate.
Number of paid players: The number of users who participate in paid tournaments or games.
Example: If 1 million users participate in paid games, this is the number of paid players.
Guardrail Metrics:
Player churn rate: The percentage of users who stop playing after a set period.
Example: If 5% of players churn out monthly, that’s the churn rate.
Fraud detection rate: Measures the effectiveness of detecting fraudulent players or activities.
Example: If MPL blocks 99% of fraudulent accounts, this is the detection rate.
Player dispute resolution time: The average time taken to resolve disputes around winnings.
Example: If disputes are resolved within 24 hours, that’s the resolution time.

23. Dunzo (Hyperlocal Delivery)

North Star Metric: Number of orders delivered
Measures the total number of deliveries completed on the platform.
Example: If Dunzo completes 2 million deliveries in June, that’s the orders delivered metric.
Secondary Metrics:
Average delivery time: The average time it takes to complete an order.
Example: If Dunzo’s average delivery time is 30 minutes, that’s the metric.
Customer repeat order rate: The percentage of users who place orders multiple times in a month.

Example: If 40% of customers place repeat orders, that’s the repeat rate.
Partner retention rate: The percentage of delivery partners who stay active on the platform.
Example: If 85% of delivery partners remain active after 3 months, this is the retention rate.
Guardrail Metrics:
Order cancellation rate: The percentage of orders canceled before delivery.
Example: If 5% of orders are canceled, this is the cancellation rate.
Customer satisfaction score: Measures how satisfied customers are with their deliveries.
Example: If Dunzo has a satisfaction score of 4.7/5, this reflects customer satisfaction.
Delivery partner churn rate: The rate at which delivery partners leave the platform.
Example: If 10% of partners leave every quarter, that’s the churn rate.

24. Urban Ladder (E-commerce, Furniture)

North Star Metric: Number of orders delivered
Tracks the total number of furniture orders delivered to customers.
Example: If Urban Ladder completes 50,000 furniture deliveries in a quarter, that’s the metric.
Secondary Metrics:
Average order value: The average monetary value of a customer’s purchase.

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 Example: If the average customer spends ₹15,000 per order, this is the order value.
Monthly active customers: The total number of customers placing orders each month.
Example: If 10,000 unique customers make purchases in July, this is the monthly active
customers metric.
Customer repeat purchase rate: The percentage of customers who place multiple orders.
Example: If 20% of customers return to buy again, that’s the repeat purchase rate.
Guardrail Metrics:
Delivery time adherence: The percentage of orders delivered within the promised time frame.
Example: If 90% of deliveries are on time, this reflects delivery adherence.
Customer return rate: The percentage of products returned by customers.
Example: If 3% of orders are returned, this is the return rate.
Customer support response time: The average time it takes to resolve customer issues.
Example: If Urban Ladder resolves issues within 24 hours on average, this is the response
time.

25. MakeMyTrip (Travel)

North Star Metric: Number of bookings completed
Tracks the total number of travel bookings (flights, hotels, etc.) completed on the platform.
Example: If MakeMyTrip completes 1 million bookings in Q2, that’s the metric.
Secondary Metrics:
Booking conversion rate: The percentage of users who complete a booking after starting the
process.
Example: If 20% of users who search for a hotel complete a booking, that’s the conversion
rate.
Customer retention rate: The percentage of customers who make repeat bookings.
Example: If 50% of users book travel again within six months, this is the retention rate.
Average order value: The average value of a travel booking.
Example: If the average booking costs ₹20,000, this is the order value.
Guardrail Metrics:
Booking cancellation rate: The percentage of bookings canceled before completion.
Example: If 5% of bookings are canceled, this is the cancellation rate.
Customer support resolution time: The average time taken to resolve booking-related issues.
Example: If MakeMyTrip resolves issues within 12 hours on average, this is the resolution time.
Customer satisfaction score: The overall satisfaction score provided by users.
Example: If MakeMyTrip receives a score of 4.5 out of 5, this reflects user satisfaction.

26. 1mg (Healthtech)

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 North Star Metric: Number of orders delivered
Measures the total number of medicine and health product orders completed.
Example: If 1mg completes 3 million orders in a quarter, that’s the orders delivered metric.
Secondary Metrics:
Prescription upload rate: The percentage of users uploading prescriptions for medicine
purchases.
Example: If 1 million users upload prescriptions, that’s the upload rate.
Average order value: The average monetary value of each order.
Example: If the average order is worth ₹1,200, that’s the order value.
Customer repeat order rate: The percentage of customers who place multiple orders.
Example: If 30% of customers place repeat orders in a quarter, this is the repeat order rate.
Guardrail Metrics:
Order cancellation rate: The percentage of orders canceled before fulfillment.
Example: If 2% of orders are canceled, this is the cancellation rate.
Delivery time adherence: The percentage of orders delivered within the promised time frame.
Example: If 1mg delivers 95% of orders on time, this reflects delivery adherence.
Return and refund rate: The percentage of products returned by customers.
Example: If 1% of products are returned, this is the return rate.

27. Lenskart (E-commerce, Eyewear)

North Star Metric: Number of orders delivered
Tracks the total number of eyewear orders fulfilled.
Example: If Lenskart delivers 1 lakh pairs of glasses in Q3, that’s the metric.
Secondary Metrics:
Average order value: The average value of eyewear purchases.
Example: If the average order value is ₹3,000, this is the order value.
Customer repeat purchase rate: The percentage of customers who make multiple purchases.
Example: If 25% of customers return to buy again, this is the repeat purchase rate.
Store visit growth: The increase in the number of users visiting physical stores.
Example: If Lenskart sees a 10% increase in store visits, this is the growth rate.
Guardrail Metrics:
Return and refund rate: The percentage of eyewear orders returned by customers.
Example: If 2% of glasses are returned, this is the return rate.
Delivery adherence: The percentage of eyewear orders delivered within the promised time.
Example: If 90% of orders are delivered on time, this is the adherence rate.
Customer satisfaction score: A measure of how satisfied customers are with their orders.
Example: If Lenskart has a customer satisfaction score of 4.6 out of 5, this reflects user
satisfaction.

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28. Nykaa (E-commerce, Beauty & Fashion)
North Star Metric: Number of orders delivered
Tracks the total number of beauty and fashion products delivered to customers.
Example: If Nykaa delivers 2 million orders in Q3, that’s the orders delivered metric.
Secondary Metrics:
Average order value: The average monetary value of each purchase.
Example: If the average order is worth ₹2,500, that’s the order value.
Customer repeat purchase rate: The percentage of customers who place multiple orders.
Example: If 35% of customers place repeat orders within a year, this is the repeat rate.
Product return rate: The percentage of products returned by customers.
Example: If 5% of products are returned, this is the return rate.
Guardrail Metrics:
Order cancellation rate: The percentage of orders canceled before shipment.
Example: If 3% of orders are canceled, this is the cancellation rate.
Customer satisfaction score: The average satisfaction score provided by users.
Example: If Nykaa has a score of 4.7/5, this reflects user satisfaction.
Delivery time adherence: The percentage of orders delivered within the promised time.
Example: If 95% of orders are delivered on time, this is the delivery adherence rate.

29. Swiggy Instamart (Grocery Delivery)

North Star Metric: Number of orders delivered
Measures the total number of grocery deliveries completed.
Example

: If Swiggy Instamart completes 1 million grocery orders in a month, that’s the metric.

Secondary Metrics:
Average basket size: The average monetary value of a customer’s grocery order.
Example: If the average basket size is ₹1,000, this is the order value.
Customer repeat order rate: The percentage of customers who place multiple grocery orders.
Example: If 40% of customers place repeat orders, this is the repeat order rate.
On-time delivery rate: The percentage of grocery orders delivered on time.
Example: If 90% of deliveries are on time, this reflects delivery adherence.
Guardrail Metrics:
Order cancellation rate: The percentage of grocery orders canceled before fulfillment.
Example: If 3% of grocery orders are canceled, this is the cancellation rate.

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 Customer satisfaction score: A measure of how satisfied customers are with their grocery
orders.
Example: If Swiggy Instamart has a customer satisfaction score of 4.6/5, this reflects
satisfaction.
Return and refund rate: The percentage of grocery products returned by customers.
Example: If 2% of products are returned, this is the return rate.

30. Delhivery (Logistics)

North Star Metric: Number of parcels delivered
Tracks the total number of shipments completed by Delhivery.
Example: If Delhivery delivers 50 million parcels in Q3, that’s the parcels delivered metric.
Secondary Metrics:
Delivery time adherence: The percentage of parcels delivered within the promised delivery time.
Example: If 95% of parcels are delivered on time, this reflects adherence.
Customer repeat shipment rate: The percentage of businesses that ship regularly with Delhivery.
Example: If 80% of business customers continue shipping with Delhivery, that’s the repeat
rate.
New business acquisition rate: The rate at which new businesses start using Delhivery for
logistics.
Example: If 1,000 new businesses sign up in a month, this is the acquisition rate.
Guardrail Metrics:
Order cancellation rate: The percentage of shipments canceled before completion.
Example: If 2% of shipments are canceled, this is the cancellation rate.
Lost or damaged shipment rate: The percentage of parcels lost or damaged during transit.
Example: If 0.5% of shipments are lost or damaged, this is the rate.
Customer support resolution time: The average time taken to resolve shipping issues.
Example: If Delhivery resolves issues within 24 hours, that’s the resolution time.

31. FreshToHome (E-commerce, Meat Delivery)

North Star Metric: Number of orders delivered
Tracks the total number of fresh meat and seafood orders delivered to customers.
Example: If FreshToHome delivers 1 million orders in a quarter, that’s the metric.
Secondary Metrics:
Average order value: The average value of a customer’s order.
Example: If the average basket size is ₹1,500, this is the order value.
Customer repeat order rate: The percentage of customers who place multiple orders.
Example: If 45% of customers place repeat orders in a month, this is the repeat rate.

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 Delivery time adherence: The percentage of orders delivered within the promised time.
Example: If 98% of deliveries are on time, this reflects adherence.
Guardrail Metrics:
Order cancellation rate: The percentage of orders canceled before fulfillment.
Example: If 2% of orders are canceled, this is the cancellation rate.
Return and refund rate: The percentage of products returned by customers.
Example: If 1% of meat or seafood products are returned, this is the return rate.
Customer satisfaction score: A measure of how satisfied customers are with their orders.
Example: If FreshToHome has a satisfaction score of 4.8 out of 5, this reflects customer
satisfaction.

32. MobiKwik (Fintech)

North Star Metric: Total payment volume (TPV)
Measures the total value of payments processed through MobiKwik’s platform.
Example: If MobiKwik processes ₹20,000 crore in payments in Q2, that’s the TPV.
Secondary Metrics:
Number of active users: Tracks the number of users who perform at least one transaction each
month.
Example: If 10 million users are active in a month, that’s the user count.
Average transaction value: The average value of a single transaction processed through
MobiKwik.
Example: If the average transaction is worth ₹500, this is the transaction value.
Merchant acquisition rate: The rate at which new merchants sign up to use MobiKwik for
payments.
Example: If 5,000 new merchants sign up in a month, this is the acquisition rate.
Guardrail Metrics:
Fraud detection rate: Measures the effectiveness of fraud detection on the platform.
Example: If MobiKwik detects and blocks 99% of fraudulent transactions, this is the detection
rate.
User churn rate: The percentage of users who stop using MobiKwik after a certain period.
Example: If 5% of users churn in a month, this is the churn rate.
Transaction success rate: The percentage of transactions that are successfully completed.
Example: If 98% of transactions are successful, this is the success rate.

33. Cure.fit (Healthtech, Fitness & Wellness)

North Star Metric: Number of active subscribers
Tracks the total number of users subscribed to Cure.fit’s fitness and wellness services.
Example: If Cure.fit has 500,000 active subscribers, this is the metric.

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 Secondary Metrics:
Workout completion rate: The percentage of subscribed users who complete workouts regularly.
Example: If 70% of subscribers complete at least 5 workouts a week, this is the completion
rate.
Average session duration: The average time users spend on the platform per session.
Example: If users spend 30 minutes on average per session, this is the session duration.
New subscriber growth: The rate at which new users subscribe to Cure.fit’s services.
Example: If 50,000 new users subscribe in a month, this is the growth rate.
Guardrail Metrics:
Churn rate: The percentage of users who cancel their subscription.
Example: If 5% of subscribers churn each month, this is the churn rate.
Class availability rate: The percentage of fitness classes available for booking at any time.
Example: If 95% of classes are available for booking, this is the availability rate.
Customer satisfaction score: A measure of how satisfied users are with the service.
Example: If Cure.fit has a satisfaction score of 4.7 out of 5, this reflects user satisfaction.

34. Oyo (Hospitality)

North Star Metric: Number of room nights booked
Tracks the total number of nights booked by customers across Oyo’s properties.
Example: If Oyo has 5 million room nights booked in Q2, that’s the metric.
Secondary Metrics:
Occupancy rate: The percentage of available rooms that are occupied at any time.
Example: If 80% of Oyo’s rooms are occupied, this is the occupancy rate.
Average booking value: The average value of each booking made by customers.
Example: If the average booking is ₹3,000, this is the average booking value.
Customer repeat booking rate: The percentage of customers who book multiple stays.
Example: If 30% of customers book another stay within a year, this is the repeat booking rate.
Guardrail Metrics:
Booking cancellation rate: The percentage of bookings canceled before check-in.
Example: If 5% of bookings are canceled, this is the cancellation rate.
Room availability rate: The percentage of rooms available for booking at any time.
Example: If 95% of rooms are available for booking, this reflects availability.
Customer satisfaction score: The average rating provided by customers after their stay.
Example: If Oyo has a customer satisfaction score of 4.5 out of 5, this reflects user
satisfaction.

35. PolicyBazaar (Fintech, Insurance)

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 North Star Metric: Number of policies sold
Tracks the total number of insurance policies sold through PolicyBaz

aar.
- Example: If PolicyBazaar sells 1 million policies in Q3, this is the policies sold metric.

Secondary Metrics:
Average policy value: The average value of insurance policies sold through the platform.
Example: If the average policy is worth ₹50,000, this is the policy value.
Customer acquisition rate: The rate at which new customers purchase policies.
Example: If PolicyBazaar acquires 100,000 new customers in a month, this is the acquisition
rate.
Customer repeat purchase rate: The percentage of customers who purchase multiple policies.
Example: If 10% of customers buy multiple policies, this is the repeat rate.
Guardrail Metrics:
Policy cancellation rate: The percentage of policies canceled after purchase.
Example: If 3% of policies are canceled, this is the cancellation rate.
Customer satisfaction score: The average satisfaction rating provided by customers.
Example: If PolicyBazaar has a score of 4.6 out of 5, this reflects user satisfaction.
Claim success rate: The percentage of insurance claims successfully processed.
Example: If 95% of claims are processed without issues, this is the success rate.

36. Yulu (Mobility)

North Star Metric: Number of rides completed
Tracks the total number of electric bike rides completed on the platform.
Example: If Yulu completes 500,000 rides in Q2, that’s the rides completed metric.
Secondary Metrics:
Average ride duration: The average time spent on a Yulu bike per ride.
Example: If the average ride duration is 15 minutes, this is the ride duration.
New rider growth: The number of new users joining the platform for rides.
Example: If 20,000 new riders join in a month, this is the growth rate.
Bike availability rate: The percentage of bikes available for use at any time.
Example: If 90% of bikes are available, this is the availability rate.
Guardrail Metrics:
Ride cancellation rate: The percentage of rides canceled before completion.
Example: If 3% of rides are canceled, this is the cancellation rate.
Customer satisfaction score: A measure of how satisfied users are with the ride experience.
Example: If Yulu has a customer satisfaction score of 4.7 out of 5, this reflects user
satisfaction.
Bike downtime rate: The percentage of bikes unavailable due to maintenance or charging.

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 Example: If 5% of bikes are out of service, this is the downtime rate.

37. Pepperfry (E-commerce, Furniture)

North Star Metric: Number of orders delivered
Tracks the total number of furniture orders delivered to customers.
Example: If Pepperfry delivers 50,000 furniture orders in a quarter, this is the metric.
Secondary Metrics:
Average order value: The average value of a customer’s furniture purchase.
Example: If the average order value is ₹20,000, this is the order value.
Customer repeat purchase rate: The percentage of customers who place multiple orders.
Example: If 15% of customers return to buy more furniture, this is the repeat purchase rate.
Product return rate: The percentage of products returned by customers.
Example: If 4% of products are returned, this is the return rate.
Guardrail Metrics:
Delivery time adherence: The percentage of furniture orders delivered within the promised time
frame.
Example: If 90% of orders are on time, this reflects delivery adherence.
Customer support resolution time: The average time taken to resolve issues with orders.
Example: If Pepperfry resolves issues within 24 hours on average, this is the resolution time.
Customer satisfaction score: The average satisfaction score provided by customers.
Example: If Pepperfry has a satisfaction score of 4.6 out of 5, this reflects user satisfaction.

38. JioMart (E-commerce, Groceries)

North Star Metric: Number of orders delivered
Measures the total number of grocery orders completed on JioMart.
Example: If JioMart completes 5 million orders in a month, that’s the orders delivered metric.
Secondary Metrics:
Average order value: The average value of a grocery order.
Example: If the average order is worth ₹1,000, this is the order value.
Customer repeat order rate: The percentage of customers who place multiple grocery orders.
Example: If 50% of customers place repeat orders, this is the repeat rate.
New customer acquisition rate: The rate at which new users sign up and place orders.
Example: If JioMart gains 200,000 new customers in a month, this is the acquisition rate.
Guardrail Metrics:
Order cancellation rate: The percentage of orders canceled before fulfillment.
Example: If 4% of orders are canceled, this is the cancellation rate.
Customer satisfaction score: A measure of how satisfied customers are with their orders.

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 Example: If JioMart has a satisfaction score of 4.5 out of 5, this reflects user satisfaction.
Delivery time adherence: The percentage of orders delivered within the promised time.
Example: If 95% of orders are delivered on time, this reflects adherence.

39. CarDekho (Automobile)

North Star Metric: Number of cars sold
Tracks the total number of cars sold through the platform.
Example: If CarDekho facilitates the sale of 10,000 cars in a quarter, that’s the metric.
Secondary Metrics:
Average car value: The average value of the cars sold through the platform.
Example: If the average car sold is worth ₹8 lakh, this is the car value.
Customer acquisition rate: The rate at which new buyers and sellers join the platform.
Example: If CarDekho adds 50,000 new users in a month, this is the acquisition rate.
Customer satisfaction score: A measure of how satisfied users are with their car-buying
experience.
Example: If CarDekho has a satisfaction score of 4.8 out of 5, this reflects user satisfaction.
Guardrail Metrics:
Transaction cancellation rate: The percentage of car sales that are canceled before completion.
Example: If 2% of car sales are canceled, this is the cancellation rate.
Seller retention rate: The percentage of sellers who continue to list cars on the platform.
Example: If 90% of sellers list cars again after a sale, this is the retention rate.
Customer support resolution time: The average time taken to resolve issues with transactions.
Example: If CarDekho resolves issues within 12 hours, this is the resolution time.

40. Meesho (E-commerce)

North Star Metric: Number of orders delivered
Measures the total number of products delivered through the social commerce platform.
Example: If Meesho delivers 3 million products in a month, that’s the orders delivered metric.
Secondary Metrics:
Average order value: The average value of each purchase made on Meesho.
Example: If the average order is worth ₹800, this is the order value.
Reseller growth rate: The rate at which new resellers join the platform to sell products.
Example: If 50,000 new resellers join Meesho in a month, this is the growth rate.
Customer repeat purchase rate: The percentage of customers who place multiple orders.
Example: If 30% of customers place repeat orders, this is the repeat rate.
Guardrail Metrics:
Return and refund rate: The percentage of products returned by customers.

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 Example: If 5% of products are returned, this is the return rate.
Customer satisfaction score: The average satisfaction rating provided by customers.
Example: If Meesho has a satisfaction score of 4.5 out of 5, this reflects user satisfaction.
Delivery time adherence: The percentage of orders delivered within the promised time frame.
Example: If 92% of orders are delivered on time, this reflects adherence.

41. Zerodha (Fintech, Stock Trading)

North Star Metric: Number of active traders
Tracks the total number of users actively trading on Zerodha’s platform.
Example: If Zerodha has 1 million active traders

in Q2, that’s the metric.

Secondary Metrics:
Total trading volume: The total value of trades completed on the platform.
Example: If Zerodha facilitates ₹1 lakh crore in trades, this is the trading volume.
New account growth rate: The rate at which new users open trading accounts.
Example: If Zerodha opens 50,000 new accounts in a month, this is the growth rate.
Average trade value: The average value of a single trade completed on the platform.
Example: If the average trade is worth ₹2 lakh, this is the trade value.
Guardrail Metrics:
User churn rate: The percentage of traders who stop trading on the platform.
Example: If 5% of traders churn out each quarter, this is the churn rate.
Transaction success rate: The percentage of trades completed successfully without errors.
Example: If 99.5% of trades are successful, this is the success rate.
Platform uptime: The percentage of time Zerodha’s platform is available for trading.
Example: If Zerodha has 99.95% uptime, this reflects platform reliability.

42. Groww (Fintech, Investment)

North Star Metric: Number of active investors
Tracks the total number of users actively investing through Groww’s platform.
Example: If Groww has 2 million active investors in Q3, that’s the active investor count.
Secondary Metrics:
Total investment volume: The total value of investments made on the platform.
Example: If ₹10,000 crore in investments are made, this is the volume.
New investor acquisition rate: The rate at which new users join and start investing.
Example: If 200,000 new investors join in a month, this is the acquisition rate.
Average portfolio size: The average value of an investor’s portfolio.

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 Example: If the average portfolio is worth ₹5 lakh, this is the portfolio size.
Guardrail Metrics:
Churn rate: The percentage of investors who stop using the platform.
Example: If 5% of investors churn out in a month, this is the churn rate.
Transaction success rate: The percentage of investments completed without errors.
Example: If 99.7% of investments are successful, this is the success rate.
Customer satisfaction score: A measure of how satisfied investors are with Groww.
Example: If Groww has a satisfaction score of 4.8 out of 5, this reflects user satisfaction.

43. Udaan (B2B E-commerce)

North Star Metric: Number of orders delivered
Tracks the total number of B2B orders fulfilled on the platform.
Example: If Udaan delivers 2 million orders in a quarter, that’s the orders delivered metric.
Secondary Metrics:
Average order value: The average value of each B2B order placed on Udaan.
Example: If the average order is worth ₹20,000, this is the order value.
Seller acquisition rate: The rate at which new suppliers join the platform.
Example: If Udaan adds 10,000 new sellers in a month, this is the acquisition rate.
Customer repeat purchase rate: The percentage of buyers who place multiple orders.
Example: If 50% of buyers place repeat orders, this is the repeat rate.
Guardrail Metrics:
Return and refund rate: The percentage of B2B orders returned by customers.
Example: If 3% of orders are returned, this is the return rate.
Customer support resolution time: The average time taken to resolve order-related issues.
Example: If Udaan resolves issues within 24 hours, this is the resolution time.
Delivery time adherence: The percentage of B2B orders delivered on time.
Example: If 95% of orders are delivered on time, this reflects adherence.

44. RazorpayX (Fintech, Banking)

North Star Metric: Total payment volume (TPV)
Tracks the total value of payments processed by RazorpayX for businesses.
Example: If RazorpayX processes ₹25,000 crore in Q3, that’s the TPV metric.
Secondary Metrics:
Merchant growth rate: The rate at which new businesses use RazorpayX for financial operations.
Example: If RazorpayX gains 10,000 new businesses in a month, this is the growth rate.
Average transaction value: The average value of a single transaction processed.

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 Example: If the average transaction is ₹1 lakh, this is the transaction value.
Payment success rate: The percentage of payments successfully completed.
Example: If 99% of payments are successful, this is the success rate.
Guardrail Metrics:
Fraud detection rate: The effectiveness of RazorpayX’s fraud detection mechanisms.
Example: If 98% of fraud attempts are detected, this is the detection rate.
System uptime: The percentage of time RazorpayX’s platform is available for payments.
Example: If RazorpayX has 99.9% uptime, this reflects platform reliability.
Dispute resolution time: The average time taken to resolve payment-related disputes.
Example: If disputes are resolved within 48 hours, this is the resolution time.

45. Upstox (Fintech, Trading)

North Star Metric: Number of active traders
Tracks the total number of users actively trading through Upstox’s platform.
Example: If Upstox has 1.5 million active traders in Q3, that’s the active trader count.
Secondary Metrics:
Total trading volume: The total value of trades completed on Upstox.
Example: If Upstox facilitates ₹80,000 crore in trades, this is the trading volume.
New account acquisition rate: The rate at which new users open trading accounts.
Example: If Upstox opens 100,000 new accounts in a month, this is the acquisition rate.
Average trade value: The average value of a single trade on the platform.
Example: If the average trade value is ₹1.5 lakh, this is the trade value.
Guardrail Metrics:
Churn rate: The percentage of users who stop trading or close their accounts.
Example: If 4% of users churn each month, this is the churn rate.
Platform uptime: The percentage of time Upstox’s platform is operational for trading.
Example: If Upstox maintains 99.95% uptime, this reflects platform reliability.
Transaction success rate: The percentage of trades completed successfully.
Example: If 99.8% of trades are successful, this is the success rate.

46. Vogo (Mobility, Scooter Rentals)

North Star Metric: Number of rides completed
Tracks the total number of rides completed on Vogo’s scooter-sharing platform.
Example: If Vogo completes 1 lakh rides in Q2, this is the rides completed metric.
Secondary Metrics:
New rider growth rate: The rate at which new users sign up and start riding.

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 Example: If 10,000 new riders join in a month, this is the growth rate.
Ride frequency: The average number of rides per rider each month.
Example: If the average rider takes 8 rides per month, this is the frequency.
Scooter availability rate: The percentage of scooters available for use at any given time.
Example: If 90% of scooters are available, this reflects availability.
Guardrail Metrics:
Ride cancellation rate: The percentage of rides canceled by users or due to unavailability.
Example: If 5% of rides are canceled, this is the cancellation rate.
Customer satisfaction score: A measure of how satisfied riders are with their overall experience.
Example: If Vogo’s riders give a satisfaction score of 4.7 out of 5, this reflects satisfaction.
Scooter downtime rate: The percentage of scooters unavailable due to maintenance.
Example: If 8% of scooters are under maintenance, this is the downtime rate.

47. Jupiter (Fintech, Neobank)

North Star Metric: Number of active users
Tracks the total number of users actively using Jupiter’s neobanking services.
Example: If Jupiter has 1 million active users in Q3, that’s the active user count.

Secondary Metrics:
- Total deposits: The total value of deposits made by users into their accounts.
- Example: If ₹500 crore in deposits are made, this is the deposit volume.
- New account acquisition rate: The rate at which new users open accounts with Jupiter.
- Example: If Jupiter opens 50,000 new accounts in a month, this is the acquisition rate.
- Average account balance: The average balance users maintain in their Jupiter accounts.
- Example: If the average balance is ₹10,000, this is the balance metric.

Guardrail Metrics:
Churn rate: The percentage of users who close their accounts or stop using the services.
Example: If 2% of users churn each quarter, this is the churn rate.
Transaction success rate: The percentage of transactions completed successfully on the
platform.
Example: If 99% of transactions are successful, this is the success rate.
Customer support resolution time: The average time taken to resolve user issues.
Example: If Jupiter resolves support tickets within 6 hours, this is the resolution time.

48. NestAway (Real Estate, Rental)

North Star Metric: Number of properties rented
Tracks the total number of rental properties occupied through NestAway’s platform.
Example: If NestAway rents out 10,000 properties in Q2, this is the metric.

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 Secondary Metrics:
Average rent value: The average rent collected per property listed on the platform.
Example: If the average rent is ₹25,000, this is the rent value.
New tenant acquisition rate: The rate at which new tenants sign rental agreements.
Example: If NestAway gains 1,000 new tenants in a month, this is the acquisition rate.
Landlord retention rate: The percentage of landlords who continue listing their properties.
Example: If 90% of landlords renew their listings, this is the retention rate.
Guardrail Metrics:
Tenant churn rate: The percentage of tenants who vacate properties after renting.
Example: If 5% of tenants vacate within 6 months, this is the churn rate.
Property damage complaints: The percentage of properties damaged during tenancy.
Example: If 1% of properties face damage issues, this is the complaint rate.
Customer support resolution time: The average time taken to resolve rental-related issues.
Example: If NestAway resolves issues within 24 hours, this is the resolution time.

49. WhiteHat Jr (Edtech, Coding)

North Star Metric: Number of active students
Tracks the total number of students actively attending coding classes on WhiteHat Jr.
Example: If WhiteHat Jr has 50,000 active students in Q3, this is the active student count.
Secondary Metrics:
Course completion rate: The percentage of students who complete their coding courses.
Example: If 70% of students complete their courses, this is the completion rate.
Average session duration: The average time students spend in each coding session.
Example: If the average session lasts 45 minutes, this is the session duration.
New student enrollment rate: The rate at which new students sign up for coding classes.
Example: If WhiteHat Jr enrolls 10,000 new students in a month, this is the enrollment rate.
Guardrail Metrics:
Churn rate: The percentage of students who drop out or stop attending classes.
Example: If 10% of students churn out each quarter, this is the churn rate.
Instructor satisfaction score: A measure of how satisfied students are with their instructors.
Example: If students give instructors an average satisfaction score of 4.7/5, this reflects
satisfaction.
Customer support resolution time: The average time taken to resolve issues with classes.
Example: If WhiteHat Jr resolves support tickets within 12 hours, this is the resolution time.

50. CARS24 (Automobile)

North Star Metric: Number of cars sold

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 Tracks the total number of used cars sold through CARS24’s platform.
Example: If CARS24 sells 5,000 cars in Q3, that’s the cars sold metric.
Secondary Metrics:
Average car value: The average value of used cars sold on the platform.
Example: If the average car sells for ₹6 lakh, this is the car value.
Customer acquisition rate: The rate at which new buyers and sellers join CARS24.
Example: If 1,000 new users join in a month, this is the acquisition rate.
Customer satisfaction score: A measure of how satisfied customers are with their car purchases.
Example: If CARS24 has a satisfaction score of 4.8 out of 5, this reflects user satisfaction.
Guardrail Metrics:
Return and refund rate: The percentage of cars returned or refunded after purchase.
Example: If 2% of cars are returned, this is the return rate.
Transaction success rate: The percentage of car sales completed without issues.
Example: If 98% of car sales go through successfully, this is the success rate.
Customer support resolution time: The average time taken to resolve post-sale issues.
Example: If CARS24 resolves issues within 48 hours, this is the resolution time.

51. Spotify (Music Streaming)

North Star Metric: Total listening hours
Tracks the total hours users spend listening to music on Spotify.
Example: If users globally listen to 2 billion hours of content in a quarter, this is the listening hours
metric.
Secondary Metrics:
Monthly Active Users (MAUs): The number of unique users who log into Spotify at least once a
month.
Example: If Spotify has 350 million MAUs, this is the metric.
Subscription growth rate: The percentage increase in paid subscribers.
Example: If the number of Premium subscribers grows by 8% in a year, this reflects
subscription growth.
Content discovery rate: Percentage of users discovering new music or podcasts.
Example: If 60% of users find new songs weekly, this is the discovery rate.
Guardrail Metrics:
Churn rate: The percentage of users who cancel their subscription.
Example: If 3% of subscribers cancel, this is the churn rate.
Buffering time: Average buffering time users experience during playback.
Example: If buffering averages 0.5 seconds per song, this is the buffering time.
Artist payout rate: The average payout per stream to artists.
Example: If artists receive $0.003 per stream, this is the payout rate.

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52. Netflix (Streaming Service)
North Star Metric: Total streaming hours
Tracks the total number of hours users spend watching content on Netflix.
Example: If users globally stream 3 billion hours of content in a quarter, this is the streaming hours
metric.
Secondary Metrics:
Subscriber growth rate: The rate at which Netflix’s subscriber base is growing.
Example: If Netflix gains 5 million new subscribers in a quarter, this reflects subscriber growth.
Content engagement rate: The percentage of users engaging with Netflix originals.
Example: If 70% of users watch at least one Netflix original per month, this is the engagement
rate.
Recommendation accuracy: How often users follow recommendations from Netflix’s algorithm.
Example: If 55% of suggested content is clicked, this reflects recommendation accuracy.
Guardrail Metrics:
Churn rate: The percentage of users who cancel their subscription.
Example: If 2% of subscribers cancel, this is the churn rate.
Buffering time: Average buffering time during streaming.
Example: If Netflix streams buffer for an average of 0.3 seconds, this is the buffering time.
Content spend efficiency: The return on investment for Netflix’s content creation.
Example: If a $100 million show generates $500 million in revenue, this is the efficiency rate.

53. Uber (Ride-sharing)

North Star Metric: Total rides completed
Tracks the total number of rides completed through Uber’s platform globally.
Example: If Uber completes 1.5 billion rides in a quarter, this is the rides metric.
Secondary Metrics:
Driver onboarding rate: The rate at which new drivers are joining the platform.
Example: If 100,000 drivers sign up in a quarter, this reflects onboarding.
Rider retention rate: Percentage of riders who use Uber more than once per month.
Example: If 75% of riders book multiple rides per month, this reflects retention.
Revenue per ride: The average revenue generated per completed ride.
Example: If Uber makes $10 per ride on average, this is the revenue metric.
Guardrail Metrics:
Ride cancellation rate: The percentage of rides canceled by drivers or riders.
Example: If 3% of rides are canceled, this is the cancellation rate.
Average wait time: The average time a rider waits for a car to arrive.

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 Example: If riders wait 5 minutes on average, this is the wait time.
Driver rating: The average rating drivers receive from riders.
Example: If drivers have an average rating of 4.9, this reflects driver satisfaction.

54. Airbnb (Hospitality)

North Star Metric: Total nights booked
Tracks the total number of nights booked on Airbnb’s platform globally.
Example: If users book 100 million nights in a quarter, this is the metric.
Secondary Metrics:
Host growth rate: The rate at which new hosts are joining Airbnb.
Example: If 50,000 new hosts sign up in a month, this reflects host growth.
Booking value: The average value per booking.
Example: If the average booking value is $200, this reflects the booking value.
Guest satisfaction score: A measure of how satisfied guests are with their stays.
Example: If guests rate their stays at 4.7 out of 5 on average, this is the satisfaction score.
Guardrail Metrics:
Cancellation rate: The percentage of bookings canceled by guests or hosts.
Example: If 4% of bookings are canceled, this reflects the cancellation rate.
Average response time: The average time it takes for a host to respond to inquiries.
Example: If hosts take an average of 2 hours to respond, this reflects response time.
Refund rate: The percentage of stays that result in refunds to guests.
Example: If 1% of bookings result in refunds, this is the refund rate.

55. Facebook (Meta) (Social Media)

North Star Metric: Total time spent on platform
Tracks the total number of hours users spend on Facebook.
Example: If users spend a combined 500 million hours on Facebook in a quarter, this is the total
time spent.
Secondary Metrics:
Monthly Active Users (MAUs): The number of unique users who log into Facebook each month.
Example: If Facebook has 2.9 billion MAUs, this is the metric.
Ad impressions: The number of ads shown to users.
Example: If Facebook delivers 100 billion ad impressions in a quarter, this is the metric.
Engagement rate: The percentage of users actively engaging with content.
Example: If 65% of users like, comment, or share posts weekly, this is the engagement rate.
Guardrail Metrics:
Churn rate: The percentage of users who stop using Facebook.

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 Example: If 2% of users stop using the platform monthly, this reflects churn.
Content moderation accuracy: The accuracy of removing harmful or inappropriate content.
Example: If Facebook removes 98% of harmful content, this is the moderation accuracy rate.
User report resolution time: The average time it takes to resolve user reports of inappropriate
content.
Example: If reports are resolved within 24 hours on average, this is the resolution time.

56. Google (Search Engine & Ads)

North Star Metric: Total ad clicks
Tracks the total number of clicks on ads shown through Google’s advertising platforms (Google
Ads, YouTube Ads, etc.).
Example: If Google serves 10 billion ad clicks in a quarter, this is the metric.
Secondary Metrics:
Search query volume: Total number of search queries entered into Google.
Example: If Google processes 3 trillion queries annually, this reflects query volume.
Ad revenue per click: Average revenue generated per ad click.
Example: If Google makes $0.50 per ad click, this is the metric.
Organic traffic growth: Percentage increase in organic (non-paid) traffic to websites.
Example: If organic traffic grows by 15% in a year, this reflects traffic growth.
Guardrail Metrics:
Click-through rate (CTR): Percentage of users clicking on ads compared to impressions.
Example: If 5% of users who see an ad click on it, this reflects the CTR.
Ad spend efficiency: The return on investment for advertisers.
Example: If advertisers earn $4 for every $1 spent, this is the spend efficiency.
User satisfaction score: How satisfied users are with the relevance of search results.
Example: If users give a satisfaction score of 4.8/5, this reflects satisfaction.

57. Microsoft (Software & Cloud)

North Star Metric: Total cloud revenue (Azure)
Tracks the revenue generated by Microsoft’s Azure cloud platform.
Example: If Azure generates $30 billion in revenue in a year, this is the metric.
Secondary Metrics:
Enterprise customer growth: The rate at which new enterprise customers adopt Azure.
Example: If 500 new enterprise customers sign up for Azure in a year, this reflects growth.
Subscription renewal rate: Percentage of customers renewing their Microsoft 365 or Azure
subscriptions.
Example: If 90% of customers renew their subscription, this reflects the renewal rate.

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 User engagement with Teams: Total number of active users on Microsoft Teams.
Example: If Teams has 200 million daily active users, this is the engagement metric.
Guardrail Metrics:
Service uptime: Percentage of time Azure services are fully operational.
Example: If Azure has a 99.99% uptime, this is the service uptime.
Customer support resolution time: The average time taken to resolve customer issues.
Example: If Microsoft resolves customer issues in 3 hours on average, this reflects resolution
time.
Security breach rate: The percentage of Azure customers affected by security breaches.
Example: If 0.01% of Azure customers experience security issues, this is the breach rate.

58. Apple (Consumer Electronics & Software)

North Star Metric: Total iPhone units sold
Tracks the total number of iPhones sold globally.
Example: If Apple sells 60 million iPhones in a quarter, this is the iPhone sales metric.
Secondary Metrics:
App Store revenue: The total revenue generated through Apple’s App Store.
Example: If the App Store generates $20 billion in a year, this is the revenue metric.
Average revenue per user (ARPU): Average revenue generated per iPhone user.
Example: If the ARPU for iPhones is $500, this is the metric.
Apple Pay adoption rate: The percentage of users using Apple Pay for transactions.
Example: If 40% of iPhone users regularly use Apple Pay, this reflects the adoption rate.
Guardrail Metrics:
Return rate: The percentage of iPhones returned after purchase.
Example: If 1% of iPhones are returned, this is the return rate.
Device satisfaction score: How satisfied users are with their iPhones.
Example: If users rate their iPhone experience at 4.9/5, this reflects satisfaction.
Repair request rate: The percentage of iPhone users submitting repair requests.
Example: If 2% of iPhone owners need repairs, this is the repair request rate.

59. Tesla (Automotive & Energy)

North Star Metric: Total vehicle deliveries
Tracks the total number of vehicles delivered to customers.
Example: If Tesla delivers 300,000 cars in a quarter, this is the vehicle deliveries metric.
Secondary Metrics:
Energy storage growth: The growth rate of Tesla’s energy storage product sales.

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 Example: If Tesla’s energy storage revenue grows by 25% in a year, this reflects storage
growth.
Autopilot usage rate: Percentage of Tesla drivers using Autopilot features.
Example: If 60% of drivers use Autopilot regularly, this is the usage rate.
Supercharger network expansion: The number of new Supercharger stations added globally.
Example: If Tesla adds 500 new Superchargers in a year, this reflects expansion.
Guardrail Metrics:
Battery degradation rate: The average rate of battery degradation in Tesla vehicles.
Example: If batteries degrade by 1% per year, this is the degradation rate.
Crash rate with Autopilot: The number of crashes per million miles driven with Autopilot.
Example: If there are 0.5 crashes per million miles, this reflects the crash rate.
Manufacturing defect rate: The percentage of vehicles with reported defects upon delivery.
Example: If 0.2% of cars have defects, this is the defect rate.

60. Meta (Instagram) (Social Media)

North Star Metric: Total time spent on the platform
Tracks the total time users spend on Instagram.
Example: If users globally spend 1 billion hours on Instagram in a quarter, this is the time spent
metric.
Secondary Metrics:
Ad impressions: The number of advertisements shown to users.
Example: If Instagram delivers 500 million ad impressions in a quarter, this is the metric.
User-generated content: The number of posts, stories, and reels created by users.
Example: If users post 50 million reels in a month, this reflects content generation.
Influencer engagement rate: The engagement level of influencer content.
Example: If influencer posts get 20% more likes than average posts, this reflects engagement.
Guardrail Metrics:
User report response time: Average time to respond to user-reported content issues.
Example: If Instagram resolves reports in 4 hours, this reflects response time.
Fake account removal rate: The number of fake accounts removed monthly.
Example: If Instagram removes 1 million fake accounts in a month, this is the rate.
Content moderation accuracy: The accuracy of Instagram’s automated moderation tools.
Example: If 99% of inappropriate content is removed correctly, this reflects accuracy.

61. PayPal (Digital Payments)

North Star Metric: Total transaction volume
Tracks the total dollar value of transactions processed through PayPal.

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 Example: If PayPal processes $400 billion in transactions in a quarter, this is the transaction
volume metric.
Secondary Metrics:
Active accounts growth: The growth rate of new active PayPal accounts.
Example: If PayPal adds 10 million new accounts in a year, this reflects account growth.
Transaction success rate: Percentage of transactions completed without issues.
Example: If 99.5% of transactions are successful, this reflects success.
Mobile payment share: Percentage of transactions conducted via mobile devices.
Example: If 60% of transactions are made through the mobile app, this reflects mobile usage.
Guardrail Metrics:
Fraud rate: Percentage of transactions flagged as fraudulent.
Example: If 0.01% of transactions are flagged, this reflects the fraud rate.
Customer support response time: Average time it takes PayPal to respond to customer inquiries.
Example: If PayPal responds within 6 hours, this reflects response time.
Chargeback rate: The percentage of transactions that result in a chargeback.
Example: If 0.5% of transactions lead to chargebacks, this is the chargeback rate.

62. Salesforce (CRM Software)

North Star Metric: Total annual recurring revenue (ARR)
Tracks the total revenue generated from subscriptions on an annual basis.
Example: If Salesforce’s ARR reaches $20 billion in a year, this is the ARR metric.
Secondary Metrics:
Customer growth rate: The percentage increase in the number of Salesforce customers.
Example: If Salesforce adds 5,000 new enterprise customers in a year, this reflects customer
growth.
Customer retention rate: The percentage of customers renewing their subscription.
Example: If 95% of customers renew their contracts, this is the retention rate.
Lead conversion rate: The percentage of leads converted into paying customers.
Example: If 15% of leads convert, this reflects the conversion rate.
Guardrail Metrics:
Service uptime: The percentage of time Salesforce services are operational.
Example: If Salesforce services maintain 99.99% uptime, this reflects operational efficiency.
Customer support satisfaction: The average satisfaction score for Salesforce’s customer
support.
Example: If support satisfaction averages 4.7/5, this reflects service quality.
Onboarding time: The average time it takes to fully onboard new customers.
Example: If onboarding takes 30 days on average, this is the onboarding time metric.

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63. Shopify (E-commerce Platform)
North Star Metric: Gross merchandise volume (GMV)
Tracks the total value of goods sold through Shopify stores globally.
Example: If Shopify merchants sell $50 billion worth of products in a quarter, this is the GMV
metric.
Secondary Metrics:
Merchant growth rate: The rate at which new merchants are joining Shopify.
Example: If 10,000 new stores are created in a month, this reflects merchant growth.
Revenue per merchant: The average revenue generated per active merchant.
Example: If the average revenue per merchant is $5,000 annually, this is the metric.
Checkout success rate: The percentage of successful checkouts across all Shopify stores.
Example: If 98% of checkouts are completed successfully, this is the checkout success rate.
Guardrail Metrics:
Abandonment rate: The percentage of customers abandoning their cart at checkout.
Example: If 10% of carts are abandoned, this reflects the abandonment rate.
Payment processing success rate: Percentage of successful payment transactions.
Example: If 99% of payments are processed without issue, this reflects success.
Merchant churn rate: The percentage of merchants leaving the platform.
Example: If 2% of merchants leave annually, this reflects churn.

64. Zoom (Video Conferencing)

North Star Metric: Total meeting minutes
Tracks the total number of minutes users spend in Zoom meetings globally.
Example: If users spend 3 billion minutes in Zoom meetings in a quarter, this is the meeting
minutes metric.
Secondary Metrics:
Paid user growth: The rate at which Zoom’s paid subscribers are growing.
Example: If Zoom gains 500,000 new paid users in a quarter, this reflects user growth.
User engagement rate: The percentage of users hosting or attending meetings regularly.
Example: If 80% of users attend at least one meeting weekly, this reflects engagement.
Meeting quality score: The average user rating for call quality and video performance.
Example: If users rate meeting quality at 4.5 out of 5, this reflects the quality score.
Guardrail Metrics:
Connection dropout rate: The percentage of meetings that experience connection issues.
Example: If 1% of meetings have connection problems, this reflects the dropout rate.
Average support response time: The average time it takes Zoom to respond to customer issues.
Example: If support issues are resolved within 2 hours, this reflects response time.
App crash rate: The percentage of times Zoom’s app crashes during meetings.

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 Example: If the app crashes in 0.05% of meetings, this reflects the crash rate.

65. Twitter (Social Media)

North Star Metric: Total tweet impressions
Tracks the total number of times tweets are viewed by users globally.
Example: If tweets generate 500 billion impressions in a quarter, this is the impressions metric.
Secondary Metrics:
User engagement rate: The percentage of users actively interacting with tweets (likes, retweets,
comments).
Example: If 50% of users interact with tweets weekly, this reflects engagement.
Ad revenue per user: The average revenue generated from ads per active user.
Example: If Twitter generates $2.50 per user from ads, this is the revenue metric.
Follower growth rate: The rate at which users are gaining followers.
Example: If accounts gain 10 million new followers per day across the platform, this reflects
growth.
Guardrail Metrics:
Spam account detection rate: The percentage of fake or spam accounts detected and removed.
Example: If 99% of spam accounts are removed monthly, this reflects the detection rate.
Content moderation accuracy: The accuracy of flagging inappropriate content.
Example: If 98% of flagged content is correctly identified, this reflects moderation accuracy.
Churn rate: The percentage of users leaving the platform.
Example: If 2% of users stop using Twitter each month, this is the churn rate.

66. Adobe (Creative Software)

North Star Metric: Total Creative Cloud subscriptions
Tracks the total number of active Creative Cloud subscribers globally.
Example: If Adobe has 30 million active subscribers, this is the subscription metric.
Secondary Metrics:
Customer lifetime value (CLV): The average revenue generated per subscriber over their lifetime.
Example: If each subscriber generates $500 over their lifetime, this is the CLV metric.
New subscriber acquisition rate: The rate at which Adobe acquires new Creative Cloud users.
Example: If Adobe acquires 200,000 new users in a quarter, this reflects acquisition.
Subscriber retention rate: The percentage of users renewing their subscriptions.
Example: If 90% of users renew annually, this reflects retention.
Guardrail Metrics:
Churn rate: The percentage of users canceling their subscriptions.
Example: If 3% of users cancel per month, this is the churn rate.

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 Customer support satisfaction score: The average rating of Adobe’s customer support services.
Example: If support satisfaction is rated at 4.6 out of 5, this reflects service quality.
App stability: The percentage of users reporting crashes or issues with Adobe’s software.
Example: If 0.1% of users report crashes, this is the stability metric.

67. Slack (Business Communication)

North Star Metric: Total messages sent
Tracks the total number of messages sent on Slack globally.
Example: If users send 100 million messages per day, this reflects message volume.
Secondary Metrics:
Workspace growth rate: The rate at which new workspaces (companies) are created on Slack.
Example: If 5,000 new workspaces are created in a month, this reflects growth.
Daily active users (DAUs): The number of unique users logging into Slack daily.
Example: If Slack has 10 million DAUs, this reflects user engagement.
Integration usage rate: The percentage of users utilizing Slack integrations (e.g., Google Drive,
Zoom).
Example: If 60% of users regularly use integrations, this reflects the integration rate.
Guardrail Metrics:
Message delivery success rate: The percentage of messages successfully delivered without
errors.
Example: If 99.9% of messages are delivered without issue, this reflects delivery success.
App crash rate: The percentage of times Slack crashes during use.
Example: If Slack crashes in 0.1% of sessions, this reflects app stability.
User retention rate: The percentage of users continuing to use Slack after 12 months.
Example: If 80% of users are active after a year, this reflects retention.

68. LinkedIn (Professional Networking)

North Star Metric: Total user engagement hours
Tracks the total number of hours users spend engaging with content on LinkedIn.
Example: If users spend 1 billion hours on LinkedIn in a quarter, this

reflects engagement.

Secondary Metrics:
New user sign-ups: The rate at which new members join LinkedIn.
Example: If LinkedIn gains 5 million new users monthly, this reflects sign-ups.
Job applications submitted: The number of job applications submitted through LinkedIn.
Example: If 10 million job applications are submitted in a month, this reflects activity.

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 InMail response rate: The percentage of responses to InMail messages.
Example: If InMail response rate is 25%, this reflects user responsiveness.
Guardrail Metrics:
Fake profile detection rate: The percentage of fake profiles identified and removed.
Example: If LinkedIn removes 500,000 fake profiles in a quarter, this reflects detection.
Content moderation accuracy: The accuracy of flagging inappropriate or spam content.
Example: If 99% of flagged content is accurately moderated, this reflects accuracy.
Churn rate: The percentage of users who stop using LinkedIn after joining.
Example: If 5% of new users stop using the platform within 3 months, this reflects churn.

69. eBay (E-commerce)

North Star Metric: Gross merchandise volume (GMV)
Tracks the total dollar value of goods sold through eBay’s marketplace.
Example: If eBay’s GMV reaches $25 billion in a quarter, this is the GMV metric.
Secondary Metrics:
Seller growth rate: The rate at which new sellers are joining eBay.
Example: If 100,000 new sellers join in a year, this reflects seller growth.
Auction success rate: The percentage of auctions that result in a successful sale.
Example: If 80% of auctions lead to sales, this reflects success.
Customer satisfaction score: How satisfied buyers and sellers are with their transactions.
Example: If satisfaction scores average 4.5/5, this reflects satisfaction.
Guardrail Metrics:
Return rate: The percentage of items returned by buyers.
Example: If 2% of items are returned, this reflects the return rate.
Transaction fraud rate: The percentage of fraudulent transactions detected.
Example: If 0.01% of transactions are fraudulent, this reflects fraud detection.
Customer support resolution time: The average time it takes to resolve disputes.
Example: If support issues are resolved within 24 hours, this reflects resolution time.

70. Spotify (Music Streaming)

North Star Metric: Total listening hours
Tracks the total hours users spend listening to music on Spotify.
Example: If users listen to 2 billion hours of content in a quarter, this is the listening metric.
Secondary Metrics:
Subscription growth rate: The increase in paid Spotify Premium subscribers.
Example: If Spotify adds 5 million new Premium subscribers in a quarter, this reflects growth.

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 Playlist creation rate: The number of new playlists created by users.
Example: If 50 million new playlists are created in a month, this reflects user engagement.
Content discovery rate: The percentage of users discovering new music or podcasts.
Example: If 60% of users discover new songs weekly, this reflects discovery.
Guardrail Metrics:
Churn rate: The percentage of users canceling their Premium subscription.
Example: If 4% of subscribers cancel in a month, this reflects churn.
Buffering time: The average buffering time during music playback.
Example: If buffering averages 0.5 seconds per song, this reflects playback quality.
Artist payout rate: The average payout per stream to artists.
Example: If Spotify pays $0.003 per stream, this reflects artist compensation.

71. Pinterest (Social Media)

North Star Metric: Total pin impressions
Tracks the total number of times pins are viewed on Pinterest.
Example: If pins generate 300 million impressions in a quarter, this reflects visibility.
Secondary Metrics:
Monthly Active Users (MAUs): The number of users logging into Pinterest at least once a month.
Example: If Pinterest has 450 million MAUs, this reflects activity.
Pin creation rate: The number of new pins created by users.
Example: If users create 100 million pins in a month, this reflects engagement.
Ad revenue per user: The average revenue generated per user from ads.
Example: If Pinterest generates $2.50 per user from ads, this reflects revenue.
Guardrail Metrics:
Churn rate: The percentage of users who stop using Pinterest each month.
Example: If 3% of users churn monthly, this reflects user retention issues.
Content moderation accuracy: The percentage of inappropriate pins correctly flagged and
removed.
Example: If Pinterest removes 99% of harmful content, this reflects moderation efficiency.
Spam detection rate: The number of spam or bot accounts detected and removed.
Example: If Pinterest removes 1 million spam accounts in a month, this reflects detection.

72. Dropbox (Cloud Storage)

North Star Metric: Total files uploaded
Tracks the total number of files uploaded to Dropbox’s platform globally.
Example: If users upload 500 million files daily, this is the upload metric.
Secondary Metrics:

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 New user sign-up rate: The rate at which new users join Dropbox.
Example: If Dropbox adds 1 million new users monthly, this reflects growth.
Storage usage per user: The average amount of cloud storage used per user.
Example: If the average user consumes 5 GB of space, this reflects usage.
File sharing rate: The number of files shared between users.
Example: If 20% of files are shared between accounts, this reflects collaboration.
Guardrail Metrics:
Churn rate: The percentage of users canceling their subscriptions.
Example: If 2% of users cancel their Dropbox Plus accounts monthly, this reflects churn.
File upload success rate: The percentage of files uploaded without issues.
Example: If 99.8% of uploads are successful, this reflects platform stability.
File recovery success rate: The percentage of files successfully recovered after deletion.
Example: If 95% of deleted files are recovered within 30 days, this reflects recovery efficiency.

73. TikTok (Social Media)

North Star Metric: Total video views
Tracks the total number of video views on TikTok globally.
Example: If TikTok videos generate 50 billion views in a month, this reflects engagement.
Secondary Metrics:
Daily Active Users (DAUs): The number of users actively using TikTok daily.
Example: If TikTok has 800 million DAUs, this reflects daily engagement.
Video creation rate: The number of new videos uploaded by users.
Example: If users upload 5 million videos per day, this reflects content creation.
Ad impressions: The number of ads shown to TikTok users.
Example: If TikTok serves 1 billion ad impressions in a month, this reflects monetization.
Guardrail Metrics:
Churn rate: The percentage of users who stop using TikTok each month.
Example: If 3% of users churn monthly, this reflects user retention issues.
Content moderation accuracy: The percentage of harmful content successfully flagged and
removed.
Example: If 98% of inappropriate videos are removed within 24 hours, this reflects
moderation.
Video buffering time: The average time it takes for videos to load.
Example: If videos buffer for 0.2 seconds on average, this reflects playback quality.

74. Twitch (Live Streaming)

North Star Metric: Total hours watched

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 Tracks the total number of hours users spend watching streams on Twitch.
Example: If users watch 500 million hours of streams in a month, this reflects engagement.
Secondary Metrics:
Streamer growth rate: The rate at which new streamers join Twitch.
Example: If 50,000 new streamers start broadcasting in a quarter, this reflects platform
growth.
Subscription revenue growth: The percentage increase in revenue from paid subscriptions.
Example: If Twitch's subscription revenue grows by 20% annually, this reflects monetization.
Ad revenue per viewer: The average revenue generated from ads per viewer.
Example: If Twitch generates $3 per viewer in ad revenue, this reflects the metric.
Guardrail Metrics:
Stream buffering rate: The percentage of streams interrupted by buffering.
Example: If 1% of streams experience buffering, this reflects service quality.
Chat moderation accuracy: The percentage of inappropriate chat messages flagged and
removed.
Example: If Twitch successfully removes 99% of flagged messages, this reflects moderation
accuracy.
Churn rate: The percentage of streamers or viewers leaving the platform.
Example: If 4% of users leave Twitch monthly, this reflects churn.

75. Reddit (Social Media/Forum)

North Star Metric: Total upvotes given
Tracks the total number of upvotes across all posts and comments on Reddit.
Example: If users give 100 million upvotes in a month, this reflects engagement.
Secondary Metrics:
Post creation rate: The number of new posts created by users.
Example: If 10 million new posts are created monthly, this reflects activity.
Daily Active Users (DAUs): The number of users logging into Reddit daily

.
- Example: If Reddit has 50 million DAUs, this reflects platform engagement.
- Ad revenue per post: The average revenue generated per post through ads.
- Example: If Reddit generates $2 per post from ads, this reflects monetization.

Guardrail Metrics:
Content moderation accuracy: The percentage of harmful or inappropriate posts flagged and
removed.
Example: If 97% of inappropriate posts are flagged within 24 hours, this reflects moderation
efficiency.
Spam account removal rate: The number of spam accounts detected and banned.
Example: If Reddit removes 200,000 spam accounts monthly, this reflects platform integrity.

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 Churn rate: The percentage of users leaving Reddit each month.
Example: If 2% of users churn monthly, this reflects retention challenges.

76. Lyft (Ride-sharing)

North Star Metric: Total rides completed
Tracks the total number of rides completed on Lyft’s platform.
Example: If Lyft completes 50 million rides in a quarter, this reflects usage.
Secondary Metrics:
Driver growth rate: The rate at which new drivers are joining Lyft.
Example: If 100,000 new drivers sign up in a year, this reflects platform expansion.
Rider retention rate: The percentage of riders using Lyft more than once per month.
Example: If 70% of riders book multiple rides per month, this reflects retention.
Revenue per ride: The average revenue generated per completed ride.
Example: If Lyft makes $12 per ride on average, this reflects monetization.
Guardrail Metrics:
Ride cancellation rate: The percentage of rides canceled by drivers or riders.
Example: If 5% of rides are canceled, this reflects the cancellation rate.
Driver satisfaction score: The average rating drivers give their experience with Lyft.
Example: If driver satisfaction averages 4.7 out of 5, this reflects platform health.
Average wait time: The average time a rider waits for a car to arrive.
Example: If the average wait time is 7 minutes, this reflects service efficiency.

77. Snapchat (Social Media)

North Star Metric: Total snaps sent
Tracks the total number of photos and videos sent via Snapchat.
Example: If 5 billion snaps are sent per day, this reflects engagement.
Secondary Metrics:
Daily Active Users (DAUs): The number of users logging into Snapchat daily.
Example: If Snapchat has 400 million DAUs, this reflects daily activity.
Story creation rate: The number of stories created by users.
Example: If users create 50 million stories daily, this reflects content creation.
AR lens usage rate: The percentage of users engaging with augmented reality (AR) lenses.
Example: If 60% of users use AR lenses weekly, this reflects engagement.
Guardrail Metrics:
Churn rate: The percentage of users leaving Snapchat monthly.
Example: If 2% of users churn each month, this reflects retention issues.

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 Content moderation accuracy: The percentage of harmful content flagged and removed.
Example: If Snapchat removes 98% of flagged content, this reflects moderation accuracy.
Snap delivery success rate: The percentage of snaps delivered without issues.
Example: If 99.8% of snaps are delivered without error, this reflects platform stability.

78. TikTok (Social Media)

North Star Metric: Total video views
Tracks the total number of video views on TikTok.
Example: If TikTok users generate 10 billion views per day, this reflects platform engagement.
Secondary Metrics:
Daily Active Users (DAUs): The number of users actively using TikTok daily.
Example: If TikTok has 1 billion DAUs, this reflects daily engagement.
Video creation rate: The number of new videos uploaded by users.
Example: If users upload 5 million videos per day, this reflects content creation.
Ad impressions: The number of ads shown to users.
Example: If TikTok delivers 500 million ad impressions monthly, this reflects monetization.
Guardrail Metrics:
Content moderation accuracy: The percentage of harmful or inappropriate videos flagged and
removed.
Example: If TikTok removes 98% of flagged content, this reflects moderation accuracy.
Buffering rate: The percentage of videos that experience buffering during playback.
Example: If 1% of videos buffer, this reflects playback performance.
Churn rate: The percentage of users leaving TikTok each month.
Example: If 4% of users churn monthly, this reflects retention challenges.

79. DoorDash (Food Delivery)

North Star Metric: Total orders delivered
Tracks the total number of food deliveries made via DoorDash.
Example: If DoorDash delivers 200 million orders in a quarter, this reflects platform usage.
Secondary Metrics:
Customer retention rate: The percentage of customers who order from DoorDash more than
once.
Example: If 60% of customers place repeat orders, this reflects retention.
Average order value: The average monetary value per delivery.
Example: If the average order is $25, this reflects average order size.
Driver onboarding rate: The number of new delivery drivers signing up for DoorDash.
Example: If 50,000 new drivers join in a quarter, this reflects driver supply.

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 Guardrail Metrics:
Delivery time: The average time it takes to complete a delivery.
Example: If the average delivery takes 35 minutes, this reflects service speed.
Delivery success rate: The percentage of deliveries completed without issues.
Example: If 98% of deliveries are successful, this reflects platform reliability.
Customer satisfaction score: How satisfied customers are with their delivery experience.
Example: If customers rate their experience 4.8/5, this reflects satisfaction.

80. Peloton (Fitness Equipment & Services)

North Star Metric: Total workout sessions completed
Tracks the total number of workout sessions completed by users on Peloton equipment and app.
Example: If users complete 50 million workout sessions in a quarter, this reflects engagement.
Secondary Metrics:
Subscription growth rate: The percentage increase in Peloton app or membership subscriptions.
Example: If Peloton adds 500,000 new subscribers in a year, this reflects growth.
Average workout duration: The average length of a workout session.
Example: If the average session lasts 30 minutes, this reflects engagement intensity.
Equipment sales growth: The rate of increase in sales of Peloton bikes and treadmills.
Example: If sales increase by 15% annually, this reflects product demand.
Guardrail Metrics:
Churn rate: The percentage of subscribers canceling their membership.
Example: If 4% of subscribers cancel monthly, this reflects retention challenges.
Instructor rating: The average rating given to Peloton instructors by users.
Example: If instructors have an average rating of 4.9/5, this reflects satisfaction.
App crash rate: The percentage of times the Peloton app crashes during use.
Example: If the app crashes in 0.01% of sessions, this reflects stability.

81. Zillow (Real Estate)

North Star Metric: Total home inquiries
Tracks the total number of inquiries made by users for homes listed on Zillow.
Example: If 2 million inquiries are made in a month, this reflects platform engagement.
Secondary Metrics:
New listing growth rate: The rate at which new homes are listed on Zillow.
Example: If 50,000 new homes are listed in a month, this reflects supply growth.
Average home value: The average value of homes listed on Zillow.
Example: If the average listing is worth $400,000, this reflects property values.

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 Lead conversion rate: The percentage of home inquiries that lead to transactions.
Example: If 20% of inquiries result in home sales, this reflects conversion.
Guardrail Metrics:
Listing accuracy rate: The percentage of home listings with accurate information.
Example: If 99% of listings are accurate, this reflects platform reliability.
Time to close: The average time it takes to close a transaction after an inquiry.
Example: If it takes 30 days to close a transaction, this reflects efficiency.
Customer support satisfaction: The average satisfaction score for customer support
interactions.
Example: If customers rate support 4.7/5, this reflects satisfaction.

82. Robinhood (Fintech/Trading)

North Star Metric: Total trades executed
Tracks the total number of trades made on Robinhood’s platform.
Example: If 1 billion trades are executed in a quarter, this reflects platform engagement.
Secondary Metrics:
New account growth: The rate at which new users are signing up for Robinhood accounts.
Example: If 500,000 new users join in a quarter, this reflects growth.
Average account value: The average value of assets held in Robinhood user accounts.
Example: If the average account holds $5,000, this reflects user portfolio size.
Revenue per trade: The average revenue Robinhood generates per trade executed.
Example: If Robinhood earns $0.50 per trade, this reflects monetization.
Guardrail Metrics:
Trade execution time: The average time it takes to execute a trade.
Example: If trades are executed in 0.2 seconds on average, this reflects performance.
App crash rate: The percentage of times the Robinhood app crashes during trading.
Example: If the app crashes in 0.01% of trades, this reflects platform stability.
Customer support response time: The average time it takes to resolve customer issues.
Example: If issues are resolved within 2 hours, this reflects support efficiency.

83. Etsy (E-commerce/Marketplace)

North Star Metric: Gross merchandise sales (GMS)
Tracks the total value of goods sold through Etsy’s marketplace.
Example: If Etsy merchants sell $1 billion worth of products in a quarter, this reflects marketplace
activity.
Secondary Metrics:
Seller growth rate: The rate at which new sellers are joining Etsy.

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 Example: If 100,000 new sellers join Etsy in a year, this reflects platform expansion.
**Customer acquisition cost (

CAC)**: The average cost to acquire a new customer.

- Example: If it costs $10 to acquire a new customer, this reflects marketing efficiency.
- Repeat purchase rate: The percentage of customers who make multiple purchases.
- Example: If 40% of buyers return to purchase again, this reflects customer retention.

Guardrail Metrics:
Return rate: The percentage of items returned after purchase.
Example: If 3% of items are returned, this reflects product satisfaction.
Order fulfillment success rate: The percentage of orders shipped on time and without issues.
Example: If 98% of orders are fulfilled successfully, this reflects platform reliability.
Seller satisfaction score: How satisfied sellers are with Etsy’s platform and support.
Example: If sellers rate their experience at 4.7/5, this reflects satisfaction.

84. Coinbase (Cryptocurrency Exchange)

North Star Metric: Total trading volume
Tracks the total dollar value of cryptocurrency traded on Coinbase.
Example: If $200 billion in cryptocurrency is traded in a quarter, this reflects activity.
Secondary Metrics:
New account sign-ups: The number of new users registering on Coinbase.
Example: If 1 million new accounts are created in a quarter, this reflects growth.
Average account balance: The average value of cryptocurrency held in Coinbase user accounts.
Example: If the average account holds $5,000 worth of crypto, this reflects user portfolio size.
Revenue per trade: The average revenue Coinbase generates per trade.
Example: If Coinbase earns $5 per trade, this reflects monetization.
Guardrail Metrics:
Trade execution success rate: The percentage of trades completed without issues.
Example: If 99.9% of trades are executed successfully, this reflects platform reliability.
Account security breach rate: The percentage of accounts affected by security breaches.
Example: If 0.01% of accounts are compromised, this reflects security performance.
Customer support satisfaction: The average satisfaction score for customer support
interactions.
Example: If support satisfaction averages 4.5/5, this reflects service quality.

85. Stripe (Payment Processing)

North Star Metric: Total payment volume (TPV)

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 Tracks the total dollar value of payments processed through Stripe.
Example: If Stripe processes $200 billion in payments in a year, this reflects platform usage.
Secondary Metrics:
New merchant sign-ups: The rate at which new businesses are joining Stripe.
Example: If 10,000 new businesses join Stripe in a quarter, this reflects merchant growth.
Transaction success rate: The percentage of payments successfully processed without issues.
Example: If 99.9% of payments are successful, this reflects platform reliability.
Revenue per transaction: The average revenue Stripe generates per payment processed.
Example: If Stripe earns $0.30 per transaction, this reflects monetization.
Guardrail Metrics:
Fraud detection rate: The percentage of fraudulent transactions successfully identified and
blocked.
Example: If Stripe blocks 99% of fraudulent transactions, this reflects fraud protection.
Payment processing speed: The average time it takes to process a transaction.
Example: If payments are processed in 1.5 seconds on average, this reflects speed.
Customer support satisfaction: The average satisfaction score for merchants interacting with
support.
Example: If merchants rate support 4.7/5, this reflects service quality.

86. Shopify (E-commerce Platform)

North Star Metric: Gross merchandise volume (GMV)
Tracks the total value of goods sold through all Shopify stores.
Example: If Shopify merchants sell $150 billion worth of products in a year, this reflects
marketplace activity.
Secondary Metrics:
New merchant growth: The rate at which new merchants are joining Shopify.
Example: If 50,000 new merchants sign up in a quarter, this reflects platform expansion.
Average order value: The average value of transactions made through Shopify stores.
Example: If the average order value is $75, this reflects sales size.
Subscription revenue growth: The increase in revenue from Shopify’s monthly subscription fees.
Example: If subscription revenue grows by 12% annually, this reflects monetization.
Guardrail Metrics:
Cart abandonment rate: The percentage of users who add items to their cart but do not complete
the purchase.
Example: If 20% of carts are abandoned, this reflects a challenge in conversion.
Order fulfillment success rate: The percentage of orders shipped without issues.
Example: If 97% of orders are shipped successfully, this reflects fulfillment efficiency.
Merchant satisfaction score: The average satisfaction of merchants using Shopify.
Example: If merchants rate their satisfaction at 4.8/5, this reflects platform quality.

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87. Uber Eats (Food Delivery)
North Star Metric: Total orders delivered
Tracks the total number of food delivery orders completed on Uber Eats.
Example: If Uber Eats delivers 300 million orders in a quarter, this reflects platform usage.
Secondary Metrics:
Driver retention rate: The percentage of drivers continuing to work for Uber Eats after six months.
Example: If 70% of drivers stay active after six months, this reflects retention.
Average order value: The average monetary value of each Uber Eats order.
Example: If the average order value is $30, this reflects average order size.
Customer acquisition cost (CAC): The cost of acquiring a new Uber Eats customer.
Example: If it costs $12 to acquire a new customer, this reflects marketing efficiency.
Guardrail Metrics:
Order completion time: The average time it takes to complete an order from placement to
delivery.
Example: If the average delivery time is 25 minutes, this reflects service speed.
Order cancellation rate: The percentage of orders canceled by customers or drivers.
Example: If 3% of orders are canceled, this reflects platform reliability.
Customer satisfaction score: The average satisfaction score given by customers for their
delivery experience.
Example: If customers rate their experience 4.6/5, this reflects satisfaction.

88. Airbnb (Hospitality/Short-term Rentals)

North Star Metric: Total nights booked
Tracks the total number of nights booked through Airbnb’s platform globally.
Example: If Airbnb users book 50 million nights in a quarter, this reflects platform usage.
Secondary Metrics:
Host growth rate: The rate at which new hosts are joining Airbnb.
Example: If 200,000 new hosts join in a year, this reflects supply growth.
Average booking value: The average monetary value of a booking.
Example: If the average booking value is $150, this reflects transaction size.
Guest satisfaction score: The average satisfaction rating given by guests for their stays.
Example: If guests rate their experience 4.7/5, this reflects satisfaction.
Guardrail Metrics:
Booking cancellation rate: The percentage of bookings canceled by hosts or guests.
Example: If 2% of bookings are canceled, this reflects reliability.
Response time to inquiries: The average time it takes for hosts to respond to booking inquiries.

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 Example: If hosts take an average of 3 hours to respond, this reflects responsiveness.
Property listing accuracy: The percentage of properties accurately described on Airbnb.
Example: If 98% of listings are accurate, this reflects listing quality.

89. Zoom (Video Conferencing)

North Star Metric: Total meeting minutes
Tracks the total number of minutes spent in Zoom meetings globally.
Example: If users spend 5 billion minutes in meetings in a quarter, this reflects engagement.
Secondary Metrics:
Daily Active Users (DAUs): The number of users using Zoom daily.
Example: If Zoom has 200 million DAUs, this reflects platform activity.
Paid subscription growth rate: The percentage increase in paid Zoom subscriptions.
Example: If Zoom’s paid users grow by 10% annually, this reflects monetization.
Meeting quality score: The average user rating for video and audio quality.
Example: If users rate meeting quality 4.8/5, this reflects service reliability.
Guardrail Metrics:
Connection dropout rate: The percentage of meetings experiencing connectivity issues.
Example: If 0.2% of meetings drop due to connectivity issues, this reflects stability.
App crash rate: The percentage of Zoom sessions that crash during use.
Example: If the app crashes in 0.01% of sessions, this reflects app stability.
Support response time: The average time it takes to resolve support issues.
Example: If issues are resolved within 2 hours, this reflects support efficiency.

90. Spotify (Music Streaming)

North Star Metric: Total listening hours
Tracks the total number of hours users spend listening to content on Spotify.
Example: If users listen to 4 billion hours of content in a quarter, this reflects engagement.
Secondary Metrics:
Subscription growth rate: The rate of increase in Spotify Premium subscribers.
Example: If Spotify adds 2 million new subscribers in a quarter, this reflects growth.
Playlist creation rate: The number of new playlists created by users.
Example: If users create 1 million playlists daily, this reflects content interaction.
Artist payout rate: The average payout per stream to artists.
Example: If Spotify pays $0.004 per stream, this reflects artist compensation.
Guardrail Metrics:
Churn rate: The percentage of users canceling their subscriptions.

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 Example: If 3% of users cancel monthly, this reflects retention challenges.
Buffering time: The average buffering time during music playback.
Example: If buffering averages 0.3 seconds per track, this reflects streaming quality.
Content recommendation accuracy: The percentage of users engaging with recommended
content.
Example: If 60% of users click on recommended songs, this reflects recommendation
success.

91. PayPal (Digital Payments)

North Star Metric: Total payment volume (TPV)
Tracks the total value of payments processed through PayPal’s platform.
Example: If PayPal processes $500 billion in transactions in a year, this reflects platform usage.
Secondary Metrics:
New account growth: The number of new users joining PayPal.
Example: If PayPal adds 10 million new accounts in a quarter, this

reflects user growth.

- Transaction success rate: The percentage of payments processed without issues.
- Example: If 99.9% of payments are successful, this reflects platform reliability.
- Revenue per transaction: The average revenue generated by PayPal per transaction.
- Example: If PayPal earns $0.40 per transaction, this reflects monetization.

Guardrail Metrics:
Fraud detection rate: The percentage of fraudulent transactions successfully identified and
blocked.
Example: If PayPal blocks 98% of fraudulent transactions, this reflects security.
Payment processing time: The average time it takes to complete a payment.
Example: If payments are processed in 2 seconds, this reflects performance.
Customer support response time: The average time it takes to resolve customer issues.
Example: If issues are resolved within 1 hour, this reflects service quality.

92. Square (Fintech/Payment Solutions)

North Star Metric: Total gross payment volume (GPV)
Tracks the total value of transactions processed through Square’s payment platform.
Example: If Square processes $200 billion in a year, this reflects platform usage.
Secondary Metrics:
New merchant growth: The rate at which new businesses are joining Square.
Example: If Square adds 50,000 new merchants in a quarter, this reflects platform growth.
Revenue per transaction: The average revenue Square earns per payment processed.

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 Example: If Square earns $0.50 per transaction, this reflects monetization.
Loan approval rate: The percentage of businesses approved for Square Capital loans.
Example: If 80% of applicants are approved, this reflects the loan program’s reach.
Guardrail Metrics:
Transaction success rate: The percentage of payments processed successfully.
Example: If 99.8% of payments are successful, this reflects platform reliability.
Payment processing time: The average time it takes to process a payment.
Example: If payments are processed in 1.8 seconds on average, this reflects performance.
Chargeback rate: The percentage of transactions that result in chargebacks.
Example: If 0.5% of transactions result in chargebacks, this reflects fraud risk.

93. Tesla (Automotive & Energy)

North Star Metric: Total vehicle deliveries
Tracks the total number of Tesla vehicles delivered to customers.
Example: If Tesla delivers 250,000 vehicles in a quarter, this reflects production and demand.
Secondary Metrics:
Battery production growth: The rate of increase in battery production capacity for Tesla’s energy
storage solutions.
Example: If battery production grows by 15% annually, this reflects scalability.
Supercharger network expansion: The number of new Supercharger stations deployed globally.
Example: If Tesla adds 500 new Superchargers in a year, this reflects infrastructure growth.
Autopilot engagement rate: The percentage of Tesla drivers using Autopilot features.
Example: If 65% of drivers engage Autopilot weekly, this reflects usage.
Guardrail Metrics:
Battery degradation rate: The average rate of battery capacity decline in Tesla vehicles.
Example: If batteries degrade by 1% annually, this reflects longevity.
Vehicle return rate: The percentage of vehicles returned by customers post-purchase.
Example: If 0.5% of vehicles are returned, this reflects satisfaction.
Autopilot crash rate: The number of crashes per million miles driven with Autopilot engaged.
Example: If Autopilot vehicles experience 0.2 crashes per million miles, this reflects safety.

94. Twitter (Social Media)

North Star Metric: Total tweet impressions
Tracks the total number of times tweets are viewed by users globally.
Example: If tweets generate 1 billion impressions daily, this reflects platform engagement.
Secondary Metrics:
Daily Active Users (DAUs): The number of users logging into Twitter daily.

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 Example: If Twitter has 330 million DAUs, this reflects platform activity.
Ad engagement rate: The percentage of users interacting with ads on Twitter.
Example: If 5% of users engage with ads, this reflects monetization success.
Follower growth rate: The average growth in followers across all accounts.
Example: If accounts gain 10 million new followers monthly, this reflects growth.
Guardrail Metrics:
Content moderation accuracy: The percentage of inappropriate or harmful content flagged and
removed.
Example: If 98% of flagged content is removed accurately, this reflects moderation.
Churn rate: The percentage of users who stop using Twitter each month.
Example: If 4% of users churn monthly, this reflects retention challenges.
App crash rate: The percentage of times the Twitter app crashes during use.
Example: If the app crashes in 0.02% of sessions, this reflects platform stability.

95. LinkedIn (Professional Networking)

North Star Metric: Total time spent on the platform
Tracks the total hours users spend engaging with content on LinkedIn.
Example: If users spend 1 billion hours on LinkedIn in a quarter, this reflects platform engagement.
Secondary Metrics:
New user sign-ups: The rate at which new users join LinkedIn.
Example: If LinkedIn gains 20 million new users annually, this reflects growth.
Job application submissions: The total number of job applications submitted through LinkedIn.
Example: If 10 million job applications are submitted monthly, this reflects platform activity.
InMail response rate: The percentage of responses to direct messages (InMail) sent on LinkedIn.
Example: If InMail response rate is 25%, this reflects user engagement.
Guardrail Metrics:
Churn rate: The percentage of users leaving LinkedIn monthly.
Example: If 2% of users churn monthly, this reflects retention issues.
Fake profile detection rate: The percentage of fake or spam profiles detected and removed.
Example: If LinkedIn removes 100,000 fake profiles monthly, this reflects platform integrity.
Content moderation accuracy: The accuracy of flagging inappropriate or harmful content.
Example: If 97% of flagged content is correctly moderated, this reflects content quality.

96. Netflix (Streaming Service)

North Star Metric: Total streaming hours
Tracks the total number of hours users spend watching content on Netflix.
Example: If users watch 6 billion hours of content in a quarter, this reflects platform engagement.

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 Secondary Metrics:
Subscriber growth rate: The rate of increase in Netflix’s subscriber base.
Example: If Netflix adds 10 million new subscribers in a year, this reflects platform growth.
Content engagement rate: The percentage of users engaging with Netflix originals.
Example: If 70% of users watch Netflix originals weekly, this reflects content engagement.
Recommendation accuracy: The percentage of users engaging with content recommended by
Netflix’s algorithm.
Example: If 55% of recommended content is watched, this reflects recommendation accuracy.
Guardrail Metrics:
Churn rate: The percentage of users canceling their subscriptions.
Example: If 2% of subscribers churn monthly, this reflects retention issues.
Buffering rate: The percentage of streaming sessions that experience buffering.
Example: If 0.5% of sessions buffer, this reflects streaming quality.
Content spend efficiency: The return on investment (ROI) for Netflix’s content creation efforts.
Example: If a $100 million show generates $500 million in revenue, this reflects spend
efficiency.

97. YouTube (Video Streaming)

North Star Metric: Total watch time
Tracks the total hours users spend watching videos on YouTube.
Example: If users watch 7 billion hours of content in a quarter, this reflects engagement.
Secondary Metrics:
Ad impressions: The number of ads served to users.
Example: If YouTube delivers 500 million ad impressions daily, this reflects monetization.
New video uploads: The number of new videos uploaded to YouTube.
Example: If users upload 300,000 new videos daily, this reflects platform growth.
Subscriber growth rate: The rate of increase in YouTube channel subscriptions.
Example: If YouTube channels gain 50 million new subscribers in a month, this reflects user
engagement.
Guardrail Metrics:
Churn rate: The percentage of users who stop using YouTube monthly.
Example: If 1% of users churn, this reflects retention challenges.
Content moderation accuracy: The percentage of inappropriate videos correctly flagged and
removed.
Example: If 99% of harmful content is flagged and removed, this reflects moderation
efficiency.
Video buffering time: The average time it takes for videos to load.
Example: If videos buffer for 0.3 seconds on average, this reflects performance.

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98. Spotify (Music Streaming)
North Star Metric: Total listening hours
Tracks the total number of hours users spend listening to music or podcasts on Spotify.
Example: If users listen to 3 billion hours of content in a quarter, this reflects platform
engagement.
Secondary Metrics:
Monthly Active Users (MAUs): The number of users logging into Spotify at least once a month.
Example: If Spotify has 400 million MAUs, this reflects platform growth.
Subscription growth rate: The percentage increase in paid Spotify Premium subscribers.
Example: If Spotify adds 2 million new Premium subscribers in a quarter, this reflects growth.
Content discovery rate: The percentage of users discovering new music or podcasts.
Example: If 60% of users discover new songs weekly, this reflects engagement with
recommendations.
Guardrail Metrics:
Churn rate: The percentage of Spotify Premium users canceling their subscriptions.
Example: If 3% of users churn monthly, this reflects retention challenges.
Buffering time: The average buffering time during music playback.
Example: If buffering averages 0.2 seconds per track, this reflects streaming quality.
Artist payout rate: The average payout per stream to artists.
Example: If Spotify pays $0.003 per stream, this reflects artist compensation.

99. Instagram (Social Media)

North Star Metric: Total engagement hours
Tracks the total hours users spend engaging with content on Instagram (likes, comments, stories,
reels).
Example: If users spend 1 billion hours engaging with content monthly, this reflects platform
activity.
Secondary Metrics:
Daily Active Users (DAUs): The number of users actively using Instagram daily.
Example: If Instagram has 500 million DAUs, this reflects platform usage.
Content creation rate: The number of new posts, stories, and reels created by users.
Example: If users create 100 million stories daily, this reflects content interaction.
Ad impressions: The number of ads served to users.
Example: If Instagram serves 1 billion ad impressions monthly, this reflects monetization.
Guardrail Metrics:
Churn rate: The percentage of users leaving Instagram monthly.
Example: If 2% of users churn monthly, this reflects retention challenges.
Content moderation accuracy: The percentage of harmful or inappropriate content flagged and
removed.

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 Example: If Instagram removes 98% of flagged content, this reflects moderation efficiency.
Fake account removal rate: The percentage of fake or spam accounts detected and removed.
Example: If Instagram removes 1 million fake accounts monthly, this reflects platform integrity.

100. Uber (Ride-sharing)

North Star Metric: Total rides completed
Tracks the total number of rides completed on Uber’s platform globally.
Example: If Uber completes 2 billion rides in a quarter, this reflects platform usage.
Secondary Metrics:
Driver retention rate: The percentage of drivers continuing to drive for Uber after six months.
Example: If 70% of drivers remain active after six months, this

reflects driver retention.

- Rider retention rate: The percentage of riders using Uber more than once per month.
- Example: If 80% of riders book multiple rides monthly, this reflects rider retention.
- Revenue per ride: The average revenue generated per completed ride.
- Example: If Uber generates $15 per ride, this reflects monetization success.

Guardrail Metrics:
Ride cancellation rate: The percentage of rides canceled by drivers or riders.
Example: If 4% of rides are canceled, this reflects reliability issues.
Driver satisfaction score: The average rating given by drivers for their experience with Uber.
Example: If drivers rate their experience 4.5/5, this reflects platform health.
Average wait time: The average time a rider waits for an Uber to arrive.
Example: If riders wait 5 minutes on average, this reflects efficiency.

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