Splice is a music creation platform where producers discover samples, organize libraries, and create projects using desktop tools and plugins. Leadership wants a better definition of an "active user" because MAU is growing, but paid conversion and 90-day retention have been flat.
In the last month, Splice reported 1.8M MAU, 420K DAU, and 310K paying subscribers. Of MAU, 62% downloaded at least one sample, 28% opened the desktop app on 5+ days, 19% exported a project, and 11% used Splice Create or another creation workflow at least 3 times. New-user Day-30 retention is 41%, but among users who downloaded samples only, it is 24%; among users who downloaded samples and exported at least one project, it is 67%. The Head of Product asks you to define a "healthy active user" metric that better reflects durable value creation and can be used in weekly product reviews.
user_events: session starts, sample views, sample downloads, searches, saves, likes, project opens, exports, plugin usagesubscriptions: plan type, trial start, conversion date, cancellation date, renewal statususer_profiles: signup date, acquisition channel, geography, device/OS, creator segmentcontent_events: sample pack metadata, genre, creator, content freshness, recommendation source