Business Context

NovaFit is a subscription fitness app with a free trial, paid plans, and weekly product launches. The CEO runs a 30-minute weekly growth review and wants a dashboard that highlights business health without overwhelming leadership with too many charts.

Metric Scenario

Last week, installs increased from 120,000 to 138,000 (+15%), trial starts rose from 24,000 to 25,200 (+5%), and paid subscriptions increased from 8,400 to 8,820 (+5%). However, Week-1 retention for new users fell from 34% to 29%, and average workouts per active user declined from 3.8 to 3.4. Marketing spend also rose from $420,000 to $510,000, pushing CAC from $50 to $58. The leadership team is asking which metrics should appear in the weekly growth review, how they should be prioritized, and which should be treated as primary KPIs versus supporting diagnostics.

Requirements

1. Define the 5-8 metrics you would put in front of leadership each week and explain why each belongs there.
2. Identify one north star metric, plus leading and lagging indicators that support it.
3. Propose a simple metric hierarchy covering acquisition, activation, engagement, retention, and monetization.
4. Explain which metrics should be segmented or trended rather than shown as single topline numbers.
5. Call out 2-3 guardrails to prevent growth from coming at the expense of user quality or efficiency.

Data Available

• app_installs: install_date, user_id, platform, country, campaign_id
• trial_funnel: user_id, signup_date, trial_start_date, trial_end_date, converted_to_paid
• workout_events: user_id, workout_date, workout_type, duration_minutes
• subscriptions: user_id, plan_type, subscription_start_date, renewal_date, churn_date, revenue
• marketing_spend: date, channel, campaign_id, spend
• user_profiles: user_id, signup_date, acquisition_channel, country, device_type