30-30: A More Pure Engagement Metric
The most interesting point of the night came when Rich described his favorite way to measure Active Users: the 30-30 statistic. Most startups measure their Active Users based on some activity over the past X days (where typically, X = 30). By contrast, 30-30 is where Active Users are measured by counting all users who have used the product in the last 30 days who also signed up longer than 30 days ago.
The purpose behind the 30-30 methodology is that everyone who signed up in the past 30 days is an Active User by definition in the more common 30-day window definition of Active User, which is needless noise when you’re trying to determine engagement. 30-30 is a more pure measure of true engagement that doesn’t include people that visited your site once and never returned… it’s a great way to cut out the noise in a typical 30-day Active User window. The people who are left in 30-30 are the ones that are truly engaged.
Side note: the event was held in the SCVNGR offices, which are beautiful! Nicest startup offices I’ve seen in awhile (of course, I’m used to seeing NYC hole-in-the-wall spaces for startups, so I’m not the most unbiased viewpoint on this subject).
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