Buyers

A metric showing the number of customers in a cohort. It is important to realize that a customer in a cohort is also a scaling unit. Strictly speaking, a customer is a scaling unit that has made at least one transaction.

It is also important to realize that the number of customers is not a decision-making metric, as the business has no leverage to directly influence the number of customers. We don't increase the number of customers, but, for example, improve the conversion funnel by optimizing the user journey. That is, the number of customers is the goal, and we achieve it by changing business processes that are related to conversion and the number of potential users.