Financial products earn trust slowly and lose it fast. Their metrics need to show not only growth, but whether people are succeeding at the things that move money.
Active users
Count people who completed a meaningful financial action in the period, such as a transfer, payment or trade, not people who opened the app to check a balance. Both matter, but they answer different questions. Mark the meaningful ones as the project's active events.
Transactions and volume
- Transactions per active user: completed transactions ÷ active users, per week or month.
- Volume: the sum of the
amountproperty on completed transactions, by currency. - Success rate: completed ÷ attempted transactions. A falling success rate is often a technical or compliance problem before it is a product one.
Send amounts in the smallest currency unit, with a currency property, and never add up different currencies.
Cost of acquisition
Spend ÷ new customers who completed onboarding, including identity checks. In financial products many sign-ups never finish verification, so counting sign-ups alone flatters the cost.
Onboarding funnel. Sign-up → identity check started → identity check passed → first transaction. The step with the biggest drop is usually verification.
Drifting users
People who transacted before but not for longer than a chosen period. In finance, a drifting user may have moved their money elsewhere; reach them early.
Feature audit
List every feature with three numbers: adoption (share of active users who used it), frequency (how often those users use it) and success rate. Features with low adoption and low success are candidates to fix or remove; features with low adoption and high success may just need to be easier to find.
Technical metrics
Users experience failures as distrust. Track them as events and alert on them:
- Failed payments and transfers, with the failure reason.
- Verification provider errors and timeouts.
- Webhook failures from your banking or card partners.
Real-time alerts on these events, sent to Slack or Telegram, catch problems before support tickets do.
The events to send
| Event | Properties |
|---|---|
Account opened | source, country |
Identity check completed | result, provider |
Transaction completed | type, amount, currency |
Transaction failed | type, reason, amount, currency |
Card issued | card_type |