Revenue isn’t just what you report. It’s what you prevent from leaking.
Most fintech teams track CAC, MRR, churn, and maybe NPS.
Important? Yes.
Enough? Not even close. What you’re not tracking is often where your revenue is leaking.
This list is for Chief Revenue Officers (CROs) who want to get under the hood-and drive monetization activation, not just user growth.
What it measures:
% of users who reach a revenue-triggering screen and actually complete the action.
Why it matters:
Your signup rate could be 80%, but if only 25% of users complete a trade, fund a wallet, or submit a loan - you’re overestimating impact.
What it measures:
Screens where user hesitation consistently leads to stalled or incomplete revenue actions.
Why it matters:
This pinpoints where silent confusion happens -not crashes, not bugs, just uncertainty. And that’s what kills transactions.
What it measures:
Average revenue per user (ARPU) based on behavioral segments, not just plan tiers (e.g., users who initiate top-ups vs. those who don’t).
Why it matters:
Shows where your revenue is concentrated - and who needs activation, not acquisition.
What it measures:
% of users who pause, re-scroll, or hesitate for longer than X seconds on monetization CTAs.
Why it matters:
Hesitation ≠ bounce. It’s revenue waiting to be unblocked with the right prompt or guidance.
What it measures:
How many users complete revenue flows without needing customer support or external help.
Why it matters:
Low unassisted rate = high cost to serve. Great guidance = lower friction and higher margins.
What it measures:
Time between signup and first monetizable action (e.g., first trade, first top-up).
Why it matters:
Revenue delay = LTV decay. CROs should shorten this time aggressively.
What it measures:
Where drop-offs cluster across sessions - not just screen exits but the exact moment action stalls.
Why it matters:
If 60% of users stall on one step, you don’t need a redesign -you need real-time resolution.
What it measures:
How fast users go from entering a monetization flow → completing it.
Why it matters:
Time is revenue. Speed = confidence. Slower flows are often signals of friction, not just complexity.
What it measures:
How much more revenue is driven when users receive smart nudges vs. those who don’t.
Why it matters:
This isolates the impact of in-app guidance and helps CROs justify it as a revenue lever - not UX fluff.
What it measures:
Rate of user churn after first revenue action (not after signup).
Why it matters:
Not all revenue is equal. If users drop after paying once, you’ve got a product gap or a false conversion event.
Signups don’t equal revenue.
Screens don’t equal actions.
Sessions don’t equal conversions.
Start measuring the actual behavior that drives revenue - and what blocks it.
Because you can’t grow what you’re not tracking.
We’ve built a performance layer that helps fintech CROs see where real revenue leaks happen - and fix them in days, not weeks.
