KPIs & Success Metrics
This section defines what Pasar Seken measures to know if marketing is working, the north star, audience-specific KPIs, and platform health signals.
North Star Metrics​
The north star metric is the one number that best captures whether the platform is growing and healthy.
Primary north star: Monthly Active Users (MAU)
This metric is chosen because it captures both sides of the marketplace simultaneously, a buyer or seller must be active to count. It also forces the team to think about retention, not just acquisition.
Supporting north stars:
| Metric | Target | Why |
|---|---|---|
| WAU / MAU ratio | > 40% | Measures stickiness, are users coming back week over week? |
| Listing-to-sale conversion | > 30% | Measures marketplace liquidity, supply side health |
Buyer KPIs​
| KPI | Description | Target |
|---|---|---|
| Activation rate | % of new signups who complete first purchase within 30 days | > 25% |
| Repeat purchase rate | % of buyers who buy again within 60 days | > 40% |
| Session-to-purchase conversion | % of app sessions that result in a transaction | > 5% |
| Average order value (AOV) | Mean transaction value per purchase | Track, no fixed target yet |
| Wishlist-to-purchase rate | % of wishlisted items that are eventually bought | > 20% |
| Return rate | % of orders that result in a dispute or return | < 2% |
The targets above are starting hypotheses. Review and revise all buyer KPIs at the 90-day post-launch mark once real data is available. Do not treat them as fixed until then.
Seller KPIs​
| KPI | Description | Target |
|---|---|---|
| Activation rate | % of new signups who list at least one item within 7 days | > 50% |
| Time to first sale | Days from first listing to first completed sale | < 14 days |
| Listings per active seller | Average active listings per seller per month | > 3 |
| Seller retention (D30) | % of sellers who are still active 30 days after first listing | > 60% |
| Relisting rate | % of sold items whose seller immediately lists a new item | > 40% |
| Seller NPS | Net Promoter Score from seller satisfaction surveys | > 50 |
Build a seller health dashboard in the ops tools. Query: any seller with zero listing activity for 14+ days should be flagged automatically for re-engagement outreach.
Platform Health Metrics​
These metrics measure the overall marketplace health, independent of which side drives it.
| Metric | Description | Signal |
|---|---|---|
| GMV (Gross Merchandise Value) | Total value of all transactions completed | Core business growth |
| Take rate | Platform fee as % of GMV | Revenue efficiency |
| Supply/demand ratio | Active listings per active buyer | < 5 listings per buyer = supply constrained |
| Average days to sell | Median time from listing to sale | < 7 days is healthy |
| Dispute rate | % of transactions that result in a formal dispute | < 1% |
| App store rating | iOS and Android rating | Maintain > 4.3 |
Marketing-specific platform metrics​
| Metric | Description |
|---|---|
| CAC by channel | Cost to acquire one active user, broken down by channel |
| CAC payback period | Months until a new user's LTV exceeds their acquisition cost |
| Organic vs paid mix | % of new users from organic vs paid, target 60/40 |
| Referral rate | % of new users who came from a referral link |
| Brand search volume | Monthly searches for "Seken" or "Pasar Seken" (Google + TikTok) |
Data sources per KPI:
| KPI group | Source |
|---|---|
| MAU, GMV, transactions | Supabase (direct query) |
| User behaviour, funnels | Mixpanel |
| Paid acquisition, CAC | Meta Ads Manager + TikTok Ads Manager |
| App ratings, installs | App Store Connect + Google Play Console |
| Brand search volume | Google Search Console + TikTok analytics |
Set up a weekly marketing metrics pull every Monday. Review in team standup, flag any metric that moved more than 20% week-over-week.