Metric A 
                                                                    Average order value (AOV) 
                                                                    ARPDAU 
                                                                    ARPPU 
                                                                    ARPU 
                                                                    Churn rate 
                                                                    Click to install time (CTIT) 
                                                                    Click-through rate (CTR) 
                                                                    Conversion rate (CVR) 
                                                                    Cost per action (CPA) 
                                                                    Cost per click (CPC) 
                                                                    CPCV 
                                                                    Cost per engagement (CPE) 
                                                                    Cost per install (CPI) 
                                                                    Cost per lead (CPL) 
                                                                    Cost per mille (CPM) 
                                                                    Cost per view (CPV) 
                                                                    Customer acquisition cost (CAC) 
                                                                    Daily active users (DAU) 
                                                                    Effective cost per mille (eCPM) 
                                                                    Engagement rate 
                                                                    Lifetime value (LTV) 
                                                                    Monthly active users (MAU) 
                                                                    Predicted lifetime value (pLTV) 
                                                                    Retention rate 
                                                                    Return on ad spend (ROAS) 
                                                                    Return on investment (ROI) 
                                                                    Uninstall rate 
                                                                    View-through rate (VTR) 
                                                                    Weekly active users (WAU) 
                                                             
                            Metric A 
                        
                        VS
                        
                            
                                Metric B 
                                                                    Average order value (AOV) 
                                                                    ARPDAU 
                                                                    ARPPU 
                                                                    ARPU 
                                                                    Churn rate 
                                                                    Click to install time (CTIT) 
                                                                    Click-through rate (CTR) 
                                                                    Conversion rate (CVR) 
                                                                    Cost per action (CPA) 
                                                                    Cost per click (CPC) 
                                                                    CPCV 
                                                                    Cost per engagement (CPE) 
                                                                    Cost per install (CPI) 
                                                                    Cost per lead (CPL) 
                                                                    Cost per mille (CPM) 
                                                                    Cost per view (CPV) 
                                                                    Customer acquisition cost (CAC) 
                                                                    Daily active users (DAU) 
                                                                    Effective cost per mille (eCPM) 
                                                                    Engagement rate 
                                                                    Lifetime value (LTV) 
                                                                    Monthly active users (MAU) 
                                                                    Predicted lifetime value (pLTV) 
                                                                    Retention rate 
                                                                    Return on ad spend (ROAS) 
                                                                    Return on investment (ROI) 
                                                                    Uninstall rate 
                                                                    View-through rate (VTR) 
                                                                    Weekly active users (WAU) 
                                                             
                            Metric B