Product OKR Examples: Metrics and Sample OKR Sets to Start From
OKR examples by department
Product OKR Examples: Metrics and Sample OKR Sets to Start From
These product OKR examples give you two things to work from: a full list of the metrics product teams track, and nine complete OKR sets built from them. Every Key Result follows one formula, with an action verb, the metric, a starting value, a target and a deadline. Values are written as X and Y, because an activation rate that suits a product with a few hundred users would mislead a team serving fifty thousand. Fill them in from your own product data.
The short answer
What makes a good product OKR?
A good product OKR names a change in how customers use the product, such as more new users getting to their first win, and measures it with outcomes. “Ship the new onboarding flow” counts the work. “Raise the weekly adoption rate of [feature] among active accounts from X% to Y% by the end of Q3” measures what the release was meant to cause.
Write every Key Result with the same four parts:
- Open with an action verb, such as increase, reduce, raise, grow or achieve.
- Name the metric the team is moving.
- Give the starting value and the target, written as from X to Y.
- Set a deadline, such as the end of the quarter.
Step 1: pick your numbers
Product metrics to build your Key Results from
Product teams track these numbers, and each of the product OKR examples further down is built from them. They’re grouped by the stage of the customer’s experience they measure. None of them is a Key Result yet. Choose the few that show the change your Objective is about, then write each one with the formula above.
Activation and onboarding
- Sign-up to activated user rate
- Time to first core action
- Onboarding completion rate
- Trial to activated account rate
- Setup steps abandoned
- Accounts that invite a teammate
Adoption and engagement
- Weekly active users
- Feature adoption rate
- Active users per account
- Sessions per user per week
- Share of users on the latest workflow
- Daily to monthly active user ratio
Retention and stickiness
- Week-one retention
- Month-three retention
- Logo churn
- Accounts returning every week
- Users who come back after a lapse
Customer value and satisfaction
- Task success rate
- Customer satisfaction score
- Net Promoter Score
- Customer effort score
- Support tickets per active account
- Feature satisfaction rating
Discovery and validation
- Customer interviews per month
- Problems validated with customers
- Experiments completed
- Experiments with a decision reached
- Prototype test success rate
- Share of roadmap items backed by evidence
Monetization
- Free to paid conversion rate
- Trial to paid conversion rate
- Expansion revenue
- Average revenue per account
- Upgrades to a higher plan
- Paid seats per account
Quality from the user’s view
- Crash-free sessions
- Page load time on core screens
- Bugs reported by customers
- Error rate on core workflows
- Accessibility issues open
Some of these are health metrics you protect and hold steady, such as uptime, crash-free sessions, support tickets per account and logo churn. Keep them inside a set range while the OKRs push elsewhere. If one starts slipping, it becomes a candidate for its own OKR.
Step 2: write the Key Result
How to turn a product metric into a Key Result
The standard form covers almost every Key Result, and two more forms help when a number isn’t available yet. Here’s one of each, written in the same style as the product OKR examples below:
- Standard Key Result. Raise the weekly adoption rate of [feature] among active accounts from X% to Y% by the end of Q3.
- Baseline Key Result, for a metric you’ve never measured. Determine the current task success rate on [core workflow] by the end of Q1. Next cycle, it becomes “Increase the task success rate on [core workflow] from X% to Y% by the end of Q2.”
- Milestone Key Result, used sparingly when there’s no metric to track yet. Complete event tracking for every step of the onboarding flow by the end of week six.
Then run the outcome test: if the team could ship every item on the roadmap and the number might still not move, the Key Result measures activity. Rewrite it around what the release was meant to cause. The OKR examples hub walks through the full method, from brainstorming Objectives to prioritizing them, and Google’s HEART framework for user-centered metrics helps you choose which product signals to measure.
Step 3: start from a sample
Nine product OKR examples to adapt
Each of these product OKR examples has a qualitative Objective and three Key Results written in full. Several pair numbers so one can’t be hit by breaking another, such as adoption alongside satisfaction. Treat them as patterns, and swap in your own product, users and starting values.
ObjectiveHelp new users reach their first success with [product] on day one
- Increase the share of new sign-ups who complete [first core action] within 24 hours from X% to Y% by the end of Q4
- Reduce the median time from sign-up to [first core action] from X minutes to Y minutes by the end of Q4
- Raise week-one retention for new accounts from X% to Y% by the end of Q4
ObjectiveMake [feature] part of how our customers work every week
- Raise the weekly adoption rate of [feature] among active accounts from X% to Y% by the end of the quarter
- Increase the average number of active users per account from X to Y by the end of the quarter
- Lift the satisfaction rating for [feature] from X to Y by the end of the quarter
ObjectiveGive customers a reason to come back every week
- Increase the share of accounts active in at least three of four weeks from X% to Y% by the end of Q2
- Raise month-three retention from X% to Y% by the end of Q2
- Reduce logo churn from X% to Y% per month by the end of Q2
ObjectiveMake [core workflow] easy enough to finish without help
- Increase the task success rate on [core workflow] from X% to Y% by the end of the quarter
- Lower support tickets about [core workflow] from X to Y per month by the end of the quarter
- Raise the customer effort score for [core workflow] from X to Y by the end of the quarter
ObjectiveGround the roadmap in problems our customers have confirmed
- Grow the number of customer problems validated through interviews from X to Y by the end of the quarter
- Increase the share of new roadmap items backed by customer evidence from X% to Y% by the end of the quarter
- Raise the share of experiments that reach a decision within four weeks from X% to Y% by the end of the quarter
ObjectiveTurn more trial users into paying customers who stay
- Increase the trial to paid conversion rate from X% to Y% by the end of Q3
- Raise the share of new paid accounts still active after 90 days from X% to Y% by the end of Q3
- Grow average revenue per account from X to Y by the end of Q3
ObjectiveGive growing customers a natural path to more of [product]
- Increase expansion revenue from existing accounts from X to Y by the end of Q4
- Grow the number of accounts that upgrade to [higher plan] from X to Y per month by the end of Q4
- Hold Net Promoter Score among upgraded accounts at or above X through the end of Q4
ObjectiveMake [product] feel fast and dependable to the people using it
- Reduce bugs reported by customers from X to Y per month by the end of the quarter
- Lower the median load time on core screens from X seconds to Y seconds by the end of the quarter
- Raise customer satisfaction with app speed from X to Y by the end of the quarter
ObjectiveKnow which parts of [product] our customers value
- Determine the current weekly usage of each core feature by the end of Q1
- Complete event tracking for every step of the onboarding flow by the end of week six
- Increase the share of active accounts with complete usage data from X% to Y% by the end of the quarter
The last example mixes a baseline Key Result, a milestone Key Result and a standard one. That combination suits a team measuring something for the first time. Next cycle, the baseline turns into a standard “from X to Y” Key Result.
See it in context
Where these OKRs come from
The product OKR examples above leave out which part of the strategy each one serves, because that depends on your company. Our sample business profile shows the full picture for one made-up company: its strategic priorities, its SWOT, and the linked OKRs for every department.
More idea banks
OKR examples for other departments
Product OKR examples work best next to the goals of the teams that build, sell and support what you ship. Engineering and customer success share many of your numbers, and our guide to OKRs for R&D teams covers how product and engineering split the work. For the experiments in the list above, HBR’s piece on the power of online experiments shows how disciplined testing pays off.
- Engineering OKR examplesDelivery speed, reliability, quality and tech debt metrics and OKRs.
- Customer success OKR examplesOnboarding, adoption, retention and expansion metrics and OKRs.
- Marketing OKR examplesDemand, conversion, brand and content metrics and OKRs.
- Sales OKR examplesPipeline, win rate, deal size and sales cycle metrics and OKRs.
Frequently asked questions
How many OKRs should a product team set?
One to four Objectives per cycle, each with two to five Key Results. A product team focused on one Objective, such as helping new users reach their first success, has room to finish it well.
How do you write a product Key Result?
Start with an action verb, name the metric, give the starting value and the target, and set a deadline. For example: “Raise the weekly adoption rate of [feature] among active accounts from X% to Y% by the end of Q3.”
Can a feature release be a product Key Result?
A release is the work, so it belongs in the plan under the Key Result. Measure what the release should change, such as adoption, task success or retention, and pair it with a satisfaction measure so the team only wins when customers get value from it.
What is the difference between product KPIs and product OKRs?
Product KPIs are the numbers you watch every month to know the product is healthy, such as uptime or crash-free sessions. Your product OKRs name the few things you’re trying to change this cycle. Our guide on KPIs vs OKRs goes deeper.
Can I use these product OKR examples as they are?
Use them as a starting point. Keep the structure, then swap in your own product, features and users, and set every X from your own data before the team agrees on Y.
Bring your product OKRs into one weekly rhythm
Start a free trial and turn these product OKR examples into goals your team tracks every week. Or take the free OKR Starter Course and learn to write them first.