How to Choose the Right UX Metrics for Your Product

By Philip Burgess | UX Research Leader

Measuring user experience (UX) is essential to creating products that truly satisfy users. But with so many metrics available, choosing the right ones can feel overwhelming. Picking the wrong metrics wastes time and resources, while the right ones provide clear insights that guide design decisions and improve the product. This post explains how to select UX metrics that fit your product’s goals and user needs.

Dashboard displaying UX metrics for a digital product

Understand Your Product Goals and User Needs

Start by clarifying what your product aims to achieve and who your users are. UX metrics should align with these goals. For example, if your product focuses on e-commerce, metrics related to purchase flow and checkout ease matter most. If it’s a content platform, engagement and content discovery metrics take priority.

Ask yourself:

• What user problems does the product solve?

• What behaviors indicate success for users?

• What business outcomes depend on user experience?

  
  

Knowing this helps you avoid generic metrics that don’t reveal meaningful insights. Instead, focus on metrics that reflect real user value and business impact.

Different Types of UX Metrics to Consider

UX metrics fall into several categories. Each type offers different insights, so combining a few can give a fuller picture.

Behavioral Metrics

These track what users do within your product. Examples include:

• Task success rate: Percentage of users who complete a task.

• Time on task: How long it takes users to finish a task.

• Error rate: Frequency of mistakes during tasks.

  
  

Behavioral metrics show how easily users navigate your product and where they struggle.

Attitudinal Metrics

These capture user feelings and satisfaction. Common attitudinal metrics are:

• Net Promoter Score (NPS): Likelihood users recommend your product.

• Customer Satisfaction (CSAT): How happy users are with specific features.

• System Usability Scale (SUS): Standardized questionnaire measuring usability.

  
  

Attitudinal data reveals how users perceive your product, which can differ from observed behavior.

Engagement Metrics

Engagement metrics measure how users interact over time, such as:

• Session length: Average time spent per visit.

• Frequency of use: How often users return.

• Feature adoption rate: Percentage using new features.

  
  

These metrics help track user retention and product stickiness.

Qualitative Feedback

Though not numeric, qualitative feedback from interviews, surveys, or usability tests provides context to metrics. It explains why users behave a certain way or feel a certain emotion.

Match Metrics to Your Product Stage

Your product’s development phase influences which metrics matter most.

• Early stage: Focus on usability and task success to identify major pain points.

• Growth stage: Track engagement and retention to build a loyal user base.

• Mature stage: Measure satisfaction and NPS to maintain and improve user loyalty.

  
  

For example, a startup launching a new app might prioritize task completion rates and error rates to fix usability issues. An established app might focus on NPS and feature adoption to refine the experience.

Use Metrics That Are Actionable and Measurable

Choose metrics that you can measure reliably and that lead to clear actions. Avoid vanity metrics that look good but don’t influence decisions.

For instance, total page views might be high but don’t tell you if users complete key tasks. Instead, track task success rate or conversion rate, which directly relate to user goals.

Combine Quantitative and Qualitative Data

Numbers alone don’t tell the full story. Combine quantitative metrics with qualitative insights to understand user motivations and frustrations.

For example, if task success rate drops, follow up with user interviews to find out why. This approach leads to targeted improvements rather than guesswork.

UX researcher’s notebook with handwritten notes and wireframe sketches

Regularly Review and Adjust Your Metrics

UX is dynamic. As your product evolves, so should your metrics. Regularly review whether your current metrics still align with goals and user needs.

Set a schedule to analyze data, discuss findings with your team, and adjust metrics if needed. This keeps your measurement relevant and focused on continuous improvement.

Practical Example: Choosing Metrics for a Mobile Banking App

Imagine you manage a mobile banking app. Your main goals are secure transactions and easy account management.

• Behavioral metrics: Track task success rate for money transfers and bill payments.

• Attitudinal metrics: Use CSAT surveys after transactions to measure satisfaction.

• Engagement metrics: Monitor frequency of app logins and feature use like budgeting tools.

• Qualitative feedback: Conduct interviews to understand pain points in security features.

  
  

This mix helps you spot usability issues, measure satisfaction, and see if users adopt new features, guiding product improvements effectively.