KPI Dashboard / Marketing Metrics Tree

Define the marketing/growth KPI system for {{BUSINESS MODEL}}. 1) North Star metric with rationale and its formula; counter-metrics/ guardrails (e.g., growth without worsening retention/support load). 2) Tree: acquisition (spend, impressions, CTR, CPC, CPL), activation (signup → key action %), conversion (trial→paid, CAC, blended/paid), retention (W1/W4 retention, cohorts, churn, NDR/GRR), revenue (MRR, ARPU, LTV, payback), referral (NPS, k-factor). Give formulas + healthy benchmark ranges for our model labeled [VERIFY]. 3) Attribution: first-touch vs multi-touch, view-through honesty, iOS/ cookie-loss caveats, incrementality testing plan (geo holdout/PSA). 4) Dashboard spec: daily/weekly/monthly views, owners, review cadence, anomaly thresholds, and the 6 metrics on one wall. 5) Instrumentation plan events list for the funnel. 6) Common vanity traps to ignore. ================================================================================