North Star Metric
One metric
for the whole company.
REWATR is not optimised for downloads, impressions or registrations. It is optimised for verified environmental actions. Every team owns one measurable outcome that makes that number grow.
The North Star
Monthly Verified Environmental Actions
The total number of environmental actions verified on the REWATR network in a rolling 30-day window, across all action types and all surfaces.
Formula
MVEA = Σ verified deposits + Σ verified refills + Σ verified transport actions + Σ verified restoration actions + Σ API-verified actions in the last 30 days.
Why this is the North Star
It is the single behavioural output the entire network is designed to produce. Every other KPI is either an input to MVEA or a measure of its quality.
What we do not optimise for
Year 1
1M
Prove density in launch market.
Year 2
10M
Expand to adjacent markets.
Year 3
50M
Marketplace and water partners online.
Year 4
200M
API and developer platform scaling.
Year 5
1B
Multi-region standard.
Primary KPI
7-Day Active Returner Rate
The percentage of monthly active users who complete at least one verified action in any rolling 7-day window.
Formula
7DARR = (unique users with ≥1 verified action in last 7 days) / (monthly active users) × 100.
Why this KPI
MVEA measures volume; 7DARR measures habit. A user who returns weekly is worth more than ten users who return once.
Target & cadence
> 40% by end of Year 2
Measured weekly
Metric hierarchy
Team KPIs feed the primary KPI. The primary KPI feeds MVEA.
No team is measured by output that does not ultimately move one of these numbers. This is how a multi-sided network stays aligned.
Team KPIs
Every team optimises for one measurable outcome.
Each KPI is chosen so that when it improves, MVEA improves with it. Targets are staged; the metric itself is permanent.
Company
CM/Action
Contribution Margin per Verified Action
The company wins when the network can pay users more than competitors while retaining more margin.
Target
> $0.03 by Year 3
Monthly · CM/Action = (Network revenue − Reward co…
Consumer
30DRR
30-Day Returner Retention
The second return is where habit forms. Consumer product lives or dies by this interval.
Target
> 35% by end of Year 1
Weekly · 30DRR = (first-time returners with ≥1 su…
Sponsor
CPVE
Cost Per Verified Engagement
Sponsors optimise against their existing media mix. Beating their CPM and CPA is the only way to win budget.
Target
< $0.15 by Year 2
Weekly · CPVE = Total sponsor spend / Verified en…
Municipality
VDR
Verified Diversion Rate
Cities buy outcomes, not machines. Diversion rate is the procurement-grade proof they take to council.
Target
> 12% in Year 2 launch cities
Monthly · VDR = (Verified mass returned + recycled…
School
SAR
Student Activation Rate
Schools fund participation, not hardware. Activation rate is what principals report and renew on.
Target
> 60% within one term of launch
Per term · SAR = (unique students with ≥1 verified …
Engineering
p95 VL
Verification Latency
Latency is the largest single leak in the habit loop. Engineering's job is to remove milliseconds between action and reward.
Target
< 3 seconds
Real-time · p95 VL = 95th percentile of (reward avai…
Growth
K-Factor
Viral Coefficient
Paid acquisition scales linearly; viral loops scale exponentially. Growth owns the invite-to-action conversion path.
Target
> 0.35 by Year 2
Weekly · K-Factor = (new users who joined via inv…
Product
ACR
Action Completion Rate
Friction is the enemy of habit. Product's job is to make the right action the path of least resistance.
Target
> 92%
Daily · ACR = (verified completions) / (started …
Operations
VNU
Verification Network Uptime
A broken station breaks a streak; a broken streak breaks a habit. Uptime is a consumer retention feature.
Target
99.9%
Real-time · VNU = (total minutes − downtime minutes)…
Metric principles
How we keep the scoreboard honest.
Metrics shape behaviour. These rules keep them from shaping the wrong behaviour.
Swipe →
Consequence
If a proposal does not move MVEA, 7DARR or a team KPI, it does not get built.
This is the filter applied to every roadmap decision. Features that improve latency, completion, retention, diversion or sponsor return all flow upward into the same number: verified actions that happen, repeatedly, at scale.