
User Metrics in M&A: Key Insights for Buyers
User metrics have become a core driver of value in M&A for platform businesses, often outweighing raw user counts or short-term revenue spikes. Buyers now prioritize metrics that prove sustainable engagement, strong retention, and profitable unit economics—like LTV-to-CAC ratios, churn rates, and cohort growth—because they signal long-term scalability and resilience. Platforms with verified, high-quality user behavior consistently command better valuations and more favorable deal terms than those relying on vanity metrics.
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