Consumer Usage Trackers
What is a Tracker?
A Tracker represents a measurable signal that is not directly reported by the company but may strongly correlate with an official financial metric such as Total Revenue, Daily Active Users (DAUs), Bookings, Retention, or Remaining Performance Obligations (RPO). Every week, a new weekly value bar appears. By default, we track YoY data to compare to the comparable week last year.
Think of a Tracker as an early indicator. It captures changes in consumer behavior, product demand, or platform engagement before they show up in financial results. Each Tracker pulls from various alternative data sources like search interest, website traffic, app usage, or social media activity, and is designed to reflect the underlying health or performance of a specific business.
Understanding KPI Correlation (r)
The KPI Correlation (r) measures how closely a Tracker moves with a company’s reported financial metric such as Revenue, Bookings, or DAUs. It’s based on the Pearson correlation coefficient, which ranges from –1.0 to +1.0:
+1.0
Perfect positive
The Tracker moves in the same direction as the KPI every time.
+0.5 to +0.8
Strong positive
The Tracker tends to rise or fall alongside the KPI.
+0.2 to +0.5
Moderate positive
The Tracker loosely follows the KPI’s direction.
0
No correlation
The Tracker and KPI move independently.
–0.2 to –1.0
Negative correlation
The Tracker moves in the opposite direction of the KPI.
In this Roblox example:
+0.78 (strong positive) means the Roblox Global Consumer Usage Tracker has historically moved closely with Roblox’s Bookings metric.
+0.56 (moderate positive) means the Roblox US Consumer Usage Tracker still correlates with Bookings, but less tightly.
Stats and Trend Metrics
Each Tracker panel shows quick statistical insights to help interpret its behavior:
Current YoY
The latest year-over-year percentage change in the tracked data.
+63.9%
WoW Δ
Week-over-week change, showing short-term momentum.
–0.8%
MoM Δ
Month-over-month change, showing medium-term movement.
–2.9%
4-wk MA
The average YoY value of the most recent four weeks. Smooths short-term volatility.
+65.7%
4-wk Δ
The difference between the current 4-week average YoY and the previous 4-week average YoY. Highlights acceleration or deceleration in recent trend direction.
+1.5%
6-mo MA
The average YoY value across the last six months (roughly 26 weeks). Useful for understanding longer-term trend direction.
+50.6%
Best YoY / Worst YoY
The highest and lowest YoY growth points in the dataset.
+67.5% / +10.9%
Streak
The number of consecutive weeks of positive YoY growth.
64 weeks
Types of Trackers You May Encounter
Trackers come in several forms depending on the type of alternative data used and what part of a company they represent. Each serves a different analytical purpose, from gauging broad consumer demand to tracking specific product segments or engagement activity.
1. Consumer Interest Tracker
This tracker blends multiple consumer-facing signals — including Google Search trends, Social media mentions & Follower data, Mobile App, Website Visits, Amazon Search, and many more alternative data sources — into a single composite view of demand for a brand or product. If not labeled US, the tracker reflects Global consumer data. It’s ideal for understanding overall brand awareness, interest, and top-of-funnel momentum.
2. Consumer Usage Tracker
Built mainly from Mobile App usage and Website Traffic data, this tracker focuses on how consumers actually interact with a company’s product or platform.
"US" Tracker: Includes only U.S. app and web data.
"Global" Tracker: Includes all available global data sources. These are best for capturing engagement trends that directly influence revenue or DAU growth.
3. Social Interest Tracker
Aggregates activity from major social platforms such as TikTok, YouTube, and Instagram into a unified measure of social traction. A rising or falling value sheds valuable insight on the success of marketing campaigns / brand awareness trends.
Because social signals are unitless, this tracker is typically best viewed in its Raw Growth format, though a normalized YoY version is also available for comparison across time.
4. Specific Business Segment Tracker
These trackers isolate a reported business segment or category within a company using targeted keywords from alternative data sources. They capture how consumers interact with a specific product line, business unit, or service that the company reports separately.
5. Specialized or Unreported Trackers
Custom-built for unique use cases, these pull from specialized external data sources collected in compliance with each platform’s terms of service. They often represent unreported KPIs that provide deeper insight into company performance — for example, Roblox DAUs or Developer Activity. These trackers give users an unprecedented level of granular, real-time visibility into a company’s operations.
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