Virality Coefficient

The coefficient showing how many new users each existing user brings on average (the K-factor).

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Formula

K = Invites per user × Conversion rate of an invite

In practice

When K goes above 1, growth feeds itself, but that is rare in practice. For most products the realistic goal is not K=1 but partial virality that lowers paid acquisition cost. The length of the invite cycle matters as much as K.

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