What we measure, and what we refuse to.
A marketplace can optimise itself into something nobody wants. Choosing the metric is choosing the product.
The obvious number to chase is orders. It is also the easiest to inflate: deepen discounts, widen delivery radius, push notifications harder. Orders go up and the business gets worse.
We watch two things instead. First, repeat rate on the merchant side — whether a partner’s Forsa customers come back, including at full price. Second, saving per order, because a marketplace that stops saving people money has no reason to exist.
A discount that does not bring someone back is a cost, not a strategy.
What we deliberately do not optimise: session length. Forsa is not competing for your evening. It should answer one question quickly and let you go and eat.
