Momentum Across Key Metrics

Key Performance Indicators Key Performance Indicator Definition Subscription Shipments Average Monthly Subscription Shipment Churn New Subscriptions Customer Acquisition Cost ("CAC") BARK defines Subscription Shipments as the total number of subscription product shipments shipped in a given period. Subscription Shipments does not include gift subscriptions or one-time subscription shipments. Average Monthly Subscription Shipment Churn is calculated as the average number of subscription shipments that have been cancelled in the last three months, divided by the average monthly active subscription shipments in the last three months. The number of cancellations used to calculate Average Monthly Subscription Shipment Churn is net of the number of subscriptions reactivated during the last three months. BARK defines New Subscriptions as the number of unique subscriptions with their first shipment occurring in a period. Customer Acquisition Cost ("CAC") is a measure of the cost to acquire New Subscriptions in its Direct to Consumer business segment. CAC is a monthly measure defined as media spend in BARK's Direct to Consumer business segment in the period indicated, divided by total New Subscriptions in such period. 38

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