Product Analytics- metrics

1. Introduction to the
Company
Product analytics – Introduction to metrics

2. Product analytics – Introduction to metrics
Student Name: Tushar Sharma
Email id: tusharmps@gmail.com

3. Problem Statement
You have recently joined as Product Manager-Analytics in a fast growing
SaaS startup. One of your first jobs is to build a web based dashboard that
will track the relevant metrics across the lifecycle of the product. For this
you need to first identify the relevant metrics that you will track for the
different stages and then build a wireframe for the dashboard which will
help track all these metrics.
In your submission identify the relevant metrics (along with explanation of
why you will use them) and then share the screenshot of your wireframe.
Hint: Use the AARRR framework to find the relevant metrics.

4. KEY METRICS-1
Acquisition:
1. CAC (Customer acquisition cost) by channel : It will give a picture of how the marketing activities over different channels
are affecting CAC over a period of time & help in deciding future actions to reduce the same
2. Website sessions vs goal: This gives a good indication of how well you’re doing in terms of attracting enough people to
your site.
3. Lead rate %: This metrics measures the percentage of visitors who submit their phone no./e-mail id for further
assistance to use the service assistance & will give an idea of how many visitors are genuinely interested in the service
Activation:
1. Sign ups(free trials) per month: It tells you how well your acquisition efforts are performing in a given time period. By
comparing customer acquisition rates you can tell if your business is acquiring more users now versus another historical
time period
2. Sign up conversion rate: This metric elicits the percentage of users who convert to paying customers per month

5. KEY METRICS-2
Retention:
1. Retention Rate(2 weeks after signing up): This metrics will measure the no. of users retained after using the service
after 2 weeks of signing up
2. Churn rate: Customer churn rate refers to the rate at which customers stop doing business with the company. This can
be calculated over a period of time depending on the average rate of engagement(monthly/yearly..)
3. Customer lifetime Value(CLV):This metric tells how much revenue a customer will bring during their time as a paying
customer. This metric is helpful to SaaS PMs when deciding how much to spend on obtaining new customers, how
much to spend to keep existing customers or where to allocate resources
Revenue:
1. Monthly revenue: This metric gives the measure of revenue earned per month and allows to compare the company’s
performance month over month
2. Average revenue per account(ARPA):ARPA stands for Average Revenue Per Account, and is used to measure how much
revenue is contributed by an “average” account or customer, per month. Changes to ARPA can be helpful for tracking
growth and revenue generation on a per unit basis.

6. KEY METRICS-3
Referral:
1. Net Promoter Score: This metric is a quantitative measure of each customer's general satisfaction and loyalty to your
brand. Once you've calculated the overall Net Promoter Score, the data will ultimately tell you if your customers are
content and willing to refer your products or services to others

7. Wireframe
The dashboard can
be toggled for
weekly, monthly
and yearly metrics
All metrics are
covered under
Acquisition,
activation,
retention, revenue
& referrals