1. Startup Metrics
Startup UCLA
August 2012
Tony Karrer, Ph.D.
CEO, TechEmpower, Inc.
akarrer@techempower.com
http://socalcto.com

2. 2
Background
• Ph.D. Computer Science, LMU Professor CS 10 Years
• Founder
– Sprinkler Systems Installation (age 15)
– Knowledge Stream ($59M exit)
– TechEmpower (1997 - present)
– Aggregage (2010 – present)
• Part-Time CTO / Technical Advisor
– Talk with 100+ startups each year

3. 3

4. 4
eHarmony – Metrics
• Acquisition & Activation
– Cost per click per channel
– Conversion rates (email,
intake, matches,
subscription)
• Retention
– Lifetime Activation Level
• Referral
– Refer a Friend Rate
• Revenue
– Lifetime Value

5. 5
Why You Track
• Marketing – Spend vs. Results
• Product – What to Build and How to Improve
– A/B Testing
• Founder/Investor – Show Business Model

6. 6
Types of Metrics
& Measurement Tools
• Qualitative: Surveys / Usability Testing / Session Monitoring
• SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith (ux
recording), UserTesting.com (usability testing)
• Net Promoter Score
• Quantitative: Traffic Analysis / User Engagement
• Google Analytics (web), KISSmetrics (people), Omniture (marketing)
• GA: Parameters, Events, Goals
• Comparative: A/B, Multivariate Testing
• Google Content Experiments, Optimizely, Bo.Lt, Visual Website
Optimizer
• Competitive: Monitoring & Tracking Competitors
• Quantcast, Compete.com, Alexa, Hitwise, Comscore
• Overview: Company Dashboard
• Excel

7. Startup Metrics
Startup UCLA
August 2012
Tony Karrer, Ph.D.
CEO, TechEmpower, Inc.
akarrer@techempower.com
http://socalcto.com