This document provides an overview of analytics and metrics that startups should track. It discusses key metrics like acquisition, activation, retention, revenue, and referrals. It also covers cohort analysis and tools for analytics including Google Analytics, KISSmetrics, and GoSquared. The document emphasizes setting targets, tracking everything while focusing on important metrics, always testing, and taking action on analytics findings.
14. Track things like
Total signups
CAC (Customer Acquisition Cost)
Leading indicators:
Twitter Followers
New unique visitors to site
Facebook likes
Subscribers to mailing list
16. Some rather successful companies track things like
User follows more than 15 people.
Installs tracking code.
Downloads and installs the native app.
Finds what they searched for in
under 10 seconds.
19. Track things like
Churn – % of users who
cancel in a given timeframe
DAU / WAU / MAU
(Daily / Weekly / Monthly Active Users)
Customer Support metrics
26. What is cohort analysis?
Cohort analysis allows a company to “see
patterns clearly across the lifecycle of a
customer (/user), rather than slicing
across all customers blindly without
accounting for the natural cycle that a
customer undergoes.”
Source: Alistair Croll; Benjamin Yoskovitz. Lean Analytics: Use Data to Build a Better Startup Faster
27. Track by cohort
Break metrics apart.
Helps you understand how
you are improving things.
28. % of users who signed in
Cohort analysis for sign in activity
Time
Signups in October
Signups in December
Signups in November
Signups in January
Signups in February
41. Sources
Pirate Metrics by Dave McClure: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Lean Analytics: Alistair Croll; Benjamin Yoskovitz. Lean Analytics: Use Data to Build a Better Startup Faster
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Images
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Olly Plumstead: https://www.facebook.com/media/set/?set=a.
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