101ANALYTICS

For Startups

What to measure?Pirate metrics 101.

What tools can I use?What does GoSquared track?

What’s coming up?

What should a startup measure?

Pageviews

Visits

UniquesImpressions

Growth

Conversions

Goals

Transactions

Churn

Repeats

Views

Favourites

Follows

Engagement

Big Data

Cohorts

ActivationsCancelations

Comments

Annotations

Subscribers

Upgrades

Downgrades

UpsellsHits

Track everything.* Focus on what matters.

* Everything you can think of. You never know when you might need it.

Protip

Vanity metrics are everywhere.

We need to focus on metrics that help us track

our business.

Let’s take a look at one of the best ways to do that…

Pirate metrics(none of these people are Dave McClure)

A A R R R

AARRR

cquisitionctivationetentionevenueeferral

Acquisition

How you gain new users.

Total signupsCAC (Customer Acquisition Cost)

Leading indicators:Twitter Followers

New unique visitors to siteFacebook likes

Subscribers to mailing list

Track things like

ActivationTurning mere signups into

activated users.(Get the on-boarding right)

User follows more than 15 people.

Installs tracking code.

Downloads and installs the native app.

Finds what they searched for in under 10 seconds.

Some rather successful companies track things like

Retention

USING OUR PRODUCT

Retention

Keeping users happy. Reducing churn.

Churn – % of users who cancel in a given timeframe

DAU / WAU / MAU

Customer Support metrics

Track things like

(Daily / Weekly / Monthly Active Users)

RevenueMaking money.

Crazy, huh?

MRR (Monthly Recurring Revenue)

Average MRR / user

AOV (Average Order Value)

CLTV (Customer Lifetime Value)

Track things like

Referral

Referral

People like your product enough to recommend it to

their friends.

NPS (Net Promoter Score)

No. of signups via referral

Track things like

Cohort analysis

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

Track by cohort

Helps you understand how you are improving things.

Break metrics apart.

% o

f use

rs w

ho si

gned

in

Time

Signups in October Signups in November

Signups in December Signups in January

Signups in February

Cohort analysis for sign in activity

Tools

unsplash.com

Analytics“Some basics”

Wordpress (Jetpack Stats)

Twitter Analytics

Facebook Insights

Analytics“Next steps”

GoSquared

Chartbeat

Clicky

KISSmetrics

Mixpanel

Gauges

Analytics“Full featured, but complex”

GoSquared

mixpanel

Google Analytics

WebTrends

Omniture

Piwik

A/B testing

Visualising data

Protip

Learn to love MySQL.

What does an analytics company

like GoSquared track?

Metrics we obsess over

MRR, MRR / customer

Signups (by source)

Activations by signup week

DAU, WAU, MAU

NPS

CLTV

Set targets.

Focus.Always be testing.

Track everything.

Ask “so what?”

Act now. Not tomorrow.

Most importantly

The GoSquared Team

Analytics 101 for Startups

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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 !Images !http://littlevisuals.co/

http://unsplash.com/

http://wallpaperswide.com/pirates_of_the_caribbean_on_stranger_tides_2011_movie-wallpapers.html

Olly Plumstead: https://www.facebook.com/media/set/?set=a.

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