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.

1. ANALYTICS
101
For Startups

2. What’s coming up?
What to measure?
Pirate metrics 101.
What tools can I use?
What does GoSquared track?

3. What should a
startup measure?

4. Subscribers
Activations
Views
Churn
Cancelations
Big Data Upgrade
Uniques
Impressions
ransactions
Repeats
Pageviews
Comments
Downgrades
Conversions
Visits
otations Follows
Cohorts
Growth
Upsells
Hits Goals
Favourites
Engagement

5. Track everything.*
Focus on what matters.
* Everything you can think of. You never know when you might need it.

6. Protip
Vanity metrics are everywhere.

8. We need to focus on
metrics that help us track
our business.

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

10. Pirate metrics
(none of these people are Dave McClure)

11. A A R R R

12. Acquisition
Activation
R etention
R evenue
R eferral

13. Acquisition
How you gain new users.

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

15. Activation
Turning mere signups into
activated users.
(Get the on-boarding right)

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.

17. Retention
USING OUR PRODUCT

18. Retention
Keeping users happy.
Reducing churn.

19. Track things like
Churn – % of users who
cancel in a given timeframe
DAU / WAU / MAU
(Daily / Weekly / Monthly Active Users)
Customer Support metrics

20. Revenue
Making money.
Crazy, huh?

21. Track things like
MRR (Monthly Recurring Revenue)
Average MRR / user
AOV (Average Order Value)
CLTV (Customer Lifetime Value)

22. Referral

23. Referral
People like your product
enough to recommend it to
their friends.

24. Track things like
NPS (Net Promoter Score)
No. of signups via referral

25. Cohort analysis

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

29. Tools
unsplash.com

30. Analytics
“Some basics”
Wordpress (Jetpack Stats)
Facebook Insights
Twitter Analytics

31. Analytics
“Next steps”
GoSquared
Clicky
Chartbeat
KISSmetrics
Gauges
Mixpanel

32. Analytics
“Full featured, but complex”
Google Analytics
Omniture
WebTrends
Piwik

33. A/B testing

34. Visualising data

35. Protip
Learn to love MySQL.

36. What does an
analytics company
like GoSquared track?

37. Metrics we obsess over
Signups (by source)
Activations by signup week
DAU, WAU, MAU
NPS
MRR, MRR / customer
CLTV

38. Set targets.
Track everything.
Focus.
Always be testing.
Ask “so what?”

39. Most importantly
Act now.
Not tomorrow.

40. You’ve been viewing
Analytics 101 for Startups
by
The GoSquared Team

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
!
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.
10152234031736354.1073741826.138182321353&type=1&l=bd5230316c