Timan Rebel
Serial Entrepreneur
Startup Analytics
Startup Analytics
Actionable Metrics
Total registered users
256.354.196
Total pageviews
Total downloads
39.450
Vanity Metrics
Meant to make you feel good
UP and to the RIGHT
Total downloads
Daily downloads
Actionable metrics
Metrics you can act on
AARRR
Acquisition
Activation
Retention
Referral
Revenue
# Downloads per week
% Key activity
% Twice a week
% Share
$$$ spent
# Downloads per week
% Recorded a track
% Twice a week
% Share on Facebook
$$$ spent
# Downloads per week
% Recorded a track
% Twice a week
% Share on Facebook
$$$ spent
1000
25%
10%
6,5%
# Downloads per week
% Recorded a track
% Twice a week
% Share on Facebook
$$$ spent
768
26%
11%
6,3%
# Downloads per week
% Recorded a track
% Twice a week
% Share on Facebook
$$$ spent
2800
10%
2%
3%
What to focus on?
Key metric
KPI
but we hate corporates..
Focus on one at a time
Acquisition
Activation
Retention
Referral
Revenue
Acquisition
Activation
Retention = f(user happiness)
Referral
Revenue
via Andreas Klinger
Human
App Store ratings
!
still using after 6 weeks
!
avg time moving after 6 weeks
via Paul Veugen
Human
App Store ratings
!
still using after 6 weeks
!
avg time moving after 6 weeks
Cohorts
Averages hide the
pattern
Dig deeper
PAIN
LOOKK
!
90% of users voted = activation
YAY!
via Andreas Klinger
LOOKK
!
!
!
!
!
but they only voted for friends
instead of actually using the platform
!
via Andreas Klinger
LOOKK
!
!
!
!
!
!
!
!
!
now
activation = vote on 2 different designers
!
BOOM!
PAIN…
via Andreas Klinger
AARRR
One Key Metric
Cohorts, not Averages
@timanrebel
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
Startup analytics - aka Actionable metrics
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Startup analytics - aka Actionable metrics

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Most of the analytics presentations, talks and blogposts are for companies that are already in the scale and optimization fase. But if you are still validating your business model, you need a complete different set of skills, analytics tools and metrics.

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Startup analytics - aka Actionable metrics

  1. 1. Timan Rebel Serial Entrepreneur
  2. 2. Startup Analytics
  3. 3. Startup Analytics
  4. 4. Actionable Metrics
  5. 5. Total registered users
  6. 6. 256.354.196 Total pageviews
  7. 7. Total downloads 39.450
  8. 8. Vanity Metrics
  9. 9. Meant to make you feel good
  10. 10. UP and to the RIGHT
  11. 11. Total downloads
  12. 12. Daily downloads
  13. 13. Actionable metrics Metrics you can act on
  14. 14. AARRR
  15. 15. Acquisition Activation Retention Referral Revenue
  16. 16. # Downloads per week % Key activity % Twice a week % Share $$$ spent
  17. 17. # Downloads per week % Recorded a track % Twice a week % Share on Facebook $$$ spent
  18. 18. # Downloads per week % Recorded a track % Twice a week % Share on Facebook $$$ spent 1000 25% 10% 6,5%
  19. 19. # Downloads per week % Recorded a track % Twice a week % Share on Facebook $$$ spent 768 26% 11% 6,3%
  20. 20. # Downloads per week % Recorded a track % Twice a week % Share on Facebook $$$ spent 2800 10% 2% 3%
  21. 21. What to focus on?
  22. 22. Key metric
  23. 23. KPI but we hate corporates..
  24. 24. Focus on one at a time
  25. 25. Acquisition Activation Retention Referral Revenue
  26. 26. Acquisition Activation Retention = f(user happiness) Referral Revenue
  27. 27. via Andreas Klinger
  28. 28. Human App Store ratings ! still using after 6 weeks ! avg time moving after 6 weeks via Paul Veugen
  29. 29. Human App Store ratings ! still using after 6 weeks ! avg time moving after 6 weeks
  30. 30. Cohorts
  31. 31. Averages hide the pattern
  32. 32. Dig deeper PAIN
  33. 33. LOOKK ! 90% of users voted = activation YAY! via Andreas Klinger
  34. 34. LOOKK ! ! ! ! ! but they only voted for friends instead of actually using the platform ! via Andreas Klinger
  35. 35. LOOKK ! ! ! ! ! ! ! ! ! now activation = vote on 2 different designers ! BOOM! PAIN… via Andreas Klinger
  36. 36. AARRR
  37. 37. One Key Metric
  38. 38. Cohorts, not Averages
  39. 39. @timanrebel

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