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Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
How to Align API Metrics
to Product Objectives
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Who am I?
● CEO of Moesif, the leading API
analytics and monetization
platform
● Helping API first businesses with
PLG and developing
usage-based pricing
● I love IPAs!
derric@moesif.com
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Manual tasks
Value Through UI
Monolithic SaaS
Automation/AI
Value Through APIs
Ecosystems
Move over SaaS
APIs are Products
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Today’s metrics focuses on infrastructure
health
Uptime
and SLA
Memory
Usage
Latency
Request
Per Minute
Errors
Per Minute
1 2 3 4 5
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
SMS volume
Revenue/cost share
Data volume
Unique Users
Resource Based
Your Infrastructure Metrics != Customer Value
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
6
Common API Product Objectives
Adoption Engagement Retention
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
7
Common API Product Objectives
Adoption Engagement Retention
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
2003
On-Prem
2013
SaaS
2023
API
Authority of developers
Cost of software
Buying Power Shifted to Individual Devs
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Developers need buy-in from many
stakeholders
Legal and
Security
Project
Priorities
Finance and
Procurement
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Self-service reduces initial friction
Legal and
Security
Project
Priorities
Finance and
Procurement
Click-through ToS Fast integration Manager’s Credit
Card
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Land lots of developers first
Get developers to realize value and pay a token amount
Large adoption
funnel
Fast time to
paying
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Measure the conversion rate to both
First Hello World and First Working App
Page
Visit
First Hello
World
Working
App
30%
6 hours
50%
2 hours
60%
10 mins
Sign Up
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Measure the activation journey across your
platform, not just signup
Page
Visit
First Hello
World
Working
App
30%
6 hours
50%
2 hours
60%
10 mins
Sign Up
Website Activity API Activity
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Your funnel criteria should match customer
value
First Hello
World
First Working
App
Sign Up
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
15
Common API Product Objectives
Adoption Engagement Retention
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Metrics should measure customer value
eCommerce SaaS Data API Logistics API
Checkout conversion rate Usage of integrations and
extensions
Match rate/found in
database
Successful order
fulfillment
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Users on Self-Service
Enterprise
Requirements
Expanding
Usage
Adopt
Additional APIs
Measure breadth and depth of usage
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Aha Moment
Increasing Usage
Accelerated Usage
Self-Service User
Sales Engages
Identify New Use Cases (APIs)
PLG Sales
Flywheel
Sales drives usage-based expansion flywheel
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
PQL Scoring: Red/Yellow/Green
How many different APIs
Volume of successful transactions
Right persona
Adding seats or integrations
1
3
4
2
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Not all traffic is good. Here, out of stock and
unavailable is higher than available
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
21
Common API Product Objectives
Adoption Engagement Retention
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Grow long term customers
Good product retention curves flatten or look like a “smile”
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Scaling self-service is hard
Issues during
onboarding
Changing business
needs
Billing surprises and
issues
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Reduce support cost with a great self-service
experience
● Provide visibility and
reports on what's
consuming their quota
● Provide tools to
upgrade and manage
their account without
involving personal
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Avoid surprises by over communicating
● Automatically notify
customers when they
approach or breach
plan limits
● If Pay As You Go,
empower customers to
set their own usage
thresholds
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
How to Monetize APIs With Moesif
Usage-based billing
API Product Analytics
Quota Enforcement
User Guidance
Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved
API Analytics and Monetization
Derric Gilling
derric@moesif.com
https://www.moesif.com/casestudies

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How to Align API Metrics to Product Objectives.pdf

  • 1. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved How to Align API Metrics to Product Objectives
  • 2. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Who am I? ● CEO of Moesif, the leading API analytics and monetization platform ● Helping API first businesses with PLG and developing usage-based pricing ● I love IPAs! derric@moesif.com
  • 3. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Manual tasks Value Through UI Monolithic SaaS Automation/AI Value Through APIs Ecosystems Move over SaaS APIs are Products
  • 4. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Today’s metrics focuses on infrastructure health Uptime and SLA Memory Usage Latency Request Per Minute Errors Per Minute 1 2 3 4 5
  • 5. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved SMS volume Revenue/cost share Data volume Unique Users Resource Based Your Infrastructure Metrics != Customer Value
  • 6. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved 6 Common API Product Objectives Adoption Engagement Retention
  • 7. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved 7 Common API Product Objectives Adoption Engagement Retention
  • 8. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved 2003 On-Prem 2013 SaaS 2023 API Authority of developers Cost of software Buying Power Shifted to Individual Devs
  • 9. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Developers need buy-in from many stakeholders Legal and Security Project Priorities Finance and Procurement
  • 10. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Self-service reduces initial friction Legal and Security Project Priorities Finance and Procurement Click-through ToS Fast integration Manager’s Credit Card
  • 11. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Land lots of developers first Get developers to realize value and pay a token amount Large adoption funnel Fast time to paying
  • 12. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Measure the conversion rate to both First Hello World and First Working App Page Visit First Hello World Working App 30% 6 hours 50% 2 hours 60% 10 mins Sign Up
  • 13. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Measure the activation journey across your platform, not just signup Page Visit First Hello World Working App 30% 6 hours 50% 2 hours 60% 10 mins Sign Up Website Activity API Activity
  • 14. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Your funnel criteria should match customer value First Hello World First Working App Sign Up
  • 15. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved 15 Common API Product Objectives Adoption Engagement Retention
  • 16. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Metrics should measure customer value eCommerce SaaS Data API Logistics API Checkout conversion rate Usage of integrations and extensions Match rate/found in database Successful order fulfillment
  • 17. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Users on Self-Service Enterprise Requirements Expanding Usage Adopt Additional APIs Measure breadth and depth of usage
  • 18. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Aha Moment Increasing Usage Accelerated Usage Self-Service User Sales Engages Identify New Use Cases (APIs) PLG Sales Flywheel Sales drives usage-based expansion flywheel
  • 19. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved PQL Scoring: Red/Yellow/Green How many different APIs Volume of successful transactions Right persona Adding seats or integrations 1 3 4 2
  • 20. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Not all traffic is good. Here, out of stock and unavailable is higher than available
  • 21. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved 21 Common API Product Objectives Adoption Engagement Retention
  • 22. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Grow long term customers Good product retention curves flatten or look like a “smile”
  • 23. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Scaling self-service is hard Issues during onboarding Changing business needs Billing surprises and issues
  • 24. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Reduce support cost with a great self-service experience ● Provide visibility and reports on what's consuming their quota ● Provide tools to upgrade and manage their account without involving personal
  • 25. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Avoid surprises by over communicating ● Automatically notify customers when they approach or breach plan limits ● If Pay As You Go, empower customers to set their own usage thresholds
  • 26. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved How to Monetize APIs With Moesif Usage-based billing API Product Analytics Quota Enforcement User Guidance
  • 27. Confidential and Proprietary. © 2023 Moesif, Inc. All Rights Reserved API Analytics and Monetization Derric Gilling derric@moesif.com https://www.moesif.com/casestudies