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Product Analytics
Introduction to Metrics
Student Name: <Raghavendra Pratap Jujjavarapu>
Problem Statement
You have recently joined as Product Manager-Analytics in a fast growing
SaaS startup. One of your first jobs is to build a web based dashboard that
will track the relevant metrics across the lifecycle of the product.
For this you need to first identify the relevant metrics that you will track
for the different stages and then build a wireframe for the dashboard
which will help track all these metrics.
In your submission, identify the relevant metrics (along with explanation
of why you will use them) and then share the screenshot of your
wireframe.
Hint: Use the AARRR framework to find the relevant metrics.
Relevant Metrics
Acquisition
•Customer Acquisition Cost: Customer Acquisition Cost is the cost associated in convincing a customer to buy a
product/service.
•Traffic Open Rate: Identifying the channels that bring more customers. The goal is to refine the channels that work the
best in generating more traffic to know about the service.
Activation
•No.of Signups: No.of Signups is important to find the number of users who are interested in trying the product as a free
trail. This can be tracked weekly/monthly depending on the business objectives.
•No.of Subscriptions: This is important in knowing the number of potential customers who are actually interested in the
product and ready to pay for the service. This can be tracked weekly/monthly depending on the business objectives.
Retention
•Time since last visit: This metric helps to understand the level of interest of the user to come back and use the service
from the last visit.
•Churn rate: It is the measure of number of customers / subscribers who withdraws from the service offered over a
period of time. This would help in identifying the retention rate of the customers either monthly/yearly depending on
the business objective.
Relevant Metrics
Revenue
• Customer Life Time Revenue (CLR): Knowing CLR can help determining how much we can afford on CAC. The
greater the lifetime revenue of a customer, the more you can afford to spend to acquire that customer.
• Monthly Recurring Revenue (MRR): This helps in analyzing the amount of revenue we make that recurs every
month. Once we acquire a new customer we get a recurring revenue, which means we don’t have to worry
about one-off sales every month
Referral
• Net Promoter Score (NPS):This will help to analyze how likely the user/customer of the service is to
recommend to a friend.
• Virality: This metric also known as viral coefficient can be evaluated as average number of invitations sent by
the existing user * conversion rate of invitation. This helps in identifying conversion rate as opposed to the
number of invitations sent.
Disclaimer
All content and material on the upGrad website is copyrighted material, either belonging to upGrad or its bonafide
contributors and is purely for the dissemination of education. You are permitted to access print and download
extracts from this site purely for your own education only and on the following basis:-
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• Any copies of this document, in part or full, saved to disc or to any other storage medium may only be used for
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Product Analytics Metrics Dashboard Wireframe

  • 1. Product Analytics Introduction to Metrics Student Name: <Raghavendra Pratap Jujjavarapu>
  • 2. Problem Statement You have recently joined as Product Manager-Analytics in a fast growing SaaS startup. One of your first jobs is to build a web based dashboard that will track the relevant metrics across the lifecycle of the product. For this you need to first identify the relevant metrics that you will track for the different stages and then build a wireframe for the dashboard which will help track all these metrics. In your submission, identify the relevant metrics (along with explanation of why you will use them) and then share the screenshot of your wireframe. Hint: Use the AARRR framework to find the relevant metrics.
  • 3. Relevant Metrics Acquisition •Customer Acquisition Cost: Customer Acquisition Cost is the cost associated in convincing a customer to buy a product/service. •Traffic Open Rate: Identifying the channels that bring more customers. The goal is to refine the channels that work the best in generating more traffic to know about the service. Activation •No.of Signups: No.of Signups is important to find the number of users who are interested in trying the product as a free trail. This can be tracked weekly/monthly depending on the business objectives. •No.of Subscriptions: This is important in knowing the number of potential customers who are actually interested in the product and ready to pay for the service. This can be tracked weekly/monthly depending on the business objectives. Retention •Time since last visit: This metric helps to understand the level of interest of the user to come back and use the service from the last visit. •Churn rate: It is the measure of number of customers / subscribers who withdraws from the service offered over a period of time. This would help in identifying the retention rate of the customers either monthly/yearly depending on the business objective.
  • 4. Relevant Metrics Revenue • Customer Life Time Revenue (CLR): Knowing CLR can help determining how much we can afford on CAC. The greater the lifetime revenue of a customer, the more you can afford to spend to acquire that customer. • Monthly Recurring Revenue (MRR): This helps in analyzing the amount of revenue we make that recurs every month. Once we acquire a new customer we get a recurring revenue, which means we don’t have to worry about one-off sales every month Referral • Net Promoter Score (NPS):This will help to analyze how likely the user/customer of the service is to recommend to a friend. • Virality: This metric also known as viral coefficient can be evaluated as average number of invitations sent by the existing user * conversion rate of invitation. This helps in identifying conversion rate as opposed to the number of invitations sent.
  • 5.
  • 6.
  • 7. Disclaimer All content and material on the upGrad website is copyrighted material, either belonging to upGrad or its bonafide contributors and is purely for the dissemination of education. You are permitted to access print and download extracts from this site purely for your own education only and on the following basis:- • You can download this document from the website for self use only. • Any copies of this document, in part or full, saved to disc or to any other storage medium may only be used for subsequent, self viewing purposes or to print an individual extract or copy for non commercial personal use only. • Any further dissemination, distribution, reproduction, copying of the content of the document herein or the uploading thereof on other websites or use of content for any other commercial/unauthorized purposes in any way which could infringe the intellectual property rights of upGrad or its contributors, is strictly prohibited. • No graphics, images or photographs from any accompanying text in this document will be used separately for unauthorised purposes. • No material in this document will be modified, adapted or altered in any way. • No part of this document or upGrad content may be reproduced or stored in any other web site or included in any public or private electronic retrieval system or service without upGrad’s prior written permission. • Any rights not expressly granted in these terms are reserved.