SlideShare a Scribd company logo

KPIs for APIs (and how API Calls are the new Web Hits, and you may be measuring all wrong)

How do you measure API success? What KPIs do APIs need? What mistakes should I avoid? Find out what you should, and shouldn't, be measuring as part of your API program in this Business of APIs Conference NYC talk. Dive into a breadth of API metrics, the 6 keys to better API metrics, and the traps to beware of (the important do's and don'ts). Also real-world API case studies show who measures what.

1 of 73
Download to read offline
KPIs for APIs 
or, 
why API Calls are the new Web Hits 
and you may be measuring all wrong 
John 
Musser 
/ 
@johnmusser 
/ 
API 
Science 
/ 
apiscience.com 
Business 
of 
APIs 
Conference, 
NYC, 
2014
Why do we need 
a Web site? 
1995 
Of course we have 
a Web site 
Of course we 
have an API 
Why do we need 
an API? 
2000 2005 2010
Why do we need 
a Web site? 
1995 
Of course we have 
a Web site 
You are here 
Of course we 
have an API 
Why do we need 
an API? 
2000 2005 2010
Remember hit counters?
Evolution of web site metrics 
Hits 
Page 
Views 
Visitors 
Conversions
Evolution of API metrics? 
Calls 
? 
? 
?

Recommended

API Frenzy: API Strategy 101
API Frenzy: API Strategy 101API Frenzy: API Strategy 101
API Frenzy: API Strategy 101Akana
 
Ten Reasons Developers Hate Your API
Ten Reasons Developers Hate Your APITen Reasons Developers Hate Your API
Ten Reasons Developers Hate Your APIJohn Musser
 
What is API Product Management by PayPal Director of Product
What is API Product Management by PayPal Director of ProductWhat is API Product Management by PayPal Director of Product
What is API Product Management by PayPal Director of ProductProduct School
 
API Strategy Introduction
API Strategy IntroductionAPI Strategy Introduction
API Strategy IntroductionDoug Gregory
 
Open API and API Management - Introduction and Comparison of Products: TIBCO ...
Open API and API Management - Introduction and Comparison of Products: TIBCO ...Open API and API Management - Introduction and Comparison of Products: TIBCO ...
Open API and API Management - Introduction and Comparison of Products: TIBCO ...Kai Wähner
 
API Business Models
API Business ModelsAPI Business Models
API Business ModelsJohn Musser
 
How to Execute a Successful API Strategy
How to Execute a Successful API StrategyHow to Execute a Successful API Strategy
How to Execute a Successful API StrategyMatt McLarty
 
API Management Part 1 - An Introduction to Azure API Management
API Management Part 1 - An Introduction to Azure API ManagementAPI Management Part 1 - An Introduction to Azure API Management
API Management Part 1 - An Introduction to Azure API ManagementBizTalk360
 

More Related Content

What's hot

What do you mean by “API as a Product”?
What do you mean by “API as a Product”?What do you mean by “API as a Product”?
What do you mean by “API as a Product”?Nordic APIs
 
Overview of API Management Architectures
Overview of API Management ArchitecturesOverview of API Management Architectures
Overview of API Management ArchitecturesNordic APIs
 
Deep dive: Monetize your API Programs
Deep dive: Monetize your API ProgramsDeep dive: Monetize your API Programs
Deep dive: Monetize your API ProgramsApigee | Google Cloud
 
API Management architect presentation
API Management architect presentationAPI Management architect presentation
API Management architect presentationsflynn073
 
API Management in Digital Transformation
API Management in Digital TransformationAPI Management in Digital Transformation
API Management in Digital TransformationAditya Thatte
 
Architecting an Enterprise API Management Strategy
Architecting an Enterprise API Management StrategyArchitecting an Enterprise API Management Strategy
Architecting an Enterprise API Management StrategyWSO2
 
API Best Practices Webinar: Metrics - What to Measure
API Best Practices Webinar:  Metrics - What to MeasureAPI Best Practices Webinar:  Metrics - What to Measure
API Best Practices Webinar: Metrics - What to MeasureApigee | Google Cloud
 
APIs as a Product Strategy
APIs as a Product StrategyAPIs as a Product Strategy
APIs as a Product StrategyRavi Kumar
 
API Management
API ManagementAPI Management
API ManagementProlifics
 
API Strategy Presentation
API Strategy PresentationAPI Strategy Presentation
API Strategy PresentationLawrence Coburn
 
Mapping out your API Strategy - 4.20.11 Webinar slides
Mapping out your API Strategy - 4.20.11 Webinar slidesMapping out your API Strategy - 4.20.11 Webinar slides
Mapping out your API Strategy - 4.20.11 Webinar slidesApigee | Google Cloud
 
Api-First service design
Api-First service designApi-First service design
Api-First service designStefaan Ponnet
 

What's hot (20)

What do you mean by “API as a Product”?
What do you mean by “API as a Product”?What do you mean by “API as a Product”?
What do you mean by “API as a Product”?
 
Overview of API Management Architectures
Overview of API Management ArchitecturesOverview of API Management Architectures
Overview of API Management Architectures
 
API Governance
API Governance API Governance
API Governance
 
API strategy with IBM API connect
API strategy with IBM API connectAPI strategy with IBM API connect
API strategy with IBM API connect
 
API Governance in the Enterprise
API Governance in the EnterpriseAPI Governance in the Enterprise
API Governance in the Enterprise
 
Deep dive: Monetize your API Programs
Deep dive: Monetize your API ProgramsDeep dive: Monetize your API Programs
Deep dive: Monetize your API Programs
 
How Secure Are Your APIs?
How Secure Are Your APIs?How Secure Are Your APIs?
How Secure Are Your APIs?
 
API Management architect presentation
API Management architect presentationAPI Management architect presentation
API Management architect presentation
 
Guide to an API-first Strategy
Guide to an API-first StrategyGuide to an API-first Strategy
Guide to an API-first Strategy
 
API Management in Digital Transformation
API Management in Digital TransformationAPI Management in Digital Transformation
API Management in Digital Transformation
 
Architecting an Enterprise API Management Strategy
Architecting an Enterprise API Management StrategyArchitecting an Enterprise API Management Strategy
Architecting an Enterprise API Management Strategy
 
Definitive Guide to API Management
Definitive Guide to API ManagementDefinitive Guide to API Management
Definitive Guide to API Management
 
API Best Practices Webinar: Metrics - What to Measure
API Best Practices Webinar:  Metrics - What to MeasureAPI Best Practices Webinar:  Metrics - What to Measure
API Best Practices Webinar: Metrics - What to Measure
 
Api presentation
Api presentationApi presentation
Api presentation
 
APIs as a Product Strategy
APIs as a Product StrategyAPIs as a Product Strategy
APIs as a Product Strategy
 
API Management
API ManagementAPI Management
API Management
 
API Strategy Presentation
API Strategy PresentationAPI Strategy Presentation
API Strategy Presentation
 
Mapping out your API Strategy - 4.20.11 Webinar slides
Mapping out your API Strategy - 4.20.11 Webinar slidesMapping out your API Strategy - 4.20.11 Webinar slides
Mapping out your API Strategy - 4.20.11 Webinar slides
 
Apigee Edge Overview and Roadmap
Apigee Edge Overview and RoadmapApigee Edge Overview and Roadmap
Apigee Edge Overview and Roadmap
 
Api-First service design
Api-First service designApi-First service design
Api-First service design
 

Similar to KPIs for APIs (and how API Calls are the new Web Hits, and you may be measuring all wrong)

API-Consumption compressed (1)
API-Consumption compressed (1)API-Consumption compressed (1)
API-Consumption compressed (1)Rahul Ghai
 
Creating killer location-based mobile apps
Creating killer location-based mobile apps Creating killer location-based mobile apps
Creating killer location-based mobile apps Jean-Luc David
 
APIdays Paris 2019 - The API Operating Model: A Playbook for Value Release by...
APIdays Paris 2019 - The API Operating Model: A Playbook for Value Release by...APIdays Paris 2019 - The API Operating Model: A Playbook for Value Release by...
APIdays Paris 2019 - The API Operating Model: A Playbook for Value Release by...apidays
 
Distribute and Monetize APIs
Distribute and Monetize APIsDistribute and Monetize APIs
Distribute and Monetize APIsKong Inc.
 
Making an API Developers Love
Making an API Developers LoveMaking an API Developers Love
Making an API Developers LoveFrank Denbow
 
Growth Hacking APIs (Nordic APIs conference 2014)
Growth Hacking APIs (Nordic APIs conference 2014)Growth Hacking APIs (Nordic APIs conference 2014)
Growth Hacking APIs (Nordic APIs conference 2014)vameyer
 
I Love APIs Europe 2015: Technical Sessions
I Love APIs Europe 2015: Technical SessionsI Love APIs Europe 2015: Technical Sessions
I Love APIs Europe 2015: Technical SessionsApigee | Google Cloud
 
Api management introduction and product overview v1.0 2014.08.28
Api management introduction and product overview v1.0 2014.08.28Api management introduction and product overview v1.0 2014.08.28
Api management introduction and product overview v1.0 2014.08.28floridawusergroup
 
APIdays Helsinki 2019 - Lean Method for Building Good APIs for Business – API...
APIdays Helsinki 2019 - Lean Method for Building Good APIs for Business – API...APIdays Helsinki 2019 - Lean Method for Building Good APIs for Business – API...
APIdays Helsinki 2019 - Lean Method for Building Good APIs for Business – API...apidays
 
Lean and Business oriented method at APIOps Cycles APIDays Finland 2019
Lean and Business oriented method at APIOps Cycles APIDays Finland 2019 Lean and Business oriented method at APIOps Cycles APIDays Finland 2019
Lean and Business oriented method at APIOps Cycles APIDays Finland 2019 Marjukka Niinioja
 
apidays LIVE JAKARTA - The modern digital with API Economy Ecosystems by Hari...
apidays LIVE JAKARTA - The modern digital with API Economy Ecosystems by Hari...apidays LIVE JAKARTA - The modern digital with API Economy Ecosystems by Hari...
apidays LIVE JAKARTA - The modern digital with API Economy Ecosystems by Hari...apidays
 
What is API Testing with Real-life Examples.pdf
What is API Testing with Real-life Examples.pdfWhat is API Testing with Real-life Examples.pdf
What is API Testing with Real-life Examples.pdfTestrig Technologies
 
The New API: Apps, Partners and Income
The New API: Apps, Partners and IncomeThe New API: Apps, Partners and Income
The New API: Apps, Partners and Incomeduvander
 
apidays Paris 2022 - Combining user feedback with API metrics to improve DX, ...
apidays Paris 2022 - Combining user feedback with API metrics to improve DX, ...apidays Paris 2022 - Combining user feedback with API metrics to improve DX, ...
apidays Paris 2022 - Combining user feedback with API metrics to improve DX, ...apidays
 
apidays Helsinki & North 2023 - How can data-driven DevRel help identify gaps...
apidays Helsinki & North 2023 - How can data-driven DevRel help identify gaps...apidays Helsinki & North 2023 - How can data-driven DevRel help identify gaps...
apidays Helsinki & North 2023 - How can data-driven DevRel help identify gaps...apidays
 
API Frenzy: API Strategy 101
API Frenzy: API Strategy 101API Frenzy: API Strategy 101
API Frenzy: API Strategy 101Akana
 
API Products: Who, What, Where, When, Why, and How?
API Products: Who, What, Where, When, Why, and How?API Products: Who, What, Where, When, Why, and How?
API Products: Who, What, Where, When, Why, and How?Nordic APIs
 

Similar to KPIs for APIs (and how API Calls are the new Web Hits, and you may be measuring all wrong) (20)

Smartone v1.0
Smartone v1.0Smartone v1.0
Smartone v1.0
 
API-Consumption compressed (1)
API-Consumption compressed (1)API-Consumption compressed (1)
API-Consumption compressed (1)
 
Creating killer location-based mobile apps
Creating killer location-based mobile apps Creating killer location-based mobile apps
Creating killer location-based mobile apps
 
APIdays Paris 2019 - The API Operating Model: A Playbook for Value Release by...
APIdays Paris 2019 - The API Operating Model: A Playbook for Value Release by...APIdays Paris 2019 - The API Operating Model: A Playbook for Value Release by...
APIdays Paris 2019 - The API Operating Model: A Playbook for Value Release by...
 
Distribute and Monetize APIs
Distribute and Monetize APIsDistribute and Monetize APIs
Distribute and Monetize APIs
 
Making an API Developers Love
Making an API Developers LoveMaking an API Developers Love
Making an API Developers Love
 
Growth Hacking APIs (Nordic APIs conference 2014)
Growth Hacking APIs (Nordic APIs conference 2014)Growth Hacking APIs (Nordic APIs conference 2014)
Growth Hacking APIs (Nordic APIs conference 2014)
 
I Love APIs Europe 2015: Technical Sessions
I Love APIs Europe 2015: Technical SessionsI Love APIs Europe 2015: Technical Sessions
I Love APIs Europe 2015: Technical Sessions
 
Api management introduction and product overview v1.0 2014.08.28
Api management introduction and product overview v1.0 2014.08.28Api management introduction and product overview v1.0 2014.08.28
Api management introduction and product overview v1.0 2014.08.28
 
APIdays Helsinki 2019 - Lean Method for Building Good APIs for Business – API...
APIdays Helsinki 2019 - Lean Method for Building Good APIs for Business – API...APIdays Helsinki 2019 - Lean Method for Building Good APIs for Business – API...
APIdays Helsinki 2019 - Lean Method for Building Good APIs for Business – API...
 
Lean and Business oriented method at APIOps Cycles APIDays Finland 2019
Lean and Business oriented method at APIOps Cycles APIDays Finland 2019 Lean and Business oriented method at APIOps Cycles APIDays Finland 2019
Lean and Business oriented method at APIOps Cycles APIDays Finland 2019
 
apidays LIVE JAKARTA - The modern digital with API Economy Ecosystems by Hari...
apidays LIVE JAKARTA - The modern digital with API Economy Ecosystems by Hari...apidays LIVE JAKARTA - The modern digital with API Economy Ecosystems by Hari...
apidays LIVE JAKARTA - The modern digital with API Economy Ecosystems by Hari...
 
What is API Testing with Real-life Examples.pdf
What is API Testing with Real-life Examples.pdfWhat is API Testing with Real-life Examples.pdf
What is API Testing with Real-life Examples.pdf
 
The New API: Apps, Partners and Income
The New API: Apps, Partners and IncomeThe New API: Apps, Partners and Income
The New API: Apps, Partners and Income
 
SlideShare Test-1
SlideShare Test-1SlideShare Test-1
SlideShare Test-1
 
apidays Paris 2022 - Combining user feedback with API metrics to improve DX, ...
apidays Paris 2022 - Combining user feedback with API metrics to improve DX, ...apidays Paris 2022 - Combining user feedback with API metrics to improve DX, ...
apidays Paris 2022 - Combining user feedback with API metrics to improve DX, ...
 
Webcast: Apigee Edge Product Demo
Webcast: Apigee Edge Product DemoWebcast: Apigee Edge Product Demo
Webcast: Apigee Edge Product Demo
 
apidays Helsinki & North 2023 - How can data-driven DevRel help identify gaps...
apidays Helsinki & North 2023 - How can data-driven DevRel help identify gaps...apidays Helsinki & North 2023 - How can data-driven DevRel help identify gaps...
apidays Helsinki & North 2023 - How can data-driven DevRel help identify gaps...
 
API Frenzy: API Strategy 101
API Frenzy: API Strategy 101API Frenzy: API Strategy 101
API Frenzy: API Strategy 101
 
API Products: Who, What, Where, When, Why, and How?
API Products: Who, What, Where, When, Why, and How?API Products: Who, What, Where, When, Why, and How?
API Products: Who, What, Where, When, Why, and How?
 

More from John Musser

Why API Ops is the Next Wave of DevOps
Why API Ops is the Next Wave of DevOpsWhy API Ops is the Next Wave of DevOps
Why API Ops is the Next Wave of DevOpsJohn Musser
 
What Makes a Great Open API?
What Makes a Great Open API?What Makes a Great Open API?
What Makes a Great Open API?John Musser
 
Open APIs: What's Hot, What's Not?
Open APIs: What's Hot, What's Not?Open APIs: What's Hot, What's Not?
Open APIs: What's Hot, What's Not?John Musser
 
Open APIs: What's Hot, What's Not?
Open APIs: What's Hot, What's Not?Open APIs: What's Hot, What's Not?
Open APIs: What's Hot, What's Not?John Musser
 
Open APIs and the Semantic Web 2011
Open APIs and the Semantic Web 2011Open APIs and the Semantic Web 2011
Open APIs and the Semantic Web 2011John Musser
 
Open APIs - State of the Market 2011
Open APIs - State of the Market 2011Open APIs - State of the Market 2011
Open APIs - State of the Market 2011John Musser
 
Open API Ecosystem Overview: December 2010
Open API Ecosystem Overview: December 2010Open API Ecosystem Overview: December 2010
Open API Ecosystem Overview: December 2010John Musser
 
Open APIs: State of the Market, May 2010
Open APIs: State of the Market, May 2010Open APIs: State of the Market, May 2010
Open APIs: State of the Market, May 2010John Musser
 

More from John Musser (8)

Why API Ops is the Next Wave of DevOps
Why API Ops is the Next Wave of DevOpsWhy API Ops is the Next Wave of DevOps
Why API Ops is the Next Wave of DevOps
 
What Makes a Great Open API?
What Makes a Great Open API?What Makes a Great Open API?
What Makes a Great Open API?
 
Open APIs: What's Hot, What's Not?
Open APIs: What's Hot, What's Not?Open APIs: What's Hot, What's Not?
Open APIs: What's Hot, What's Not?
 
Open APIs: What's Hot, What's Not?
Open APIs: What's Hot, What's Not?Open APIs: What's Hot, What's Not?
Open APIs: What's Hot, What's Not?
 
Open APIs and the Semantic Web 2011
Open APIs and the Semantic Web 2011Open APIs and the Semantic Web 2011
Open APIs and the Semantic Web 2011
 
Open APIs - State of the Market 2011
Open APIs - State of the Market 2011Open APIs - State of the Market 2011
Open APIs - State of the Market 2011
 
Open API Ecosystem Overview: December 2010
Open API Ecosystem Overview: December 2010Open API Ecosystem Overview: December 2010
Open API Ecosystem Overview: December 2010
 
Open APIs: State of the Market, May 2010
Open APIs: State of the Market, May 2010Open APIs: State of the Market, May 2010
Open APIs: State of the Market, May 2010
 

Recently uploaded

DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonDNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonAPNIC
 
Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Damar Juniarto
 
NANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonNANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonAPNIC
 
Model Jaringan network jaringan komputer.pdf
Model Jaringan network jaringan komputer.pdfModel Jaringan network jaringan komputer.pdf
Model Jaringan network jaringan komputer.pdfgalfinprihardiputra0
 
Biometrics Technology Intresting PPT
Biometrics Technology Intresting PPTBiometrics Technology Intresting PPT
Biometrics Technology Intresting PPTPraveenKumarThota7
 
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Prometix Pty Ltd
 

Recently uploaded (6)

DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonDNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
 
Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023
 
NANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonNANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff Huston
 
Model Jaringan network jaringan komputer.pdf
Model Jaringan network jaringan komputer.pdfModel Jaringan network jaringan komputer.pdf
Model Jaringan network jaringan komputer.pdf
 
Biometrics Technology Intresting PPT
Biometrics Technology Intresting PPTBiometrics Technology Intresting PPT
Biometrics Technology Intresting PPT
 
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
 

KPIs for APIs (and how API Calls are the new Web Hits, and you may be measuring all wrong)

  • 1. KPIs for APIs or, why API Calls are the new Web Hits and you may be measuring all wrong John Musser / @johnmusser / API Science / apiscience.com Business of APIs Conference, NYC, 2014
  • 2. Why do we need a Web site? 1995 Of course we have a Web site Of course we have an API Why do we need an API? 2000 2005 2010
  • 3. Why do we need a Web site? 1995 Of course we have a Web site You are here Of course we have an API Why do we need an API? 2000 2005 2010
  • 5. Evolution of web site metrics Hits Page Views Visitors Conversions
  • 6. Evolution of API metrics? Calls ? ? ?
  • 7. Great APIs get measured
  • 10. Why do you have an API?
  • 11. Marketing channel BizDev / LeadGen New line of business Extend product Drive innovation User acquisition Upsell opportunity Device and mobile support Content acquisition API as Product Distribution channel Increase stickiness Accelerate internal projects Partner opportunities Drive traffic Increase footprint
  • 12. Who is your API for?
  • 13. API consumer continuum You Your partners & customers Everyone else Internal Private Open
  • 14. The answers to who & why should drive your KPIs
  • 15. The answers to who & why should drive your KPIs
  • 16. Many ways to think about API KPIs… Traffic Total calls Top methods Call chains Quota faults Developers Total developers Active developers Top developers Trending apps Retention Service Performance Availability Error rates Code defects Marketing Dev registrations Dev portal funnel Traffic sources Event metrics Support Support tickets Response times Business Direct revenue Indirect revenue Market share Costs
  • 17. More ways to think about API KPIs… Customer Satisfaction NPS Churn Community Forum activity Social media (both for API and apps built on it) Quality Defects Error prone APIs Repair rate API Maturity Stability Maturity metric Change rate Innovation Number of products Number of apps Speed to market Channel Call volume: Mobile, web, others Revenue by channel
  • 18. There are a lot of API KPIs you could measure
  • 19. Don’t drown in API KPIs
  • 20. KPI SECRET #1 Great APIs prioritize what to measure
  • 21. Choose your “KPI lens” CFO lens CMO lens CEO lens Ops lens QA lens CRO lens PM lens PR lens
  • 22. CFO lens: financial metrics Total direct and indirect revenue Margin ROI Marginal cost Capex / Opex investment CLTV per developer
  • 23. DevOps lens: operational metrics Performance Availability Error rates Faults by API type Defect backlog API traffic trends
  • 24. CMO lens: marketing metrics Developer acquisition cost Developer demographics Portal visitor count & traffic sources SEO / SEM metrics Social media metrics Evangelism and event metrics
  • 25. KPI SECRET #2 Know your Developer Funnel
  • 26. KPI SECRET #2 Know your Developer Funnel (for public APIs)
  • 27. Web sites have funnels Acquisi9on Ac9va9on Reten9on Revenue Referral How do users find you? Does the user have a good first experience? Do users return? How do you make money? Do users tell others? Dave McClure’s “Startup Metrics for Pirates”
  • 28. APIs have funnels too Acquisi9on Ac9va9on Reten9on Revenue Referral How do developers find you? Does the developer have a good first experience? Do developers return? How do you and developers make money? Do developers tell others?
  • 29. Potential KPIs Acquisi9on Ac9va9on Reten9on Revenue Referral Dev portal site: sources, traffic vol, uniques # dev registraCons, API keys issued # acCve devs, API call volume by dev, # apps $ per dev, $ per app, # end users # dev referrals, dev/app growth, NPS
  • 30. KPI SECRET #3 Measure your API ecosystem
  • 31. App Users Apps Developers Your APIs You API 1 API 2 API 3
  • 32. App Users Apps Developers Your APIs You API 1 API 2 API 3 Total app users Revenue per user User growth rate User churn
  • 33. App Users Apps Developers Your APIs You API 1 API 2 API 3 Total apps Trending apps Revenue per app Channel: mobile/web
  • 34. App Users Apps Developers Your APIs You API 1 API 2 API 3 Total developers Active developers Revenue per developer Top developers Stuck developers
  • 35. App Users Apps Developers Your APIs You Total API calls Top API calls API 1 Top API packages Internal usage API 2 API 3
  • 36. App Users Apps Developers Your APIs You API 1 API 2 API 3 Total revenue Partnerships Market share Innovation
  • 37. KPI SECRET #4 Most APIs obey the Power Law
  • 38. The Power Law of APIs Developers API call volume
  • 39. The Power Law of APIs Most of your API traffic, revenue, success, etc…. Developers API call volume
  • 40. Think quality, not just quantity Use your API KPIs, to find who, how, where, when. Developers API call volume
  • 41. KPI SECRET #5 API KPIs need buy-in
  • 42. Don’t let API KPIs live in a vacuum Who are your stakeholders? Who’s your sponsor? Get executive buy-in on your top 3-5 KPIs
  • 43. KPI SECRET #6 Measuring internal API usage often just as important as external
  • 44. Guardian: 70% internal calls API usage from internal apps External usage
  • 45. Evernote: 99% internal calls API usage from internal apps External usage
  • 46. Netflix: 99.9% internal calls API usage from devices External usage
  • 47. Netflix: 99.9% internal calls Why Enable Netflix experience Who Netflix device and UI teams
  • 48. KPI WARNING #1 Beware of API vanity metrics
  • 49. API Billionaire Club 13 billion API calls / day (May 2011) 5 billion API calls / day (April 2010) 5 billion API calls / day (October 2009) 1.1 billion API calls / day (April 2011) 1 billion API calls / day (May 2012) 1 billion API calls / day (Q1 2012) 1 billion API calls / day (January 2012)
  • 50. 5 Billion API calls/day
  • 51. “What if, all things being equal, instead of 30 billion API calls a month, we served 5 billion?” Daniel Jacobson, Netflix
  • 52. KPI WARNING #2 Beware of API KPI traps
  • 53. 3 common API KPI traps Not having a metrics process (have a metrics plan & a feedback loop) Using the wrong metrics (don’t be afraid to change what you track) Unrealistic expectations (“Absolutely, we’ll have X developers on-board by X date”)
  • 54. One important metric you may have missed...
  • 55. What’s your TTFHW? Time To First “Hello World” aka: how long from zero to 60?
  • 56. What’s your TTFHW? Developer experience (DX) can make or break your API.
  • 57. What’s your TTFHW? Too subjective to measure?
  • 58. What’s your TTFHW? Don’t forget about qualitative metrics
  • 59. What’s your TTFHW? User testing. Surveys. Forums. Social media…
  • 61. KPI: Conversions “We are seeing a trend where a person who uses another app with Evernote is 50% more likely to move on to our premium (paid) service”
  • 62. KPI: Engagement “Apps that have an API integration with Evernote are seeing much more usage: Pocket readers normally read 15% of what they save, but Evernote users read 80% of what they save in Pocket.”
  • 63. KPI: Revenue API now accounts for 20-25% of the charity’s annual revenue
  • 66. KPI: Apps 3,500 Apps Aviary, March, 2013
  • 67. Goal: “more eyeballs on our content” API calls (requests) Response volume (ex: # stories) Impressions (via image beacon) Loyalty More KPIs KPI: Impressions
  • 68. KPI: Recipe delivery “We sell Vodka. But people buy drinks.” Goal: “ensure top quality drinks consistently delivered to people regardless of where people encounter Absolut”
  • 69. KPI: Recipe delivery APIs let you be where your customers are. Measure how. “We sell Vodka. But people buy drinks.” Goal: “ensure top quality drinks consistently delivered to people regardless of where people encounter where people encounter Absolut”
  • 70. Evolution of API metrics? Calls ? ? ?
  • 71. Who & why drives KPIs Have a KPI lens & process Prioritize & repeat
  • 73. Photo Credits Race car: hCp://www.flickr.com/photos/lim_lik_wei/3270522646/ Stopwatch: hCp://www.flickr.com/photos/purplemaMish/3020016417/ Stop sign: hCps://www.flickr.com/photos/9toperez/5791194358 Power law: hCp://en.wikipedia.org/wiki/Power_law