The document discusses metrics for measuring startup success. It distinguishes between "vanity metrics" that make you feel good but aren't actionable, and "actionable metrics" you can use to improve performance. The key actionable metrics are the AARRR framework: Acquisition, Activation, Retention, Referral, and Revenue. The document advocates focusing on one metric at a time from this framework and using "cohorts" that track user behavior over time rather than averages to better understand user patterns and identify problems.

2. Timan Rebel
Serial Entrepreneur

3. Startup Analytics

8. Startup Analytics

9. Actionable Metrics

10. Total registered users

11. 256.354.196
Total pageviews

12. Total downloads
39.450

13. Vanity Metrics

14. Meant to make you feel good

15. UP and to the RIGHT

16. Total downloads

17. Daily downloads

20. Actionable metrics
Metrics you can act on

21. AARRR

22. Acquisition
Activation
Retention
Referral
Revenue

25. # Downloads per week
% Key activity
% Twice a week
% Share
$$$ spent

26. # Downloads per week
% Recorded a track
% Twice a week
% Share on Facebook
$$$ spent

27. # Downloads per week
% Recorded a track
% Twice a week
% Share on Facebook
$$$ spent
1000
25%
10%
6,5%

28. # Downloads per week
% Recorded a track
% Twice a week
% Share on Facebook
$$$ spent
768
26%
11%
6,3%

29. # Downloads per week
% Recorded a track
% Twice a week
% Share on Facebook
$$$ spent
2800
10%
2%
3%

30. What to focus on?

31. Key metric

32. KPI
but we hate corporates..

33. Focus on one at a time

34. Acquisition
Activation
Retention
Referral
Revenue

35. Acquisition
Activation
Retention = f(user happiness)
Referral
Revenue

36. via Andreas Klinger

37. Human
App Store ratings
!
still using after 6 weeks
!
avg time moving after 6 weeks
via Paul Veugen

38. Human
App Store ratings
!
still using after 6 weeks
!
avg time moving after 6 weeks

39. Cohorts

40. Averages hide the
pattern

43. Dig deeper
PAIN

47. LOOKK
!
90% of users voted = activation
YAY!
via Andreas Klinger

48. LOOKK
!
!
!
!
!
but they only voted for friends
instead of actually using the platform
!
via Andreas Klinger

49. LOOKK
!
!
!
!
!
!
!
!
!
now
activation = vote on 2 different designers
!
BOOM!
PAIN…
via Andreas Klinger

50. AARRR

51. One Key Metric

52. Cohorts, not Averages

54. @timanrebel