What we've found is that different analytics services help us answer different kinds of questions.
For example, here are the tools we use to find each metric he mentions:
Distribution
1. New users by channel: Google Analytics Source breakdown satisfies what I need to know here. If you want to look at conversion to a Goal broken down by source, there's the "Goals" view in GA.
2. Total users: easiest for us here is to just query our database.
3. Cost of customer acquisition, lifetime value, pay back period: again Google Analytics if you're doing adwords advertising.
Engagement
1. Active users: here a tool like KISSmetrics, Keen IO or Mixpanel will let you see how many people are really succeeding in using your service.
2. % of users using top 3 key features in a given month: same tools as active
Revenue
1. Revenue growth: Stripe or w/e your payments solution is.
2. Conversion to paid: KISSmetrics and Mixpanel are the best tools to help you measure conversion rates.
3. Avg spend per paying customer: Stripe or w/e your payments solution is.
4. Churn rate: Mixpanel probably does this best, but querying your database might be a better option depending on how you measure churn.
5. Burn rate: your bank account!
What we've found is that no single tool answers all these questions well. Most companies we talk to use a mix of Google Analytics for basic stats and distribution measurement. KISSmetrics, Mixpanel or Keen IO for engagement metrics and tracking. Customer.io, Vero and Klaviyo for email marketing analytics, etc. etc.
<shameless plug>
This is why we built https://Segment.io, so that we could easily send our data wherever we wanted, and get the best analytics answers from many different, complementary services.
For example, here are the tools we use to find each metric he mentions:
Distribution
1. New users by channel: Google Analytics Source breakdown satisfies what I need to know here. If you want to look at conversion to a Goal broken down by source, there's the "Goals" view in GA.
2. Total users: easiest for us here is to just query our database.
3. Cost of customer acquisition, lifetime value, pay back period: again Google Analytics if you're doing adwords advertising.
Engagement
1. Active users: here a tool like KISSmetrics, Keen IO or Mixpanel will let you see how many people are really succeeding in using your service.
2. % of users using top 3 key features in a given month: same tools as active
Revenue
1. Revenue growth: Stripe or w/e your payments solution is.
2. Conversion to paid: KISSmetrics and Mixpanel are the best tools to help you measure conversion rates.
3. Avg spend per paying customer: Stripe or w/e your payments solution is.
4. Churn rate: Mixpanel probably does this best, but querying your database might be a better option depending on how you measure churn.
5. Burn rate: your bank account!
What we've found is that no single tool answers all these questions well. Most companies we talk to use a mix of Google Analytics for basic stats and distribution measurement. KISSmetrics, Mixpanel or Keen IO for engagement metrics and tracking. Customer.io, Vero and Klaviyo for email marketing analytics, etc. etc.
<shameless plug>
This is why we built https://Segment.io, so that we could easily send our data wherever we wanted, and get the best analytics answers from many different, complementary services.
</plug>