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Startup Metrics

“In God we trust; all others must bring data”

This post lists my favourite articles on startup metrics.
Learn what to measure from rock stars such as David Skok, Andrew Chen and Dave McClure.

Happy reading!

METRICS OVERVIEW:
Key concepts explained

• SaaS Metrics 2.0 — A Guide to Measuring and Improving what Matters — by David Skok
  Must-read post on SaaS metrics and impact on cash-flows
• 16 Startup Metrics & 16 More Startup Metrics— by Andreessen Horowitz
  A Venture Capital perspective on most important startup metrics
• The Only Metric That Matters — by Josh Elman
• 6 SaaS Metric Frameworks & Benchmarks To Know Before Fundraising — by Clement Vouillon
• 3 Phases of Financial Indicators for Startups — by Danielle Morrill
  Shifting from financial to economic metrics as the startup grows
• SaaS Metrics 2.0 — Detailed Definitions — by David Skok
• The Angel VC: A KPI dashboard for early-stage SaaS startups — by Christoph Janz
• The critical metrics for each stage of your SaaS business — by Lars Lofgren

THE CONVERSION FUNNEL:
Describing users flows as funnels

• Startup Metrics for Pirates — by Dave McClure
  The Conversion Funnel basics. AARRR!!!
• Optimizing the SaaS Funnel from Top to Bottom — by David Skok
• Designing startup metrics to drive successful behavior — by David Skok
• 3 Rules to Actionable Metrics in a Lean Startup — by Ash Maurya
  Activation and Retention before product-market fit
• Lean startup metrics — by Stuart Eccles
  Good overview of AARRR metrics under the lens of lean startup

CUSTOMER ACQUISITION & RETENTION:
Capture and maintain user loyalty

• Understanding Customer Acquisition Costs: The framework VCs use — by Rob Moffat
• How to calculate cost-per-acquisition for startups relying on freemium, subscription, or virtual items biz models — by Andrew Chen
• Interpreting Cohort Data: The 3 Key Analyses for Measuring Your Startup’s Product Performance — by Tom Tunguz
• The Metrics Required for Raising a Series A Round
• The Hierarchy of Engagement — by Sarah Tavel
  Growth, Engagement and Retention: how to spot a $1B+ business

SOME NUMBERS:
Metrics in the real world

• 80+ SaaS Companies Reveal MRR and Other SaaS Metrics — by Nathan Latka
• Average Industry Rates
  Conversion rates by industry
• eCommerce conversion rates
  A few data points on ecommerce conversion rates
• Average CPM Rates by Industry — 2014
• Is My Startup Burn Rate Normal? — by Danielle Morrill
  Self-Reported startup Burn Rates
• Facebook Q3 2014 Earnings Slides
  FB Q3 2014 metrics and financials

Happy reading,
— Livio (@LivMKk)

Thank you for reading & recommending ❤

P.S.: If you care about measuring the right metrics, you should read about Financial Planning for SaaS startups

Startup Financial Planning

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