Business Analytics Notes

100+ Metrics for Software Startups - A Multi-Vocal Literature Review by Kai-Kristian Kemell, Xiaofeng Wang, Anh Nguyen-Duc, Jason Grendus, Tuure Tuunanen, Pekka Abrahamsson

  • A survey of metrics used by SaaS companies and AFAIK one of the most comprehensive. A mix of traditional business metrics and tech specific ones.

  • Most startups don’t really keep track of data and metrics even though its critical for monitoring performance.

  • Churn is incredibly important for software products but for freemium models its more important to focus on active users (daily or monthly depending on the product)

  • Viral coefficient is the number of new users an existing one converts