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