Add waitlist schema for marketing (FRE-635)

- Created waitlist_signups and waitlist_events tables - Supports email, name, source tracking, and status management - Enables VIP supporter list for Product Hunt launch - Migration 0002_chemical_shocker.sql generated - Fixed brand color in product-hunt-assets-brief.md (#518ac8)
2026-04-26 06:21:20 -04:00
parent ce1ba395c7
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--- a/marketing/analytics-dashboard.md
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+# Scripter Analytics Dashboard
+
+**Issue:** FRE-585  
+**Priority:** High  
+**Owner:** CMO (requirements) + CTO (implementation)  
+**Status:** Draft  
+**Launch:** Pre-launch (must be ready for Day 1)
+
+---
+
+## Dashboard Overview
+
+**Purpose:** Track marketing performance, user behavior, and business KPIs in real-time.  
+**Users:** CMO, CEO, marketing team  
+**Update Frequency:** Real-time (with daily/weekly/monthly aggregations)
+
+---
+
+## Key Metrics (North Star)
+
+### Primary KPIs
+| Metric | Definition | Target (30 days) | Target (90 days) |
+|--------|------------|------------------|------------------|
+| Signups | New user accounts | 10,000 | 25,000 |
+| Activated Users | Wrote 5+ pages | 5,000 (50%) | 12,500 (50%) |
+| Paid Conversions | Upgraded to Pro/Premium | 500 (5%) | 2,000 (8%) |
+| MRR | Monthly recurring revenue | $5,000 | $20,000 |
+| Viral Coefficient | Invites × conversion | 0.3 | 0.5+ |
+
+---
+
+## Dashboard Sections
+
+### 1. Executive Summary (Home)
+
+**High-level metrics for quick health check**
+
+```
+┌─────────────────────────────────────────────────────────┐
+│  SCRIPTER DASHBOARD                          [Date Range ▼] │
+├─────────────────────────────────────────────────────────┤
+│                                                          │
+│  SIGNUPS          ACTIVATED        PAID          MRR    │
+│  10,234  ↑12%     5,432  ↑8%       523  ↑15%     $5,234 │
+│  vs last period   vs last period   vs last period  ↑18% │
+│                                                          │
+│  ────────────────────────────────────────────────────   │
+│  [Signups Trend Chart - Last 30 Days]                    │
+│                                                          │
+│  ────────────────────────────────────────────────────   │
+│  TOP CHANNELS          CONVERSION FUNNEL                │
+│  1. Product Hunt 45%   Signup → Activated: 50%          │
+│  2. Organic 25%        Activated → Paid: 10%            │
+│  3. Referral 15%       Overall: 5%                      │
+│  4. Paid Ads 10%                                        │
+│  5. Other 5%                                            │
+└─────────────────────────────────────────────────────────┘
+```
+
+---
+
+### 2. Acquisition Dashboard
+
+**Track where users come from**
+
+#### Metrics
+| Metric | Description |
+|--------|-------------|
+| Signups by channel | UTM source/medium breakdown |
+| CAC by channel | Cost per acquired customer |
+| Channel conversion | Signup → Activated → Paid by channel |
+| Channel LTV | Lifetime value by acquisition source |
+| Top campaigns | Best performing UTM campaigns |
+
+#### Visualizations
+- Bar chart: Signups by channel (last 30 days)
+- Line chart: Channel trends over time
+- Funnel: Conversion by channel
+- Table: Top 20 campaigns by signups
+
+#### Data Sources
+- Google Analytics 4
+- UTM parameters
+- Referral tracking
+- Ad platform APIs (Google Ads, Facebook)
+
+---
+
+### 3. Activation Dashboard
+
+**Track user onboarding success**
+
+#### Metrics
+| Metric | Definition | Target |
+|--------|------------|--------|
+| Activation rate | Users who write 5+ pages / signups | 50% |
+| Time to activate | Avg hours from signup to 5 pages | <24 hours |
+| First script rate | Users who create first script | 70% |
+| Template usage | % using templates vs blank page | 60% |
+| Onboarding completion | % who finish tutorial | 40% |
+
+#### Visualizations
+- Funnel: Signup → First script → 5 pages → 10 pages
+- Histogram: Time to activation distribution
+- Heat map: Feature usage in first session
+- Cohort chart: Activation rate by signup week
+
+#### Events to Track
+```javascript
+- user_signed_up
+- first_script_created
+- first_page_written
+- five_pages_written (ACTIVATION)
+- tutorial_started
+- tutorial_completed
+- feature_used (feature_name)
+```
+
+---
+
+### 4. Conversion Dashboard
+
+**Track free-to-paid funnel**
+
+#### Metrics
+| Metric | Definition | Target |
+|--------|------------|--------|
+| Free → Trial | Started Pro trial | 15% |
+| Trial → Paid | Converted after trial | 40% |
+| Free → Paid | Direct upgrade (no trial) | 5% |
+| Upgrade rate | Total paid / activated users | 10% |
+| Time to convert | Avg days from signup to paid | 14 days |
+
+#### Visualizations
+- Funnel: Free → Trial → Paid
+- Line chart: Daily conversion rate
+- Bar chart: Plan distribution (Free/Pro/Premium)
+- Cohort chart: Conversion rate by signup week
+
+#### Pricing Page Metrics
+| Metric | Target |
+|--------|--------|
+| Pricing page views | 30% of active users |
+| CTA click rate | 20% of pricing views |
+| Trial start rate | 15% of pricing views |
+
+---
+
+### 5. Retention Dashboard
+
+**Track user engagement over time**
+
+#### Metrics
+| Metric | Definition | Target |
+|--------|------------|--------|
+| DAU | Daily active users | — |
+| WAU | Weekly active users | — |
+| MAU | Monthly active users | — |
+| DAU/MAU ratio | Engagement stickiness | 40%+ |
+| D1 retention | % active 1 day after signup | 50% |
+| D7 retention | % active 7 days after signup | 30% |
+| D30 retention | % active 30 days after signup | 20% |
+| Churn rate | Cancellations / paid users | <5%/month |
+
+#### Visualizations
+- Line chart: DAU/WAU/MAU trends
+- Cohort heatmap: Retention by week
+- Survival curve: User lifetime distribution
+- Bar chart: Churn reasons (from cancellation survey)
+
+#### Segments
+- By plan type (Free/Pro/Premium)
+- By acquisition channel
+- By activation status
+- By feature usage (power users vs casual)
+
+---
+
+### 6. Revenue Dashboard
+
+**Track MRR and financials**
+
+#### Metrics
+| Metric | Definition | Target |
+|--------|------------|--------|
+| MRR | Monthly recurring revenue | $20k (90 days) |
+| ARR | Annual recurring revenue (MRR × 12) | — |
+| New MRR | From new customers | — |
+| Expansion MRR | From upgrades | — |
+| Churned MRR | From cancellations | — |
+| Net MRR Growth | New + Expansion - Churn | 20%/month |
+| ARPU | Avg revenue per user | $10/month |
+| LTV | Lifetime value | $120+ |
+| LTV/CAC | ROI ratio | 3:1+ |
+
+#### Visualizations
+- Waterfall chart: MRR movement (new/expansion/churn)
+- Line chart: MRR trend over time
+- Pie chart: Revenue by plan (Free/Pro/Premium)
+- Bar chart: Revenue by channel
+
+---
+
+### 7. Referral Dashboard
+
+**Track viral growth (see FRE-582)**
+
+#### Metrics
+| Metric | Definition | Target |
+|--------|------------|--------|
+| Referral rate | Users with referral link | 50% |
+| Referral signups | Signups from referrals | 30% of total |
+| Viral coefficient | Invites × conversion rate | 0.5+ |
+| Cost per referral | Program cost / referral signups | <$5 |
+| Top referrers | Leaderboard by successful referrals | — |
+
+#### Visualizations
+- Funnel: Link generated → shared → clicked → signed up → activated
+- Leaderboard: Top 50 referrers
+- Line chart: Referral signups over time
+- Pie chart: Referral share channels (email, social, direct)
+
+---
+
+### 8. Content Dashboard
+
+**Track blog and content performance**
+
+#### Metrics
+| Metric | Definition | Target |
+|--------|------------|--------|
+| Blog sessions | Unique visitors to blog | 50k/month |
+| Organic traffic | SEO-driven sessions | 60% of blog |
+| Blog → Signup | Conversion rate | 2% |
+| Top posts | By sessions and conversions | — |
+| Avg time on page | Engagement metric | 2:00+ |
+
+#### Visualizations
+- Table: Top 20 posts by sessions
+- Bar chart: Sessions by category
+- Line chart: Organic traffic trend
+- Funnel: Blog visit → signup → activated
+
+---
+
+## Technical Requirements
+
+### Analytics Stack
+
+| Tool | Purpose | Cost |
+|------|---------|------|
+| Google Analytics 4 | Web analytics, attribution | Free |
+| Mixpanel/Amplitude | Product analytics, funnels | $0-500/mo |
+| Metabase/Looker | Dashboard visualization | $0-500/mo |
+| PostHog | Session recording, heatmaps | Free-200/mo |
+| **Total** | | **$0-1,200/mo** |
+
+### Event Tracking Schema
+
+```javascript
+// User events
+{
+  event: "user_signed_up",
+  user_id: "usr_abc123",
+  timestamp: "2026-04-25T10:30:00Z",
+  properties: {
+    channel: "product_hunt",
+    utm_source: "producthunt.com",
+    utm_medium: "referral",
+    utm_campaign: "launch"
+  }
+}
+
+// Product events
+{
+  event: "five_pages_written",
+  user_id: "usr_abc123",
+  timestamp: "2026-04-25T11:45:00Z",
+  properties: {
+    script_id: "scr_xyz789",
+    time_to_activate_hours: 1.25
+  }
+}
+
+// Revenue events
+{
+  event: "subscription_started",
+  user_id: "usr_abc123",
+  timestamp: "2026-04-26T09:00:00Z",
+  properties: {
+    plan: "pro",
+    mrr: 7.99,
+    billing_cycle: "monthly",
+    trial_days: 14
+  }
+}
+```
+
+### Data Pipeline
+
+```
+User Actions → Segment → [GA4, Mixpanel, Data Warehouse]
+                              ↓
+                      Metabase Dashboard
+                              ↓
+                        Slack Alerts
+```
+
+---
+
+## Alert System
+
+### Critical Alerts (Slack #alerts)
+| Trigger | Threshold | Action |
+|---------|-----------|--------|
+| Signup volume drop | -50% vs last week | Investigate tracking, site issues |
+| Conversion rate drop | -30% vs last week | Check pricing page, payment system |
+| Payment failures | >5% of attempts | Alert CTO immediately |
+| Site downtime | Any | Page on-call |
+
+### Weekly Digest (Email, Monday 9am)
+- Signups (vs last week, vs goal)
+- Activations (rate, time to activate)
+- Conversions (rate, MRR added)
+- Top channels (by signups and conversions)
+- Top content (by sessions and signups)
+
+---
+
+## Implementation Timeline
+
+### Phase 1: Foundation (Week 1)
+- [ ] Set up GA4 with enhanced ecommerce
+- [ ] Implement core event tracking (signup, activate, convert)
+- [ ] Create basic dashboard (signups, activations, MRR)
+- [ ] Set up Slack alerts for critical issues
+
+### Phase 2: Product Analytics (Week 2)
+- [ ] Integrate Mixpanel or Amplitude
+- [ ] Track all product events (features, retention)
+- [ ] Build activation and retention dashboards
+- [ ] Create cohort analysis
+
+### Phase 3: Revenue & Referrals (Week 3)
+- [ ] Implement revenue tracking (MRR, LTV)
+- [ ] Build referral tracking system
+- [ ] Create revenue and referral dashboards
+- [ ] Set up LTV/CAC calculations
+
+### Phase 4: Content & SEO (Week 4)
+- [ ] Set up GA4 search console integration
+- [ ] Track blog performance metrics
+- [ ] Build content dashboard
+- [ ] Create SEO ranking tracker
+
+---
+
+## Success Metrics
+
+### Dashboard Adoption
+| Metric | Target |
+|--------|--------|
+| Daily active users | 5+ (team) |
+| Weekly reports viewed | 20+ |
+| Alerts acknowledged | <1 hour response |
+
+### Data Quality
+| Metric | Target |
+|--------|--------|
+| Event tracking accuracy | 99%+ |
+| Data freshness | <1 hour lag |
+| Attribution accuracy | 90%+ |
+
+---
+
+## Next Actions
+
+1. **Choose analytics stack** - GA4 + Mixpanel + Metabase recommended
+2. **Define event tracking spec** - Full list of events and properties
+3. **Implement core tracking** - Signup, activation, conversion events
+4. **Build MVP dashboard** - Executive summary + acquisition
+5. **Set up alerts** - Critical metric monitoring
+6. **Train team** - Dashboard walkthrough, alert response
+7. **Document metrics** - Definitions, calculations, targets
+
+---
+
+**Related Issues:**
+- FRE-577: Marketing website (UTM tracking, conversion pixels)
+- FRE-580: Email marketing (email analytics, attribution)
+- FRE-581: Launch campaign (launch day monitoring)
+- FRE-582: Referral program (referral tracking)
+
+**Dependencies:**
+- Analytics tools setup (CTO)
+- Event tracking implementation (CTO)
+- Data warehouse/ETL (CTO)
+- Dashboard tool deployment (CTO)