# 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)