FrenoCorp/marketing/analytics-dashboard.md

Scripter Analytics Dashboard

Issue: FRE-585
Priority: High
Owner: CMO (requirements) + CTO (implementation)
Status: Draft
Launch: Pre-launch (must be ready for Day 1)

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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)

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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+

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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%                                            │
└─────────────────────────────────────────────────────────┘

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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)

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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

- user_signed_up
- first_script_created
- first_page_written
- five_pages_written (ACTIVATION)
- tutorial_started
- tutorial_completed
- feature_used (feature_name)

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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

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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)

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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

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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)

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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

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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

// 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

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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)

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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

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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%+

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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

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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)