Michael Freno
67c3881dcf
- 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)
399 lines
12 KiB
Markdown
399 lines
12 KiB
Markdown
# Scripter Analytics Dashboard
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**Issue:** FRE-585
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**Priority:** High
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**Owner:** CMO (requirements) + CTO (implementation)
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**Status:** Draft
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**Launch:** Pre-launch (must be ready for Day 1)
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---
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## Dashboard Overview
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**Purpose:** Track marketing performance, user behavior, and business KPIs in real-time.
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**Users:** CMO, CEO, marketing team
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**Update Frequency:** Real-time (with daily/weekly/monthly aggregations)
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---
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## Key Metrics (North Star)
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### Primary KPIs
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| Metric | Definition | Target (30 days) | Target (90 days) |
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|--------|------------|------------------|------------------|
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| Signups | New user accounts | 10,000 | 25,000 |
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| Activated Users | Wrote 5+ pages | 5,000 (50%) | 12,500 (50%) |
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| Paid Conversions | Upgraded to Pro/Premium | 500 (5%) | 2,000 (8%) |
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| MRR | Monthly recurring revenue | $5,000 | $20,000 |
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| Viral Coefficient | Invites × conversion | 0.3 | 0.5+ |
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---
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## Dashboard Sections
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### 1. Executive Summary (Home)
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**High-level metrics for quick health check**
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```
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┌─────────────────────────────────────────────────────────┐
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│ SCRIPTER DASHBOARD [Date Range ▼] │
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├─────────────────────────────────────────────────────────┤
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│ │
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│ SIGNUPS ACTIVATED PAID MRR │
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│ 10,234 ↑12% 5,432 ↑8% 523 ↑15% $5,234 │
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│ vs last period vs last period vs last period ↑18% │
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│ │
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│ ──────────────────────────────────────────────────── │
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│ [Signups Trend Chart - Last 30 Days] │
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│ │
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│ ──────────────────────────────────────────────────── │
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│ TOP CHANNELS CONVERSION FUNNEL │
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│ 1. Product Hunt 45% Signup → Activated: 50% │
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│ 2. Organic 25% Activated → Paid: 10% │
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│ 3. Referral 15% Overall: 5% │
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│ 4. Paid Ads 10% │
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│ 5. Other 5% │
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└─────────────────────────────────────────────────────────┘
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```
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---
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### 2. Acquisition Dashboard
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**Track where users come from**
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#### Metrics
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| Metric | Description |
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|--------|-------------|
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| Signups by channel | UTM source/medium breakdown |
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| CAC by channel | Cost per acquired customer |
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| Channel conversion | Signup → Activated → Paid by channel |
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| Channel LTV | Lifetime value by acquisition source |
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| Top campaigns | Best performing UTM campaigns |
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#### Visualizations
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- Bar chart: Signups by channel (last 30 days)
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- Line chart: Channel trends over time
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- Funnel: Conversion by channel
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- Table: Top 20 campaigns by signups
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#### Data Sources
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- Google Analytics 4
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- UTM parameters
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- Referral tracking
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- Ad platform APIs (Google Ads, Facebook)
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---
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### 3. Activation Dashboard
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**Track user onboarding success**
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#### Metrics
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| Metric | Definition | Target |
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|--------|------------|--------|
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| Activation rate | Users who write 5+ pages / signups | 50% |
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| Time to activate | Avg hours from signup to 5 pages | <24 hours |
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| First script rate | Users who create first script | 70% |
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| Template usage | % using templates vs blank page | 60% |
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| Onboarding completion | % who finish tutorial | 40% |
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#### Visualizations
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- Funnel: Signup → First script → 5 pages → 10 pages
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- Histogram: Time to activation distribution
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- Heat map: Feature usage in first session
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- Cohort chart: Activation rate by signup week
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#### Events to Track
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```javascript
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- user_signed_up
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- first_script_created
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- first_page_written
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- five_pages_written (ACTIVATION)
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- tutorial_started
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- tutorial_completed
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- feature_used (feature_name)
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```
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---
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### 4. Conversion Dashboard
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**Track free-to-paid funnel**
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#### Metrics
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| Metric | Definition | Target |
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|--------|------------|--------|
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| Free → Trial | Started Pro trial | 15% |
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| Trial → Paid | Converted after trial | 40% |
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| Free → Paid | Direct upgrade (no trial) | 5% |
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| Upgrade rate | Total paid / activated users | 10% |
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| Time to convert | Avg days from signup to paid | 14 days |
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#### Visualizations
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- Funnel: Free → Trial → Paid
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- Line chart: Daily conversion rate
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- Bar chart: Plan distribution (Free/Pro/Premium)
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- Cohort chart: Conversion rate by signup week
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#### Pricing Page Metrics
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| Metric | Target |
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|--------|--------|
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| Pricing page views | 30% of active users |
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| CTA click rate | 20% of pricing views |
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| Trial start rate | 15% of pricing views |
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---
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### 5. Retention Dashboard
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**Track user engagement over time**
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#### Metrics
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| Metric | Definition | Target |
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|--------|------------|--------|
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| DAU | Daily active users | — |
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| WAU | Weekly active users | — |
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| MAU | Monthly active users | — |
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| DAU/MAU ratio | Engagement stickiness | 40%+ |
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| D1 retention | % active 1 day after signup | 50% |
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| D7 retention | % active 7 days after signup | 30% |
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| D30 retention | % active 30 days after signup | 20% |
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| Churn rate | Cancellations / paid users | <5%/month |
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#### Visualizations
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- Line chart: DAU/WAU/MAU trends
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- Cohort heatmap: Retention by week
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- Survival curve: User lifetime distribution
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- Bar chart: Churn reasons (from cancellation survey)
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#### Segments
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- By plan type (Free/Pro/Premium)
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- By acquisition channel
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- By activation status
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- By feature usage (power users vs casual)
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---
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### 6. Revenue Dashboard
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**Track MRR and financials**
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#### Metrics
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| Metric | Definition | Target |
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|--------|------------|--------|
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| MRR | Monthly recurring revenue | $20k (90 days) |
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| ARR | Annual recurring revenue (MRR × 12) | — |
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| New MRR | From new customers | — |
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| Expansion MRR | From upgrades | — |
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| Churned MRR | From cancellations | — |
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| Net MRR Growth | New + Expansion - Churn | 20%/month |
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| ARPU | Avg revenue per user | $10/month |
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| LTV | Lifetime value | $120+ |
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| LTV/CAC | ROI ratio | 3:1+ |
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#### Visualizations
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- Waterfall chart: MRR movement (new/expansion/churn)
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- Line chart: MRR trend over time
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- Pie chart: Revenue by plan (Free/Pro/Premium)
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- Bar chart: Revenue by channel
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---
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### 7. Referral Dashboard
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**Track viral growth (see FRE-582)**
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#### Metrics
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| Metric | Definition | Target |
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|--------|------------|--------|
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| Referral rate | Users with referral link | 50% |
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| Referral signups | Signups from referrals | 30% of total |
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| Viral coefficient | Invites × conversion rate | 0.5+ |
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| Cost per referral | Program cost / referral signups | <$5 |
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| Top referrers | Leaderboard by successful referrals | — |
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#### Visualizations
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- Funnel: Link generated → shared → clicked → signed up → activated
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- Leaderboard: Top 50 referrers
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- Line chart: Referral signups over time
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- Pie chart: Referral share channels (email, social, direct)
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---
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### 8. Content Dashboard
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**Track blog and content performance**
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#### Metrics
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| Metric | Definition | Target |
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|--------|------------|--------|
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| Blog sessions | Unique visitors to blog | 50k/month |
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| Organic traffic | SEO-driven sessions | 60% of blog |
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| Blog → Signup | Conversion rate | 2% |
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| Top posts | By sessions and conversions | — |
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| Avg time on page | Engagement metric | 2:00+ |
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#### Visualizations
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- Table: Top 20 posts by sessions
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- Bar chart: Sessions by category
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- Line chart: Organic traffic trend
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- Funnel: Blog visit → signup → activated
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---
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## Technical Requirements
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### Analytics Stack
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| Tool | Purpose | Cost |
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|------|---------|------|
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| Google Analytics 4 | Web analytics, attribution | Free |
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| Mixpanel/Amplitude | Product analytics, funnels | $0-500/mo |
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| Metabase/Looker | Dashboard visualization | $0-500/mo |
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| PostHog | Session recording, heatmaps | Free-200/mo |
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| **Total** | | **$0-1,200/mo** |
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### Event Tracking Schema
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```javascript
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// User events
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{
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event: "user_signed_up",
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user_id: "usr_abc123",
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timestamp: "2026-04-25T10:30:00Z",
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properties: {
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channel: "product_hunt",
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utm_source: "producthunt.com",
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utm_medium: "referral",
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utm_campaign: "launch"
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}
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}
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// Product events
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{
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event: "five_pages_written",
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user_id: "usr_abc123",
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timestamp: "2026-04-25T11:45:00Z",
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properties: {
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script_id: "scr_xyz789",
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time_to_activate_hours: 1.25
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}
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}
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// Revenue events
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{
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event: "subscription_started",
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user_id: "usr_abc123",
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timestamp: "2026-04-26T09:00:00Z",
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properties: {
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plan: "pro",
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mrr: 7.99,
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billing_cycle: "monthly",
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trial_days: 14
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}
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}
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```
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### Data Pipeline
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```
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User Actions → Segment → [GA4, Mixpanel, Data Warehouse]
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↓
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Metabase Dashboard
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↓
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Slack Alerts
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```
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---
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## Alert System
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### Critical Alerts (Slack #alerts)
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| Trigger | Threshold | Action |
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|---------|-----------|--------|
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| Signup volume drop | -50% vs last week | Investigate tracking, site issues |
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| Conversion rate drop | -30% vs last week | Check pricing page, payment system |
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| Payment failures | >5% of attempts | Alert CTO immediately |
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| Site downtime | Any | Page on-call |
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### Weekly Digest (Email, Monday 9am)
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- Signups (vs last week, vs goal)
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- Activations (rate, time to activate)
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- Conversions (rate, MRR added)
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- Top channels (by signups and conversions)
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- Top content (by sessions and signups)
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---
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## Implementation Timeline
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### Phase 1: Foundation (Week 1)
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- [ ] Set up GA4 with enhanced ecommerce
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- [ ] Implement core event tracking (signup, activate, convert)
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- [ ] Create basic dashboard (signups, activations, MRR)
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- [ ] Set up Slack alerts for critical issues
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### Phase 2: Product Analytics (Week 2)
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- [ ] Integrate Mixpanel or Amplitude
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- [ ] Track all product events (features, retention)
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- [ ] Build activation and retention dashboards
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- [ ] Create cohort analysis
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### Phase 3: Revenue & Referrals (Week 3)
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- [ ] Implement revenue tracking (MRR, LTV)
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- [ ] Build referral tracking system
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- [ ] Create revenue and referral dashboards
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- [ ] Set up LTV/CAC calculations
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### Phase 4: Content & SEO (Week 4)
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- [ ] Set up GA4 search console integration
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- [ ] Track blog performance metrics
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- [ ] Build content dashboard
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- [ ] Create SEO ranking tracker
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---
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## Success Metrics
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### Dashboard Adoption
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| Metric | Target |
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|--------|--------|
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| Daily active users | 5+ (team) |
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| Weekly reports viewed | 20+ |
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| Alerts acknowledged | <1 hour response |
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### Data Quality
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| Metric | Target |
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|--------|--------|
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| Event tracking accuracy | 99%+ |
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| Data freshness | <1 hour lag |
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| Attribution accuracy | 90%+ |
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---
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## Next Actions
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1. **Choose analytics stack** - GA4 + Mixpanel + Metabase recommended
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2. **Define event tracking spec** - Full list of events and properties
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3. **Implement core tracking** - Signup, activation, conversion events
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4. **Build MVP dashboard** - Executive summary + acquisition
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5. **Set up alerts** - Critical metric monitoring
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6. **Train team** - Dashboard walkthrough, alert response
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7. **Document metrics** - Definitions, calculations, targets
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---
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**Related Issues:**
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- FRE-577: Marketing website (UTM tracking, conversion pixels)
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- FRE-580: Email marketing (email analytics, attribution)
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- FRE-581: Launch campaign (launch day monitoring)
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- FRE-582: Referral program (referral tracking)
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**Dependencies:**
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- Analytics tools setup (CTO)
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- Event tracking implementation (CTO)
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- Data warehouse/ETL (CTO)
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- Dashboard tool deployment (CTO)
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