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product-analytics

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English
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Chinese

Product Analytics

产品分析

Measure what matters and make data-driven decisions.
衡量关键业务数据，做出数据驱动的决策。

North Star Metric

North Star 指标

The ONE metric that represents customer value
yaml
Examples:
  Slack: Weekly Active Users
  Airbnb: Nights Booked
  Spotify: Time Listening
  Shopify: GMV

Your North Star should: ✅ Represent customer value
  ✅ Correlate with revenue
  ✅ Be measurable frequently
  ✅ Rally the team
代表用户价值的核心指标
yaml
Examples:
  Slack: Weekly Active Users
  Airbnb: Nights Booked
  Spotify: Time Listening
  Shopify: GMV

Your North Star should: ✅ Represent customer value
  ✅ Correlate with revenue
  ✅ Be measurable frequently
  ✅ Rally the team
你的North Star指标应满足：✅ 代表用户价值 ✅ 与收入相关 ✅ 可频繁衡量 ✅ 能凝聚团队

Key Metrics Hierarchy

核心指标层级

North Star Metric
  ├── Input Metrics (drive North Star)
  │   ├── Acquisition
  │   ├── Activation
  │   └── Retention
  └── KPIs (business health)
      ├── Revenue
      ├── Churn
      └── LTV
North Star Metric
  ├── Input Metrics (drive North Star)
  │   ├── Acquisition
  │   ├── Activation
  │   └── Retention
  └── KPIs (business health)
      ├── Revenue
      ├── Churn
      └── LTV

Event Tracking

事件追踪

typescript
// Track user actions
analytics.track('Button Clicked', {
  button_name: 'signup',
  page: 'homepage',
  user_id: '123'
})

// Track page views
analytics.page('Homepage', {
  referrer: document.referrer,
  path: window.location.pathname
})

// Identify users
analytics.identify('user-123', {
  email: 'user@example.com',
  plan: 'pro',
  created_at: '2024-01-15'
})
typescript
// Track user actions
analytics.track('Button Clicked', {
  button_name: 'signup',
  page: 'homepage',
  user_id: '123'
})

// Track page views
analytics.page('Homepage', {
  referrer: document.referrer,
  path: window.location.pathname
})

// Identify users
analytics.identify('user-123', {
  email: 'user@example.com',
  plan: 'pro',
  created_at: '2024-01-15'
})

Funnel Analysis

转化漏斗分析

yaml
Sign-up Funnel:
  1. Land on homepage: 10,000 (100%)
  2. Click signup: 2,000 (20%)
  3. Fill form: 1,000 (10%)
  4. Verify email: 800 (8%)
  5. Complete onboarding: 400 (4%)

Insights:
  - Biggest drop: Homepage to signup (80% lost)
  - Fix: Clarify value prop, add social proof
yaml
Sign-up Funnel:
  1. Land on homepage: 10,000 (100%)
  2. Click signup: 2,000 (20%)
  3. Fill form: 1,000 (10%)
  4. Verify email: 800 (8%)
  5. Complete onboarding: 400 (4%)

Insights:
  - Biggest drop: Homepage to signup (80% lost)
  - Fix: Clarify value prop, add social proof

Cohort Analysis

用户群组分析

yaml
Week 1 Cohort (Jan 1-7):
  - D1: 80% active
  - D7: 40% active
  - D30: 20% active

Week 2 Cohort (Jan 8-14):
  - D1: 85% active (+5%)
  - D7: 50% active (+10%)
  - D30: 30% active (+10%)

Insight: Onboarding changes improved retention!
yaml
Week 1 Cohort (Jan 1-7):
  - D1: 80% active
  - D7: 40% active
  - D30: 20% active

Week 2 Cohort (Jan 8-14):
  - D1: 85% active (+5%)
  - D7: 50% active (+10%)
  - D30: 30% active (+10%)

Insight: Onboarding changes improved retention!

Retention Curves

留存曲线

yaml
Good Retention:
  - D1: 60-80%
  - D7: 40-60%
  - D30: 30-50%
  - Flattening curve (good!)

Bad Retention:
  - D1: 40%
  - D7: 10%
  - D30: 2%
  - Steep drop-off (bad!)
yaml
Good Retention:
  - D1: 60-80%
  - D7: 40-60%
  - D30: 30-50%
  - Flattening curve (good!)

Bad Retention:
  - D1: 40%
  - D7: 10%
  - D30: 2%
  - Steep drop-off (bad!)

Key Metrics to Track

需追踪的核心指标

Acquisition

获客

  • Traffic sources (organic, paid, referral)
  • Cost per click (CPC)
  • Conversion rate (visitor → signup)
  • 流量来源（自然流量、付费流量、推荐流量）
  • 单次点击成本（CPC）
  • 转化率（访客→注册）

Activation

激活

  • Signup → first core action
  • Time to value
  • Onboarding completion rate
  • 注册→首次核心操作
  • 价值实现时间
  • 新用户引导完成率

Retention

留存

  • DAU / MAU (stickiness)
  • Retention rate D1, D7, D30
  • Churn rate
  • DAU / MAU（用户粘性）
  • D1、D7、D30留存率
  • 流失率

Revenue

收入

  • MRR / ARR
  • ARPU (Average Revenue Per User)
  • LTV (Lifetime Value)
  • LTV:CAC ratio
  • MRR / ARR
  • ARPU（每用户平均收入）
  • LTV（客户生命周期价值）
  • LTV:CAC比值

Referral

推荐

  • Viral coefficient
  • Referral signups
  • NPS (Net Promoter Score)
undefined
  • 病毒系数
  • 推荐注册用户数
  • NPS（净推荐值）

Tools

工具

yaml
Event Tracking:
  - Mixpanel (best for products)
  - Amplitude (good alternative)
  - PostHog (open-source)

Session Recording:
  - FullStory
  - LogRocket
  - Hotjar

A/B Testing:
  - Optimizely
  - VWO
  - Google Optimize (free)
yaml
Event Tracking:
  - Mixpanel (best for products)
  - Amplitude (good alternative)
  - PostHog (open-source)

Session Recording:
  - FullStory
  - LogRocket
  - Hotjar

A/B Testing:
  - Optimizely
  - VWO
  - Google Optimize (free)

Dashboard Design

仪表盘设计

yaml
Executive Dashboard:
  - North Star Metric (big number)
  - Revenue (MRR/ARR)
  - Key metric trends (graphs)

Product Dashboard:
  - Active users (DAU/WAU/MAU)
  - Feature usage
  - Retention cohorts
  - Funnels

Marketing Dashboard:
  - Traffic sources
  - Conversion rates
  - Cost per acquisition
  - ROI by channel
yaml
Executive Dashboard:
  - North Star Metric (big number)
  - Revenue (MRR/ARR)
  - Key metric trends (graphs)

Product Dashboard:
  - Active users (DAU/WAU/MAU)
  - Feature usage
  - Retention cohorts
  - Funnels

Marketing Dashboard:
  - Traffic sources
  - Conversion rates
  - Cost per acquisition
  - ROI by channel

Summary

总结

Great analytics:
  • ✅ One North Star Metric
  • ✅ Track everything
  • ✅ Regular review (weekly)
  • ✅ Share insights widely
  • ✅ Act on data quickly
优秀的分析体系需具备：
  • ✅ 一个核心North Star指标
  • ✅ 全面追踪数据
  • ✅ 定期复盘（每周）
  • ✅ 广泛分享洞察
  • ✅ 快速基于数据行动