30 Second Overview
Not all metrics are created equal. Product teams often fall into the trap of tracking everything, leading to information overload and no real insight.
Great metrics are decision making tools. They help you understand what’s working, what’s not, and where to go next. When aligned to goals, they create focus and accountability.
1: Metrics: What Success Looks Like
- Your metrics are tied to strategic objectives or customer outcomes.
- Each metric has an owner and a decision trigger.
- Vanity metrics are avoided in favour of actionable ones.
- Data is shared transparently and reviewed regularly.
- Metrics guide iteration, not just reporting.
2: Metrics Case Study
Duolingo tracked daily active users (DAUs), but more importantly, measured streak completions and user retention, which reflected true engagement. These focused metrics shaped their feature development and notifications strategy.
3: Metrics: Step-by-Step
- Identify your strategic goals (e.g. growth, retention, engagement).
- Choose a small number of metrics that reflect those goals.
- Ensure metrics are actionable — what decision will they inform?
- Assign ownership and review cadence to each metric.
- Use dashboards and visualisation to make metrics accessible.
4: Metrics Checklist
- Metrics linked to strategy or OKRs
- Owners and review cycles for the metrics are defined
- Avoid vanity metrics (see FAQ) – ask ‘who cares about this number and what decisions or actions will it inform?‘
- Actionable insights are generated regularly
- Metrics are shared and used across teams
5: Metrics Pitfalls (and How to Avoid Them)
| Pitfall | Avoidance Strategy |
| Tracking too many metrics | Focus on the few that influence decisions |
| Using metrics with no clear owner | Assign responsibility for each key metric |
| Confusing activity with impact | Look for behaviour change, not just usage |
| Metrics not aligned with goals | Ensure each one maps to a clear business or customer outcome |
6: Metrics FAQ
What’s a vanity metric?: A number that looks good but doesn’t inform decisions. For example, total downloads without context on usage.
How many metrics should we track?: Start with 3–5 per goal area. Focus creates clarity.
Who sets the product metrics?: Product managers lead, with input from data analysts and stakeholders.
Should we use OKRs with metrics?: Yes. Metrics should underpin your objectives and key results.
