1. customers, #
1.1. new customers, # and % (of all)
1.1.1. trial signups, #
1.1.1.1. website visitors, #
1.1.1.1.1. blog visitors, # and % (of all)
1.1.1.1.2. visitors from paid media, # and % (of all)
1.1.1.1.3. visitors from ads, # and % (of all)
1.1.1.1.4. WOM visitors, # and % (of all)
1.1.1.1.5. visitors from affiliates, # and % (of all)
1.1.1.1.6. earned media visitors, # and % (of all)
1.1.1.1.7. visitors from organic search/SEO, # and % (of all)
1.1.1.1.8. visitors from owned social media, # and % (of all)
1.1.1.2. traffic to signup conversion rate, %
1.1.2. trial to paid conversion rate, %
1.1.2.1. users that came back at least once during trial, # and % (of all)
1.1.2.1.1. users who opened at least one onboarding email, # and % (of all)
1.1.2.1.2. users who clicked/replied to onboarding emails, # and % (of all)
1.1.2.1.3. AVG sessions during trial, #
1.1.2.1.4. users notified of new mentions, # and % (of all)
1.1.2.1.5. AVG notifications per user during trial, #
1.1.2.1.6. users who interacted w/ notifications, # and % (of sends)
1.1.2.1.7. users who created workflow, # and % (of all)
1.1.2.1.8. users whp interacted w/ dashboard/reports, # and % (of all)
1.1.2.1.9. users who interacted w/ mentions, # and % (of all)
1.1.2.2. users who reached AHA moment, # and % (of all)
1.1.2.2.1. users who created at least 1 alert, # and % (of all)
1.1.2.2.2. AVG alerts created per user, #
1.1.2.2.3. see VALUABLE mentions, # and % (of all)
1.1.2.3. upgrade msg to order conversion rate, %
1.1.2.3.1. users who saw upgrade msg, # and % (of all)
1.1.2.3.2. users who clicked upgrade msg, # and % (of those who saw it)
1.1.2.3.3. users who ordered from upgrade msg, # and % (of those who saw it)
1.1.3. expired trial to paid conversion rate, %
1.1.4. customers who ordered w/o trial, # and % (of all)
1.1.5. customers who ordered after demo, # of % (of all)
1.1.5.1. demos, #
1.1.5.2. demo to paid conversion rate, %
1.2. retained customers, # and % (of all)
1.2.1. retention, %
1.2.2. churn, %
1.2.2.1. "didn't see value" reason, # and % (of all churned)
1.2.2.2. "no localization", # and % (of all churned)
1.2.2.3. "can't afford", # and % (of all churned)
1.2.2.4. "no feature(s)", # and % (of all churned)
1.2.2.5. "no/few results", # and % (of all churned)
1.2.2.6. "too complicated", # and % (of all churned)
1.2.2.7. "competitor X is better", # and % (of all churned)
1.2.3. MAU (customers), # and % (of all)
1.2.4. DAU (customers), # and % (of all)
1.2.5. DAU/MAU (customers), N
1.2.6. customers who interacted w/ dashboard/reports, # and % (of all)
1.2.7. customers who interacted w/ mentions, # and % (of all)
1.2.8. customers who created workflow, # and % (of all)
2. customer LTV, $
2.1. AVG customer lifetime (retention), months
2.2. AVG order sum, $
2.2.1. most popular plan, Str/Pro/Ent
2.2.2. yearly first orders, # and % (of all)
2.2.3. AVG new order sum, $
2.2.4. most popular plan's cost, $
2.3. upgrades, # and % (of all)
2.4. downgrades, # and % (of all)
3. Costs, $
3.1. 2checkout processor fees, $
3.2. affiliate fees, $
3.3. Paid traffic cost, $
3.3.1. PPC cost, $
3.3.1.1. Google ads cost, $
3.3.1.1.1. Google search ads cost, $
3.3.1.1.2. Google display ads cost, $
3.3.1.2. Twitter ads cost, $
3.3.1.3. Facebook ads cost, $
3.3.1.4. Instagram ads cost, $
3.3.1.5. Bing search ads cost, $
3.3.2. Paid content cost, $