_lhermann’s avatar_lhermann’s Twitter Archive—№ 5,949

              1. We served over 1000 paying customers with Stagetimer. In the beginning we collected all data manually in a Google Sheet. Now we use Airtable as CRM to generate stats automatically. Here's what we measure and why ...
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              1. - Revenue - Users - Customers Easy to get from payment and auth provider. We keep track of them over time so we see if we're growing, and how much we grow compared to before.
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            2. Conversion Rate We divide new user by new customers per month to get the conversion rate. Ours it high because we have a no-signup freemium model. You can see our strong months. The goal is to keep this consistent or improve it.
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          3. Customer Lifetime Value (CLV) We divide revenue by total # of customers. It tells us how much we can spend on marketing/ads per customer and still make a profit. (Tools like @ProfitWell give much better CLV with fancy math.)
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        4. Customer Acquisition Cost (CAC) We get it from Google Ads. If CAC < LTV we are generally happy. (Sorry for not sharing all our numbers here)
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      5. Ad Revenue + ROAS (return on ad spend) This is hard to get. We set a utm-parameter on our Google Ads and save that in our user table. ROAS is ad revenue divided by ad spend. For a bootstrapped SaaS like us a value above 100% is good.
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  1. …in reply to @_lhermann
    With @airtable the last step got much easier. The purchase value is automatically added with the utm-parameter (Thank you Firebase function). Airtable allows us to filter by that and quickly calculate ad revenue.
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    1. …in reply to @_lhermann
      Last week I discovered that we can build dashboard with Airtable. Now they calculate ad revenue automatically for us (filtering, summing up, and so on). @lizmhermann is very happy about this, it saves her a lot of time (she does the ads) 😄
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      1. …in reply to @_lhermann
        There's more. We track a lot of stats over time like active users and app downloads. I'll share another time what we track there, how and why.
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