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Product Metrics Report – Agency Handy

Framework: AARRR – Acquisition, Activation, Retention, Referral, Revenue
This report presents the key product performance metrics used to track user behavior, product usage, and business growth across the AARRR framework. All data is collected and visualized through Datadog, using Real User Monitoring (RUM), backend event logs, and custom dashboards.
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1. Acquisition – How Users Discover Us

Objective: Understand where our users come from and which sources drive the most effective sign-ups.
Key Metrics:
New users by traffic source (organic, paid, social, referral)
Campaign performance (via UTM parameters)
Landing page views and bounce rates
Sign-up conversion rate from visitors
How We Track It in Datadog:
RUM captures user sessions, referrers, and campaign tags.
Dashboards segment traffic by source and campaign.
Visualizations include source-based pie charts, sign-up funnels, and bounce rate trends.
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2. Activation – When Users Experience Product Value

Objective: Measure how effectively users complete onboarding and engage with core features after sign-up.
Key Metrics:
Sign-up completion rate
Onboarding flow completion
Time to first meaningful action (e.g., creating a service, publishing a proposal)
Drop-off points in the onboarding journey
How We Track It in Datadog:
Frontend actions are tracked via RUM (e.g., form completions, button clicks).
Backend logs confirm feature usage (e.g., invoice creation).
Funnel visualizations show progression from sign-up to product use.
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3. Retention – Who Comes Back and Why

Objective: Monitor how often users return to the product and engage over time.
Key Metrics:
Daily, Weekly, and Monthly Active Users (DAU, WAU, MAU)
Session frequency and duration
Feature usage recurrence (e.g., client portal, time tracking, order forms)
7-day and 30-day retention rates
How We Track It in Datadog:
RUM provides insight into return visits and session depth.
Backend logs track login events and feature use across time.
Cohort and time-series dashboards reveal retention patterns by signup date or plan type.
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4. Referral – Tracking Organic Growth

Objective: Measure how often users invite others or recommend the product.
Key Metrics:
Number of referrals made and accepted
Referral-to-signup conversion rate
Net Promoter Score (NPS) responses
How We Track It in Datadog:
User actions like referral link clicks and invite sends are captured via RUM.
Referrer IDs and new user sign-ups are logged in backend events.
Dashboards highlight top referrers, referral funnels, and NPS trends.
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5. Revenue – Monitoring Monetization

Objective: Track how users convert into paying customers and their value over time.
Key Metrics:
Free-to-paid conversion rate
Subscription plan distribution
Plan upgrades and downgrades
Monthly recurring revenue (MRR) and churn rate
How We Track It in Datadog:
Billing and subscription events are logged with user and plan metadata.
Dashboards show revenue trends, conversion flows, and churn rates by cohort.
Logs allow segmentation by plan, signup source, and product usage history.
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Dashboard Overview in Datadog

Table 20
Category
Visualization Type
Insights Provided
Acquisition
Pie chart, line graph
Traffic sources, campaign performance
Activation
Funnel chart, time series
Sign-up completion, onboarding steps
Retention
Time series, cohort table
Daily/weekly usage, feature recurrence
Referral
Leaderboard, funnel view
Top referrers, referral conversions
Revenue
Table, trend lines
Paid conversions, revenue per user, churn rates
There are no rows in this table
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Each dashboard is segmented by date range, user type, plan, and behavior to allow precise analysis and actionable insights.
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Summary & Recommendations

Acquisition efforts should prioritize high-converting sources (organic and referral).
Activation workflows need to be continuously tested to reduce drop-offs and shorten time to first value.
Retention improvements can be driven by reinforcing use of key features that correlate with active users.
Referral mechanisms and NPS prompts should be embedded in high-satisfaction moments.
Revenue growth should be tracked not only by conversions but also by usage patterns that precede upgrades or churn.
Let me know if you'd like a walkthrough of any dashboard or a report exported for presentation.
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