Agency Handy – Product Metrics Report
Framework: AARRR (Acquisition, Activation, Retention, Referral, Revenue)
Purpose:
Define the product usage and business metrics to be tracked for understanding user behavior, optimizing feature adoption, and supporting growth decisions.
1. Acquisition – How Users Discover Us
Objective:
Understand which channels bring in new users and how they perform.
Key Metrics:
Number of new users by source (organic, paid, social, referral) Campaign performance using UTM data Landing page views and bounce rates Visitor-to-sign-up conversion rate 2. Activation – When Users Experience Product Value
Objective:
Measure how effectively new users engage with core features after signing up.
General Metrics:
Onboarding flow completion Time to first key action (e.g., creating a service, sending a proposal) Drop-off points during onboarding Feature-Level Metrics:
Service Creation
Number of users applying setup fees Types of services created (e.g., recurring, one-time) Number of services with add-ons Invoicing
Number of manual invoices created Number of automated invoices generated CRM
Number of users using lead tracking Average number of clients per workspace Embeds
Number of users using embedded forms Number of users customizing embedded forms Time Tracking
Number of users using the time tracking feature White Label Setup
Number of users with custom domains Number of users that were able to set it up successfully Number of users using custom email sender configuration Number of users configuring custom SMTP settings Tax Settings
Number of users applying tax rates in services or invoices 3. Retention – Who Comes Back and Why
Objective:
Understand how frequently users return and what keeps them engaged.
Key Metrics:
Daily, weekly, and monthly active users Frequency and duration of user sessions Repeated use of key features (e.g., time tracking, proposal maker, CRM) 7-day and 30-day retention rates Workspace Usage:
Number of companies using multiple workspaces 4. Referral – Tracking Organic Growth
Objective:
Measure how users promote the product and drive new user sign-ups.
Key Metrics:
Number of referrals accepted Referral-to-sign-up conversion rate 5. Revenue – Monitoring Monetization
Objective:
Track conversion to paid plans and long-term customer value.
Key Metrics:
Free-to-paid conversion rate Distribution of users across subscription plans Number of upgrades and downgrades Monthly recurring revenue Business Metrics (Captured Across Features)
These data points are collected across all features and user journeys to support segmentation, growth tracking, and business performance evaluation:
Plan Name – Current subscription plan of the company Plan Activation Date – Date when the current plan was started Sign-Up Source – Acquisition channel or campaign Company Sessions – Activity at the workspace/team level Individual Sessions – User-level activity and interactions Region (Country) – Geographic location Email Address – For segmentation (not shown to end-users) Phone Number – Optional contact detail Company Name – Workspace or organization name Total Companies and Packages – Total number of active companies and subscribed packages Trial Users List – Users currently on a trial plan Trial Extensions – Number of users who extended the trial after the initial 7-day period
Agency Handy Product Metrics
