Analytics turns opinions into evidence. But data without a question is noise — start from the decision you need to make, then find the metric that informs it.
Lagging metrics (revenue, churn) tell you what happened; leading metrics (activation, engagement) predict what will. PMs steer with leading indicators.
Funnels show where users drop off; cohorts show whether the product is getting better over time for comparable groups. Together they separate a leaky product from a slowing market.
At any stage, pick a single north-star that captures delivered value — and resist vanity metrics that look good but don't move decisions.
Scaling revenue 45x wasn't magic — it was funnel discipline: segment buyers, find the drop-off, fix the highest-leverage stage, repeat. The dashboard became the team's shared language.
Instrument for decisions, not decoration. If a chart wouldn't change what you do, you don't need it on the dashboard.
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