Metrics Dashboard Design
North Star Metric
Monthly Successful Referrals (MSR) Tổng số referral dẫn đến conversion thành công mỗi tháng trên toàn platform.
Why this is the NSM:
- Captures value delivery (ORG gets customers, CTV earns money)
- Leading indicator for all revenue streams
- Compound growth metric (more ORGs × more CTVs × better conversion)
Dashboard Architecture
Executive Dashboard (CEO/Founder View)
| Widget | Metric | Visualization | Update |
|---|---|---|---|
| NSM | Monthly Successful Referrals | Big number + trend | Real-time |
| MRR | Monthly Recurring Revenue | Big number + trend | Daily |
| Total ORGs | Active organizations | Counter + growth % | Daily |
| Paid Conversion | Free → Paid % | Funnel | Weekly |
| Churn | Monthly churn rate | Gauge (red if >5%) | Monthly |
| Unit Economics | LTV:CAC ratio | Ratio indicator | Monthly |
Growth Dashboard
| Widget | Metric | Visualization | Alert |
|---|---|---|---|
| Funnel | Visit → Signup → Activate → Pay | Funnel chart | Drop >40% at any stage |
| Viral Coefficient | New ORGs from "Powered by" badge | Line chart | If <5% of new ORGs |
| Content Engine | Organic traffic + leads/mo | Area chart | If leads <20/mo |
| CTV Activity | % active CTVs (clicked in 30 days) | Pie chart | If <30% |
Operations Dashboard
| Widget | Metric | Visualization | Alert |
|---|---|---|---|
| Uptime | API + Portal uptime % | Gauge | If <99.5% |
| Response Time | P95 API latency | Line chart | If >500ms |
| Support | AI resolution rate | Bar chart | If <75% |
| Cost | Monthly OpEx | Stacked bar | If >$1,500 |
| Errors | Error rate (5xx) | Sparkline | If >0.1% |
Metric Definitions
Leading Indicators (predict future)
| Metric | Formula | Target | Frequency |
|---|---|---|---|
| Activation Rate | ORGs created first link / Total signups | >60% | Weekly |
| CTV Activation | CTVs with ≥1 click / Total CTVs | >40% | Weekly |
| Time to First Referral | Median time from ORG signup to first referral | <7 days | Weekly |
| Share Rate | CTVs who shared / CTVs who got link | >50% | Weekly |
Lagging Indicators (confirm results)
| Metric | Formula | Target | Frequency |
|---|---|---|---|
| MRR | Sum of all active subscriptions | Growing >15% MoM | Monthly |
| Net Revenue Retention | (MRR start + expansion - contraction - churn) / MRR start | >100% | Monthly |
| LTV | Average revenue per ORG × average lifespan | >$200 | Quarterly |
| CAC | Total acquisition cost / New paid ORGs | <$30 | Monthly |
| LTV:CAC Ratio | LTV / CAC | >6:1 | Quarterly |
Alert Rules
| Severity | Condition | Action |
|---|---|---|
| 🔴 Critical | Uptime <99%, MRR decline >20% | Immediate investigation |
| 🟡 Warning | Churn >5%, Activation <50% | Review within 48h |
| 🟢 Info | New milestone (100 ORGs, $1K MRR) | Celebrate + share |
Data Sources
| Source | Metrics | Access |
|---|---|---|
| Neon PostgreSQL | ORGs, CTVs, Referrals, Payouts | Direct query |
| Stripe/Paddle | MRR, Churn, Subscriptions | API |
| Cloudflare Analytics | Traffic, Page views, CDN | Dashboard |
| Custom Events | Feature usage, CTV activity | In-app tracking |