Measure the right things
Decide what to measure before launch so launch week tells you something
We define the events, funnels and KPIs your product should track, and design the first experiments you'll run, before any tracking code goes in. Your developers get an event list they can implement directly, and you get a short set of numbers that show whether version one is working.
What you get
What’s included
KPI set
The handful of numbers that show whether the product is working, such as activation, retention or bookings per member, each with a precise definition.
Funnel definitions
The steps from sign-up to the core action, with where to measure drop-off.
Event tracking plan
Every event and property to track, named consistently and written so a developer can implement it without guessing.
Experiment design
The first tests worth running after launch, what each one tests and how you'll read the result.
Data sensitivity notes
Which events touch personal or health-related data, so you can decide what not to collect.
A good fit if
- Founders launching an app or platform in the next few months
- Fitness and wellness apps that can count downloads but can't see who sticks around
- Teams with an analytics tool installed and dashboards nobody trusts
- Founders who need to show investors traction they can back up
Not included
- Installing analytics tools or writing tracking code
- Building dashboards
- Running the experiments or analysing results after launch
- Ad tracking and marketing attribution
How it runs
From kickoff to handover
- Step 1
Goals
We agree what the business needs version one to prove.
- Step 2
KPIs and funnels
We turn those goals into a few defined numbers and the funnels behind them.
- Step 3
Events and experiments
We write the event plan and design the first experiments.
- Step 4
Developer handover
We walk you and your developers through the plan so it gets implemented as written.
Questions
Questions about Analytics & measurement plan
Which analytics tool should we use?
The plan is written to work with the common product analytics tools. If you haven't chosen one, we'll tell you which suits your stack and budget, but the event plan is the part that matters most.
We haven't launched and have no data. Is this too early?
Before launch is the right time. Tracking added after launch means your first weeks of users leave no usable record, and those are the weeks that tell you most about version one.
What makes a good KPI for a fitness or wellness app?
One that tracks the behaviour your business depends on. For a membership app that's often weekly active members or classes booked. For a coaching app it might be clients completing their check-ins. Download counts rarely make the list.
Can you add a measurement plan to an app that's already live?
Yes. We start by reviewing what's tracked today, keep what's usable, and plan the events that are missing or named inconsistently.
Does the plan cover ads and marketing attribution?
No. It covers what users do in the product. Ad tracking and attribution sit with our marketing team, and the marketing audit is the place to start on that side.
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Ready to start Analytics & measurement plan?
Tell us about your business. We'll confirm the scope and send you a start date.