Measure what matters, improve on purpose.
Growth you can measure is growth you can improve. This track covers the metrics small teams actually need — churn, retention cohorts, activation — and how to run experiments that hold up on startup-sized traffic, instrument the right events, and decide what to test next.
In this guide
- 01How to calculate churn rateChurn rate is the share of customers or revenue lost in a period. Learn the formula, customer vs MRR churn, gross vs net, and involuntary churn.
- 02How to read cohort analysis and retention curvesCohort analysis groups users by signup period; a retention curve plots who stays active. How to read both, spot a flattening curve, and act on it.
- 03Activation rate and the aha momentActivation rate is the share of new signups who reach first value within a window. Learn how to find your aha moment, set the window, and instrument it.
- 04A/B testing with low trafficWith startup-sized traffic, most A/B tests are underpowered. Learn when to test big swings, when to use sequential methods, and when to skip the test.
- 05The event tracking plan for startupsAn event tracking plan is the living spec of every event you record: name, properties, trigger, owner. Learn the 8-10 starter events and object_action naming.
- 06Server-side vs client-side trackingClient-side tracking sees context but loses events to ad blockers and Safari ITP. Server-side is authoritative for revenue. Split by event class.
- 07How to build an experimentation roadmapAn experimentation roadmap is a scored, prioritized backlog of tests. Rank ideas with ICE and RICE, build it from your funnel, and kill losers.
Related comparisons
- Head-to-headfromHello vs Customer.ioThe same event-triggered journeys, on open-source code you can self-host.
- Head-to-headfromHello vs OrttoOrtto bundles a CDP; fromHello brings open code, LinkedIn audiences and published prices.
- Head-to-headfromHello vs IterableCross-channel journeys priced in public, on open-source code you can self-host.
Early access
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