Mastering Product Analytics: A Guide for Product Managers

Learn why tracking KPIs and metrics matters for product managers and founders. Use dashboards to monitor sales, retention, traffic, and ROI across departments.

Learn the product metric framework, focusing on a north star metric and L1/L2 inputs across awareness, activation, engagement, retention, and revenue to diagnose and optimize growth.

Learn how the north star metric drives long-term product value, using L1 and L2 metrics, activation, time to first order, and engagement with examples from Snapchat, Airbnb, Slack.

Choose a north star metric tightly tied to the end value proposition, diagnose issues like quality, price, and convenience, and establish measurable, time-bound targets influenced by every department.

Explore the pirate metrics framework (AARRR) for mapping the customer journey from awareness to referral, and learn how activation, engagement, retention, revenue, and referrals reveal product improvements and cross-functional responsibilities.

Apply the AARRR framework to a grocery delivery app to map acquisition, activation, retention, revenue, and referral, and analyze how funnel drop-offs shape growth.

Master more than 60 product metrics across acquisition, signup, engagement, monetization, retention, and commerce, using Mixpanel and Google Analytics to track metrics and optimize growth.

Identify target audiences and analyze acquisition channels to assess whether customer acquisition spend is worth it, covering organic versus paid methods, attribution models, and metrics like CAC and lifetime value.

Master user acquisition by analyzing Maya's lemonade stand: identify the audience, leverage multiple marketing channels, and track costs, smiles, and sales across the customer journey.

Explore key user acquisition metrics—customer acquisition cost, conversion rate, and time to first order—to guide product managers in optimizing channels like app store optimization and referrals.

Learn how modern marketing funnels map the user journey from awareness to retention using the ABC acquisition, behavior, and conversion framework, with practical metrics across channels like TikTok and Instagram.

Learn how CAC and lifetime value inform profitability, channel performance, and payback periods, using metrics like CPC, CTR, CPI, ROAS, and detailed cost breakdowns.

Learn cost-based metrics for paid ads, including CPM, CPC, cost per lead, and cost per acquisition, and how bids and impressions inform spend from awareness to retention.

Master the LTV to cash ratio by calculating lifetime value from average order value, orders per month, and customer lifespan, while considering gross margin and CAC to optimize acquisition.

Explore tofu, mofu, and bofu across top, middle, and bottom funnel stages, from awareness to conversion. Apply roas and break-even analyses to optimize ads on Amazon, Google, and Facebook.

Mastering product analytics shows how to evaluate Facebook, TikTok, and Instagram campaigns by revenue, CAC, and 30-day retention, then compute a campaign score using ROAS and normalization.

Explore a hands-on product analytics course with 30–35 assignments in sections on awareness, acquisition, CAC, onboarding and activation, engagement and retention, and monetization.

Analyze marketing campaign performance across email, social, ppc, affiliate, and influencer campaigns to calculate roi, ctr, sign-up conversion rate, and purchase conversion rate using impressions, clicks, sign-ups, and revenue.

Analyze how discount levels influence customer acquisition cost and acquisition efficiency for a grocery app, by examining campaign data, sign ups, purchases, revenue, and discounted roi.

Analyze a funnel from impression to sign up to track drop-off and compute conversion rates per campaign across platforms, using impressions, clicks, and sign ups.

Master channel attribution analysis by examining multiple touchpoints and their order across acquisition sources to compute total revenue, user counts, and average revenue per user.

Explore advanced segmentation of new users by acquisition source, calculating total sign ups, purchases, conversion rate, average order value, and time to first purchase using sumif and averageif techniques.

Compare landing page variants A and B using A/B testing to optimize clicks, sign-ups, conversions, purchases, and revenue based on user data.

Evaluate the impact of discounts on acquisition by analyzing campaign source, impressions, clicks, sign-ups, purchases, revenue, and spending, compute click-through rate, sign-up rate, purchase rate, and ROI using pivot tables.

Explore designing a user-centric onboarding flow, personalize experiences, and reduce friction to activate new users in a grocery delivery app, with measurement and optimization of each onboarding step.

Sign up for Airtable to see onboarding in action and how it tailors dashboards for product and design teams, highlighting its importance for multi‑persona SaaS products.

Explore the end-to-end user journey for a grocery delivery app, from awareness to loyalty, detailing awareness, consideration, acquisition, purchase, and advocacy with personalized notifications and first-order discounts.

Onboard new users by guiding them to the product’s value and the aha moment, highlighting key features that boost adoption, retention, conversion, and reduce churn.

Map the user journey to reduce friction and boost activation in a grocery delivery app by guiding onboarding through essential actions from sign-up to purchase.

design a user-centric onboarding flow for a grocery app by delivering core value quickly, using soft signup and address autofill to boost activation and time to order.

Learn how in-app onboarding tools like welcome messages, product tours, progress bars, checklists, tooltips, and empty states educate users and support product analytics.

Activate users with personalized onboarding by showcasing the core value proposition, speedy delivery, smart personalization, gamification, and timely notifications to drive repeat orders.

Mastering product analytics guides the sign up to activation funnel—from awareness and acquisition to onboarding, activation and first order, and revenue—using time sensitive discounts, loyalty programs, and retention metrics.

Learn time to activation analysis for onboarding and activation, calculating time from sign up to first order and mapping simple activation probability using if logic on a grocery delivery dataset.

Analyze the onboarding funnel of a grocery delivery app by measuring drop-off and conversion rates across seven steps, compare sources, identify patterns, and propose data-driven, actionable optimizations.

Analyze activation for a grocery app by measuring time to sign up, cart addition, and first order, and assign fast, moderate, or slow activators using seven- and fourteen-day thresholds.

Calculate the first order completion rate by analyzing onboarding, sign up date, first order date, and app opens; segment users by time to first order as fast, moderate, or slow.

Analyze activation speed to segment users into fast, moderate, and slow activators; examine acquisition sources and app usage based on app opens to derive actionable product insights.

Analyze seven-, fourteen-, and thirty-day retention in a grocery app, comparing users exposed to onboarding features—the interactive walkthrough and welcome discount—against those not exposed, with segmentation by acquisition and usage.

Explore how user value and exchange drive monetization, and master engagement metrics like daily active users and mdau, applying the hook model to build a habit forming product.

Measure your product's value by showing how it makes life easier, cheaper, and more convenient, and track value moments and North Star metrics to gauge monetization and user impact.

Analyze value movement using quantitative data and qualitative feedback, identify power users and churn users, and optimize key actions; illustrate with Canva’s download-driven retention and onboarding aha moments.

Understand value moments and how value exchange monetizes user engagement through business models, illustrated by Canva's premium templates and four monetization categories: transactional, subscription, premium, and pay as you go.

Identify power, core, and casual users by examining frequency, breadth, and depth of engagement in Canva, and highlight their differing revenue contributions.

Explore stickiness as the DAU to MAU ratio shows daily engagement relative to monthly users, with examples like 5000 DAU and 50000 MOU and WAU by MOU to guide monetization.

Explore how stickiness is calculated from daily and weekly active users, reveal how averaging can mask patterns, and show cohort-based analysis for accurate engagement insights.

Define monetizable active users by measuring engagement across daily, weekly, and monthly windows for e-commerce, banking, or SaaS. Prioritize meaningful interactions over mere opens, focusing on primary actions like add-to-cart.

Discover how personalization, gamification, and loyalty programs boost engagement in a grocery delivery app, using tailored recommendations, dynamic pricing, push notifications, and promotions.

Explore how product usage intervals vary by category—from hourly to yearly—and how industry benchmarks shape expectations, while distinguishing active users from monetizable users in a product journey.

Identify and measure retention across days, weeks, and months, analyze churn and reactivation, and apply cohort analysis to optimize the retention funnel and customer lifetime value.

Learn the hook model for retention, applying trigger, action, reward, and investment to form habits, illustrated by social notifications and the toothbrush test, and use churn analysis to reduce churn.

Explore revenue and monetization for a grocery delivery app, covering arpu, lifetime value, cac, gross and contribution margins, rfm analysis, customer segmentation, upselling, cross-selling, and seasonality to drive growth.

Build a foundation on revenue and monetization by explaining average revenue per user (ARPU) and how grocery apps boost ARPU through subscriptions, upselling, cross-selling, bundling, ads, and dynamic pricing.

Calculate lifetime value by multiplying average revenue per user by customer lifespan and adjusting for gross margin, then improve it via loyalty, cross-selling, and bundling to boost order frequency.

Understand CAC by comparing marketing and sales spend to new customers, and optimize campaigns to improve LTV to CAC ratios, guided by industry benchmarks and organic growth strategies.

Learn how to analyze cost structure and break-even timing through revenue, COGS, gross and contribution margins, and EBITDA, using customer acquisition, retention, ARPU, and LTV to drive profitability.

Understand unit economics: measure per-unit revenue, costs, and margins across airlines, restaurants, grocery apps, and software, then optimize revenue and cost drivers for scalable growth.

Explore how increasing customers boosts marketplace value through liquidity and network effects, lowering customer acquisition cost while raising lifetime value, illustrated by a grocery app and a platform like Amazon.

Design and implement a real-time pricing engine for a hotel booking app by analyzing bookings, availability, cancellations, events, and seasonality to dynamically adjust prices and maximize revenue.

Google Analytics fundamentals cover user demographics, acquisition channels, engagement and retention metrics, using a demo account to understand reports and how dashboards track visitor behavior.

Learn the basics of events, event properties, and profiles in product analytics through a simple party story, showing how actions map to properties and user profiles.

Explore how Mixpanel tracks user journeys using events, event properties, and profile properties. Learn to ingest data from sources like Redshift, Segment, BigQuery, and Snowflake to build dashboards and insights.

Master how to use the insight report to analyze time series data on events and properties, and apply funnels, flows, retention, cohorts, and metrics for revenue and user insights.

Learn to build and analyze funnel reports in Mixpanel, track multi-step user journeys from sign up to purchase, calculate conversion rates, and apply device, region, and browser filters.

Explore how retention cohorts reveal repeat purchases and engagement over 30 days, and how flow reports map user movement through sign up, signup completion, and checkout in Mixpanel.

Explore how to read and apply the retention report in Mixpanel, using weekly retention data and retention cohorts to analyze first-purchase customers' return behavior and save insights.

Learn to build an e-commerce KPI dashboard in Mixpanel, tracking revenue, growth, average order value, and ARPU. Analyze funnels, revenue by category, and cohort analyses for unique vs. repeat purchases.

Master essential excel formulas like if and sumif, pivot tables, and vlookup/hlookup; learn to create charts and complete a Google Sheet workbook with 20+ exercises.

Mastering Microsoft Excel with pivot tables, VLOOKUP and essential formulas to analyze data, speed up workflows with keyboard shortcuts, and extract insights from a Nykaa dataset.

Master pivot tables in Excel and Google Sheets to analyze sales data, apply the Pareto principle to identify top revenue drivers, compute sums and percentages, and build slicer-enabled dashboards.

Master vlookup to link vertical data across two Excel sheets using a common key like SKU. Map categories with a table array, absolute references, and exact match.

Discover advanced pivot table techniques to analyze product sales, including converting dates to day names and months, using vlookup for day mapping, and evaluating promotion effects with charts and averages.

Analyze revenue by product and category in a simulated amazon-like dataset, compute country-wise product shares, and create pivot charts and category-country filters to explore insights.

Master the art of product analytics by using line charts, bar charts, pie charts, and donut charts to analyze composition, comparison, relationships, and distributions with pivot tables and Excel examples.

Learn to visualize sales data in Microsoft Excel by switching between line and bar charts to compare actual versus target sales and reveal performance over months, including secondary axes.

Celebrate finishing the course by downloading and sharing your Udemy certification on LinkedIn, tagging the instructor, and inviting questions, feedback, and a five-star rating to motivate more content.