Metrics Briefing

Metrics analysis through CEO Bible Section G — 9 categories. PostHog covers some; the rest come from conversations, CRM, and the founder's observations.

Principles (Bible G)

1. All metrics by target wedge. Segment first, aggregate second.
2. Behavior > opinions. Usage, money, time spent > compliments.
3. Pre-PMF metrics answer 5 questions:
   • Are we talking to the right people?
   • Do they share the same painful problem?
   • Do they get value quickly?
   • Do they come back?
   • Can we win them again without heroics?
4. MRR, CAC, LTV are guardrails, not the steering wheel. Until there is repeatability.

9 CEO Metrics Categories

1. Market Learning (MANUAL — ask the founder)

If conversations < 8/week -> flag hard. This is the main leading indicator.

2. Product Value (PostHog: partial)

3. Usage / Engagement (PostHog: yes)

4. Sales / Pipeline (MANUAL — CRM/conversations)

5. Retention / Expansion (PostHog: partial)

6. B2C -> B2B Conversion (PostHog: yes — key category)

7. Team Execution (MANUAL)

8. Unit Economics (MANUAL)

9. PMF Detection (MIX)

PostHog Implementation Layer

Core Funnel (funnel_next_stage_available events)

signup_started -> account_created -> email_confirmed
  -> workspace_created -> first_value_moment
  -> first_primary_resource_added -> primary_resource_processed
  -> first_key_action_executed -> first_value_delivered
  -> return_usage -> regular_usage -> power_user
  -> team_invitation_sent

4 Analytics Layers

1. Anonymous visitor: $initial_utm_source, $initial_referring_domain, $initial_current_url
2. User identity: $identify, email_verified, has_primary_integration_connected
3. Product value: workspace_create_started, primary_resource_action, core_query_performed, core_action
4. Account/company: organizationId (on all events) — B2B grouping

Attribution Model

• First-touch (person.$initial_*): "What created initial interest?" -> content, SEO, founder content
• Last-touch: "What triggered conversion?" -> pricing page, CTA performance
• Right question: "Which source produces the most retained companies?" — apply to activation, PQL, paid, retained

PostHog Query Recipes

CEO Morning Briefing:

# Signups yesterday
posthog__query-generate-hogql-from-question question="How many user_journey_milestone events with milestone Account Created happened yesterday?"

# Funnel transitions yesterday
posthog__query-generate-hogql-from-question question="Show all funnel_next_stage_available events from yesterday, count by currentStage to nextStage"

# Active companies this week
posthog__query-generate-hogql-from-question question="How many distinct organizationId values had any events in the last 7 days?"

Weekly Dashboard:

# Funnel health (all stages)
posthog__query-generate-hogql-from-question question="Show funnel_next_stage_available events in the last 7 days, count unique users for each currentStage to nextStage pair"

# TTFV
posthog__query-generate-hogql-from-question question="What is the average timeSincePrevious for user_journey_milestone where milestone is First Value Moment, last 30 days?"

# Attribution: source -> activation
posthog__query-generate-hogql-from-question question="For users who reached first_value_delivered in funnel_next_stage_available last 30 days, what are the top initial UTM sources?"

# Account-level: companies with multiple users
posthog__query-generate-hogql-from-question question="Which organizationId values have more than 1 unique user performing events in the last 30 days?"

Vanity Metrics (DO NOT report as progress)

• Total traffic, total signups, total "active users" mixed
• Feature count shipped
• Total pipeline across all segments
• PR hits, likes, followers
• Total MRR without durability/health filters
• B2C DAU that never clusters into accounts
• "AI usage" with no evidence of business outcome

Metrics That Matter LATER (after PMF)

CAC payback, LTV/CAC, quota attainment, forecast accuracy, mature NRR, Rule of 40, hiring efficiency.

Telegram Format (max 15 lines)

Metrics for [period]:

Learning: X conversations (target 8-12), pain rate Y%
Product: TTFV Xh, activation Z%
Usage: retained W4 X%, second-bite Y%
B2C->B2B: X signups -> Y activated -> Z PQL, same-co X
Pipeline: X opps, win rate Y%
PMF: repeatability [low/growing], organic pull [none/emerging]
Burn: $X/mo, runway Y months

Conclusion: [what this means for the current stage]
Action: [concrete action]

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