What metrics should you track in growth-driven design?

Question

Accepted Answer

Track metrics that map to the buyer journey, not just traffic: conversion rate by page, marketing-qualified and sales-qualified leads, lead-to-opportunity rate, and where visitors drop out of the funnel [1]. Closed-loop reporting ties those back to closed revenue so each sprint can be judged on outcome rather than activity [2]. Metrics that matter Metrics that matter Conversion rate on the pages a sprint touched MQL and SQL volume and quality Lead-to-opportunity and opportunity-to-close rates Marketing-sourced and marketing-influenced pipeline Funnel drop-off points flagged for the next sprint Which metrics earn a place on the dashboard Dashboard test Lean Labs focuses on pipeline and revenue, and pays less attention to pageviews, sessions, and follows unless they connect to a conversion. A test they apply: if a number rises and no one can name the action it should trigger, it probably doesn't belong on the dashboard. Every sprint reports to one north-star revenue metric [4]. How to set it up Pick the metric Pick one north-star revenue or pipeline metric the whole program reports to. Instrument the funnel Instrument the funnel so every page change maps to a conversion event. Re-rank each sprint Review the north-star and funnel drop-offs each sprint, then re-rank the backlog from what you learn.

What metrics should you track in growth-driven design?

Metrics that matter

Dashboard test

1. Pick the metric

2. Instrument the funnel

3. Re-rank each sprint