A bird's eye view of how Google Analytics can help SaaS businesses at each step of the customer funnel - using the AARRR model.

1. Google Analytics
For Particularly Curious SaaS People

2. Ah! I see you’re into this peculiar
business of SaaS.

3. Simply smashing, old sport!!
Ah! I see you’re into this peculiar
business of SaaS.

4. Simply smashing, old sport!!
Ah! I see you’re into this peculiar
business of SaaS. And you wish to
grow it every
single minute of
the day.

5. You monitor your creation
ever so closely...

6. You measure the KPIs ever so keenly...

7. But in the end, you stick to
your guns like Mr.
Eastwood.

8. Or like Ms. Bigfoot
Eastwood.
But in the end, you stick to
your guns like Mr.
Eastwood.

9. A decision made from the gut based
on your intuition can’t go wrong.
Can it?

10. Believe me, IT CAN!

11. Enter Google Analytics

12. But wait ..

13. First, we need to structure
our discussion.

14. First, we need to structure
our discussion.
I say! I do believe a
framework is in order.

15. This man’s genius to the
rescue...

16. This man’s genius to the
rescue...
That’s Dave McClure and we’ll be using
his AARRR model to look at how a SaaS
startup can leverage Google Analytics.

17. AARRR applied to SaaS

18. AARRR applied to SaaS
Note: Google Analytics
doesn’t track individuals. If
you are interested in that,
you should look into
Kissmetrics or Mixpanel.

19. AcquisitionI. Acquisition
Come, follow me. I’ll make
you fishers of men.
- Matthew, 4:19

20. Start with getting to know the people who are
interested in your creation.

21. Start with getting to know the people who are
interested in your creation.
Where in heavens are they
coming from ?

22. Get the drift?

23. What value are they
bringing in ?

24. Erm...Or are they at all ?

25. Look ma, no value!!

26. So.
What else can you do in
Google Analytics for
bettering acquisition?

27. So.
What else can you do in
Google Analytics for
bettering acquisition?
You see most of the visitors
leave your site after a few
visits, right?

28. So.
What else can you do in
Google Analytics for
bettering acquisition?
You see most of the visitors
leave your site after a few
visits, right?
Here’s one thing you can do about
it. You can create a remarketing list
to bring them back to your site.

29. How do you do that?
Reference

30. It’s simple!
How do you do that?
Reference

31. Take a list of people who searched your
product name and didn’t convert. Hence,
quality visitors
Then, use this list in your adwords
account to run a remarketing campaign.
How do you do that?
It’s simple!
Reference

32. Activation
One step at a time. One
punch at a time. One
round at a time.-Rocky
Balboa, Creed
II. Activation
One step at a time. One
punch at a time. One
round at a time.-Rocky
Balboa, Creed
II. Activation
And if the music's
good, you dance. -
Unknown

33. Friction = f(bad_experience);

34. All of us hate friction on our
journey to product exploration.
Friction = f(bad_experience);

35. I’m sure you understand that
improving user experience is the
obvious way to reduce friction.

36. Do you think social logins can reduce friction
while onboarding users?

37. Do you think social logins can reduce friction
while onboarding users?
Do you think social logins can reduce friction
while onboarding users?
Find out. Run an A/B test.

38. Winner!
Measure the results in
Google Analytics.
Like this.

39. In certain SaaS applications, social logins can
also increase engagement inside the app,
thereby encouraging visitors to use your core
features.

40. Take Spotify for instance ----->
In certain SaaS applications, social logins can
also increase engagement inside the app,
thereby encouraging visitors to use your core
features.

41. Spotify users get to find
their friends easily, when
they sign up using social
networks.
Reference

42. Engagement increases when the
user:
1. Listens to friends’ favorites.
2. Follows friends’ favorite
artists.
Reference

43. Triggers like social sharing
buttons inside applications
eliminate friction by reducing
the extra steps that are usually
required to share work.

44. You can track in-app events on Google
Analytics using this simple analytics.js:
$('a').click(function() {
ga('send','event','Button',$(this).prop('href'),null);
});
Triggers like social sharing
buttons inside applications
eliminate friction by reducing
the extra steps that are usually
required to share work.

45. Go ahead and
try it, my
data-driven
cupcake!
Triggers like social sharing
buttons inside applications
eliminate friction by reducing
the extra steps that are usually
required to share work.
You can track in-app events on Google
Analytics using this simple analytics.js:
$('a').click(function() {
ga('send','event','Button',$(this).prop('href'),null);
});

46. Head over to our blog!
www.chargebee.com/blog/
Enjoying this? For more lessons,
observations, and stories on SaaS and
marketing,

47. III. Retention
“And now you'll be telling stories
of my coming back
and they won't be false, and they won't be
true
but they'll be real”
― Mary Oliver, A Thousand Mornings

48. So, do you want your customers to
think of you as often as possible?

49. If so, push notifications would have crossed
your mind.
So, do you want your customers to
think of you as often as possible?

50. Did you know that you can
measure the impact of push
notifications in Google Analytics?

51. Did you know that you can
measure the impact of push
notifications in Google Analytics?
Say What??

52. Did you know that you can
measure the impact of push
notifications in Google Analytics?
Say What??
You see, 43 new users have landed
on your website with the push
notification that you just sent.

53. Okay, are push notifications the only
route to retention? Not really!

54. Emails!
Okay, are push notifications the only
route to retention? Not really!

55. Sending personalized emails is a great
way to keep users in the know.
Emails!
Okay, are push notifications the only
route to retention? Not really!

56. A well-crafted retention email, like
this one, will go a long way in keeping
your users with you.

57. Don’t forget to include a
good old CTA to draw
users back to the app.
A well-crafted retention email, like
this one, will go a long way in keeping
your users with you.

58. So here, you get to visualize how these
emails are impacting overall traffic.

59. Nuggets of wisdom.
I almost forgot. There’s one other way to improve
retention through emails.. Clear CTAs to download
browser extensions!!

60. Nuggets of wisdom.
I almost forgot. There’s one other way to improve
retention through emails.. Clear CTAs to download
browser extensions!!

61. Nuggets of wisdom.
Product hunt lets users download
their extension with every email
that they send.
I almost forgot. There’s one other way to improve
retention through emails.. Clear CTAs to download
browser extensions!!

62. How do extensions improve retention, you
may ask.

63. Like this. Every time a
user opens a new tab,
Product Hunt shows its
product updates on the
window screen.
How do extensions improve retention, you
may ask.

64. How do extensions improve retention, you
may ask.
And, (theme alert!) you can
track the extension downloads
with Google Analytics.
Like this. Every time a
user opens a new tab,
Product Hunt shows its
product updates on the
window screen.

65. IV. Referral
Friends, Romans,
countrymen, lend me your
ears - Julius Caesar

66. Don’t you want to emulate the
referral magic of say, Dropbox?

67. Don’t you want to emulate the
referral magic of say, Dropbox?
And there I was
thinking that Dropbox
won’t make sense to
anybody but me.

68. Alright, so referrals made
Dropbox great. But how can you
make them work for you?

69. Alright, so referrals made
Dropbox great. But how can you
make them work for you?
Hey Joe, do you know
about this great new
app? Tell me all about it,
Frank.

70. How about you start with
sharing referral links?

71. How about you start with
sharing referral links?
How about you start with
sharing referral links?
Like in this case, the link is inside
a support email.

72. In this case, it’s in a chat
window. Like Intercom.

73. https://www.intercom.io/powered-by?utm_source=
web-app&utm_medium=outbound&utm_campaign
=powered-by-intercom&product=Acquire&compa
ny=Intercom
These are UTM parameters
that you add to the URL.
In this case, it’s in a chat
window. Like Intercom.

74. These are UTM parameters
that you add to the URL.
https://www.intercom.io/powered-by?utm_source=
web-app&utm_medium=outbound&utm_campaign
=powered-by-intercom&product=Acquire&compa
ny=Intercom
Why do you think
it is necessary to
add them?
In this case, it’s in a chat
window. Like Intercom.

75. Because, THIS.
You can check the stats on the
referral link that you just shared
here.

76. “Show me the money”. - Jerry Maguire
V. Revenue

77. Your business’s growth depends on
the money you can invest, and then
reinvest.

78. Your business’s growth depends on
the money you can invest, and then
reinvest. So, the big question is,
what should you measure to
increase your revenue?

79. So, the big question is,
what should you measure to
increase your revenue?
How about finding your most popular plan and
make it EVEN MORE popular?
Your business’s growth depends on
the money you can invest, and then
reinvest.

80. To understand how to do that, let’s
consider Mapbox’s pricing page, for
instance.

81. User clicks this
To understand how to do that, let’s
consider Mapbox’s pricing page, for
instance.

82. Lands here and fills
information

83. Lands here and fills
information
Meanwhile -
<a href = “#” onclick=ga(send, event, website, signup,
std-plan, 49)

84. Meanwhile -
<a href = “#” onclick=ga(send, event, website, signup,
std-plan, 49)
This is an “onclick” event. You can add it
to the sign up button to track the
number of conversions it gets.
Lands here and fills
information

85. Another area of attention.

86. Another area of attention.
Urgent attention.

87. Another area of attention.
Urgent attention.
Are your users upgrading to the paid
plan?

88. Are your users upgrading to the paid
plan?
Another area of attention.
Wouldn’t you like to know how
many users are upgrading? Also,
how much money are you making
with these upgrades?
Urgent attention.

89. “Event value” in Google Analytics
can give you answers!

90. Only 1 user has upgraded! :/
What the fudge?
“Event value” in Google Analytics
can give you answers!

91. That’s it honeybunch.
We have reached the end of the road.

92. That’s it honeybunch.
We have reached the end of the road.
I know you’ve come a long way
but now, it’s your turn to take
the learnings with you and fly
the wheel of success.

93. That’s it honeybunch.
We have reached the end of the road.
Remember.
In data we
must trust.
I know you’ve come a long way
but now, it’s your turn to take
the learnings with you and fly
the wheel of success.

94. Now go.
Take your creation with you.

95. Now go. Take your creation with
you.
Leave footprints on the moon.
Leave footprints on the moon.
Now go.
Take your creation with you.

96. Here’s a picture of two cuties to bid
you godspeed!

97. Here’s a picture of two cuties to bid
you godspeed!
How did we do? Suggestions?
Tell me all about it.
https://twitter.com/preethishreeya

98. Image credits
http://www.jdubuzz.com/2015/07/28/10-animaux-qui-souhai
tent-devenir-photographes/
https://commons.wikimedia.org/
http://nos.twnsnd.co
http://catalog.denverlibrary.org/
https://www.flickr.com/creativecommons/
https://pixabay.com/
http://www.freeimages.com/

99. Head over to our blog!
www.chargebee.com/blog/
Enjoyed reading this? For more lessons,
observations, and stories on SaaS and
marketing,