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$39
Product Metrics Dashboard Templates
KPI tracking spreadsheets for product metrics: engagement, retention, conversion, revenue, and NPS with automated charts.
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metrics-analytics-dashboard/
├── LICENSE
├── README.md
├── examples/
│ ├── alert-thresholds.md
│ ├── metrics-review-deck.md
│ └── saas-startup-data.csv
├── frameworks/
│ ├── metrics-definitions-glossary.md
│ ├── metrics-formulas-reference.md
│ └── north-star-metric.md
├── free-sample.zip
├── guide/
│ ├── 01_dashboard-setup-guide.md
│ └── 02_metrics-review-cadence.md
├── guides/
│ ├── dashboard-setup-guide.md
│ └── metrics-review-cadence.md
├── index.html
└── spreadsheets/
├── conversion-funnel.csv
├── engagement-metrics.csv
├── nps-tracking.csv
├── retention-cohort.csv
└── revenue-mrr.csv
📖 Documentation Preview README excerpt
Product Metrics Dashboard Templates
By PM Toolkit Pro | $39
A complete metrics tracking system for product managers. Five CSV spreadsheet templates covering engagement, retention, conversion, revenue, and NPS — each pre-loaded with realistic sample data, formulas guidance, and ready-to-use headers. Includes a metrics definitions glossary, North Star framework, and dashboard setup guide.
What's Inside
Spreadsheet Templates (`spreadsheets/`)
| File | Purpose | Sample Rows |
|---|---|---|
engagement-metrics.csv | DAU, WAU, MAU, session duration, feature adoption tracking | 30 days of data |
retention-cohort.csv | Monthly cohort retention analysis with 12-month lookback | 8 cohorts |
conversion-funnel.csv | Multi-stage funnel tracking from visitor to paid customer | 12 weeks of data |
revenue-mrr.csv | MRR, ARR, expansion, contraction, churn, LTV tracking | 12 months of data |
nps-tracking.csv | NPS survey results with score calculation and trend data | 6 quarters of data |
Frameworks (`frameworks/`)
| File | Purpose |
|---|---|
north-star-metric.md | Framework for choosing, validating, and operationalizing your North Star metric |
metrics-definitions-glossary.md | 50+ metric definitions with formulas, benchmarks, and common pitfalls |
Guides (`guides/`)
| File | Purpose |
|---|---|
dashboard-setup-guide.md | Step-by-step guide to building dashboards from these templates in any BI tool |
metrics-review-cadence.md | How to run weekly, monthly, and quarterly metrics reviews |
Examples (`examples/`)
| File | Purpose |
|---|---|
saas-startup-data.csv | Complete dataset for a fictional SaaS startup — 12 months of blended metrics |
metrics-review-deck.md | Template for a monthly metrics review presentation |
alert-thresholds.md | Recommended alert thresholds for key metrics (when to worry) |
Features
- Five domain-specific spreadsheets with proper headers, formulas guidance, and realistic sample data you can use as a reference or replace with your own numbers
- Metrics glossary with 50+ definitions — not just the name but the formula, what "good" looks like, and common calculation mistakes
- North Star framework — a structured process for choosing the one metric that matters most, with examples from different product types
- Dashboard setup guide that works with any BI tool (Looker, Metabase, Tableau, Google Sheets) — focuses on which charts to build and why, not tool-specific clicks
- Realistic sample data based on typical SaaS patterns — use it to build practice dashboards or as a template for your own tracking
Quick Start
1. Pick your priority metric area — engagement, retention, conversion, revenue, or NPS
2. Open the corresponding CSV in spreadsheets/ — review the headers, understand each column using frameworks/metrics-definitions-glossary.md
3. Import into your tool (Google Sheets, Excel, your BI platform) — see guides/dashboard-setup-guide.md for recommended chart types
4. Replace the sample data with your real numbers (or use the sample data to practice)
... continues with setup instructions, usage examples, and more.
📄 Content Sample examples/alert-thresholds.md
Alert Thresholds for Product Metrics
When should you stop what you're doing and investigate a metric? This guide provides recommended alert thresholds for key product metrics, organized by urgency level.
Urgency Levels
| Level | Response Time | Who Gets Alerted | Action |
|---|---|---|---|
| Critical | Within 1 hour | On-call engineer + product lead | Drop everything, investigate immediately |
| High | Same business day | Product lead + team lead | Prioritize investigation, may need to pause other work |
| Medium | Within 48 hours | Product manager | Investigate this week, track in next standup |
| Low | Within 1 week | Added to weekly review agenda | Discuss at next weekly metrics review |
Engagement Alerts
| Metric | Alert Condition | Level | Likely Causes | Investigation Steps |
|---|---|---|---|---|
| DAU | Drops >20% from 7-day trailing average | High | Outage, broken deployment, seasonal effect, tracking bug | 1. Check uptime monitoring 2. Check recent deployments 3. Verify analytics tracking is working 4. Check for external events |
| DAU | Drops >40% from 7-day trailing average | Critical | Service outage, major bug, data pipeline failure | Immediate: check system status. Is the product working? Is tracking broken? |
| WAU/MAU ratio (stickiness) | Drops below 15% | Medium | Reduced engagement quality, feature regression, competitor emergence | Compare feature usage trends, check recent changes, review support tickets |
| Avg session duration | Drops >30% from monthly average | Medium | Performance issues, UX regression, broken workflow | Check page load times, review recent UI changes, check error rates |
| Bounce rate | Rises above 55% for 3+ consecutive days | Medium | Landing page issue, broken onboarding, targeting mismatch | Check landing pages, verify onboarding flow, review traffic sources |
Conversion Alerts
| Metric | Alert Condition | Level | Likely Causes | Investigation Steps |
|---|---|---|---|---|
| Visitor → Signup | Drops below 2% for 5+ days | Medium | Pricing page change, landing page bug, traffic quality change | Check for recent page changes, review traffic source mix, test signup flow |
| Signup → Onboarding complete | Drops below 60% | High | Onboarding bug, confusing new step, email delivery issue | Walk through onboarding as a new user, check for errors, verify emails sending |
| Trial → Paid | Drops below 12% for a monthly cohort | High | Value delivery problem, competitor offer, billing flow bug | Check activation rates, review churned trial users, test payment flow |
| Any funnel step | Single-step drop-off exceeds 50% | High | Bug at that step, UX regression, new friction point | Walk through the step manually, check error logs, compare to previous version |
Revenue Alerts
| Metric | Alert Condition | Level | Likely Causes | Investigation Steps |
|---|---|---|---|---|
| Monthly MRR churn | Exceeds 5% | High | Product quality issue, competitor displacement, pricing concern, support failure | Run churn analysis by segment, review cancellation reasons, check support satisfaction |
| Monthly MRR churn | Exceeds 8% | Critical | Systemic product or market problem | Executive escalation, churn cohort deep-dive, customer outreach |
| Net MRR | Negative for any month (lost more than gained) | Critical | Company is shrinking — business model risk | All hands on deck: churn analysis, expansion opportunities, acquisition strategy review |
| ARPU | Drops >10% MoM | Medium | Mix shift to lower-tier plans, discounting too aggressively, downgrade trend | Analyze plan distribution changes, check discount usage, review downgrade reasons |
... and much more in the full download.