When Do You Need Web Analytics?

I know this post is focused on web analytics focused on marketing and paid user conversion, but equally important is data on user behavior within your app.

For our travel planning app, we mapped what a typical user journey would involve in terms of feature engagement and tracked conversion rates from feature to feature to map all the way to a paid user conversion. It was helpful to see where user engagement was low for what we hypothesized were key features to drive paid subscriptions.

From a tooling perspective, it was tough to do this in a way that resulted in the full overall flow with all the necessary data inputs. We used Amplitude for the app behavior but had to marry that with Stripe data for pay-screen views and payments compeleted. This made it a little tricky and we ended up dumping it all into a Google Sheet (this feels embaressing to admit but it was the easiest way to get the job done). But, that resulted in manual data exporting from Stripe and Amplitude, which was a pain. We ended up building a Stripe App to automate this (https://marketplace.stripe.com/apps/autosync-for-google-sheets) but still manage the Amplitude export manually.

This has been key to helping us experiment with features, pricing, UI/UX changes, etc. to optimize revenue and user conversion. Still somewhat manual but very worth it!