How to Tell If Your Product Is Working: A Startup Metrics Checklist

Do you remember the first sketch of your product? Or that brainstorming session, where your idea was first born? The late-night coding, heated debates about features, and the launch-day adrenaline? You’ve poured your heart, soul, and likely a good chunk of your budget into building something you believe in.

But now it’s out in the wild, and you’re faced with the most critical question of all: Is it actually working?

It’s a deceptively simple question. Without the right guidance and metrics, it’s easy to get lost in a sea of opinions, vanity metrics, and well-meaning but sometimes misleading advice. Your download numbers may

look great, but no one is sticking around. Or perhaps a feature you built as an afterthought is the one thing users keep mentioning.

We often fear failing when launching a new product; however, for many companies, the biggest risk is failing to understand why you’re failing, or worse, not seeing a success hiding in plain sight.

The good news is that you don’t have to rely on guesswork and assumptions. There are key startup metrics that define your product’s health and help you make data-driven decisions. Use this article as your guide to cut through the noise and focus on metrics that help early-stage startups, as well as established brands, when launching a new product.

What Does Product Success Look Like in 2025?

Let’s face the difficult truth: 2025 research shows that 90% of startups fail (10% of them within the first year). The reasons vary from budget issues to market misalignment, but a significant underlying cause is simply this: they build products that people don’t want or they don’t know how to measure the desire that is even there. They mistake activity for progress, and noise for signal.
In 2025, it’s not enough to have enough monthly active users or a feature-rich launch. Your product must fit the market, and with that, customer retention becomes easier—the market pulls your product actively.

So, how do you know if you’re on the right track? Let’s explore some of the indicators of success:

• Your user base is constantly growing organically, indicating that your marketing and sales efforts are amplified by genuine user interest
• You observe sustainable engagement and revenue from existing customers. This is a powerful driver of stable total revenue and predictable recurring revenue, allowing you to confidently forecast future revenue
• Lifetime value of a customer is significantly higher than the customer acquisition cost (CAC)
• The users see the value; they’re achieving the “aha!” moment you designed your product for

What does a successful MVP look like in real life?

Let’s explore one of the most famous cases of a successful, simple MVP—Dropbox. In its early stages, Dropbox didn’t have a fully built product with all its sync-engine features. They started with a simple minimum viable product. It was a 3-minute video demo, showing how Dropbox would work, focusing on the core value proposition: file synchronization across devices.

They measured the success and observed:

• A large number of people joined the beta waiting list after watching the video, indicating high demand
• The waiting list exploded from 5000 to 75000 people in just 15 hours, indicating organic growth
• Feedback from actual users, providing qualitative data that helped the startup realize they were building a “must-have” solution

Dropbox measured the right thing at the right time. They didn’t focus on “can we build it?” but instead on “should we build it?”

The Founder’s Guide to Metrics: Leading vs. Lagging Indicators

Before we introduce you to specific startup metrics, we need to define a framework to make sense of them all. Without this guide, you’re just staring at a dashboard of numbers. In this section, we will discuss the difference between leading and lagging indicators.

Lagging indicators

Lagging indicators are outcome metrics. They tell you the final result of your product launch (did you win or lose). These metrics are historical and can’t be changed. They’re excellent for reporting performance, but terrible for guiding it:

• Revenue
• Profit
• Customer churn rate

Leading indicators

Leading indicators are progress metrics. They’re predictive and actionable, and measure the key activities and behaviors that drive future outcomes. These metrics and the information they deliver allow you to make adjustments in real time.

• User activation rate
• Feature adoption
• Customer satisfaction score

If you only focus on lagging indicators, you won’t have enough information to move forward. And if you only focus on leading indicators, you’ll miss key metrics that come with product launch. The ultimate goal is to find a golden ratio for your startup: the direct, high-leverage connection between your most critical leading and lagging indicators.

How to Measure the Success of Your Product

Tracking everything is as useless as tracking nothing. The key is to focus on the metrics that tell you a specific story about your progress. However, a product has several stages of evolution, and each stage requires attention.

Let’s follow each stage and explore the essential KPIs, including financial metrics, annual recurring revenue, gross profit, and other buzzwords we often use when measuring the success of a new product launch.

Startup metrics for stage #1: Launch and awareness

This is the initial take-off of your product. At this stage, you should not expect immediate profit, but focus on generating buzz and validating that there’s a market for your solution. Acquire your first set of users and test your initial marketing strategies and value proposition to see what resonates.

Traffic

This is the total number of visitors to your website or landing page. It’s the rawest measure of awareness and the effectiveness of your initial marketing push.

Bounce rate

The percentage of visitors who land on your page and leave without taking any action (like clicking a link or scrolling). A low bounce rate is great. However, a high bounce rate often indicates that your messaging, targeting, or product doesn’t resonate with the audience you’re trying to attract.

Customer acquisition cost

This is a key financial metric that calculates the average cost it takes to get one paying customer.

Formula: Total marketing + sales spend / number of new customers acquired.

In the launch stage, you’re determining if your pricing strategy and marketing strategies can efficiently attract a new customer without burning through your cash.

Startup metrics for stage #2: Activation and validation

Now that you have visitors, you need to ensure they become engaged users. At this stage, you need to prove that your users don’t just sign up, but actually use your product and find core value.

Active user percentage (DAU/MAU)

We also call this a “Stickiness Ration,” because it measures engagement frequency. This KPI shows how many users are active on a daily basis (the percentage). A high ratio indicates your product is valuable enough for the users to incorporate it into their daily or weekly routines.

Customer satisfaction score (CSAT)

This metric uses a specific method—typically a short survey after a key interaction—to gauge user happiness on a scale (e.g., 1-5). Startups use this metric to acquire immediate feedback on the user experience. This KPI is one of the most significant measurement elements to use, since it helps you pinpoint friction points and fix them.

Client retention rate

This tracks the percentage of users who remain active over a specific period (e.g., a month or a quarter). You’ll know you’re delivering a valuable solution if the retention rate is high.

“Investors want to see excellent retention because SAS is all about keeping customers in the long run.”

Christoph Janz, Point 9, 5 Metrics that Matter When Raising Your SaaS

Churn rate

Churn rate shows the percentage of customers who cancel or stop using your product within a specific period. This is one of the most essential of startup metrics. If the churn is high, you have a “leaky bucket,” and you need to investigate why users are leaving and turn things around.

Startup metrics for stage #3: Growth and scaling

If you’ve passed stage one and two successfully, you’ve validated that users love and stick around with your product. Now, it’s time to focus on building a sustainable and profitable business. At this stage, you’ll be optimizing your financial engine, scaling your efficient marketing channels, and forecasting long-term success.

Monthly recurring revenue (MRR)

MRR is a predictable monthly revenue that startups expect to receive on a monthly basis. It’s the lifeblood of a subscription-based startup. Tracking MRR growth (including the Compounded monthly growth rate – CMGR) is essential for forecasting and valuation.

Profit margin

This KPI measures what percentage of your revenue has turned into profit after accounting for all operational costs. It moves beyond top-line revenue to answer, “Are we actually making money?”

Customer lifetime value (LTV)

Customer lifetime value is the total revenue you can expect to earn from an average customer over the entire interaction with your product. This metric can help you understand the long-term value of your customer base.

LTV to CAC ratio

LTV to CAC ratio is an essential metric for scalability. It compares the lifetime value of a customer to the cost of acquiring them. A ratio of 3:1 or higher indicates a healthy, scalable business model where your customers are worth significantly more than what you spend to get them.

How to Choose the Startup Metrics for Your Product?

With so many metrics to track, it’s easy for startup founders to feel overwhelmed. Your goal shouldn’t be tracking everything, but focusing on the right things. Below, you’ll find an actionable plan to select the metrics that deliver valuable insights and drive real business growth.

Don’t measure everything at once and focus on what matters the most. Often, we recommend our clients to measure only one metric, at least at first, and change the key metrics strategy later, if necessary.

• Are you trying to validate your idea? Ignore complex financials and focus on metrics like activation rate.
• Are you trying to scale? A crucial metric here would be the golden ratio of LTV:CAC
• Are you focused on profitability? You need a deep dive into financial health with metrics like NET profit, gross margin, and burn rate to understand your cash runway

The “right” metrics depend heavily on how you make money. There is no one-size-fits-all approach when it comes to tracking the success of your product.

• For B2B SaaS: Focus on recurring revenue metrics like Annual Contract Value, Monthly Recurring Revenue, and Total Contract Value
• For E-commerce: We recommend focusing on marketing metrics (conversion rate, gross merchandise volume) and profitability metrics like gross margin, after accounting for direct costs like inventory and payment processing
• For all startups: Startups need to understand the value of their product. Engagement metrics, like DAU/MAU, can help you with this

Since the lagging indicator tells you what happened, and a leading indicator highlights what to do next, this step is a strategic measurement. It helps you report the past and influence the future.

• Define your lagging indicator: What is the ultimate outcome? (e.g., Increase NET profit)
• Identify the leading indicator: What user behavior drives that outcome? (e.g., To increase profit, we need to improve customer satisfaction to reduce churn and lower acquisition costs)
• Act on the leading indicator: Your marketing efforts and product team should then focus on moving the leading indicator (e.g., by acting on NPS feedback), which will subsequently improve the lagging result

Don’t fall into the “analysis paralysis.” Track metrics that matter. The goal is to have the clearest line of sight to the actions that drive business growth.

• Pick one metric that matters (OMTM): Start with a single, primary metric for your team to focus on for the next quarter
• Build a minimalist dashboard: Start with a few important metrics that collectively tell the story of your startup’s performance. You can always add more later
• Schedule regular reviews: Hold weekly or bi-weekly meetings to identify trends, discuss causes, and decide on actions

What does this look like in real life: Choosing metrics for an MVP

Let’s explore a case study of an MVP mobile app for health-conscious individuals, and see how you can use different metrics and change strategies as it evolves through each stage of growth.

What to Do When You’re Overwhelmed by Key Performance Indicators?

If you feel overwhelmed by all the different metrics, various categories, and numbers you need to track, you’re not alone. It’s essential to know when to get professional help. Sometimes, the overwhelm isn’t just about having too many metrics; it’s about a fundamental disconnect between your product, your data, and your strategy.

This is often the case when:

• Startups lack the technical infrastructure to track the right metrics accurately
• The team is spending more time building reports than building the product
• You see numbers but lack the experience to interpret them

Partnering with an experienced product development team can be a game-changer. Glorium Technologies, for example, has over 15 years of expertise in complex industries like healthcare, real estate, manufacturing, and others, helping startups take their first steps, develop MVPs, validate ideas, and grow and scale.

Explore our case studies to see how we help build a strong foundation for future scaling. For example, our client was able to gather information about product-market fit and the desire for their solution with our working prototype for NFT & SFT campaigns in 3-4 months.

Need strategic framework implementation and expert interpretation of your metrics? Book an intro call with our experts.

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