CINXE.COM

<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8"/><title>What is a North Star metric? | Signals & Stories</title><meta name="robots" content="index,follow"/><meta name="description" content="Insights for digital builders"/><meta name="twitter:card" content="summary_large_image"/><meta name="twitter:site" content="@mixpanel"/><meta name="twitter:creator" content="@mixpanel"/><meta property="og:title" content="What is a North Star metric? | Signals & Stories"/><meta property="og:description" content="Insights for digital builders"/><meta property="og:url" content="https://mixpanel.com/blog/north-star-metric/"/><meta property="og:type" content="article"/><meta property="article:published_time" content="2018-12-10T21:15:00.000Z"/><meta property="article:author" content="https://mixpanel.com/blog/author/mark-simborg/11"/><meta property="og:image" content="https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1024x577.png"/><meta property="og:image:alt" content="Insights for digital builders"/><meta property="og:image:width" content="1024"/><meta property="og:image:height" content="577"/><meta property="og:locale" content="en_US"/><meta property="og:site_name" content="Mixpanel"/><link rel="canonical" href="https://mixpanel.com"/><meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, viewport-fit=cover"/><meta name="google-site-verification" content="OoTPHx7nojGJ8UvFO0fEHn0FiLWWVBCHGkYKyB_Ip7s"/><meta name="google-site-verification" content="OKZ9uKMu6jWiTNMKW3wroo6LyYjBefrWPzomPzTKryI"/><meta name="google-site-verification" content="ktQYex5oJA4yoT3FArp8cp2SSpuEEO1yIOnXyPYMmw4"/><meta name="google-site-verification" content="vbHRCzhbDW8G307pT3kTkmEsSKT29m1qep-2RLpihoY"/><meta name="google-site-verification" content="tXb9P6eqlMpF7tgXb7YqyzKptWgiLFoIJMdNnP_1fVg"/><meta name="google" content="nositelinkssearchbox"/><meta name="msapplication-TileColor" content="#ffffff"/><meta name="theme-color" content="#ffffff"/><link rel="manifest" href="https://mixpanel.com/blog/pwa/manifest.json"/><link rel="apple-touch-icon" sizes="180x180" href="https://mixpanel.com/favicons/apple-touch-icon.png"/><link rel="icon" type="image/png" sizes="32x32" href="https://mixpanel.com/favicons/favicon-32x32.png"/><link rel="icon" type="image/png" sizes="16x16" href="https://mixpanel.com/favicons/favicon-16x16.png"/><link rel="mask-icon" color="#7856ff" href="https://mixpanel.com/favicons/safari-pinned-tab.svg"/><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","@id":"https://mixpanel.com/north-star-metric/","itemListElement":[{"@type":"ListItem","position":1,"item":"https://mixpanel.com","name":"Home"},{"@type":"ListItem","position":2,"item":"https://mixpanel.com/blog","name":"Signals & Stories"}]}</script><script type="application/ld+json">{"@context":"https://schema.org","@type":"BlogPosting","datePublished":"2018-12-10T21:15:00.000Z","description":"A North Star metric is the one measurement that’s most predictive of a company’s long-term success. To qualify as a “North Star,” a metric must do three things: lead to revenue, reflect customer value, and measure progress. If a metric hits those three points, and every department contributes to improving it, the company will grow sustainably—or so the theory goes.","mainEntityOfPage":{"@type":"WebPage","@id":"https://mixpanel.com/blog/north-star-metric"},"headline":"What is a North Star metric?","image":["https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-150x150.png","https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-768x432.png","https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1024x577.png","https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1536x865.png","https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1200x676.png","https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1400x788.png","https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png"],"dateModified":"2024-09-19T14:16:02.000Z","author":{"@type":"Person","name":"Mark Simborg"},"publisher":{"@type":"Organization","name":"Mixpanel"},"isAccessibleForFree":true}</script><meta name="next-head-count" content="36"/><script type="text/javascript" id="load-mixpanel-script" data-nscript="beforeInteractive">var MIXPANEL_CUSTOM_LIB_URL="https://cdn.mxpnl.com/libs/mixpanel-2-latest.min.js";(function(f,b){if(!b.__SV){var e,g,i,h;window.mixpanel=b;b._i=[];b.init=function(e,f,c){function g(a,d){var b=d.split(".");2==b.length&&(a=a[b[0]],d=b[1]);a[d]=function(){a.push([d].concat(Array.prototype.slice.call(arguments,0)))}}var a=b;"undefined"!==typeof c?a=b[c]=[]:c="mixpanel";a.people=a.people||[];a.toString=function(a){var d="mixpanel";"mixpanel"!==c&&(d+="."+c);a||(d+=" (stub)");return d};a.people.toString=function(){return a.toString(1)+".people (stub)"};i="disable time_event track track_pageview track_links track_forms track_with_groups add_group set_group remove_group register register_once alias unregister identify name_tag set_config reset opt_in_tracking opt_out_tracking has_opted_in_tracking has_opted_out_tracking clear_opt_in_out_tracking start_batch_senders people.set people.set_once people.unset people.increment people.append people.union people.track_charge people.clear_charges people.delete_user people.remove".split(" "); for(h=0;h<i.length;h++)g(a,i[h]);var j="set set_once union unset remove delete".split(" ");a.get_group=function(){function b(c){d[c]=function(){call2_args=arguments;call2=[c].concat(Array.prototype.slice.call(call2_args,0));a.push([e,call2])}}for(var d={},e=["get_group"].concat(Array.prototype.slice.call(arguments,0)),c=0;c<j.length;c++)b(j[c]);return d};b._i.push([e,f,c])};b.__SV=1.2;e=f.createElement("script");e.type="text/javascript";e.async=!0;e.src="undefined"!==typeof MIXPANEL_CUSTOM_LIB_URL? MIXPANEL_CUSTOM_LIB_URL:"file:"===f.location.protocol&&"//cdn.mxpnl.com/libs/mixpanel-2-latest.min.js".match(/^/)?"https://cdn.mxpnl.com/libs/mixpanel-2-latest.min.js":"//cdn.mxpnl.com/libs/mixpanel-2-latest.min.js";g=f.getElementsByTagName("script")[0];g.parentNode.insertBefore(e,g)}})(document,window.mixpanel||[]); mixpanel.init('metrics-1', { api_payload_format: 'json', debug: false, persistence: 'cookie', stop_utm_persistence: true, track_pageview: false, // Disabled due to race condition when adding superproperties. See relevant provider. })</script><script type="text/javascript" id="load-mutiny-script" data-nscript="beforeInteractive">(function(){var a=window.mutiny=window.mutiny||{};if(!window.mutiny.client){a.client={_queue:{}};var b=["identify","trackConversion"];var c=[].concat(b,["defaultOptOut","optOut","optIn"]);var d=function factory(c){return function(){for(var d=arguments.length,e=new Array(d),f=0;f<d;f++){e[f]=arguments[f]}a.client._queue[c]=a.client._queue[c]||[];if(b.includes(c)){return new Promise(function(b,d){a.client._queue[c].push({args:e,resolve:b,reject:d})})}else{a.client._queue[c].push({args:e})}}};c.forEach(function(b){a.client[b]=d(b)})}})();</script><script type="text/javascript" id="load-rollbar-script" data-nscript="beforeInteractive"> // set the staging env based on its url let env = 'production'; const stagingEnv = 'staging'; const windowHost = window.location.hostname; // two backslashes are needed in order to preserve one of the backslashes // normal staging if (/^staging(-eu)?-\d+\.mixpanel\.com$/.test(windowHost)) { env = stagingEnv; // marketing staging } else if (/^latest\.marketing-site\.mixpanel\.org$/.test(windowHost)) { env = stagingEnv; // pr previews are also staging } else if (/^pr-\d+\.marketing-site\.mixpanel\.org$/.test(windowHost)) { env = stagingEnv; } var _rollbarConfig = { accessToken: 'ded7586aab784bd2917c499af1e0d51f', captureUncaught: true, captureUnhandledRejections: true, enabled: true, ignoredMessages: ['Security Policy Violation'], payload: { environment: env, repo: 'mixpanel', } }; // Rollbar Snippet !function(r){var e={};function o(n){if(e[n])return e[n].exports;var t=e[n]={i:n,l:!1,exports:{}};return r[n].call(t.exports,t,t.exports,o),t.l=!0,t.exports}o.m=r,o.c=e,o.d=function(r,e,n){o.o(r,e)||Object.defineProperty(r,e,{enumerable:!0,get:n})},o.r=function(r){"undefined"!=typeof Symbol&&Symbol.toStringTag&&Object.defineProperty(r,Symbol.toStringTag,{value:"Module"}),Object.defineProperty(r,"__esModule",{value:!0})},o.t=function(r,e){if(1&e&&(r=o(r)),8&e)return r;if(4&e&&"object"==typeof r&&r&&r.__esModule)return r;var n=Object.create(null);if(o.r(n),Object.defineProperty(n,"default",{enumerable:!0,value:r}),2&e&&"string"!=typeof r)for(var t in r)o.d(n,t,function(e){return r[e]}.bind(null,t));return n},o.n=function(r){var e=r&&r.__esModule?function(){return r.default}:function(){return r};return o.d(e,"a",e),e},o.o=function(r,e){return Object.prototype.hasOwnProperty.call(r,e)},o.p="",o(o.s=0)}([function(r,e,o){"use strict";var n=o(1),t=o(5);_rollbarConfig=_rollbarConfig||{},_rollbarConfig.rollbarJsUrl=_rollbarConfig.rollbarJsUrl||"https://cdn.rollbar.com/rollbarjs/refs/tags/v2.26.1/rollbar.min.js",_rollbarConfig.async=void 0===_rollbarConfig.async||_rollbarConfig.async;var a=n.setupShim(window,_rollbarConfig),l=t(_rollbarConfig);window.rollbar=n.Rollbar,a.loadFull(window,document,!_rollbarConfig.async,_rollbarConfig,l)},function(r,e,o){"use strict";var n=o(2),t=o(3);function a(r){return function(){try{return r.apply(this,arguments)}catch(r){try{console.error("[Rollbar]: Internal error",r)}catch(r){}}}}var l=0;function i(r,e){this.options=r,this._rollbarOldOnError=null;var o=l++;this.shimId=function(){return o},"undefined"!=typeof window&&window._rollbarShims&&(window._rollbarShims[o]={handler:e,messages:[]})}var s=o(4),d=function(r,e){return new i(r,e)},c=function(r){return new s(d,r)};function u(r){return a((function(){var e=this,o=Array.prototype.slice.call(arguments,0),n={shim:e,method:r,args:o,ts:new Date};window._rollbarShims[this.shimId()].messages.push(n)}))}i.prototype.loadFull=function(r,e,o,n,t){var l=!1,i=e.createElement("script"),s=e.getElementsByTagName("script")[0],d=s.parentNode;i.crossOrigin="",i.src=n.rollbarJsUrl,o||(i.async=!0),i.onload=i.onreadystatechange=a((function(){if(!(l||this.readyState&&"loaded"!==this.readyState&&"complete"!==this.readyState)){i.onload=i.onreadystatechange=null;try{d.removeChild(i)}catch(r){}l=!0,function(){var e;if(void 0===r._rollbarDidLoad){e=new Error("rollbar.js did not load");for(var o,n,a,l,i=0;o=r._rollbarShims[i++];)for(o=o.messages||[];n=o.shift();)for(a=n.args||[],i=0;i<a.length;++i)if("function"==typeof(l=a[i])){l(e);break}}"function"==typeof t&&t(e)}()}})),d.insertBefore(i,s)},i.prototype.wrap=function(r,e,o){try{var n;if(n="function"==typeof e?e:function(){return e||{}},"function"!=typeof r)return r;if(r._isWrap)return r;if(!r._rollbar_wrapped&&(r._rollbar_wrapped=function(){o&&"function"==typeof o&&o.apply(this,arguments);try{return r.apply(this,arguments)}catch(o){var e=o;throw e&&("string"==typeof e&&(e=new String(e)),e._rollbarContext=n()||{},e._rollbarContext._wrappedSource=r.toString(),window._rollbarWrappedError=e),e}},r._rollbar_wrapped._isWrap=!0,r.hasOwnProperty))for(var t in r)r.hasOwnProperty(t)&&(r._rollbar_wrapped[t]=r[t]);return r._rollbar_wrapped}catch(e){return r}};for(var p="log,debug,info,warn,warning,error,critical,global,configure,handleUncaughtException,handleAnonymousErrors,handleUnhandledRejection,captureEvent,captureDomContentLoaded,captureLoad".split(","),f=0;f<p.length;++f)i.prototype[p[f]]=u(p[f]);r.exports={setupShim:function(r,e){if(r){var o=e.globalAlias||"Rollbar";if("object"==typeof r[o])return r[o];r._rollbarShims={},r._rollbarWrappedError=null;var l=new c(e);return a((function(){e.captureUncaught&&(l._rollbarOldOnError=r.onerror,n.captureUncaughtExceptions(r,l,!0),e.wrapGlobalEventHandlers&&t(r,l,!0)),e.captureUnhandledRejections&&n.captureUnhandledRejections(r,l,!0);var a=e.autoInstrument;return!1!==e.enabled&&(void 0===a||!0===a||function(r){return!("object"!=typeof r||void 0!==r.page&&!r.page)}(a))&&r.addEventListener&&(r.addEventListener("load",l.captureLoad.bind(l)),r.addEventListener("DOMContentLoaded",l.captureDomContentLoaded.bind(l))),r[o]=l,l}))()}},Rollbar:c}},function(r,e,o){"use strict";function n(r,e,o,n){r._rollbarWrappedError&&(n[4]||(n[4]=r._rollbarWrappedError),n[5]||(n[5]=r._rollbarWrappedError._rollbarContext),r._rollbarWrappedError=null);var t=e.handleUncaughtException.apply(e,n);o&&o.apply(r,n),"anonymous"===t&&(e.anonymousErrorsPending+=1)}r.exports={captureUncaughtExceptions:function(r,e,o){if(r){var t;if("function"==typeof e._rollbarOldOnError)t=e._rollbarOldOnError;else if(r.onerror){for(t=r.onerror;t._rollbarOldOnError;)t=t._rollbarOldOnError;e._rollbarOldOnError=t}e.handleAnonymousErrors();var a=function(){var o=Array.prototype.slice.call(arguments,0);n(r,e,t,o)};o&&(a._rollbarOldOnError=t),r.onerror=a}},captureUnhandledRejections:function(r,e,o){if(r){"function"==typeof r._rollbarURH&&r._rollbarURH.belongsToShim&&r.removeEventListener("unhandledrejection",r._rollbarURH);var n=function(r){var o,n,t;try{o=r.reason}catch(r){o=void 0}try{n=r.promise}catch(r){n="[unhandledrejection] error getting `promise` from event"}try{t=r.detail,!o&&t&&(o=t.reason,n=t.promise)}catch(r){}o||(o="[unhandledrejection] error getting `reason` from event"),e&&e.handleUnhandledRejection&&e.handleUnhandledRejection(o,n)};n.belongsToShim=o,r._rollbarURH=n,r.addEventListener("unhandledrejection",n)}}}},function(r,e,o){"use strict";function n(r,e,o){if(e.hasOwnProperty&&e.hasOwnProperty("addEventListener")){for(var n=e.addEventListener;n._rollbarOldAdd&&n.belongsToShim;)n=n._rollbarOldAdd;var t=function(e,o,t){n.call(this,e,r.wrap(o),t)};t._rollbarOldAdd=n,t.belongsToShim=o,e.addEventListener=t;for(var a=e.removeEventListener;a._rollbarOldRemove&&a.belongsToShim;)a=a._rollbarOldRemove;var l=function(r,e,o){a.call(this,r,e&&e._rollbar_wrapped||e,o)};l._rollbarOldRemove=a,l.belongsToShim=o,e.removeEventListener=l}}r.exports=function(r,e,o){if(r){var t,a,l="EventTarget,Window,Node,ApplicationCache,AudioTrackList,ChannelMergerNode,CryptoOperation,EventSource,FileReader,HTMLUnknownElement,IDBDatabase,IDBRequest,IDBTransaction,KeyOperation,MediaController,MessagePort,ModalWindow,Notification,SVGElementInstance,Screen,TextTrack,TextTrackCue,TextTrackList,WebSocket,WebSocketWorker,Worker,XMLHttpRequest,XMLHttpRequestEventTarget,XMLHttpRequestUpload".split(",");for(t=0;t<l.length;++t)r[a=l[t]]&&r[a].prototype&&n(e,r[a].prototype,o)}}},function(r,e,o){"use strict";function n(r,e){this.impl=r(e,this),this.options=e,function(r){for(var e=function(r){return function(){var e=Array.prototype.slice.call(arguments,0);if(this.impl[r])return this.impl[r].apply(this.impl,e)}},o="log,debug,info,warn,warning,error,critical,global,configure,handleUncaughtException,handleAnonymousErrors,handleUnhandledRejection,_createItem,wrap,loadFull,shimId,captureEvent,captureDomContentLoaded,captureLoad".split(","),n=0;n<o.length;n++)r[o[n]]=e(o[n])}(n.prototype)}n.prototype._swapAndProcessMessages=function(r,e){var o,n,t;for(this.impl=r(this.options);o=e.shift();)n=o.method,t=o.args,this[n]&&"function"==typeof this[n]&&("captureDomContentLoaded"===n||"captureLoad"===n?this[n].apply(this,[t[0],o.ts]):this[n].apply(this,t));return this},r.exports=n},function(r,e,o){"use strict";r.exports=function(r){return function(e){if(!e&&!window._rollbarInitialized){for(var o,n,t=(r=r||{}).globalAlias||"Rollbar",a=window.rollbar,l=function(r){return new a(r)},i=0;o=window._rollbarShims[i++];)n||(n=o.handler),o.handler._swapAndProcessMessages(l,o.messages);window[t]=n,window._rollbarInitialized=!0}}}}]); // End Rollbar Snippet</script><script type="text/javascript" id="load-gtm-script" data-nscript="beforeInteractive">(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f) })(window,document,'script','dataLayer','GTM-MRDR9SP')</script><link rel="preload" href="/blog/_next/static/css/3b24e6e43b8f71cf.css" as="style"/><link rel="stylesheet" href="/blog/_next/static/css/3b24e6e43b8f71cf.css" data-n-g=""/><noscript data-n-css=""></noscript><script defer="" nomodule="" src="/blog/_next/static/chunks/polyfills-78c92fac7aa8fdd8.js"></script><script type="text/javascript" id="load-mutiny-client-script" data-cfasync="false" src="https://client-registry.mutinycdn.com/personalize/client/94c8846d87697aae.js" defer="" data-nscript="beforeInteractive"></script><script src="/blog/_next/static/chunks/webpack-1d074c69bc9dc797.js" defer=""></script><script src="/blog/_next/static/chunks/framework-47900422bd5f2ab2.js" defer=""></script><script src="/blog/_next/static/chunks/main-8937f1b40fa2f8b6.js" defer=""></script><script src="/blog/_next/static/chunks/pages/_app-60a57d504feb3308.js" defer=""></script><script src="/blog/_next/static/chunks/pages/%5B...wordpressNode%5D-fe1385f4acccbeff.js" defer=""></script><script src="/blog/_next/static/RTLNSJXrYSUdwEdBCKCrX/_buildManifest.js" defer=""></script><script src="/blog/_next/static/RTLNSJXrYSUdwEdBCKCrX/_ssgManifest.js" defer=""></script></head><body><div id="__next"><div class="Header_root__JREu9 Header_removeFix__ytS5_"><div class="GridContainer_gridContainer__QWz73 GridContainer_fullHeight__3MiEv Header_gridContainer__Sp_zm"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_smFill__BEbc_ GridItem_medFill__nnoxW GridItem_lgFill__kkwmJ GridItem_xlFill__KfhUO Header_gridItem__4e9uv"><div class="Header_primaryContent__Iw3f3"><figure class="Header_mixpanelLogo__fmxlv Header_contextMenuActivatable__mEEFq" data-testid="header--activate-context-menu"><a href="/home" class="Link Header_logoLink__gQVBC"><svg class="MixpanelLogo_root__2Ddxm MixpanelLogo_type__LCWSo MixpanelLogo_fill__YxKMl Header_logo__xzZy5" viewBox="0 0 798 189" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M0 146.539H47.835V141.455H44.243C37.2513 141.455 35.5676 139.547 35.5676 132.572V69.5024C40.4425 61.244 47.0011 55.9521 55.2596 55.9521C65.6348 55.9521 71.985 63.5692 71.985 77.9694V132.588C71.985 139.579 70.2852 141.471 63.5181 141.471H59.7016V146.555H106.478V141.471H103.095C96.103 141.471 94.4192 139.563 94.4192 132.588V75.6282C94.4192 73.7199 94.4192 71.8116 94.2108 69.9194C98.8612 61.4524 105.853 55.9521 114.111 55.9521C124.487 55.9521 130.837 63.5692 130.837 77.9694V132.588C130.837 139.579 129.137 141.471 122.37 141.471H118.553V146.555H165.33V141.471H162.155C154.955 141.471 153.271 139.563 153.271 132.588V75.6282C153.271 54.2523 141.212 42.4018 123.637 42.4018C110.519 42.4018 99.0857 49.6019 92.9439 63.9861C89.3519 50.0189 78.7682 42.4018 64.7849 42.4018C52.293 42.4018 41.5008 49.169 35.5676 62.7193V44.9355H0V50.0189H4.23347C11.4336 50.0189 13.1173 51.9271 13.1173 58.9027V132.572C13.1173 139.563 11.4175 141.455 4.23347 141.455H0V146.539ZM193.473 28.0016C201.09 28.0016 207.44 21.6514 207.44 14.0344C207.44 6.41731 201.09 0.0671082 193.473 0.0671082C185.856 0.0671082 179.506 6.41731 179.506 14.0344C179.506 21.6514 185.856 28.0016 193.473 28.0016ZM169.772 146.539H216.757V141.455H213.582C206.59 141.455 204.906 139.547 204.906 132.572V44.9355H169.339V50.0189H173.572C180.772 50.0189 182.456 51.9271 182.456 58.9027V132.572C182.456 139.563 180.756 141.455 173.572 141.455H169.756V146.539H169.772ZM251.058 86.8533H264.608C261.224 84.7365 259.958 81.7699 258.258 76.2696L253.174 57.4274C250.849 48.9605 248.941 44.9355 239.624 44.9355H220.157V50.0189H222.915C228.623 50.0189 229.265 52.1356 230.965 58.4858L235.407 75.0028C237.732 83.0528 241.34 86.8533 251.074 86.8533H251.058ZM282.392 86.8533H295.942C305.676 86.8533 309.059 83.0367 311.401 75.0028L315.843 58.4858C317.542 52.1356 318.376 50.0189 323.893 50.0189H326.651V44.9355H307.392C297.866 44.9355 295.958 48.752 293.841 57.4274L288.758 76.2696C287.058 81.9784 285.775 84.7365 282.392 86.8533ZM264.608 104.637H282.392V86.8533H264.608V104.637ZM220.157 146.555H239.624C248.941 146.555 250.849 142.53 253.174 134.063L258.258 115.221C259.958 109.72 261.224 106.754 264.608 104.637H251.058C241.324 104.637 237.716 108.454 235.391 116.488L230.949 133.005C229.249 139.355 228.623 141.471 222.899 141.471H220.141V146.555H220.157ZM307.36 146.555H326.619V141.471H323.861C318.36 141.471 317.51 139.355 315.811 133.005L311.369 116.488C309.043 108.438 305.66 104.637 295.91 104.637H282.392C285.775 106.754 287.01 109.512 288.71 115.221L293.793 134.063C295.91 142.738 297.818 146.555 307.344 146.555H307.36ZM329.377 188.89H378.479V183.806H373.395C366.628 183.806 364.928 181.898 364.928 174.922V134.496C371.07 143.604 381.445 149.105 393.713 149.105C416.788 149.105 435.198 128.787 435.198 93.6525C435.198 61.9014 417.847 42.4339 395.397 42.4339C382.279 42.4339 371.263 50.0509 364.912 63.6012V44.9676H329.345V50.0509H333.578C340.57 50.0509 342.462 51.9592 342.462 58.9348V174.906C342.462 181.898 340.554 183.79 333.578 183.79H329.345V188.874L329.377 188.89ZM387.379 55.5352C401.137 55.5352 412.363 68.4441 412.363 94.0534C412.363 121.988 401.987 137.238 387.812 137.238C378.703 137.238 370.669 132.363 364.944 123.896V71.3947C370.445 61.0195 378.286 55.5192 387.379 55.5192V55.5352ZM468.665 148.672C482.423 148.672 493.424 142.113 501.682 127.296V129.621C501.682 142.321 509.732 147.822 523.058 147.822C527.083 147.822 532.167 147.405 535.55 146.346V141.055C533.85 141.471 532.583 141.696 531.317 141.696C526.025 141.696 524.325 138.521 524.325 133.437V79.2362C524.325 54.2523 510.358 42.4018 486.865 42.4018C471.198 42.4018 455.964 49.6019 446.23 57.219L449.614 63.1522C459.781 56.1606 469.723 52.1516 480.515 52.1516C494.482 52.1516 501.682 59.7687 501.682 77.5525V82.2029L475.64 92.3696C451.939 102.103 443.248 111.212 443.248 124.971C443.248 138.729 452.981 148.672 468.648 148.672H468.665ZM465.489 119.454C465.489 108.871 471.631 101.253 484.123 95.7532L501.698 88.1361V121.154C495.14 130.262 487.523 135.554 479.264 135.554C471.006 135.554 465.505 129.845 465.505 119.47L465.489 119.454ZM539.784 146.555H588.052V141.471H584.027C577.035 141.471 575.351 139.563 575.351 132.588V69.7109C580.226 61.244 587.41 55.9521 595.877 55.9521C606.878 55.9521 613.869 63.5692 613.869 77.9694V132.588C613.869 139.579 612.17 141.471 605.402 141.471H601.377V146.555H649.421V141.471H645.187C637.987 141.471 636.304 139.563 636.304 132.588V75.6282C636.304 54.2523 623.603 42.4018 605.611 42.4018C592.494 42.4018 581.477 49.169 575.335 62.7193V44.9355H539.768V50.0189H544.001C551.201 50.0189 552.885 51.9271 552.885 58.9027V132.572C552.885 139.563 551.185 141.455 544.001 141.455H539.768V146.539L539.784 146.555ZM704.456 149.089C718.423 149.089 731.557 142.738 741.082 135.121L737.907 130.471C729.44 136.613 719.915 139.355 711.031 139.355C689.446 139.355 676.746 124.121 676.746 94.4863V90.6698H743.632C743.215 62.0939 725.639 42.6263 700.03 42.6263C674.421 42.6263 653.879 65.7019 653.879 96.1861C653.879 129.637 672.93 149.105 704.472 149.105L704.456 149.089ZM700.223 47.9021C712.923 47.9021 720.748 61.6609 722.031 84.945H677.163C679.071 61.4524 687.955 47.9021 700.239 47.9021H700.223ZM748.266 146.539H797.368V141.455H792.493C785.501 141.455 783.818 139.547 783.818 132.572V2.60078H748.25V7.68415H752.483C759.475 7.68415 761.367 9.59242 761.367 16.568V132.572C761.367 139.563 759.459 141.455 752.483 141.455H748.25V146.539H748.266Z" fill="currentColor"></path></svg><span class="Header_srOnly__X6naj">Mixpanel</span></a><span class="Header_dropdown__NxD2h"><ul class="HeaderDropdown_root__iXp1v"><li class="HeaderDropdown_listItem__jN4UB"><span class="HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Copy wordmark as SVG</div></div></span></li><li class="HeaderDropdown_listItem__jN4UB"><a href="https://brand.mixpanel.com/" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor" target="_blank"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Brand guidelines</div></div></a></li></ul></span></figure><ul class="Header_navigationList__Vinsb"><li class="Header_navigationItem__UnjKb"><div class="Typography_captionSm__40ZIi Header_anchor__dKfrb Header_hasChildren__dvVVQ" tabindex="-1">Product</div><svg class="Header_dropdownArrowIcon__wIY1M" width="100%" height="100%" viewBox="0 0 10 6" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M9 1L5 4.64122L1 1" stroke="currentColor" stroke-width="1.5" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"></path></svg><span class="Header_dropdown__NxD2h"><ul class="HeaderDropdown_root__iXp1v"><li class="HeaderDropdown_listItem__jN4UB"><a href="/acquire" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M5.30469 8H5.84315C6.7353 8 7.45853 8.72323 7.45853 9.61538V9.61538C7.45853 10.5075 6.7353 11.2308 5.84315 11.2308H5.30469V8Z" fill="#1B0B3B"></path><path d="M3 10H6L7 14H5L3 10Z" fill="#1B0B3B"></path><path d="M10.6959 2.61523L9.12307 3.13952C8.02497 3.50555 6.87504 3.69216 5.71754 3.69216H4.23438V10.1537H5.71754C6.87504 10.1537 8.02497 10.3403 9.12307 10.7063L10.6959 11.2306V2.61523Z" fill="#7856FF"></path><circle cx="12.8492" cy="6.92338" r="2.15385" fill="#7856FF"></circle><path d="M1 4.76833C1 4.17356 1.48215 3.69141 2.07692 3.69141H6V10.1529H2.07692C1.48215 10.1529 1 9.67079 1 9.07602V4.76833Z" fill="#1B0B3B"></path><rect x="10.6953" y="1.53906" width="2.15385" height="10.7692" rx="1.07692" fill="#1B0B3B"></rect></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Acquire New Users</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/grow" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M2 1H4C6.20914 1 8 2.79086 8 5V7H6C3.79086 7 2 5.20914 2 3V1Z" fill="#1B0B3B"></path><path d="M13 3H11C9.34315 3 8 4.34315 8 6V7H9C11.2091 7 13 5.20914 13 3Z" fill="#1B0B3B"></path><path d="M3.36421 10.2747C3.18169 9.63591 3.66135 9 4.32573 9H11.6743C12.3386 9 12.8183 9.6359 12.6358 10.2747L11.2072 15.2747C11.0846 15.704 10.6922 16 10.2457 16H5.7543C5.30782 16 4.91544 15.704 4.79278 15.2747L3.36421 10.2747Z" fill="#7856FF"></path><path fill-rule="evenodd" clip-rule="evenodd" d="M3.32812 10.0312C3.33081 10.1115 3.34333 10.1931 3.36665 10.2747L3.57388 11H12.431L12.6382 10.2747C12.6616 10.1931 12.6741 10.1115 12.6768 10.0312C12.6225 10.011 12.5638 10 12.5024 10H3.50245C3.44114 10 3.3824 10.011 3.32812 10.0312Z" fill="#1B0B3B"></path><path d="M7 7C7 6.44772 7.44772 6 8 6C8.55228 6 9 6.44772 9 7V9H7V7Z" fill="#1B0B3B"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Grow Your Business</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/enterprise" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M10.6667 1C10.6667 0.447716 11.1144 0 11.6667 0H15C15.5523 0 16 0.447715 16 1V5.33333H10.6667V1Z" fill="#7856FF"></path><path d="M0 11.6667C0 11.1144 0.447715 10.6667 1 10.6667H5.33333V16H1C0.447716 16 0 15.5523 0 15V11.6667Z" fill="#7856FF"></path><path d="M5.33334 6.33334C5.33334 5.78106 5.78106 5.33334 6.33334 5.33334H10.6667V10.6667H5.33334V6.33334Z" fill="#7856FF"></path><rect x="5.33334" y="10.6667" width="5.33333" height="5.33333" fill="#1B0B3B"></rect><rect x="10.6667" y="5.33334" width="5.33333" height="5.33333" fill="#1B0B3B"></rect><path d="M10.6667 10.6667H16V15C16 15.5523 15.5523 16 15 16H10.6667V10.6667Z" fill="#7856FF"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Enterprise</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/developer" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="14" viewBox="0 0 16 14" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M2.28571 2C2.28571 0.895431 3.18114 0 4.28571 0H11.7143C12.8189 0 13.7143 0.895431 13.7143 2V8H2.28571V2Z" fill="#7856FF"></path><path d="M0.548556 12.3429L2.28571 8H13.7143L15.4514 12.3429C15.7142 12.9998 15.2304 13.7143 14.523 13.7143H1.47703C0.769569 13.7143 0.28581 12.9998 0.548556 12.3429Z" fill="#7856FF"></path><path d="M3.42857 10.2857H12.5714" stroke="#1B0B3B" stroke-linecap="round"></path><path d="M6.85714 2.28571L4.57143 3.99999L6.85714 5.71428" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M9.14286 2.28571L11.4286 3.99999L9.14286 5.71428" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Developer</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="https://mixpanel.com/partners/integrations" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor" target="_blank"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M0 6.33334C0 5.78106 0.447715 5.33334 1 5.33334H9.66667C10.219 5.33334 10.6667 5.78106 10.6667 6.33334V15C10.6667 15.5523 10.219 16 9.66667 16H1C0.447717 16 0 15.5523 0 15V6.33334Z" fill="#7856FF"></path><path d="M5.33333 1C5.33333 0.447717 5.78104 0 6.33333 0H15C15.5523 0 16 0.447715 16 1V9.66667C16 10.219 15.5523 10.6667 15 10.6667H6.33333C5.78104 10.6667 5.33333 10.219 5.33333 9.66667V1Z" fill="#7856FF"></path><path fill-rule="evenodd" clip-rule="evenodd" d="M10.6666 10.6666H6.33329C5.781 10.6666 5.33329 10.2189 5.33329 9.66664V5.3333H9.66662C10.2189 5.3333 10.6666 5.78102 10.6666 6.3333V10.6666Z" fill="#1B0B3B"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Integrations</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="https://mixpanel.com/releases/session-replay" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor" target="_blank"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><rect x="2" y="2" width="12" height="12" rx="1" fill="#7856FF" stroke="#7856FF" stroke-width="1.5"></rect><path d="M6 5.8831C6 5.49445 6.42399 5.25439 6.75725 5.45435L10.2854 7.57125C10.6091 7.76545 10.6091 8.23454 10.2854 8.42875L6.75725 10.5457C6.42399 10.7456 6 10.5056 6 10.1169V5.8831Z" fill="#1B0B3B"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Session Replay</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/security-privacy" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="14" height="17" viewBox="0 0 14 17" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M4 7.66667V3.66666C4 2.1939 5.19391 1 6.66667 1V1C8.13943 1 9.33333 2.19391 9.33333 3.66667V7.66667" stroke="#1B0B3B" stroke-linejoin="round"></path><path d="M0 8.33335C0 7.22878 0.89543 6.33334 2 6.33334H11.3333C12.4379 6.33334 13.3333 7.22877 13.3333 8.33334V15C13.3333 16.1046 12.4379 17 11.3333 17H2C0.895429 17 0 16.1046 0 15V8.33335Z" fill="#7856FF"></path><path d="M5.25083 13.6098L6.66681 10.7778L8.08278 13.6098C8.24901 13.9422 8.00726 14.3334 7.63557 14.3334H5.69805C5.32636 14.3334 5.08461 13.9422 5.25083 13.6098Z" fill="#1B0B3B"></path><circle cx="6.66671" cy="10.3333" r="1.33333" fill="#1B0B3B"></circle></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Security & Privacy</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="https://docs.mixpanel.com" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor" target="_blank"><figure class="HeaderDropdown_icon__JbPpx"><svg width="14" height="16" viewBox="0 0 14 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M-6.10352e-05 14V4.28571C-6.10352e-05 3.18114 0.895369 2.28571 1.99994 2.28571H9.42851C10.5331 2.28571 11.4285 3.18114 11.4285 4.28571V14C11.4285 15.1046 10.5331 16 9.42851 16H1.99994C0.895369 16 -6.10352e-05 15.1046 -6.10352e-05 14Z" fill="#1B0B3B"></path><path d="M4.28565 0H11.7142C12.8188 0 13.7142 0.89543 13.7142 2V11.7143C13.7142 12.8189 12.8188 13.7143 11.7142 13.7143H4.28564C3.18107 13.7143 2.28564 12.8189 2.28564 11.7143V2C2.28564 0.89543 3.18108 0 4.28565 0Z" fill="#7856FF"></path><path d="M9.14278 10.2857H4.57135" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M11.4285 6.85715H4.57135" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M11.4285 3.42856H4.57135" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Docs</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/product-releases" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M1 5H15V14C15 15.1046 14.1046 16 13 16H3C1.89543 16 1 15.1046 1 14V5Z" fill="#7856FF"></path><path d="M4.76238 1.60991L8 4.2L3.91783 3.47428C3.09247 3.32755 2.7589 2.32384 3.33225 1.71227C3.70921 1.31018 4.332 1.2656 4.76238 1.60991Z" stroke="#1B0B3B" stroke-linejoin="round"></path><path d="M11.2376 1.60991L8 4.2L12.0822 3.47428C12.9075 3.32755 13.2411 2.32384 12.6677 1.71227C12.2908 1.31018 11.668 1.2656 11.2376 1.60991Z" stroke="#1B0B3B" stroke-linejoin="round"></path><rect y="4" width="16" height="2" fill="#7856FF"></rect><rect x="15" y="6" width="2" height="14" transform="rotate(90 15 6)" fill="#1B0B3B"></rect></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">What's New</div></div></a></li></ul><div class="Header_phantomBlur__5Ap7N"></div></span></li><li class="Header_navigationItem__UnjKb"><div class="Typography_captionSm__40ZIi Header_anchor__dKfrb Header_hasChildren__dvVVQ" tabindex="-1">Solutions</div><svg class="Header_dropdownArrowIcon__wIY1M" width="100%" height="100%" viewBox="0 0 10 6" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M9 1L5 4.64122L1 1" stroke="currentColor" stroke-width="1.5" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"></path></svg><span class="Header_dropdown__NxD2h"><ul class="HeaderDropdown_root__iXp1v"><li class="HeaderDropdown_listItem__jN4UB"><a href="/teams" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="12" viewBox="0 0 16 12" fill="none" xmlns="http://www.w3.org/2000/svg"><circle cx="2.57133" cy="5.83158" r="1.58891" fill="#7856FF"></circle><path fill-rule="evenodd" clip-rule="evenodd" d="M3.50069 8.23982C3.36643 8.48731 3.25441 8.75019 3.16765 9.02625L2.89822 9.88352C2.75248 10.3472 2.76316 10.8136 2.89467 11.234H0.684705C0.210882 11.234 -0.119468 10.7639 0.041025 10.3181L0.274086 9.67073C0.622826 8.70201 1.54177 8.05615 2.57136 8.05615C2.89705 8.05615 3.21168 8.12078 3.50069 8.23982Z" fill="#7856FF"></path><circle cx="1.58891" cy="1.58891" r="1.58891" transform="matrix(-1 0 0 1 15.0176 4.24268)" fill="#7856FF"></circle><path fill-rule="evenodd" clip-rule="evenodd" d="M12.4993 8.23982C12.6336 8.48731 12.7456 8.75019 12.8323 9.02625L13.1018 9.88352C13.2475 10.3472 13.2368 10.8136 13.1053 11.234H15.3153C15.7891 11.234 16.1195 10.7639 15.959 10.3181L15.7259 9.67073C15.3772 8.70201 14.4582 8.05615 13.4286 8.05615C13.1029 8.05615 12.7883 8.12078 12.4993 8.23982Z" fill="#7856FF"></path><circle cx="7.80361" cy="2.55312" r="2.55312" fill="#1B0B3B"></circle><path d="M4.11228 8.72182C4.67265 7.16523 6.14925 6.12744 7.80363 6.12744C9.45802 6.12744 10.9346 7.16523 11.495 8.72182L11.8695 9.76208C12.1274 10.4784 11.5965 11.2337 10.8352 11.2337H4.77208C4.01072 11.2337 3.4799 10.4784 3.73779 9.76208L4.11228 8.72182Z" fill="#1B0B3B"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Teams</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/industries" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M0 5C0 4.44772 0.447715 4 1 4H6C6.55228 4 7 4.44772 7 5V16H0V5Z" fill="#7856FF"></path><path d="M9 1C9 0.447715 9.44772 0 10 0H15C15.5523 0 16 0.447715 16 1V16H9V1Z" fill="#7856FF"></path><rect x="1" y="7" width="2" height="2" fill="#1B0B3B"></rect><rect x="4" y="11" width="2" height="2" fill="#1B0B3B"></rect><rect x="10" y="3" width="2" height="2" fill="#1B0B3B"></rect><rect x="13" y="7" width="2" height="2" fill="#1B0B3B"></rect><rect x="10" y="11" width="2" height="2" fill="#1B0B3B"></rect></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Industries</div></div></a></li></ul><div class="Header_phantomBlur__5Ap7N"></div></span></li><li class="Header_navigationItem__UnjKb"><div class="Typography_captionSm__40ZIi Header_anchor__dKfrb Header_hasChildren__dvVVQ" tabindex="-1">Community</div><svg class="Header_dropdownArrowIcon__wIY1M" width="100%" height="100%" viewBox="0 0 10 6" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M9 1L5 4.64122L1 1" stroke="currentColor" stroke-width="1.5" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"></path></svg><span class="Header_dropdown__NxD2h"><ul class="HeaderDropdown_root__iXp1v"><li class="HeaderDropdown_listItem__jN4UB"><a href="/customers" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><circle cx="2.91241" cy="2.91241" r="2.91241" transform="matrix(-1 0 0 1 8.15479 2)" fill="#7856FF"></circle><path d="M9.45309 11.9493C8.81387 10.1736 7.12948 8.98981 5.24228 8.98981V8.98981C3.35509 8.98981 1.6707 10.1736 1.03147 11.9493L0.604282 13.1359C0.310105 13.9531 0.915622 14.8146 1.78412 14.8146H8.70045C9.56895 14.8146 10.1745 13.9531 9.88029 13.1359L9.45309 11.9493Z" fill="#7856FF"></path><circle cx="2.11816" cy="2.11816" r="2.11816" transform="matrix(-1 0 0 1 14.8271 5.17725)" fill="#1B0B3B"></circle><path fill-rule="evenodd" clip-rule="evenodd" d="M10.7137 10.9197C10.9895 11.3192 11.2191 11.7569 11.3935 12.2264L11.6546 12.9293C11.9022 13.596 11.7908 14.2833 11.4432 14.8146H15.0561C15.7093 14.8146 16.1647 14.1667 15.9434 13.5521L15.6222 12.6597C15.1414 11.3243 13.8747 10.434 12.4554 10.434C11.8265 10.434 11.2276 10.6088 10.7137 10.9197Z" fill="#1B0B3B"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Customers</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/startups" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="17" viewBox="0 0 16 17" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M14.3089 13.3655L10.8271 8.14282V14.1428H13.8929C14.2922 14.1428 14.5304 13.6978 14.3089 13.3655Z" fill="#7856FF"></path><path d="M1.34538 13.3655L4.82715 8.14282V14.1428H1.76141C1.36206 14.1428 1.12386 13.6978 1.34538 13.3655Z" fill="#7856FF"></path><rect x="3.82715" y="14.1428" width="8" height="2" rx="1" fill="#7856FF"></rect><path d="M4.74458 14.1428L4.24543 12.7338C2.77313 8.57784 3.86998 3.94481 7.04938 0.890087C7.48387 0.472637 8.17042 0.472637 8.60491 0.890087C11.7843 3.94481 12.8812 8.57784 11.4089 12.7338L10.9097 14.1428H4.74458Z" fill="#B094FF"></path><circle cx="7.82715" cy="8.14282" r="2" fill="#7856FF"></circle><path fill-rule="evenodd" clip-rule="evenodd" d="M11.3756 5.14285H4.2793C4.85471 3.56241 5.7883 2.10205 7.0497 0.890114C7.48419 0.472664 8.17074 0.472664 8.60523 0.890114C9.86663 2.10205 10.8002 3.56241 11.3756 5.14285Z" fill="#7856FF"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Startups</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="https://events.mixpanel.com/" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor" target="_blank"><figure class="HeaderDropdown_icon__JbPpx"><svg width="15" height="17" viewBox="0 0 15 17" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M2 2.23077H12.7692C13.8738 2.23077 14.7692 3.12621 14.7692 4.23077L14.7692 15C14.7692 16.1046 13.8738 17 12.7692 17L2 17C0.89543 17 0 16.1046 0 15V4.23077C0 3.1262 0.895431 2.23077 2 2.23077Z" fill="#7856FF"></path><path d="M0 7.15384H14.7692" stroke="#1B0B3B"></path><path d="M3.69232 3.46154L3.69232 1" stroke="#1B0B3B" stroke-linecap="round"></path><path d="M11.0769 3.46154L11.0769 1" stroke="#1B0B3B" stroke-linecap="round"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Events</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="https://mixpanel.com/community-slack" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor" target="_blank"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_1550_58731)"><path d="M3.36156 10.1107C3.36156 11.0358 2.60586 11.7915 1.68078 11.7915C0.7557 11.7915 0 11.0358 0 10.1107C0 9.18566 0.7557 8.42996 1.68078 8.42996H3.36156V10.1107Z" fill="#7856FF"></path><path d="M4.2085 10.1107C4.2085 9.18566 4.9642 8.42996 5.88928 8.42996C6.81436 8.42996 7.57006 9.18566 7.57006 10.1107V14.3192C7.57006 15.2443 6.81436 16 5.88928 16C4.9642 16 4.2085 15.2443 4.2085 14.3192V10.1107Z" fill="#7856FF"></path><path d="M5.88928 3.36156C4.9642 3.36156 4.2085 2.60586 4.2085 1.68078C4.2085 0.7557 4.9642 0 5.88928 0C6.81436 0 7.57006 0.7557 7.57006 1.68078V3.36156H5.88928Z" fill="#7856FF"></path><path d="M5.88925 4.20847C6.81433 4.20847 7.57003 4.96417 7.57003 5.88925C7.57003 6.81433 6.81433 7.57003 5.88925 7.57003H1.68078C0.7557 7.57003 0 6.81433 0 5.88925C0 4.96417 0.7557 4.20847 1.68078 4.20847H5.88925Z" fill="#7856FF"></path><path d="M12.6385 5.88925C12.6385 4.96417 13.3942 4.20847 14.3193 4.20847C15.2444 4.20847 16.0001 4.96417 16.0001 5.88925C16.0001 6.81433 15.2444 7.57003 14.3193 7.57003H12.6385V5.88925Z" fill="#7856FF"></path><path d="M11.7916 5.88925C11.7916 6.81433 11.0359 7.57003 10.1108 7.57003C9.18569 7.57003 8.42999 6.81433 8.42999 5.88925V1.68078C8.42999 0.7557 9.18569 0 10.1108 0C11.0359 0 11.7916 0.7557 11.7916 1.68078V5.88925Z" fill="#7856FF"></path><path d="M10.1108 12.6384C11.0359 12.6384 11.7916 13.3941 11.7916 14.3192C11.7916 15.2443 11.0359 16 10.1108 16C9.18569 16 8.42999 15.2443 8.42999 14.3192V12.6384H10.1108Z" fill="#7856FF"></path><path d="M10.1108 11.7915C9.18569 11.7915 8.42999 11.0358 8.42999 10.1107C8.42999 9.18566 9.18569 8.42996 10.1108 8.42996H14.3192C15.2443 8.42996 16 9.18566 16 10.1107C16 11.0358 15.2443 11.7915 14.3192 11.7915H10.1108Z" fill="#7856FF"></path></g><defs><clipPath id="clip0_1550_58731"><rect width="16" height="16" fill="white"></rect></clipPath></defs></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Slack</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="https://mixpanel.com/partners/experts" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor" target="_blank"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="13" viewBox="0 0 16 13" fill="none" xmlns="http://www.w3.org/2000/svg"><rect y="2.15381" width="16" height="10" rx="1" fill="#1B0B3B"></rect><path d="M6.87868 0.878679L8 2L9.12132 0.87868C9.68393 0.316071 10.447 0 11.2426 0H13.5C14.0523 0 14.5 0.447715 14.5 1V9.5C14.5 10.0523 14.0523 10.5 13.5 10.5H11.2426C10.447 10.5 9.68393 10.8161 9.12132 11.3787L8.70711 11.7929C8.31658 12.1834 7.68342 12.1834 7.29289 11.7929L6.87868 11.3787C6.31607 10.8161 5.55301 10.5 4.75736 10.5H2.5C1.94772 10.5 1.5 10.0523 1.5 9.5V1C1.5 0.447715 1.94772 0 2.5 0H4.75736C5.55301 0 6.31607 0.31607 6.87868 0.878679Z" fill="#7856FF"></path><path d="M8 3V10" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Expert Directory</div></div></a></li></ul><div class="Header_phantomBlur__5Ap7N"></div></span></li><li class="Header_navigationItem__UnjKb"><div class="Typography_captionSm__40ZIi Header_anchor__dKfrb Header_hasChildren__dvVVQ" tabindex="-1">Company</div><svg class="Header_dropdownArrowIcon__wIY1M" width="100%" height="100%" viewBox="0 0 10 6" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M9 1L5 4.64122L1 1" stroke="currentColor" stroke-width="1.5" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"></path></svg><span class="Header_dropdown__NxD2h"><ul class="HeaderDropdown_root__iXp1v"><li class="HeaderDropdown_listItem__jN4UB"><a href="/about" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M14.2857 6.85714H13.7143C13.0831 6.85714 12.5714 7.36882 12.5714 8C12.5714 8.63118 13.0831 9.14286 13.7143 9.14286H14.2857C15.2325 9.14286 16 9.91037 16 10.8571V14C16 15.1046 15.1046 16 14 16H10.8571C9.91037 16 9.14286 15.2325 9.14286 14.2857V13.7143C9.14286 13.0831 8.63118 12.5714 8 12.5714C7.36882 12.5714 6.85714 13.0831 6.85714 13.7143V14.2857C6.85714 15.2325 6.08963 16 5.14286 16H2C0.895431 16 0 15.1046 0 14V10.8571C0 9.91037 0.767511 9.14286 1.71429 9.14286H2.28571C2.9169 9.14286 3.42857 8.63118 3.42857 8C3.42857 7.36882 2.9169 6.85714 2.28572 6.85714H1.71429C0.767512 6.85714 0 6.08963 0 5.14286V2C0 0.895431 0.89543 0 2 0H5.14286C6.08963 0 6.85714 0.767511 6.85714 1.71429V2.28571C6.85714 2.9169 7.36882 3.42857 8 3.42857C8.63118 3.42857 9.14286 2.9169 9.14286 2.28572V1.71429C9.14286 0.767512 9.91037 0 10.8571 0H14C15.1046 0 16 0.89543 16 2V5.14286C16 6.08963 15.2325 6.85714 14.2857 6.85714Z" fill="#7856FF"></path><path d="M6.66669 5.33334V6.66668" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M9.33331 5.33334V6.66668" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M5.33331 8C5.55554 8.44444 6.39998 9.33333 7.99998 9.33333C9.59998 9.33333 10.4444 8.44444 10.6666 8" stroke="#1B0B3B" stroke-linecap="round"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">About Us</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="https://mixpanel.com/blog" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor" target="_blank"><figure class="HeaderDropdown_icon__JbPpx"><svg width="18" height="16" viewBox="0 0 18 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M2 0H11.3333C12.4379 0 13.3333 0.895431 13.3333 2V14C13.3333 15.1046 12.4379 16 11.3333 16H2C0.895431 16 0 15.1046 0 14V2C0 0.895431 0.895428 0 2 0Z" fill="#7856FF"></path><path d="M5.33335 12H2.66669" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M5.33335 8H2.66669" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M8.00002 4H2.66669" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M8 7.99999V12H12L15.3333 8.66666C16.4379 7.56209 16.4379 5.77123 15.3333 4.66666C14.2288 3.56209 12.4379 3.56209 11.3333 4.66666L8 7.99999Z" fill="#7856FF" stroke="#1B0B3B" stroke-linejoin="round"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Blog</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/partners" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="18" height="16" viewBox="0 0 18 16" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M11 6.71429H17V13.5714H15.5224C15.005 13.5714 14.5087 13.777 14.1429 14.1429C13.777 14.5087 13.2807 14.7143 12.7633 14.7143H12.2857C11.7334 14.7143 11.2857 14.2666 11.2857 13.7143V12.4286H11C9.89543 12.4286 9 11.5331 9 10.4286V8.71429C9 7.60972 9.89543 6.71429 11 6.71429Z" fill="#7856FF"></path><path d="M17 6.71429H11C9.89543 6.71429 9 7.60972 9 8.71429V10.4286C9 11.5331 9.89543 12.4286 11 12.4286H11.2857V13.7143C11.2857 14.2666 11.7334 14.7143 12.2857 14.7143H12.7633C13.2807 14.7143 13.777 14.5087 14.1429 14.1429V14.1429C14.5087 13.777 15.005 13.5714 15.5224 13.5714H17" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M11.2857 10.1429H12.4286C13.0597 10.1429 13.5714 10.6545 13.5714 11.2857V11.2857C13.5714 11.9169 13.0597 12.4286 12.4286 12.4286H11.2857" stroke="#1B0B3B" stroke-linecap="round"></path><path d="M7 6.71429H1V13.5714H2.47759C2.99502 13.5714 3.49126 13.777 3.85714 14.1429C4.22302 14.5087 4.71926 14.7143 5.23669 14.7143H5.71429C6.26657 14.7143 6.71429 14.2666 6.71429 13.7143V12.4286H7C8.10457 12.4286 9 11.5331 9 10.4286V8.71429C9 7.60972 8.10457 6.71429 7 6.71429Z" fill="#7856FF"></path><path d="M1 6.71429H7C8.10457 6.71429 9 7.60972 9 8.71429V10.4286C9 11.5331 8.10457 12.4286 7 12.4286H6.71429V13.7143C6.71429 14.2666 6.26657 14.7143 5.71429 14.7143H5.23669C4.71926 14.7143 4.22302 14.5087 3.85714 14.1429V14.1429C3.49126 13.777 2.99502 13.5714 2.47759 13.5714H1" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path><path d="M6.71429 10.1429H5.57144C4.94025 10.1429 4.42858 10.6545 4.42858 11.2857V11.2857C4.42858 11.9169 4.94025 12.4286 5.57144 12.4286H6.71429" stroke="#1B0B3B" stroke-linecap="round"></path><path d="M8.99997 4.42857V1" stroke="#7856FF" stroke-linecap="round"></path><path d="M11.2857 4.42857L13.5714 2.14285" stroke="#7856FF" stroke-linecap="round"></path><path d="M6.71426 4.42857L4.42855 2.14285" stroke="#7856FF" stroke-linecap="round"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Become a Partner</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/jobs" class="Link HeaderDropdown_anchor__bJGSO" data-testid="header-dropdown--anchor"><figure class="HeaderDropdown_icon__JbPpx"><svg width="21" height="22" viewBox="0 0 21 22" fill="none" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" clip-rule="evenodd" d="M14.9719 4.01641C14.3342 3.64822 13.5188 3.86672 13.1506 4.50445L12.4847 5.65776C12.8518 5.02025 12.6331 4.20571 11.9959 3.83779C11.3581 3.4696 10.5427 3.6881 10.1745 4.32583L6.50788 10.6766L6.31181 9.0491C6.1999 8.12026 5.3562 7.458 4.42736 7.56991C3.51997 7.67923 2.8629 8.48865 2.94243 9.39913L3.35779 14.1544C3.45187 15.2314 4.06552 16.1948 5.00182 16.7354L9.2814 19.2062C11.1946 20.3107 13.6409 19.6552 14.7455 17.7421L15.7455 16.01L15.7454 16.01L18.5401 11.1695C18.9083 10.5318 18.6898 9.71635 18.0521 9.34816C17.4143 8.97997 16.5989 9.19847 16.2307 9.8362L13.436 14.6767L13.436 14.6766L17.1027 8.32582C17.4709 7.68809 17.2524 6.87264 16.6146 6.50445C15.9795 6.13773 15.168 6.35302 14.7977 6.98485L15.46 5.83778C15.8282 5.20006 15.6097 4.3846 14.9719 4.01641Z" fill="#7856FF"></path><path d="M12.4839 5.65915L9.81726 10.278" stroke="#1B0B3B" stroke-linecap="round"></path><path d="M14.7933 6.99249L12.1267 11.6113" stroke="#1B0B3B" stroke-linecap="round"></path><path d="M16.3543 9.5257L14.3543 12.9898" stroke="#1B0B3B" stroke-linecap="round"></path><path d="M6.50786 10.6767L6.63558 11.9941C6.72908 12.9584 7.28253 13.8182 8.12158 14.3027L8.22794 14.3641C9.18453 14.9163 9.51228 16.1395 8.95999 17.0961L8.79333 17.3848" stroke="#1B0B3B" stroke-linecap="round" stroke-linejoin="round"></path></svg></figure><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">We're Hiring!</div></div></a></li></ul><div class="Header_phantomBlur__5Ap7N"></div></span></li><li class="Header_navigationItem__UnjKb"><a href="/pricing" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_captionSm__40ZIi Header_anchor__dKfrb">Pricing</a></li></ul><div class="Header_actions__YwH9n"><div class="Header_action__nYIeU Header_noAnchorUnderline__4mKF5 Header_hideAction__8ytt6"><a href="/contact-us/sales" class="Link Header_anchor__dKfrb" id="contact-sales-button"><div class="Typography_captionSm__40ZIi Button_text__zLCIF">Contact Sales</div></a></div><div class="Header_action__nYIeU Header_hideAction__8ytt6"><a href="/login" class="Link Button_root__UFS1q Button_transparent__mpg39 Button_primary__uemGM Button_small__vkGtt" id="login-button"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF">Login</div></a></div><div class="Header_action__nYIeU"><a href="/register" class="Link Button_root__UFS1q Button_solid__XFWz_ Button_primary__uemGM Button_small__vkGtt"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF">Get Started Free</div></a></div><div class="Header_action__nYIeU Header_bento__Wf1Mb"><div class="BentoIcon_root__9NbqL" style="height:28px;width:28px"><div class="BentoIcon_line__VZy06 BentoIcon_first__EqEwa" style="top:0"></div><div class="BentoIcon_line__VZy06 BentoIcon_second__diR_P" style="top:11.2px"></div><div class="BentoIcon_line__VZy06 BentoIcon_third__XaLQU" style="top:22.4px"></div></div></div></div></div></div></div><div class="Header_expandableMenu__1UM_z"><ul class="Header_navigationList__Vinsb"><li class="Header_navigationItem__UnjKb"><div class="Typography_bodyLg__Ul8zJ Header_anchor__dKfrb" tabindex="-1">Product</div><ul class="Header_nestedList__AxCQe"><li class="Header_navigationItem__UnjKb"><a href="/acquire" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Acquire New Users</a></li><li class="Header_navigationItem__UnjKb"><a href="/grow" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Grow Your Business</a></li><li class="Header_navigationItem__UnjKb"><a href="/enterprise" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Enterprise</a></li><li class="Header_navigationItem__UnjKb"><a href="/developer" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Developer</a></li><li class="Header_navigationItem__UnjKb"><a href="https://mixpanel.com/partners/integrations" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb" target="_blank">Integrations</a></li><li class="Header_navigationItem__UnjKb"><a href="https://mixpanel.com/releases/session-replay" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb" target="_blank">Session Replay</a></li><li class="Header_navigationItem__UnjKb"><a href="/security-privacy" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Security & Privacy</a></li><li class="Header_navigationItem__UnjKb"><a href="https://docs.mixpanel.com" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb" target="_blank">Docs</a></li><li class="Header_navigationItem__UnjKb"><a href="/pricing" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Pricing</a></li><li class="Header_navigationItem__UnjKb"><a href="/product-releases" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">What's New</a></li></ul></li><li class="Header_navigationItem__UnjKb"><div class="Typography_bodyLg__Ul8zJ Header_anchor__dKfrb" tabindex="-1">Solutions</div><ul class="Header_nestedList__AxCQe"><li class="Header_navigationItem__UnjKb"><a href="/teams" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Teams</a></li><li class="Header_navigationItem__UnjKb"><a href="/industries" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Industries</a></li></ul></li><li class="Header_navigationItem__UnjKb"><div class="Typography_bodyLg__Ul8zJ Header_anchor__dKfrb" tabindex="-1">Community</div><ul class="Header_nestedList__AxCQe"><li class="Header_navigationItem__UnjKb"><a href="/customers" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Customers</a></li><li class="Header_navigationItem__UnjKb"><a href="/startups" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Startups</a></li><li class="Header_navigationItem__UnjKb"><a href="https://events.mixpanel.com/" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb" target="_blank">Events</a></li><li class="Header_navigationItem__UnjKb"><a href="https://mixpanel.com/community-slack" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb" target="_blank">Slack</a></li><li class="Header_navigationItem__UnjKb"><a href="https://mixpanel.com/partners/experts" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb" target="_blank">Expert Directory</a></li><li class="Header_navigationItem__UnjKb Header_hiringButton__KL6SL"><a href="/jobs" class="Link HiringButton_root__7X3KI"><div class="Typography_bodySm__TdD9P">👋 We’re Hiring</div></a></li></ul></li><li class="Header_navigationItem__UnjKb"><div class="Typography_bodyLg__Ul8zJ Header_anchor__dKfrb" tabindex="-1">Company</div><ul class="Header_nestedList__AxCQe"><li class="Header_navigationItem__UnjKb"><a href="/about" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">About Us</a></li><li class="Header_navigationItem__UnjKb"><a href="https://mixpanel.com/blog" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb" target="_blank">Blog</a></li><li class="Header_navigationItem__UnjKb"><a href="/partners" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Header_anchor__dKfrb">Become a Partner</a></li></ul></li></ul><div class="Header_extraButtons__dX02J"><div><a href="/login" class="Link"><button class="Button_transparent__mpg39 Button_primary__uemGM Button_small__vkGtt Button_root__UFS1q Header_button__UcQPF"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF">Login</div></button></a></div><div><a href="/contact-us/sales" class="Link"><button class="Button_solid__XFWz_ Button_primary__uemGM Button_small__vkGtt Button_root__UFS1q Header_button__UcQPF"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF">Contact Sales</div></button></a></div></div></div></div><div class="header-wrapper-selector"><div class="NavSpacer_root__AhZsR"></div></div><nav class="top-nav-selector TopNav_root__ow82S TopNav_transitionUp__HVgoB"><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 TopNav_gridContainerOverride__QOuQl"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-8__Sn3b1 GridItem_gridItemSize-lg-12__AOMO2 GridItem_gridItemSize-xl-12__5Lau0 TopNav_topNavGridItem__r2ZjZ"><div class="TopNav_topNav__dvYl9"><ul class="TopNav_topNavLists__hnkHS"><li class="TopNav_topNavListItem__NS3tV"><p class="Typography_captionSm__40ZIi TopNav_topNavDropdownLabel__FP6dt" tabindex="-1">Categories</p><svg class="TopNav_topNavDropdownIcon__9ylTA" width="100%" height="100%" viewBox="0 0 10 6" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M9 1L5 4.64122L1 1" stroke="currentColor" stroke-width="1.5" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"></path></svg><span class="TopNav_topNavDropdown__2zY9z"><ul class="HeaderDropdown_root__iXp1v"><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog//category/analytics" class="Link HeaderDropdown_anchor__bJGSO" id="categoryAnalytics" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Analytics</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog//category/builders" class="Link HeaderDropdown_anchor__bJGSO" id="categoryBuilders" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Builders</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog//category/how-to-build" class="Link HeaderDropdown_anchor__bJGSO" id="categoryHowtoBuild" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">How to Build</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog//category/inside-mixpanel" class="Link HeaderDropdown_anchor__bJGSO" id="categoryInsideMixpanel" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">Inside Mixpanel</div></div></a></li></ul><div class="TopNav_phantomBlur__GofDX"></div></span></li><li class="TopNav_topNavListItem__NS3tV"><p class="Typography_captionSm__40ZIi TopNav_topNavDropdownLabel__FP6dt" tabindex="-1">Tags</p><svg class="TopNav_topNavDropdownIcon__9ylTA" width="100%" height="100%" viewBox="0 0 10 6" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M9 1L5 4.64122L1 1" stroke="currentColor" stroke-width="1.5" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"></path></svg><span class="TopNav_topNavDropdown__2zY9z"><ul class="HeaderDropdown_root__iXp1v"><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/business-ops" class="Link HeaderDropdown_anchor__bJGSO" id="tagbusiness&ops" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">business & ops</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/data" class="Link HeaderDropdown_anchor__bJGSO" id="tagdata" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">data</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/design" class="Link HeaderDropdown_anchor__bJGSO" id="tagdesign" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">design</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/engineering" class="Link HeaderDropdown_anchor__bJGSO" id="tagengineering" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">engineering</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/enterprise" class="Link HeaderDropdown_anchor__bJGSO" id="tagenterprise" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">enterprise</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/marketing" class="Link HeaderDropdown_anchor__bJGSO" id="tagmarketing" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">marketing</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/mixpanel-news" class="Link HeaderDropdown_anchor__bJGSO" id="tagmixpanelnews" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">mixpanel news</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/product-management" class="Link HeaderDropdown_anchor__bJGSO" id="tagproductmanagement" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">product management</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/revenue-funding" class="Link HeaderDropdown_anchor__bJGSO" id="tagrevenue&funding" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">revenue & funding</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/scaling-up" class="Link HeaderDropdown_anchor__bJGSO" id="tagscalingup" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">scaling up</div></div></a></li><li class="HeaderDropdown_listItem__jN4UB"><a href="/blog/tag/starting-up" class="Link HeaderDropdown_anchor__bJGSO" id="tagstartingup" data-testid="header-dropdown--anchor"><div class="HeaderDropdown_title__LMe3_"><div class="Typography_captionXs__kkNeR">starting up</div></div></a></li></ul><div class="TopNav_phantomBlur__GofDX"></div></span></li></ul><div class="TopNav_logo__Mdp5c"><a class="Link InlineLogo_inlineLogoContainer__LlLD3" href="/blog/"><svg width="288" height="25" viewBox="0 0 288 25" fill="none" xmlns="http://www.w3.org/2000/svg" aria-description="Signals & Stories - The Mixpanel Blog"><path d="M16.2692 13.7244C16.828 14.2253 17.2333 14.8152 17.4853 15.4719C17.7373 16.1398 17.8687 16.9412 17.8687 17.8873C17.8687 20.0579 17.1128 21.7832 15.59 23.0632C14.0671 24.3433 12.0294 24.9889 9.45477 24.9889C6.74871 24.9889 4.57948 24.3544 2.95804 23.0966C1.33659 21.8388 0.350582 20.0133 0 17.6313L1.97202 17.008C2.20209 18.9893 2.95804 20.5142 4.25081 21.5605C5.54358 22.618 7.2965 23.1411 9.5205 23.1411C11.5144 23.1411 13.0701 22.6848 14.1876 21.7832C15.3051 20.8704 15.8639 19.6126 15.8639 17.9764C15.8639 16.8967 15.579 16.0396 14.9984 15.4052C14.4177 14.7818 13.3988 14.2921 11.9198 13.9359C11.5911 13.858 10.7256 13.6799 9.31234 13.4016C7.89906 13.1345 6.73775 12.845 5.81748 12.5556C5.11631 12.3442 4.51375 12.0993 3.99883 11.7987C3.48391 11.5093 3.05664 11.1865 2.70606 10.8304C2.25687 10.374 1.89534 9.79519 1.64335 9.09394C1.39137 8.39269 1.2599 7.64692 1.2599 6.85663C1.2599 4.77515 1.97203 3.10552 3.38531 1.85886C4.7986 0.612199 6.70489 0 9.08227 0C11.4597 0 13.2454 0.567676 14.6587 1.70303C16.072 2.83838 17.0252 4.53027 17.4963 6.75645L15.5571 7.25734C15.2065 5.46527 14.4834 4.1073 13.366 3.2057C12.2594 2.29296 10.8023 1.84773 8.99463 1.84773C7.18694 1.84773 5.80652 2.2707 4.78764 3.12778C3.76876 3.98486 3.2648 5.17586 3.2648 6.7008C3.2648 7.79162 3.5606 8.63757 4.14125 9.27203C4.72191 9.9065 5.72983 10.3963 7.14311 10.7747C7.57039 10.8749 8.47971 11.0752 9.86013 11.3535C11.2405 11.6318 12.3471 11.9101 13.1907 12.1883C13.9137 12.3998 14.5053 12.6113 14.9655 12.845C15.4256 13.0788 15.8638 13.3682 16.2802 13.7244H16.2692Z" fill="#1B0B3B"></path><path d="M21.625 24.6104V0.378418H23.7175V24.6104H21.625Z" fill="#1B0B3B"></path><path d="M47.2854 24.6106L47.132 19.7575H47.0443C46.2884 21.4494 45.1709 22.7406 43.7028 23.6422C42.2348 24.5438 40.5147 24.989 38.5427 24.989C35.1903 24.989 32.5828 23.8982 30.6984 21.7054C28.814 19.5126 27.8828 16.4739 27.8828 12.6004C27.8828 8.72682 28.9126 5.88844 30.9614 3.53982C33.021 1.1912 35.6614 0.0224609 38.9152 0.0224609C41.446 0.0224609 43.5604 0.745969 45.2805 2.18185C47.0005 3.61774 48.1728 5.67695 48.8082 8.34837L46.8033 8.88265C46.2665 6.63421 45.3352 4.92005 43.9986 3.75131C42.662 2.58257 40.9639 1.99263 38.9152 1.99263C36.2091 1.99263 34.0509 2.94989 32.4404 4.87553C30.8409 6.80117 30.0411 9.37241 30.0411 12.6115C30.0411 15.8506 30.8189 18.5443 32.3637 20.3697C33.9194 22.2063 36.1105 23.1191 38.9371 23.1191C41.4788 23.1191 43.4618 22.4401 44.8641 21.071C46.2665 19.7019 46.9786 17.7762 46.9786 15.294V14.8265H39.0905V13.0122H48.9178V24.6217H47.2854V24.6106Z" fill="#1B0B3B"></path><path d="M69.0441 0.389648H71.049V24.6216H68.6168L55.3057 2.45999V24.6216H53.3008V0.389648H56.3793L69.0441 21.6163V0.389648Z" fill="#1B0B3B"></path><path d="M76.002 24.6104H73.8438L82.3782 0.378418H84.8104L93.8708 24.6104H91.6796L89.0941 17.4755H78.4342L76.002 24.6104ZM83.6162 2.39311L79.0915 15.6389H88.4258L83.6162 2.39311Z" fill="#1B0B3B"></path><path d="M96.6828 24.6104V0.378418H98.7754V22.7626H112.174V24.6104H96.6719H96.6828Z" fill="#1B0B3B"></path><path d="M128.597 13.7244C129.156 14.2253 129.561 14.8152 129.813 15.4719C130.065 16.1398 130.197 16.9412 130.197 17.8873C130.197 20.0579 129.441 21.7832 127.918 23.0632C126.395 24.3433 124.357 24.9889 121.783 24.9889C119.077 24.9889 116.908 24.3544 115.286 23.0966C113.665 21.8388 112.679 20.0133 112.328 17.6313L114.3 17.008C114.53 18.9893 115.286 20.5142 116.579 21.5605C117.872 22.618 119.625 23.1411 121.849 23.1411C123.843 23.1411 125.398 22.6848 126.516 21.7832C127.633 20.8704 128.192 19.6126 128.192 17.9764C128.192 16.8967 127.907 16.0396 127.326 15.4052C126.746 14.7818 125.727 14.2921 124.248 13.9359C123.919 13.858 123.054 13.6799 121.64 13.4016C120.227 13.1345 119.066 12.845 118.146 12.5556C117.444 12.3442 116.842 12.0993 116.327 11.7987C115.812 11.5093 115.385 11.1865 115.034 10.8304C114.585 10.374 114.223 9.79519 113.971 9.09394C113.719 8.39269 113.588 7.64692 113.588 6.85663C113.588 4.77515 114.3 3.10552 115.713 1.85886C117.127 0.612199 119.033 0 121.41 0C123.788 0 125.574 0.567676 126.987 1.70303C128.4 2.83838 129.353 4.53027 129.824 6.75645L127.885 7.25734C127.535 5.46527 126.812 4.1073 125.694 3.2057C124.588 2.29296 123.13 1.84773 121.323 1.84773C119.515 1.84773 118.135 2.2707 117.116 3.12778C116.097 3.98486 115.593 5.17586 115.593 6.7008C115.593 7.79162 115.889 8.63757 116.469 9.27203C117.05 9.9065 118.058 10.3963 119.471 10.7747C119.899 10.8749 120.808 11.0752 122.188 11.3535C123.569 11.6318 124.675 11.9101 125.519 12.1883C126.242 12.3998 126.833 12.6113 127.294 12.845C127.754 13.0788 128.192 13.3682 128.608 13.7244H128.597Z" fill="#1B0B3B"></path><path d="M140.278 24.1206C139.281 23.5863 138.492 22.8516 137.912 21.9055C137.331 20.9705 137.035 19.9242 137.035 18.7889C137.035 17.2751 137.506 15.9839 138.459 14.8931C139.413 13.8022 140.749 12.7671 142.491 11.7987L144.2 10.8637L144.474 11.91L143.51 12.0547L142.962 12.3663C141.746 13.1566 140.815 14.0137 140.147 14.9487C139.478 15.8726 139.15 17.0079 139.15 18.3214C139.15 19.2452 139.358 20.1134 139.785 20.9037C140.212 21.694 140.815 22.3285 141.604 22.8071C142.392 23.2857 143.302 23.5195 144.332 23.5195C145.723 23.5195 146.917 23.1856 147.892 22.5288C148.878 21.8721 149.777 20.8258 150.598 19.4122L151.048 17.9095H151.387L153.655 11.2978H156.602V11.398L151.771 18.7109L151.464 20.414H150.774C149.908 21.8053 148.878 22.9073 147.706 23.7198C146.534 24.5324 145.153 24.9442 143.576 24.9442C142.36 24.9442 141.264 24.6771 140.267 24.1428L140.278 24.1206ZM140.399 8.05869C139.938 7.27952 139.719 6.38905 139.719 5.3984C139.719 4.40775 139.982 3.49502 140.519 2.70473C141.056 1.9033 141.79 1.26884 142.71 0.801345C143.63 0.333848 144.649 0.100098 145.745 0.100098C146.753 0.100098 147.673 0.300454 148.506 0.690036C149.338 1.07962 150.007 1.63616 150.489 2.34854C150.971 3.06092 151.223 3.85121 151.223 4.73055C151.223 5.8659 150.872 6.83429 150.16 7.63571C149.448 8.43714 148.254 9.32761 146.556 10.296L144.77 11.3089L144.397 10.4741H144.879L145.701 9.98433C146.961 9.17177 147.881 8.37035 148.462 7.58006C149.043 6.78976 149.338 5.8659 149.338 4.79734C149.338 3.72877 148.999 2.76038 148.33 2.02574C147.651 1.2911 146.764 0.923783 145.635 0.923783C144.452 0.923783 143.477 1.30223 142.743 2.05913C141.998 2.81604 141.626 3.78442 141.626 4.9643C141.626 5.79911 141.823 6.55602 142.206 7.24613C142.59 7.93625 143.258 8.79332 144.2 9.83963L157.194 24.5324V24.5992H154.619L142.557 10.8748C141.571 9.76171 140.859 8.81559 140.399 8.03642V8.05869Z" fill="#1B0B3B"></path><path d="M178.621 13.7244C179.18 14.2253 179.585 14.8152 179.837 15.4719C180.089 16.1398 180.22 16.9412 180.22 17.8873C180.22 20.0579 179.464 21.7832 177.942 23.0632C176.419 24.3433 174.381 24.9889 171.806 24.9889C169.1 24.9889 166.931 24.3544 165.31 23.0966C163.688 21.8388 162.702 20.0133 162.352 17.6313L164.324 17.008C164.554 18.9893 165.31 20.5142 166.602 21.5605C167.895 22.618 169.648 23.1411 171.872 23.1411C173.866 23.1411 175.422 22.6848 176.539 21.7832C177.657 20.8704 178.215 19.6126 178.215 17.9764C178.215 16.8967 177.931 16.0396 177.35 15.4052C176.769 14.7818 175.75 14.2921 174.271 13.9359C173.943 13.858 173.077 13.6799 171.664 13.4016C170.251 13.1345 169.089 12.845 168.169 12.5556C167.468 12.3442 166.865 12.0993 166.35 11.7987C165.835 11.5093 165.408 11.1865 165.058 10.8304C164.608 10.374 164.247 9.79519 163.995 9.09394C163.743 8.39269 163.611 7.64692 163.611 6.85663C163.611 4.77515 164.324 3.10552 165.737 1.85886C167.15 0.612199 169.056 0 171.434 0C173.811 0 175.597 0.567676 177.01 1.70303C178.424 2.83838 179.377 4.53027 179.848 6.75645L177.909 7.25734C177.558 5.46527 176.835 4.1073 175.718 3.2057C174.611 2.29296 173.154 1.84773 171.346 1.84773C169.539 1.84773 168.158 2.2707 167.139 3.12778C166.12 3.98486 165.616 5.17586 165.616 6.7008C165.616 7.79162 165.912 8.63757 166.493 9.27203C167.073 9.9065 168.081 10.3963 169.495 10.7747C169.922 10.8749 170.831 11.0752 172.212 11.3535C173.592 11.6318 174.699 11.9101 175.542 12.1883C176.265 12.3998 176.857 12.6113 177.317 12.845C177.777 13.0788 178.215 13.3682 178.632 13.7244H178.621Z" fill="#1B0B3B"></path><path d="M199.385 0.389648V2.23738H190.883V24.6216H188.791V2.23738H180.289V0.389648H199.396H199.385Z" fill="#1B0B3B"></path><path d="M210.315 24.989C206.908 24.989 204.256 23.9094 202.361 21.7388C200.477 19.5683 199.523 16.5184 199.523 12.6004C199.523 8.68229 200.52 5.75487 202.514 3.46191C204.508 1.16894 207.16 0.0224609 210.468 0.0224609C213.777 0.0224609 216.264 1.15781 218.181 3.43964C220.098 5.71035 221.062 8.77134 221.062 12.6115C221.062 16.4517 220.087 19.4013 218.148 21.6387C216.209 23.876 213.591 25.0002 210.304 25.0002L210.315 24.989ZM217.009 19.8911C217.644 18.9895 218.126 17.9321 218.444 16.7188C218.762 15.5055 218.926 14.1253 218.926 12.6004C218.926 9.35015 218.17 6.76778 216.647 4.85327C215.124 2.93875 213.076 1.99263 210.49 1.99263C208.989 1.99263 207.664 2.2709 206.513 2.82745C205.363 3.38399 204.421 4.18541 203.676 5.25398C203.018 6.15558 202.525 7.22415 202.197 8.45968C201.868 9.70634 201.704 11.0866 201.704 12.6115C201.704 15.9062 202.46 18.4663 203.971 20.2918C205.483 22.1173 207.598 23.03 210.337 23.03C211.794 23.03 213.087 22.774 214.204 22.2509C215.322 21.7277 216.264 20.9485 217.02 19.9022L217.009 19.8911Z" fill="#1B0B3B"></path><path d="M236.601 15.8504C236.294 15.2493 235.856 14.8374 235.275 14.626C234.694 14.4145 233.719 14.3143 232.35 14.3143H226.62V24.6104H224.527V0.378418H233.555C236.086 0.378418 238.025 0.934962 239.394 2.03692C240.764 3.13888 241.443 4.71947 241.443 6.76755C241.443 8.52623 240.906 9.97325 239.822 11.1197C238.748 12.2662 237.214 13.0231 235.242 13.3682V13.435C236.491 13.6464 237.389 14.0694 237.926 14.7039C238.463 15.3383 238.978 16.5627 239.471 18.3771C239.898 19.9688 240.271 21.2266 240.566 22.1504C240.862 23.0743 241.169 23.8423 241.476 24.4545V24.6104H239.077C238.846 24.0872 238.627 23.4194 238.397 22.6068C238.167 21.7943 237.915 20.6923 237.63 19.3232C237.488 18.5552 237.324 17.8762 237.148 17.3085C236.973 16.7297 236.798 16.2511 236.611 15.8504H236.601ZM239.285 7.21278C239.285 5.54315 238.803 4.29649 237.839 3.47281C236.874 2.64912 235.417 2.23728 233.467 2.23728H226.631V12.6001H232.394C234.629 12.6001 236.338 12.1438 237.521 11.2199C238.704 10.3072 239.296 8.97147 239.296 7.21278H239.285Z" fill="#1B0B3B"></path><path d="M245.508 24.6104V0.378418H247.6V24.6104H245.508Z" fill="#1B0B3B"></path><path d="M252.375 24.6104V0.378418H267.439V2.22615H254.468V11.1531H266.606V12.9341H254.468V22.7626H268.053V24.6104H252.375Z" fill="#1B0B3B"></path><path d="M285.902 13.7244C286.461 14.2253 286.866 14.8152 287.118 15.4719C287.37 16.1398 287.502 16.9412 287.502 17.8873C287.502 20.0579 286.746 21.7832 285.223 23.0632C283.7 24.3433 281.662 24.9889 279.088 24.9889C276.382 24.9889 274.212 24.3544 272.591 23.0966C270.969 21.8388 269.983 20.0133 269.633 17.6313L271.605 17.008C271.835 18.9893 272.591 20.5142 273.884 21.5605C275.176 22.618 276.929 23.1411 279.153 23.1411C281.147 23.1411 282.703 22.6848 283.82 21.7832C284.938 20.8704 285.497 19.6126 285.497 17.9764C285.497 16.8967 285.212 16.0396 284.631 15.4052C284.051 14.7818 283.032 14.2921 281.553 13.9359C281.224 13.858 280.358 13.6799 278.945 13.4016C277.532 13.1345 276.371 12.845 275.45 12.5556C274.749 12.3442 274.147 12.0993 273.632 11.7987C273.117 11.5093 272.689 11.1865 272.339 10.8304C271.89 10.374 271.528 9.79519 271.276 9.09394C271.024 8.39269 270.893 7.64692 270.893 6.85663C270.893 4.77515 271.605 3.10552 273.018 1.85886C274.431 0.612199 276.338 0 278.715 0C281.092 0 282.878 0.567676 284.292 1.70303C285.705 2.83838 286.658 4.53027 287.129 6.75645L285.19 7.25734C284.839 5.46527 284.116 4.1073 282.999 3.2057C281.892 2.29296 280.435 1.84773 278.627 1.84773C276.82 1.84773 275.439 2.2707 274.42 3.12778C273.402 3.98486 272.898 5.17586 272.898 6.7008C272.898 7.79162 273.193 8.63757 273.774 9.27203C274.355 9.9065 275.363 10.3963 276.776 10.7747C277.203 10.8749 278.113 11.0752 279.493 11.3535C280.873 11.6318 281.98 11.9101 282.823 12.1883C283.547 12.3998 284.138 12.6113 284.598 12.845C285.058 13.0788 285.497 13.3682 285.913 13.7244H285.902Z" fill="#1B0B3B"></path></svg></a></div><div class="TopNav_topNavSearch__u2qQM"><form class="SearchBox_searchBox__B6q1o"><div class="Input_isFullwidth__STMOO Input_inputBox__8iWEc SearchBox_searchInput__SCKRS"><input type="text" class="Input_inputField__Y_iLA" aria-label="Search" enterKeyHint="search" placeholder="Search…" value=""/></div><button class="SearchBox_searchButton__KIyQv"><svg width="100%" height="100%" viewBox="0 0 48 48" fill="none" xmlns="http://www.w3.org/2000/svg" class="SearchBox_searchIcon__EWIzg"><path d="M21.8419 11H21.8245C15.8463 11 11 15.8358 11 21.8012V21.8186C11 27.7839 15.8463 32.6198 21.8245 32.6198H21.8419C27.8201 32.6198 32.6664 27.7839 32.6664 21.8186V21.8012C32.6664 15.8358 27.8201 11 21.8419 11Z" stroke="#1B0B3B" stroke-width="3" stroke-linecap="round" stroke-linejoin="round"></path><path d="M35.9378 38.0623C36.5242 38.6475 37.474 38.6465 38.0591 38.06C38.6443 37.4736 38.6432 36.5239 38.0568 35.9387L35.9378 38.0623ZM28.3545 30.4954L35.9378 38.0623L38.0568 35.9387L30.4736 28.3718L28.3545 30.4954Z" fill="#1B0B3B"></path></svg><span class="SearchBox_srOnly__SpAFB">Search</span></button></form></div></div></div><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-8__Sn3b1 GridItem_gridItemSize-lg-12__AOMO2 GridItem_gridItemSize-xl-12__5Lau0 TopNav_searchContainer__rbyGn"><div class="TopNav_searchUnder__YnL8K TopNav_hideSearch__3nF6A"><form class="SearchBox_searchBox__B6q1o SearchBox_standalone__7_aBg"><div class="Input_isFullwidth__STMOO Input_inputBox__8iWEc SearchBox_searchInput__SCKRS"><input type="text" class="Input_inputField__Y_iLA" aria-label="Search" enterKeyHint="search" placeholder="Search…" value=""/></div><button class="SearchBox_searchButton__KIyQv"><svg width="100%" height="100%" viewBox="0 0 48 48" fill="none" xmlns="http://www.w3.org/2000/svg" class="SearchBox_searchIcon__EWIzg"><path d="M21.8419 11H21.8245C15.8463 11 11 15.8358 11 21.8012V21.8186C11 27.7839 15.8463 32.6198 21.8245 32.6198H21.8419C27.8201 32.6198 32.6664 27.7839 32.6664 21.8186V21.8012C32.6664 15.8358 27.8201 11 21.8419 11Z" stroke="#1B0B3B" stroke-width="3" stroke-linecap="round" stroke-linejoin="round"></path><path d="M35.9378 38.0623C36.5242 38.6475 37.474 38.6465 38.0591 38.06C38.6443 37.4736 38.6432 36.5239 38.0568 35.9387L35.9378 38.0623ZM28.3545 30.4954L35.9378 38.0623L38.0568 35.9387L30.4736 28.3718L28.3545 30.4954Z" fill="#1B0B3B"></path></svg><span class="SearchBox_srOnly__SpAFB">Search</span></button></form></div></div></div></nav><article><header><div class="TextHero_root__z2cAj TextHero_analytics___nFQt"><div class="GridContainer_gridContainer__QWz73"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_smFill__BEbc_ GridItem_medFill__nnoxW GridItem_lgFill__kkwmJ GridItem_xlFill__KfhUO"><a href="/blog/category/analytics" class="Link Typography_isLink__0_8f8 Typography_eyebrowSm__zPD9n CategoryEyebrow_category__f4AO2" id="analyticsWhatisaNorthStarmetric?">Analytics</a><h1 class="Typography_headingXxl__AAZRG Typography_bold__nCycN TextHero_title__6EBk2">What is a North Star metric?</h1><div class="TagsList_tags__K9uDY"></div></div></div><div class="TextHero_divider__mobBZ"></div><div class="GridContainer_gridContainer__QWz73 ArticleDetails_authorDetails__8f8zj"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_smFill__BEbc_ GridItem_medFill__nnoxW GridItem_lgFill__kkwmJ GridItem_xlFill__KfhUO"><div class="ArticleDetails_mobile__2n_Ys"><div class="ArticleDetails_articleDetails__ko_TA"><div class="Typography_captionSm__40ZIi">Article details</div><svg class="ArticleDetails_dropdownArrowIcon__t7x_T" width="100%" height="100%" viewBox="0 0 10 6" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M9 1L5 4.64122L1 1" stroke="currentColor" stroke-width="1.5" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"></path></svg></div><div aria-hidden="true" class="rah-static rah-static--height-zero " style="height:0;overflow:hidden"><div><div class="ArticleDetails_authorContainer__ZAP7U"><div class="ArticleDetails_authors__SezPj"><div class="Author_authorContainer__SW_yP ArticleDetails_authorComponent__4bb2X"><a id="mark-simborg-what-is-a-north-star-metric__Avatar" href="/blog/author/mark-simborg/"><div class="BasicImage_imageBox__gFfJf Author_avatar__a_1Go" style="--image-height:56;--image-width:56"><img alt="Author picture" loading="lazy" width="56" height="56" decoding="async" data-nimg="1" class="BasicImage_image__Lq9wS Author_avatar__a_1Go" style="color:transparent" src="https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/09/cropped-1715612566243-96x96.jpeg"/></div></a><div class="Author_author__alZtn Author_hasVertical__Yxzk6"><a id="mark-simborg-what-is-a-north-star-metric__Name" class="Author_link__SCiLs" href="/blog/author/mark-simborg/"><div class="Typography_bodyMd__Dt0yK Typography_bold__nCycN Author_authorName__Aon4I">Mark Simborg</div></a><div class="Typography_bodySm__TdD9P Author_authorTitle__RInlc">Editor @ Mixpanel</div></div></div></div><div class="ArticleDetails_container__H7AD2"><div class="ArticleDetails_authorInfoContainer__2M_0w"><div class="ArticleDetails_authorInfo__qKlPR"><div class="Typography_captionSm__40ZIi Typography_bold__nCycN ArticleDetails_authorInfoName__SWFST">Last Edited:</div><div class="Typography_captionSm__40ZIi">Sep 19, 2024</div></div><div class="ArticleDetails_authorInfo__qKlPR"><div class="Typography_captionSm__40ZIi Typography_bold__nCycN ArticleDetails_authorInfoName__SWFST">Published:</div><div class="Typography_captionSm__40ZIi">Dec 10, 2018</div></div></div></div></div></div></div></div><div class="ArticleDetails_desktop__fQGPM"><div class="ArticleDetails_authorContainer__ZAP7U"><div class="ArticleDetails_authors__SezPj"><div class="Author_authorContainer__SW_yP ArticleDetails_authorComponent__4bb2X"><a id="mark-simborg-what-is-a-north-star-metric__Avatar" href="/blog/author/mark-simborg/"><div class="BasicImage_imageBox__gFfJf Author_avatar__a_1Go" style="--image-height:56;--image-width:56"><img alt="Author picture" loading="lazy" width="56" height="56" decoding="async" data-nimg="1" class="BasicImage_image__Lq9wS Author_avatar__a_1Go" style="color:transparent" src="https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/09/cropped-1715612566243-96x96.jpeg"/></div></a><div class="Author_author__alZtn Author_hasVertical__Yxzk6"><a id="mark-simborg-what-is-a-north-star-metric__Name" class="Author_link__SCiLs" href="/blog/author/mark-simborg/"><div class="Typography_bodyMd__Dt0yK Typography_bold__nCycN Author_authorName__Aon4I">Mark Simborg</div></a><div class="Typography_bodySm__TdD9P Author_authorTitle__RInlc">Editor @ Mixpanel</div></div></div></div><div class="ArticleDetails_container__H7AD2"><div class="ArticleDetails_authorInfoContainer__2M_0w"><div class="ArticleDetails_authorInfo__qKlPR"><div class="Typography_captionSm__40ZIi Typography_bold__nCycN ArticleDetails_authorInfoName__SWFST">Last Edited:</div><div class="Typography_captionSm__40ZIi">Sep 19, 2024</div></div><div class="ArticleDetails_authorInfo__qKlPR"><div class="Typography_captionSm__40ZIi Typography_bold__nCycN ArticleDetails_authorInfoName__SWFST">Published:</div><div class="Typography_captionSm__40ZIi">Dec 10, 2018</div></div></div></div></div></div></div></div></div></header><main class="Post_postBase__JxloD Post_analytics__QUbVl"><div class="GridContainer_gridContainer__QWz73"><div class="ShareActions_shareActions--stacked__QRb2e"><ul class="ShareActions_shareActionList__ZgEMh"><li class="ShareActions_shareActionItem__EVYN_"><button class="Button_transparent__mpg39 Button_primary__uemGM Button_small__vkGtt Button_root__UFS1q ShareActions_shareActionButton__LC7YZ"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF">Twitter</div></button></li><li class="ShareActions_shareActionItem__EVYN_"><button class="Button_transparent__mpg39 Button_primary__uemGM Button_small__vkGtt Button_root__UFS1q ShareActions_shareActionButton__LC7YZ"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF">LinkedIn</div></button></li><li class="ShareActions_shareActionItem__EVYN_"><button class="Button_transparent__mpg39 Button_primary__uemGM Button_small__vkGtt Button_root__UFS1q ShareActions_shareActionButton__LC7YZ ShareActions_shareActionButton--icon__grJ2X"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF"><svg width="100%" height="100%" viewBox="0 0 22 22" fill="none" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" clip-rule="evenodd" d="M10.4076 11.3909C10.0657 11.1593 9.60375 11.2532 9.3758 11.6005C9.14786 11.9479 9.24025 12.4172 9.58217 12.6487C11.2703 13.792 13.1994 13.9175 14.5276 12.567L14.5277 12.567L16.9722 10.0835C18.3421 8.69184 18.3421 6.43546 16.9722 5.04377C15.6023 3.65208 13.3813 3.65208 12.0114 5.04377L10.9758 6.09574C10.6853 6.39093 10.6853 6.86954 10.9758 7.16473C11.2664 7.45993 11.7375 7.45993 12.0281 7.16473L13.0636 6.11276C13.8524 5.31146 15.1312 5.31146 15.92 6.11276C16.7087 6.91406 16.7087 8.21323 15.92 9.01453L13.4753 11.4981L13.4751 11.4983C12.8203 12.1641 11.7345 12.2895 10.4076 11.3909ZM11.592 10.6063C11.9339 10.8378 12.3959 10.744 12.6239 10.3966C12.8518 10.0493 12.7594 9.57995 12.4175 9.34839C10.7294 8.20509 8.80031 8.07967 7.47208 9.43008L7.472 9.43016L5.02743 11.9136C3.65752 13.3053 3.65752 15.5617 5.02743 16.9534C6.39734 18.3451 8.6184 18.3451 9.98831 16.9534L11.0238 15.9014C11.3144 15.6062 11.3144 15.1276 11.0238 14.8324C10.7332 14.5372 10.2621 14.5372 9.97155 14.8324L8.93604 15.8844C8.14728 16.6857 6.86845 16.6857 6.07969 15.8844C5.29093 15.0831 5.29093 13.7839 6.07969 12.9826L8.52434 10.4991L8.5246 10.4988C9.17934 9.833 10.2652 9.70764 11.592 10.6063Z" fill="currentColor"></path></svg><span class="ShareActions_srOnly__VvMra">Copy article link to clipboard</span></div></button></li></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>A North Star metric is the one measurement that’s most predictive of a company’s long-term success. To qualify as a “North Star,” a metric must do three things: lead to revenue, reflect customer value, and measure progress. If a metric hits those three points, and every department contributes to improving it, the company will grow sustainably—or so the theory goes.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>Why is a North Star metric important?</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Teams use North Star <a href="https://mixpanel.com/topics/lean-product-development-metrics/">metrics</a> to get everyone in a company focused on one goal. Ninety percent of the world’s data has been created <a href="https://www.mediapost.com/publications/article/291358/90-of-todays-data-created-in-two-years.html">in just the past few years</a> and the profusion of analytical possibilities allow every department, every team, and even every contributor to chase their own metrics. If each team defines goals differently, they can work against each other and duplicate effort.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>When startup investor <a href="https://earthsky.org/brightest-stars/polaris-the-present-day-north-star">Sean Ellis</a> coined the term “North Star metric,” he intended it to reduce administration, simplify meetings, and align teams around the singular goal of growth. The term North Star metric—drawn from the common name for Polaris, the star that lies directly above the Earth’s Northern pole—is mostly rhetorical. Companies with complex business models can have multiple North Stars, and any given North Star metric is composed of sub-metrics anyway. Any company that literally foreswore all metrics in favor of just one, such as recurring revenue, would almost certainly fail. The North Star metric is, simply, an exercise in simplifying the overall company strategy into terms all can remember, understand, and apply.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>When the Egyptians built the pyramids, the Earth had a different North Star—<a href="https://earthsky.org/brightest-stars/polaris-the-present-day-north-star">Thuban</a>—but it’s crept out of alignment, just as Polaris will in time. Companies should feel equally free to reevaluate their North Star metrics to make sure they still point the right direction, and amend them when they prove flawed.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>Benefits of a North Star metric</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>A North Star metric is meant to be a guide. It’s a compass pointing you in the right direction and keeping you focused on your primary goal of company growth and success based on what makes your customers happiest and keeps them coming back for more. </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Specifically, having a North Star metric provides the benefits of:</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><h4 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingFourStyle__0lJWd"><span>1. Alignment</span></h4></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Although different teams will have their own sub-goals and -metrics to focus on, having a North Star metric means the whole company will be aligned around the same goal and will be able to map their team’s goal to the North Star metric. </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><h4 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingFourStyle__0lJWd"><span>2. Transparency</span></h4></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>A North Star metric, since it measures company progress, can give everyone in your company a bird’s eye view of how the company is doing overall. This, in turn, can assuage employees who may be worried about the company’s future and thereby improve employee retention and reduce turnover. </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><h4 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingFourStyle__0lJWd"><span>3. Customer focus</span></h4></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Since your North Star Metric is the number that best reflects the value your company brings to its customers, it helps you stay focused on improving the customer experience in all ways, which has its own obvious benefits as far as bottom-line revenue and retention.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Fostering company-wide alignment, transparency, and a focus on the customer, your North Star is really the fuel to your growth engine. You can also see it as a type of glue or string that channels all the disparate goals and metrics from the various teams into a singular focus that drives your company to success. </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>North Star Metric versus The One Metric That Matters</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>It’s important not to confuse a North Star metric with "The One Metric That Matters" (OMTM), a concept from the book <a href="http://leananalyticsbook.com/one-metric-that-matters/">Lean Analytics</a>. A North Star metric is a long-term guide, while the OMTM is for specific teams and projects over a fixed period of time (two to six months). </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>That said, using OMTMs can be beneficial for keeping projects on track, and OMTMs can fit nicely into North Star metrics and work to bolster the North Star metric by accelerating short-term goals and success. </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>How a North Star metric works</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>In daily use, a North Star metric is broken down into smaller metrics that drive accountability and ownership at the individual level. Many of these sub-metrics are team-specific and actionable, so individual contributors can draw a clear connection between their daily duties and the North Star. </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Take, for example, an <a href="https://mixpanel.com/solutions/retail-e-commerce/">e-commerce company</a> with the North Star metric “the number of new customers purchasing each week.” A merchandise buyer at that company could contribute to that parent goal by increasing sales in their category, whereas a web developer would contribute by reducing page load time. Both contribute, but in their own way. North Star metrics must also reflect <a href="https://mixpanel.com/blog/2018/08/27/build-more-useful-products-journey-maps/">the customer journey</a>, and measure whether users’ journeys are successful. In the case of the e-commerce company, measuring purchases indicates that buyers have completed their journey, and improving pieces of the journey—discovery, browsing, and checkout—speed customers along and drive more revenue.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>Examples of North Star metrics</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><h4 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingFourStyle__0lJWd"><span><strong>E-commerce</strong></span></h4></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li>Number of weekly customers completing their first order</li><li>Value of daily purchases</li><li><a href="https://mixpanel.com/topics/how-to-calculate-lifetime-value/">Customer lifetime value (CLV)</a></li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><h4 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingFourStyle__0lJWd"><span><strong>Consumer tech</strong></span></h4></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li><a href="https://mixpanel.com/topics/daily-active-users/">Number of daily active users (DAU)</a></li><li>Number of messages sent per day</li><li><a href="https://mixpanel.com/topics/what-is-customer-retention">Retention</a></li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><h4 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingFourStyle__0lJWd"><span><strong>B2B SaaS</strong></span></h4></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li>Number of trial accounts with over 3 users in their first week</li><li>Percentage year-two retention</li><li>Monthly-recurring revenue (MRR)</li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><h4 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingFourStyle__0lJWd"><span><strong>Media</strong></span></h4></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li>Signups and retention</li><li>Number of daily active visitors</li><li>Total read time</li><li>Total watch time</li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><h4 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingFourStyle__0lJWd"><span><strong>Fintech</strong></span></h4></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li>Total assets under management</li><li>Number of daily active users</li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span></span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>How to find a North Star metric for your product</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>To find their North Star metric, companies must decide what is truly essential to the business. Companies are complex and succeed and fail for lots of reasons. But what are the pillars to the business that are, as an architect might say, load-bearing and that would ruin the company if they alone failed (ie — they’re “too big to fail”)? </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>For many teams, those pillars are <a href="https://mixpanel.com/blog/2018/02/01/product-teams-need-ux-research/">making customers happy</a>, <a href="https://mixpanel.com/blog/2018/08/27/develop-measure-user-adoption-strategy/">generating profit</a>, and <a href="https://mixpanel.com/blog/2018/08/01/behavioral-analytics-guide/">measuring progress</a> toward those goals. A metric that simply makes money without satisfying customers will fail in the long run, as will a company that satisfies customers without being profitable. And a metric that doesn’t measure progress in a way that allows teams to act on its insights and change their behaviors isn’t useful. A North Star metric must reflect all three factors, tailored to each business. Some methods for feeling out a North Star metric:</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li>Ask "What is essential to the business’s functioning?" Prioritize a list.</li><li>Ask "What <a href="https://mixpanel.com/topics/important-user-engagement-metrics-apps/">KPIs and metrics</a> measure the top few, key factors?"</li><li>Ask "What metric encapsulates all of the above?"</li><li>Build a metric hierarchy with the North Star metric on top of the pyramid.</li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Like a seed, North Star metrics need fertile ground to grow. Companies that select a North Star need the right culture and infrastructure. Without cross-silo relationships and a willingness to prioritize the company good above the team good, some employees may reject the North Star metric, especially if they must change their behavior significantly, or if, like many sales teams, their compensation structure presents a conflict of interest.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span></span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_quoteBlock__tSpL3 PostBlocks_centerText__meMQs"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-10__VUo6W GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><div class="Typography_bodyXxlSerif__99I_5 PostBlocks_quoteBlockType__Htsnm"></div><cite class="Typography_bodySm__TdD9P"></cite></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>“An effective north star metric is a product manager’s best friend. It provides cross-functional alignment on goals and tasks, and an objective barometer for success when a product ships. Even products that generate direct revenue require an alternative product metric that tells a more holistic story of what’s going on. When your north star metric is clear, product ideation becomes a lot easier. Instead of asking yourself 'What should I build next?' you should be asking 'What feature or product is most likely to move this metric the most?”</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span></span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>Measuring progress against your North Star metric over time</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Companies also need <a href="https://mixpanel.com/topics/user-analytics-overview/">the right analytics tools</a> to measure progress toward their North Star metric and sub-metrics. Without user-friendly analytics that teams can access at a whim, companies can’t tell whether they’re succeeding and can’t course-correct. </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Most teams find <a href="https://mixpanel.com/content/guide-to-product-analytics/intro/">product analytics</a> (or <a href="https://mixpanel.com/topics/user-analytics-overview/">user analytics)</a> vital to measuring their North Star metric. Product analytics provide user-level insights that most analytics platforms—especially free ones—don’t capture. More specifically, user analytics can:</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li><a href="https://mixpanel.com/topics/introduction-unified-user-profiles/">Track individual users across platforms</a></li><li>Generate reports and dashboards</li><li><a href="https://mixpanel.com/automatic-insights/">Use machine learning to detect anomalies in the dat</a></li><li>Offer a user-friendly interface so the whole team can access insights</li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>With powerful analytics, any team can easily see both how their own metrics are fitting into their company’s North Star metric and whether or not they need to course-correct to better support the North Star metric.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span></span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_quoteBlock__tSpL3 PostBlocks_centerText__meMQs"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-10__VUo6W GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><div class="Typography_bodyXxlSerif__99I_5 PostBlocks_quoteBlockType__Htsnm"></div><cite class="Typography_bodySm__TdD9P"></cite></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>“Great PMs understand that their specific product’s context is a more important factor for defining metrics than any industry best practices. Creating a north star metric has its benefits–chiefly, simplicity in measuring progress and communicating it within and outside the team responsible for the product.“</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span></span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>Example of using product analytics for a North Star metric</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Let’s use the cycling and running app Strava as an example, theory-crafting based on what a product designer and Strava user would do.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Strava is a SaaS company that offers a free plan but generates most of its revenue from monthly subscribers that share certain attributes:</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li>They most frequently use the same features.</li><li>The features that subscribers use the most are the features responsible for renewed subscriptions.</li><li>Hence, these features keep the monthly revenue flowing.</li><li>And, these are the features users view as valuable enough to pay for. </li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Strava’s North Star metrics should thus tie directly into the features the paying customers use, and Strava can (and should) use product analytics to find the answers to these questions:</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li>How often are paying customers using a certain feature?</li><li>How often are paying customers sharing their use of that feature with non-paying customers?</li><li>What’s driving paying customers to keep using these features?</li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Product teams can then experiment and see if their ideas can increase the use of a paid feature and also the number of free users trying that feature. They can use product analytics to inform the answers to these questions:</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_gridItem__L5Wbn"><ul class="Typography_bodyMd__Dt0yK PostBlocks_listBlockList__xQpr0"><span><li>How can Strava get non-paying customers to try paid features?</li><li>Once a free user starts a trial, how can Strava get users to renew?</li><li>What can Strava measure in the product as an indicator that will lead to new paying customers?</li></span></ul></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Then, once Strava establishes its North Star metrics, it can use a platform like Mixpanel to monitor those metrics, with the focus being on whether the North Star metrics are improving and why.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>Can companies aim for more than one North Star?</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Companies typically have only one North Star metric. However, a single north star can be limiting, especially if your company has multiple core products with separate goals—ie, a music streaming service looking for both more music subscribers and paid podcasts. As such, we prefer the softer framing of a “focus metric” working in conjunction with other key performance indicators (KPIs).</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>For more on how to find your focus metric, click <a href="https://mixpanel.com/content/guide-to-product-metrics/full-report/">here</a>. </span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-9__ydca7 GridItem_gridItemSize-xl-9__1MT_u PostBlocks_gridItem__L5Wbn"><h2 class="Typography_headingXl__AQ2pZ PostBlocks_headingBlockType__fDUxA PostBlocks_standardHeadingTwoStyle__6XCS6"><span>Ready to find your North Star?</span></h2></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>North Star metrics can be an effective strategy for aligning all teams around a singular goal, provided they’re not taken too literally, are supported by a flexible culture, and measured with analytics tools that helps teams tell whether it’s still guiding the way.</span></p></div></div><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 PostBlocks_paragraphBlock__mbsc4 PostBlocks_hasParagraphLinks__Ce646"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-6__AUpF9 GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-7__Wc4Wa PostBlocks_paragraphBlockGridItem__OsXIn PostBlocks_gridItem__L5Wbn"><p class="Typography_bodyMd__Dt0yK PostBlocks_paragraphBlockParagraph__cnv_5"><span>Remember that your ultimate goal is growth and success, and sometimes you will need to pivot and hence rejigger or reframe your North Star metric (or focus metrics) to reflect your company’s new mission. In that sense, it’s always okay to backstep and rethink things, as the last thing you want is to be chasing the wrong star. </span></p></div></div><div class="ShareActions_shareActions--centered___lZoj"><div class="Typography_bodyMd__Dt0yK Typography_bold__nCycN ShareActions_shareLabel__cfpMD">Share article</div><ul class="ShareActions_shareActionList__ZgEMh"><li class="ShareActions_shareActionItem__EVYN_"><button class="Button_transparent__mpg39 Button_primary__uemGM Button_small__vkGtt Button_root__UFS1q ShareActions_shareActionButton__LC7YZ"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF">Twitter</div></button></li><li class="ShareActions_shareActionItem__EVYN_"><button class="Button_transparent__mpg39 Button_primary__uemGM Button_small__vkGtt Button_root__UFS1q ShareActions_shareActionButton__LC7YZ"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF">LinkedIn</div></button></li><li class="ShareActions_shareActionItem__EVYN_"><button class="Button_transparent__mpg39 Button_primary__uemGM Button_small__vkGtt Button_root__UFS1q ShareActions_shareActionButton__LC7YZ ShareActions_shareActionButton--icon__grJ2X"><span class="Button_phantomBackground___2yx_"></span><div class="Typography_captionSm__40ZIi Typography_bold__nCycN Button_text__zLCIF"><svg width="100%" height="100%" viewBox="0 0 22 22" fill="none" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" clip-rule="evenodd" d="M10.4076 11.3909C10.0657 11.1593 9.60375 11.2532 9.3758 11.6005C9.14786 11.9479 9.24025 12.4172 9.58217 12.6487C11.2703 13.792 13.1994 13.9175 14.5276 12.567L14.5277 12.567L16.9722 10.0835C18.3421 8.69184 18.3421 6.43546 16.9722 5.04377C15.6023 3.65208 13.3813 3.65208 12.0114 5.04377L10.9758 6.09574C10.6853 6.39093 10.6853 6.86954 10.9758 7.16473C11.2664 7.45993 11.7375 7.45993 12.0281 7.16473L13.0636 6.11276C13.8524 5.31146 15.1312 5.31146 15.92 6.11276C16.7087 6.91406 16.7087 8.21323 15.92 9.01453L13.4753 11.4981L13.4751 11.4983C12.8203 12.1641 11.7345 12.2895 10.4076 11.3909ZM11.592 10.6063C11.9339 10.8378 12.3959 10.744 12.6239 10.3966C12.8518 10.0493 12.7594 9.57995 12.4175 9.34839C10.7294 8.20509 8.80031 8.07967 7.47208 9.43008L7.472 9.43016L5.02743 11.9136C3.65752 13.3053 3.65752 15.5617 5.02743 16.9534C6.39734 18.3451 8.6184 18.3451 9.98831 16.9534L11.0238 15.9014C11.3144 15.6062 11.3144 15.1276 11.0238 14.8324C10.7332 14.5372 10.2621 14.5372 9.97155 14.8324L8.93604 15.8844C8.14728 16.6857 6.86845 16.6857 6.07969 15.8844C5.29093 15.0831 5.29093 13.7839 6.07969 12.9826L8.52434 10.4991L8.5246 10.4988C9.17934 9.833 10.2652 9.70764 11.592 10.6063Z" fill="currentColor"></path></svg><span class="ShareActions_srOnly__VvMra">Copy article link to clipboard</span></div></button></li></ul></div><div class="AuthorBlurb_authorBlurbs__mG5a_"><div class="GridContainer_gridContainer__QWz73 GridContainer_centered__0Rat4 AuthorBlurb_authorBlurb__qH2e_"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_gridItemSize-med-7__cbsWH GridItem_gridItemSize-lg-8__5tZWi GridItem_gridItemSize-xl-8__YGVr7 AuthorBlurb_authorBlurbInner__nWl8U"><div class="AuthorBlurb_authorMedia__caGck"><a id="MarkSimborgAvatar" href="/blog/author/mark-simborg/"><div class="BasicImage_imageBox__gFfJf AuthorBlurb_avatar__ivADa" style="--image-height:68;--image-width:68"><img alt="Mark Simborg" loading="lazy" width="68" height="68" decoding="async" data-nimg="1" class="BasicImage_image__Lq9wS AuthorBlurb_avatar__ivADa" style="color:transparent" src="https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/09/cropped-1715612566243-96x96.jpeg"/></div></a></div><div class="AuthorBlurb_authorContent__FMAX9"><a id="MarkSimborgName" class="AuthorBlurb_link__PG2sX" href="/blog/author/mark-simborg/"><div class="Typography_bodyMd__Dt0yK Typography_bold__nCycN AuthorBlurb_authorName__wymvp">Mark Simborg</div></a><div class="Typography_bodySm__TdD9P">Editor @ Mixpanel</div></div></div></div></div></main></article><div class="Toastify" id="regular-toast"></div><div class="Toastify" id="fit-content-toast"></div><div class="Footer_root__dZvJy"><div class="GridContainer_gridContainer__QWz73 GridContainer_fullHeight__3MiEv"><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_smFill__BEbc_ GridItem_gridItemSize-med-8__Sn3b1 GridItem_gridItemSize-lg-12__AOMO2 GridItem_gridItemSize-xl-12__5Lau0"><div class="Footer_footerTopContainer__x3ki5"><div class="Footer_navigationColumn__SA8HH"><div class="Footer_navigationColumnSectionItem__f_XTQ"><div class="Footer_navigationColumnTitle__8UbJa"><div class="Typography_headingXs__ACFef">Product</div></div><div></div><div class="Footer_navigationList__4EFst"><a href="/acquire" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Acquire New Users</div></a><a href="/grow" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Grow Your Business</div></a><a href="/enterprise" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Enterprise</div></a><a href="/developer" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Developer</div></a><a href="https://mixpanel.com/partners/integrations" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Integrations</div></a><a href="/security-privacy" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Security & Privacy</div></a><a href="https://docs.mixpanel.com" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Docs</div></a><a href="/pricing" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Pricing</div></a><a href="/product-releases" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>What's New</div></a></div></div></div><div class="Footer_navigationColumn__SA8HH"><div class="Footer_navigationColumnSectionItem__f_XTQ"><div class="Footer_navigationColumnTitle__8UbJa"><div class="Typography_headingXs__ACFef">Solutions</div></div><div></div><div class="Footer_navigationList__4EFst"><a href="/teams" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Teams</div></a><a href="/industries" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Industries</div></a></div></div><div class="Footer_navigationColumnSectionItem__f_XTQ"><div class="Footer_navigationColumnTitle__8UbJa"><div class="Typography_headingXs__ACFef">Templates</div></div><div></div><div class="Footer_navigationList__4EFst"><a href="https://mixpanel.com/p/QLBHa24vdYuK2MJLiNUA1S" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Company KPIs</div></a><a href="https://mixpanel.com/p/5dbqyToAtFMaDJVJNzUeuG" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Feature Launch</div></a><a href="https://mixpanel.com/p/CEngFwLvPa5zvTSLvFTHNH" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Lifecycle Cohort Analysis</div></a><a href="https://mixpanel.com/p/2cv24kB3k5n9reXr9bSJKU" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Ecommerce</div></a><a href="https://mixpanel.com/p/MKDgQSoYBZciN4AGgY7Mgh" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Marketing KPIs</div></a><a href="https://mixpanel.com/p/BkaDwovdEpEcMJp33R6sah" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Web Analytics</div></a></div></div></div><div class="Footer_navigationColumn__SA8HH"><div class="Footer_navigationColumnSectionItem__f_XTQ"><div class="Footer_navigationColumnTitle__8UbJa"><div class="Typography_headingXs__ACFef">Community</div></div><div></div><div class="Footer_navigationList__4EFst"><a href="/customers" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Customers</div></a><a href="/startups" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Startups</div></a><a href="https://events.mixpanel.com/" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Events</div></a><a href="https://mixpanel.com/community-slack" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Slack</div></a><a href="https://mixpanel.com/partners/experts" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Expert Directory</div></a></div></div></div><div class="Footer_navigationColumn__SA8HH"><div class="Footer_navigationColumnSectionItem__f_XTQ"><div class="Footer_navigationColumnTitle__8UbJa"><div class="Typography_headingXs__ACFef">Company</div></div><div></div><div class="Footer_navigationList__4EFst"><a href="/about" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>About Us</div></a><a href="https://mixpanel.com/blog" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" target="_blank"><div>Blog</div></a><a href="/partners" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Become a Partner</div></a><a href="/contact-us/sales" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi"><div>Contact Sales</div></a><a href="mailto:support@mixpanel.com" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_bodySm__TdD9P Footer_navigationColumnItem__OJRGi" rel="noopener noreferrer" target="_blank"><div>Contact Support</div></a><div class="Footer_navigationColumnItem__OJRGi Footer_hiringButton__O6riI"><a href="/jobs" class="Link HiringButton_root__7X3KI"><div class="Typography_bodySm__TdD9P">👋 We’re Hiring</div></a></div></div></div></div></div></div><div class="GridItem_gridItem___tZ3h GridItem_gridItemGap-base__Ym1zp GridItem_gridItemSize-sm-4__13k9h GridItem_medFill__nnoxW GridItem_lgFill__kkwmJ GridItem_xlFill__KfhUO"><div class="Footer_footerFloor__EsEwQ"><figure class="Footer_mixpanelLogo__0IJoh"><svg class="MixpanelLogo_root__2Ddxm MixpanelLogo_type__LCWSo MixpanelLogo_fill__YxKMl" viewBox="0 0 798 189" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M0 146.539H47.835V141.455H44.243C37.2513 141.455 35.5676 139.547 35.5676 132.572V69.5024C40.4425 61.244 47.0011 55.9521 55.2596 55.9521C65.6348 55.9521 71.985 63.5692 71.985 77.9694V132.588C71.985 139.579 70.2852 141.471 63.5181 141.471H59.7016V146.555H106.478V141.471H103.095C96.103 141.471 94.4192 139.563 94.4192 132.588V75.6282C94.4192 73.7199 94.4192 71.8116 94.2108 69.9194C98.8612 61.4524 105.853 55.9521 114.111 55.9521C124.487 55.9521 130.837 63.5692 130.837 77.9694V132.588C130.837 139.579 129.137 141.471 122.37 141.471H118.553V146.555H165.33V141.471H162.155C154.955 141.471 153.271 139.563 153.271 132.588V75.6282C153.271 54.2523 141.212 42.4018 123.637 42.4018C110.519 42.4018 99.0857 49.6019 92.9439 63.9861C89.3519 50.0189 78.7682 42.4018 64.7849 42.4018C52.293 42.4018 41.5008 49.169 35.5676 62.7193V44.9355H0V50.0189H4.23347C11.4336 50.0189 13.1173 51.9271 13.1173 58.9027V132.572C13.1173 139.563 11.4175 141.455 4.23347 141.455H0V146.539ZM193.473 28.0016C201.09 28.0016 207.44 21.6514 207.44 14.0344C207.44 6.41731 201.09 0.0671082 193.473 0.0671082C185.856 0.0671082 179.506 6.41731 179.506 14.0344C179.506 21.6514 185.856 28.0016 193.473 28.0016ZM169.772 146.539H216.757V141.455H213.582C206.59 141.455 204.906 139.547 204.906 132.572V44.9355H169.339V50.0189H173.572C180.772 50.0189 182.456 51.9271 182.456 58.9027V132.572C182.456 139.563 180.756 141.455 173.572 141.455H169.756V146.539H169.772ZM251.058 86.8533H264.608C261.224 84.7365 259.958 81.7699 258.258 76.2696L253.174 57.4274C250.849 48.9605 248.941 44.9355 239.624 44.9355H220.157V50.0189H222.915C228.623 50.0189 229.265 52.1356 230.965 58.4858L235.407 75.0028C237.732 83.0528 241.34 86.8533 251.074 86.8533H251.058ZM282.392 86.8533H295.942C305.676 86.8533 309.059 83.0367 311.401 75.0028L315.843 58.4858C317.542 52.1356 318.376 50.0189 323.893 50.0189H326.651V44.9355H307.392C297.866 44.9355 295.958 48.752 293.841 57.4274L288.758 76.2696C287.058 81.9784 285.775 84.7365 282.392 86.8533ZM264.608 104.637H282.392V86.8533H264.608V104.637ZM220.157 146.555H239.624C248.941 146.555 250.849 142.53 253.174 134.063L258.258 115.221C259.958 109.72 261.224 106.754 264.608 104.637H251.058C241.324 104.637 237.716 108.454 235.391 116.488L230.949 133.005C229.249 139.355 228.623 141.471 222.899 141.471H220.141V146.555H220.157ZM307.36 146.555H326.619V141.471H323.861C318.36 141.471 317.51 139.355 315.811 133.005L311.369 116.488C309.043 108.438 305.66 104.637 295.91 104.637H282.392C285.775 106.754 287.01 109.512 288.71 115.221L293.793 134.063C295.91 142.738 297.818 146.555 307.344 146.555H307.36ZM329.377 188.89H378.479V183.806H373.395C366.628 183.806 364.928 181.898 364.928 174.922V134.496C371.07 143.604 381.445 149.105 393.713 149.105C416.788 149.105 435.198 128.787 435.198 93.6525C435.198 61.9014 417.847 42.4339 395.397 42.4339C382.279 42.4339 371.263 50.0509 364.912 63.6012V44.9676H329.345V50.0509H333.578C340.57 50.0509 342.462 51.9592 342.462 58.9348V174.906C342.462 181.898 340.554 183.79 333.578 183.79H329.345V188.874L329.377 188.89ZM387.379 55.5352C401.137 55.5352 412.363 68.4441 412.363 94.0534C412.363 121.988 401.987 137.238 387.812 137.238C378.703 137.238 370.669 132.363 364.944 123.896V71.3947C370.445 61.0195 378.286 55.5192 387.379 55.5192V55.5352ZM468.665 148.672C482.423 148.672 493.424 142.113 501.682 127.296V129.621C501.682 142.321 509.732 147.822 523.058 147.822C527.083 147.822 532.167 147.405 535.55 146.346V141.055C533.85 141.471 532.583 141.696 531.317 141.696C526.025 141.696 524.325 138.521 524.325 133.437V79.2362C524.325 54.2523 510.358 42.4018 486.865 42.4018C471.198 42.4018 455.964 49.6019 446.23 57.219L449.614 63.1522C459.781 56.1606 469.723 52.1516 480.515 52.1516C494.482 52.1516 501.682 59.7687 501.682 77.5525V82.2029L475.64 92.3696C451.939 102.103 443.248 111.212 443.248 124.971C443.248 138.729 452.981 148.672 468.648 148.672H468.665ZM465.489 119.454C465.489 108.871 471.631 101.253 484.123 95.7532L501.698 88.1361V121.154C495.14 130.262 487.523 135.554 479.264 135.554C471.006 135.554 465.505 129.845 465.505 119.47L465.489 119.454ZM539.784 146.555H588.052V141.471H584.027C577.035 141.471 575.351 139.563 575.351 132.588V69.7109C580.226 61.244 587.41 55.9521 595.877 55.9521C606.878 55.9521 613.869 63.5692 613.869 77.9694V132.588C613.869 139.579 612.17 141.471 605.402 141.471H601.377V146.555H649.421V141.471H645.187C637.987 141.471 636.304 139.563 636.304 132.588V75.6282C636.304 54.2523 623.603 42.4018 605.611 42.4018C592.494 42.4018 581.477 49.169 575.335 62.7193V44.9355H539.768V50.0189H544.001C551.201 50.0189 552.885 51.9271 552.885 58.9027V132.572C552.885 139.563 551.185 141.455 544.001 141.455H539.768V146.539L539.784 146.555ZM704.456 149.089C718.423 149.089 731.557 142.738 741.082 135.121L737.907 130.471C729.44 136.613 719.915 139.355 711.031 139.355C689.446 139.355 676.746 124.121 676.746 94.4863V90.6698H743.632C743.215 62.0939 725.639 42.6263 700.03 42.6263C674.421 42.6263 653.879 65.7019 653.879 96.1861C653.879 129.637 672.93 149.105 704.472 149.105L704.456 149.089ZM700.223 47.9021C712.923 47.9021 720.748 61.6609 722.031 84.945H677.163C679.071 61.4524 687.955 47.9021 700.239 47.9021H700.223ZM748.266 146.539H797.368V141.455H792.493C785.501 141.455 783.818 139.547 783.818 132.572V2.60078H748.25V7.68415H752.483C759.475 7.68415 761.367 9.59242 761.367 16.568V132.572C761.367 139.563 759.459 141.455 752.483 141.455H748.25V146.539H748.266Z" fill="currentColor"></path></svg></figure><div class="Typography_captionXs__kkNeR Footer_copyright__ThwO7">©2024 Mixpanel. All rights reserved</div><div class="Footer_footerFloorLinks__8W9NP"><div class="Footer_footerFloorListItem__Jmv_H"><a href="/legal/contact-us" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_captionXs__kkNeR">Legal</a></div><div class="Footer_footerFloorListItem__Jmv_H"><a href="/legal/privacy-policy" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_captionXs__kkNeR">Privacy Program</a></div><div class="Footer_footerFloorListItem__Jmv_H"><a href="/legal/security-overview" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_captionXs__kkNeR">Security</a></div><div class="Footer_footerFloorListItem__Jmv_H"><a href="https://mixpanel.com/cpra-preference-center" class="Link Typography_isLink__0_8f8 Typography_navElement__71jjJ Typography_captionXs__kkNeR" target="_blank">Your Privacy Rights</a></div></div></div></div></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"__SEED_NODE__":{"__typename":"Post","uri":"/north-star-metric/","id":"cG9zdDoxODU=","databaseId":185,"isContentNode":true,"slug":"north-star-metric","contentType":{"__typename":"ContentNodeToContentTypeConnectionEdge","node":{"__typename":"ContentType","name":"post"}},"template":{"__typename":"DefaultTemplate","templateName":"Default"}},"__TEMPLATE_QUERY_DATA__":{"post":{"__typename":"Post","postFormatContent":{"__typename":"PostFormatContent","interviewLeadInParagraph":null,"postType":["standard"],"heroType":["text"],"heroDescription":null,"heroImage":null,"intervieweeName":null,"intervieweeImage":null,"intervieweeDescription":null,"coAuthor":null},"featuredImage":{"__typename":"NodeWithFeaturedImageToMediaItemConnectionEdge","node":{"__typename":"MediaItem","mediaDetails":{"__typename":"MediaDetails","sizes":[{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-150x150.png","width":"150","height":"150","name":"thumbnail"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","width":"300","height":"169","name":"medium"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-768x432.png","width":"768","height":"432","name":"medium_large"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1024x577.png","width":"1024","height":"577","name":"large"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1536x865.png","width":"1536","height":"865","name":"1536x1536"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1200x676.png","width":"1200","height":"676","name":"genesis-block-theme-featured-image"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1400x788.png","width":"1400","height":"788","name":"genesis-block-theme-featured-image-wide"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","width":"300","height":"169","name":"genesis-block-theme-logo"}]}}},"title":"What is a North Star metric?","date":"2018-12-10T21:15:00","modified":"2024-09-19T14:16:02","slug":"north-star-metric","seo":{"__typename":"PostTypeSEO","metaDesc":"","metaKeywords":"","opengraphAuthor":"","opengraphDescription":"A North Star metric is the one measurement that’s most predictive of a company’s long-term success. To qualify as a “North Star,” a metric must do three things: lead to revenue, reflect customer value, and measure progress. If a metric hits those three points, and every department contributes to improving it, the company will grow sustainably—or so the theory goes.","twitterDescription":"","twitterTitle":"","twitterImage":null,"schema":{"__typename":"SEOPostTypeSchema","articleType":[],"pageType":["WebPage"]},"opengraphUrl":"https://thesignalprod.wpenginepowered.com/north-star-metric/","opengraphImage":{"__typename":"MediaItem","mediaDetails":{"__typename":"MediaDetails","sizes":[{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-150x150.png","width":"150","height":"150","name":"thumbnail"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","width":"300","height":"169","name":"medium"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-768x432.png","width":"768","height":"432","name":"medium_large"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1024x577.png","width":"1024","height":"577","name":"large"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1536x865.png","width":"1536","height":"865","name":"1536x1536"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1200x676.png","width":"1200","height":"676","name":"genesis-block-theme-featured-image"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1400x788.png","width":"1400","height":"788","name":"genesis-block-theme-featured-image-wide"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","width":"300","height":"169","name":"genesis-block-theme-logo"}]}}},"categories":{"__typename":"PostToCategoryConnection","nodes":[{"__typename":"Category","slug":"analytics"}]},"tags":{"__typename":"PostToTagConnection","nodes":[],"edges":[]},"author":{"__typename":"NodeWithAuthorToUserConnectionEdge","node":{"__typename":"User","name":"Mark Simborg","description":"Editor @ Mixpanel","avatar":{"__typename":"Avatar","height":96,"width":96,"url":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/09/cropped-1715612566243-96x96.jpeg"},"databaseId":11,"seo":{"__typename":"SEOUser","metaDesc":""}}},"editorBlocks":[{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"A North Star metric is the one measurement that’s most predictive of a company’s long-term success. To qualify as a “North Star,” a metric must do three things: lead to revenue, reflect customer value, and measure progress. If a metric hits those three points, and every department contributes to improving it, the company will grow sustainably—or so the theory goes."}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Why is a North Star metric important?","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Teams use North Star \u003ca href=\"https://mixpanel.com/topics/lean-product-development-metrics/\"\u003emetrics\u003c/a\u003e to get everyone in a company focused on one goal. Ninety percent of the world’s data has been created \u003ca href=\"https://www.mediapost.com/publications/article/291358/90-of-todays-data-created-in-two-years.html\"\u003ein just the past few years\u003c/a\u003e and the profusion of analytical possibilities allow every department, every team, and even every contributor to chase their own metrics. If each team defines goals differently, they can work against each other and duplicate effort."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"When startup investor \u003ca href=\"https://earthsky.org/brightest-stars/polaris-the-present-day-north-star\"\u003eSean Ellis\u003c/a\u003e coined the term “North Star metric,” he intended it to reduce administration, simplify meetings, and align teams around the singular goal of growth. The term North Star metric—drawn from the common name for Polaris, the star that lies directly above the Earth’s Northern pole—is mostly rhetorical. Companies with complex business models can have multiple North Stars, and any given North Star metric is composed of sub-metrics anyway. Any company that literally foreswore all metrics in favor of just one, such as recurring revenue, would almost certainly fail. The North Star metric is, simply, an exercise in simplifying the overall company strategy into terms all can remember, understand, and apply."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"When the Egyptians built the pyramids, the Earth had a different North Star—\u003ca href=\"https://earthsky.org/brightest-stars/polaris-the-present-day-north-star\"\u003eThuban\u003c/a\u003e—but it’s crept out of alignment, just as Polaris will in time. Companies should feel equally free to reevaluate their North Star metrics to make sure they still point the right direction, and amend them when they prove flawed."}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Benefits of a North Star metric","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"A North Star metric is meant to be a guide. It’s a compass pointing you in the right direction and keeping you focused on your primary goal of company growth and success based on what makes your customers happiest and keeps them coming back for more. "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Specifically, having a North Star metric provides the benefits of:"}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"1. Alignment","level":4}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Although different teams will have their own sub-goals and -metrics to focus on, having a North Star metric means the whole company will be aligned around the same goal and will be able to map their team’s goal to the North Star metric. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"2. Transparency","level":4}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"A North Star metric, since it measures company progress, can give everyone in your company a bird’s eye view of how the company is doing overall. This, in turn, can assuage employees who may be worried about the company’s future and thereby improve employee retention and reduce turnover. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"3. Customer focus","level":4}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Since your North Star Metric is the number that best reflects the value your company brings to its customers, it helps you stay focused on improving the customer experience in all ways, which has its own obvious benefits as far as bottom-line revenue and retention."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Fostering company-wide alignment, transparency, and a focus on the customer, your North Star is really the fuel to your growth engine. You can also see it as a type of glue or string that channels all the disparate goals and metrics from the various teams into a singular focus that drives your company to success. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"North Star Metric versus The One Metric That Matters","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"It’s important not to confuse a North Star metric with \"The One Metric That Matters\" (OMTM), a concept from the book \u003ca href=\"http://leananalyticsbook.com/one-metric-that-matters/\"\u003eLean Analytics\u003c/a\u003e. A North Star metric is a long-term guide, while the OMTM is for specific teams and projects over a fixed period of time (two to six months). "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"That said, using OMTMs can be beneficial for keeping projects on track, and OMTMs can fit nicely into North Star metrics and work to bolster the North Star metric by accelerating short-term goals and success. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"How a North Star metric works","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"In daily use, a North Star metric is broken down into smaller metrics that drive accountability and ownership at the individual level. Many of these sub-metrics are team-specific and actionable, so individual contributors can draw a clear connection between their daily duties and the North Star. "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Take, for example, an \u003ca href=\"https://mixpanel.com/solutions/retail-e-commerce/\"\u003ee-commerce company\u003c/a\u003e with the North Star metric “the number of new customers purchasing each week.” A merchandise buyer at that company could contribute to that parent goal by increasing sales in their category, whereas a web developer would contribute by reducing page load time. Both contribute, but in their own way. North Star metrics must also reflect \u003ca href=\"https://mixpanel.com/blog/2018/08/27/build-more-useful-products-journey-maps/\"\u003ethe customer journey\u003c/a\u003e, and measure whether users’ journeys are successful. In the case of the e-commerce company, measuring purchases indicates that buyers have completed their journey, and improving pieces of the journey—discovery, browsing, and checkout—speed customers along and drive more revenue."}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Examples of North Star metrics","level":2}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eE-commerce\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eNumber of weekly customers completing their first order\u003c/li\u003e\u003cli\u003eValue of daily purchases\u003c/li\u003e\u003cli\u003e\u003ca href=\"https://mixpanel.com/topics/how-to-calculate-lifetime-value/\"\u003eCustomer lifetime value (CLV)\u003c/a\u003e\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eConsumer tech\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003e\u003ca href=\"https://mixpanel.com/topics/daily-active-users/\"\u003eNumber of daily active users (DAU)\u003c/a\u003e\u003c/li\u003e\u003cli\u003eNumber of messages sent per day\u003c/li\u003e\u003cli\u003e\u003ca href=\"https://mixpanel.com/topics/what-is-customer-retention\"\u003eRetention\u003c/a\u003e\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eB2B SaaS\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eNumber of trial accounts with over 3 users in their first week\u003c/li\u003e\u003cli\u003ePercentage year-two retention\u003c/li\u003e\u003cli\u003eMonthly-recurring revenue (MRR)\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eMedia\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eSignups and retention\u003c/li\u003e\u003cli\u003eNumber of daily active visitors\u003c/li\u003e\u003cli\u003eTotal read time\u003c/li\u003e\u003cli\u003eTotal watch time\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eFintech\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eTotal assets under management\u003c/li\u003e\u003cli\u003eNumber of daily active users\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"How to find a North Star metric for your product","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"To find their North Star metric, companies must decide what is truly essential to the business. Companies are complex and succeed and fail for lots of reasons. But what are the pillars to the business that are, as an architect might say, load-bearing and that would ruin the company if they alone failed (ie — they’re “too big to fail”)? "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"For many teams, those pillars are \u003ca href=\"https://mixpanel.com/blog/2018/02/01/product-teams-need-ux-research/\"\u003emaking customers happy\u003c/a\u003e, \u003ca href=\"https://mixpanel.com/blog/2018/08/27/develop-measure-user-adoption-strategy/\"\u003egenerating profit\u003c/a\u003e, and \u003ca href=\"https://mixpanel.com/blog/2018/08/01/behavioral-analytics-guide/\"\u003emeasuring progress\u003c/a\u003e toward those goals. A metric that simply makes money without satisfying customers will fail in the long run, as will a company that satisfies customers without being profitable. And a metric that doesn’t measure progress in a way that allows teams to act on its insights and change their behaviors isn’t useful. A North Star metric must reflect all three factors, tailored to each business. Some methods for feeling out a North Star metric:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eAsk \"What is essential to the business’s functioning?\" Prioritize a list.\u003c/li\u003e\u003cli\u003eAsk \"What \u003ca href=\"https://mixpanel.com/topics/important-user-engagement-metrics-apps/\"\u003eKPIs and metrics\u003c/a\u003e measure the top few, key factors?\"\u003c/li\u003e\u003cli\u003eAsk \"What metric encapsulates all of the above?\"\u003c/li\u003e\u003cli\u003eBuild a metric hierarchy with the North Star metric on top of the pyramid.\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Like a seed, North Star metrics need fertile ground to grow. Companies that select a North Star need the right culture and infrastructure. Without cross-silo relationships and a willingness to prioritize the company good above the team good, some employees may reject the North Star metric, especially if they must change their behavior significantly, or if, like many sales teams, their compensation structure presents a conflict of interest."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreQuote","name":"core/quote","attributes":{"__typename":"CoreQuoteAttributes","citation":"\u003cstrong\u003eAkio Bandle\u003c/strong\u003e - Sr. Product Manager at ZipRecruiter","value":"\u003cp\u003e“An effective north star metric is a product manager’s best friend. It provides cross-functional alignment on goals and tasks, and an objective barometer for success when a product ships. Even products that generate direct revenue require an alternative product metric that tells a more holistic story of what’s going on. When your north star metric is clear, product ideation becomes a lot easier. Instead of asking yourself 'What should I build next?' you should be asking 'What feature or product is most likely to move this metric the most?”\u003c/p\u003e"}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"“An effective north star metric is a product manager’s best friend. It provides cross-functional alignment on goals and tasks, and an objective barometer for success when a product ships. Even products that generate direct revenue require an alternative product metric that tells a more holistic story of what’s going on. When your north star metric is clear, product ideation becomes a lot easier. Instead of asking yourself 'What should I build next?' you should be asking 'What feature or product is most likely to move this metric the most?”"}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Measuring progress against your North Star metric over time","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Companies also need \u003ca href=\"https://mixpanel.com/topics/user-analytics-overview/\"\u003ethe right analytics tools\u003c/a\u003e to measure progress toward their North Star metric and sub-metrics. Without user-friendly analytics that teams can access at a whim, companies can’t tell whether they’re succeeding and can’t course-correct. "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Most teams find \u003ca href=\"https://mixpanel.com/content/guide-to-product-analytics/intro/\"\u003eproduct analytics\u003c/a\u003e (or \u003ca href=\"https://mixpanel.com/topics/user-analytics-overview/\"\u003euser analytics)\u003c/a\u003e vital to measuring their North Star metric. Product analytics provide user-level insights that most analytics platforms—especially free ones—don’t capture. More specifically, user analytics can:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003e\u003ca href=\"https://mixpanel.com/topics/introduction-unified-user-profiles/\"\u003eTrack individual users across platforms\u003c/a\u003e\u003c/li\u003e\u003cli\u003eGenerate reports and dashboards\u003c/li\u003e\u003cli\u003e\u003ca href=\"https://mixpanel.com/automatic-insights/\"\u003eUse machine learning to detect anomalies in the dat\u003c/a\u003e\u003c/li\u003e\u003cli\u003eOffer a user-friendly interface so the whole team can access insights\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"With powerful analytics, any team can easily see both how their own metrics are fitting into their company’s North Star metric and whether or not they need to course-correct to better support the North Star metric."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreQuote","name":"core/quote","attributes":{"__typename":"CoreQuoteAttributes","citation":"\u003cstrong\u003eShreyas Doshi\u003c/strong\u003e - Lead PM at Stripe; Former Lead PM at Twitter, Google, Yahoo","value":"\u003cp\u003e“Great PMs understand that their specific product’s context is a more important factor for defining metrics than any industry best practices. Creating a north star metric has its benefits–chiefly, simplicity in measuring progress and communicating it within and outside the team responsible for the product.“\u003c/p\u003e"}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"“Great PMs understand that their specific product’s context is a more important factor for defining metrics than any industry best practices. Creating a north star metric has its benefits–chiefly, simplicity in measuring progress and communicating it within and outside the team responsible for the product.“"}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Example of using product analytics for a North Star metric","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Let’s use the cycling and running app Strava as an example, theory-crafting based on what a product designer and Strava user would do."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Strava is a SaaS company that offers a free plan but generates most of its revenue from monthly subscribers that share certain attributes:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eThey most frequently use the same features.\u003c/li\u003e\u003cli\u003eThe features that subscribers use the most are the features responsible for renewed subscriptions.\u003c/li\u003e\u003cli\u003eHence, these features keep the monthly revenue flowing.\u003c/li\u003e\u003cli\u003eAnd, these are the features users view as valuable enough to pay for. \u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Strava’s North Star metrics should thus tie directly into the features the paying customers use, and Strava can (and should) use product analytics to find the answers to these questions:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eHow often are paying customers using a certain feature?\u003c/li\u003e\u003cli\u003eHow often are paying customers sharing their use of that feature with non-paying customers?\u003c/li\u003e\u003cli\u003eWhat’s driving paying customers to keep using these features?\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Product teams can then experiment and see if their ideas can increase the use of a paid feature and also the number of free users trying that feature. They can use product analytics to inform the answers to these questions:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eHow can Strava get non-paying customers to try paid features?\u003c/li\u003e\u003cli\u003eOnce a free user starts a trial, how can Strava get users to renew?\u003c/li\u003e\u003cli\u003eWhat can Strava measure in the product as an indicator that will lead to new paying customers?\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Then, once Strava establishes its North Star metrics, it can use a platform like Mixpanel to monitor those metrics, with the focus being on whether the North Star metrics are improving and why."}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Can companies aim for more than one North Star?","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Companies typically have only one North Star metric. However, a single north star can be limiting, especially if your company has multiple core products with separate goals—ie, a music streaming service looking for both more music subscribers and paid podcasts. As such, we prefer the softer framing of a “focus metric” working in conjunction with other key performance indicators (KPIs)."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"For more on how to find your focus metric, click \u003ca href=\"https://mixpanel.com/content/guide-to-product-metrics/full-report/\"\u003ehere\u003c/a\u003e. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Ready to find your North Star?","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"North Star metrics can be an effective strategy for aligning all teams around a singular goal, provided they’re not taken too literally, are supported by a flexible culture, and measured with analytics tools that helps teams tell whether it’s still guiding the way."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Remember that your ultimate goal is growth and success, and sometimes you will need to pivot and hence rejigger or reframe your North Star metric (or focus metrics) to reflect your company’s new mission. In that sense, it’s always okay to backstep and rethink things, as the last thing you want is to be chasing the wrong star. "}}]},"seo":{"__typename":"SEOConfig","openGraph":{"__typename":"SEOOpenGraph","defaultImage":{"__typename":"MediaItem","mediaDetails":{"__typename":"MediaDetails","sizes":[{"__typename":"MediaSize","height":"157","name":"medium","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-300x157.png","width":"300"},{"__typename":"MediaSize","height":"150","name":"thumbnail","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-150x150.png","width":"150"},{"__typename":"MediaSize","height":"402","name":"medium_large","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-768x402.png","width":"768"},{"__typename":"MediaSize","height":"804","name":"1536x1536","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-1536x804.png","width":"1536"},{"__typename":"MediaSize","height":"1072","name":"2048x2048","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-2048x1072.png","width":"2048"},{"__typename":"MediaSize","height":"157","name":"genesis-block-theme-logo","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-300x157.png","width":"300"}]}}}},"categories":{"__typename":"RootQueryToCategoryConnection","nodes":[{"__typename":"Category","databaseId":25,"name":"Analytics","slug":"analytics"},{"__typename":"Category","databaseId":24,"name":"Builders","slug":"builders"},{"__typename":"Category","databaseId":23,"name":"How to Build","slug":"how-to-build"},{"__typename":"Category","databaseId":22,"name":"Inside Mixpanel","slug":"inside-mixpanel"}]},"tags":{"__typename":"RootQueryToTagConnection","nodes":[{"__typename":"Tag","databaseId":49,"name":"business \u0026 ops","slug":"business-ops"},{"__typename":"Tag","databaseId":35,"name":"data","slug":"data"},{"__typename":"Tag","databaseId":41,"name":"design","slug":"design"},{"__typename":"Tag","databaseId":43,"name":"engineering","slug":"engineering"},{"__typename":"Tag","databaseId":44,"name":"enterprise","slug":"enterprise"},{"__typename":"Tag","databaseId":42,"name":"marketing","slug":"marketing"},{"__typename":"Tag","databaseId":50,"name":"mixpanel news","slug":"mixpanel-news"},{"__typename":"Tag","databaseId":29,"name":"product management","slug":"product-management"},{"__typename":"Tag","databaseId":45,"name":"revenue \u0026 funding","slug":"revenue-funding"},{"__typename":"Tag","databaseId":46,"name":"scaling up","slug":"scaling-up"},{"__typename":"Tag","databaseId":47,"name":"starting up","slug":"starting-up"}]}},"__TEMPLATE_VARIABLES__":{"databaseId":185,"asPreview":false},"__FAUST_QUERIES__":null,"__APOLLO_STATE__":{"Post:cG9zdDoxODU=":{"__typename":"Post","uri":"/north-star-metric/","id":"cG9zdDoxODU=","databaseId":185,"isContentNode":true,"slug":"north-star-metric","contentType":{"__typename":"ContentNodeToContentTypeConnectionEdge","node":{"__typename":"ContentType","name":"post"}},"template":{"__typename":"DefaultTemplate","templateName":"Default"}},"ROOT_QUERY":{"__typename":"RootQuery","nodeByUri({\"uri\":\"/north-star-metric\"})":{"__ref":"Post:cG9zdDoxODU="},"post({\"asPreview\":false,\"id\":185,\"idType\":\"DATABASE_ID\"})":{"__typename":"Post","postFormatContent":{"__typename":"PostFormatContent","interviewLeadInParagraph":null,"postType":["standard"],"heroType":["text"],"heroDescription":null,"heroImage":null,"intervieweeName":null,"intervieweeImage":null,"intervieweeDescription":null,"coAuthor":null},"featuredImage":{"__typename":"NodeWithFeaturedImageToMediaItemConnectionEdge","node":{"__typename":"MediaItem","mediaDetails":{"__typename":"MediaDetails","sizes":[{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-150x150.png","width":"150","height":"150","name":"thumbnail"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","width":"300","height":"169","name":"medium"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-768x432.png","width":"768","height":"432","name":"medium_large"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1024x577.png","width":"1024","height":"577","name":"large"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1536x865.png","width":"1536","height":"865","name":"1536x1536"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1200x676.png","width":"1200","height":"676","name":"genesis-block-theme-featured-image"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1400x788.png","width":"1400","height":"788","name":"genesis-block-theme-featured-image-wide"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","width":"300","height":"169","name":"genesis-block-theme-logo"}]}}},"title":"What is a North Star metric?","date":"2018-12-10T21:15:00","modified":"2024-09-19T14:16:02","slug":"north-star-metric","seo":{"__typename":"PostTypeSEO","metaDesc":"","metaKeywords":"","opengraphAuthor":"","opengraphDescription":"A North Star metric is the one measurement that’s most predictive of a company’s long-term success. To qualify as a “North Star,” a metric must do three things: lead to revenue, reflect customer value, and measure progress. If a metric hits those three points, and every department contributes to improving it, the company will grow sustainably—or so the theory goes.","twitterDescription":"","twitterTitle":"","twitterImage":null,"schema":{"__typename":"SEOPostTypeSchema","articleType":[],"pageType":["WebPage"]},"opengraphUrl":"https://thesignalprod.wpenginepowered.com/north-star-metric/","opengraphImage":{"__typename":"MediaItem","mediaDetails":{"__typename":"MediaDetails","sizes":[{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-150x150.png","width":"150","height":"150","name":"thumbnail"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","width":"300","height":"169","name":"medium"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-768x432.png","width":"768","height":"432","name":"medium_large"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1024x577.png","width":"1024","height":"577","name":"large"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1536x865.png","width":"1536","height":"865","name":"1536x1536"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1200x676.png","width":"1200","height":"676","name":"genesis-block-theme-featured-image"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-1400x788.png","width":"1400","height":"788","name":"genesis-block-theme-featured-image-wide"},{"__typename":"MediaSize","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/04/Screen-Shot-2021-06-24-at-4.40.20-PM-300x169.png","width":"300","height":"169","name":"genesis-block-theme-logo"}]}}},"categories":{"__typename":"PostToCategoryConnection","nodes":[{"__typename":"Category","slug":"analytics"}]},"tags":{"__typename":"PostToTagConnection","nodes":[],"edges":[]},"author":{"__typename":"NodeWithAuthorToUserConnectionEdge","node":{"__typename":"User","name":"Mark Simborg","description":"Editor @ Mixpanel","avatar":{"__typename":"Avatar","height":96,"width":96,"url":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/09/cropped-1715612566243-96x96.jpeg"},"databaseId":11,"seo":{"__typename":"SEOUser","metaDesc":""}}},"editorBlocks":[{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"A North Star metric is the one measurement that’s most predictive of a company’s long-term success. To qualify as a “North Star,” a metric must do three things: lead to revenue, reflect customer value, and measure progress. If a metric hits those three points, and every department contributes to improving it, the company will grow sustainably—or so the theory goes."}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Why is a North Star metric important?","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Teams use North Star \u003ca href=\"https://mixpanel.com/topics/lean-product-development-metrics/\"\u003emetrics\u003c/a\u003e to get everyone in a company focused on one goal. Ninety percent of the world’s data has been created \u003ca href=\"https://www.mediapost.com/publications/article/291358/90-of-todays-data-created-in-two-years.html\"\u003ein just the past few years\u003c/a\u003e and the profusion of analytical possibilities allow every department, every team, and even every contributor to chase their own metrics. If each team defines goals differently, they can work against each other and duplicate effort."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"When startup investor \u003ca href=\"https://earthsky.org/brightest-stars/polaris-the-present-day-north-star\"\u003eSean Ellis\u003c/a\u003e coined the term “North Star metric,” he intended it to reduce administration, simplify meetings, and align teams around the singular goal of growth. The term North Star metric—drawn from the common name for Polaris, the star that lies directly above the Earth’s Northern pole—is mostly rhetorical. Companies with complex business models can have multiple North Stars, and any given North Star metric is composed of sub-metrics anyway. Any company that literally foreswore all metrics in favor of just one, such as recurring revenue, would almost certainly fail. The North Star metric is, simply, an exercise in simplifying the overall company strategy into terms all can remember, understand, and apply."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"When the Egyptians built the pyramids, the Earth had a different North Star—\u003ca href=\"https://earthsky.org/brightest-stars/polaris-the-present-day-north-star\"\u003eThuban\u003c/a\u003e—but it’s crept out of alignment, just as Polaris will in time. Companies should feel equally free to reevaluate their North Star metrics to make sure they still point the right direction, and amend them when they prove flawed."}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Benefits of a North Star metric","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"A North Star metric is meant to be a guide. It’s a compass pointing you in the right direction and keeping you focused on your primary goal of company growth and success based on what makes your customers happiest and keeps them coming back for more. "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Specifically, having a North Star metric provides the benefits of:"}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"1. Alignment","level":4}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Although different teams will have their own sub-goals and -metrics to focus on, having a North Star metric means the whole company will be aligned around the same goal and will be able to map their team’s goal to the North Star metric. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"2. Transparency","level":4}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"A North Star metric, since it measures company progress, can give everyone in your company a bird’s eye view of how the company is doing overall. This, in turn, can assuage employees who may be worried about the company’s future and thereby improve employee retention and reduce turnover. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"3. Customer focus","level":4}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Since your North Star Metric is the number that best reflects the value your company brings to its customers, it helps you stay focused on improving the customer experience in all ways, which has its own obvious benefits as far as bottom-line revenue and retention."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Fostering company-wide alignment, transparency, and a focus on the customer, your North Star is really the fuel to your growth engine. You can also see it as a type of glue or string that channels all the disparate goals and metrics from the various teams into a singular focus that drives your company to success. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"North Star Metric versus The One Metric That Matters","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"It’s important not to confuse a North Star metric with \"The One Metric That Matters\" (OMTM), a concept from the book \u003ca href=\"http://leananalyticsbook.com/one-metric-that-matters/\"\u003eLean Analytics\u003c/a\u003e. A North Star metric is a long-term guide, while the OMTM is for specific teams and projects over a fixed period of time (two to six months). "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"That said, using OMTMs can be beneficial for keeping projects on track, and OMTMs can fit nicely into North Star metrics and work to bolster the North Star metric by accelerating short-term goals and success. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"How a North Star metric works","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"In daily use, a North Star metric is broken down into smaller metrics that drive accountability and ownership at the individual level. Many of these sub-metrics are team-specific and actionable, so individual contributors can draw a clear connection between their daily duties and the North Star. "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Take, for example, an \u003ca href=\"https://mixpanel.com/solutions/retail-e-commerce/\"\u003ee-commerce company\u003c/a\u003e with the North Star metric “the number of new customers purchasing each week.” A merchandise buyer at that company could contribute to that parent goal by increasing sales in their category, whereas a web developer would contribute by reducing page load time. Both contribute, but in their own way. North Star metrics must also reflect \u003ca href=\"https://mixpanel.com/blog/2018/08/27/build-more-useful-products-journey-maps/\"\u003ethe customer journey\u003c/a\u003e, and measure whether users’ journeys are successful. In the case of the e-commerce company, measuring purchases indicates that buyers have completed their journey, and improving pieces of the journey—discovery, browsing, and checkout—speed customers along and drive more revenue."}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Examples of North Star metrics","level":2}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eE-commerce\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eNumber of weekly customers completing their first order\u003c/li\u003e\u003cli\u003eValue of daily purchases\u003c/li\u003e\u003cli\u003e\u003ca href=\"https://mixpanel.com/topics/how-to-calculate-lifetime-value/\"\u003eCustomer lifetime value (CLV)\u003c/a\u003e\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eConsumer tech\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003e\u003ca href=\"https://mixpanel.com/topics/daily-active-users/\"\u003eNumber of daily active users (DAU)\u003c/a\u003e\u003c/li\u003e\u003cli\u003eNumber of messages sent per day\u003c/li\u003e\u003cli\u003e\u003ca href=\"https://mixpanel.com/topics/what-is-customer-retention\"\u003eRetention\u003c/a\u003e\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eB2B SaaS\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eNumber of trial accounts with over 3 users in their first week\u003c/li\u003e\u003cli\u003ePercentage year-two retention\u003c/li\u003e\u003cli\u003eMonthly-recurring revenue (MRR)\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eMedia\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eSignups and retention\u003c/li\u003e\u003cli\u003eNumber of daily active visitors\u003c/li\u003e\u003cli\u003eTotal read time\u003c/li\u003e\u003cli\u003eTotal watch time\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"\u003cstrong\u003eFintech\u003c/strong\u003e","level":4}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eTotal assets under management\u003c/li\u003e\u003cli\u003eNumber of daily active users\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"How to find a North Star metric for your product","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"To find their North Star metric, companies must decide what is truly essential to the business. Companies are complex and succeed and fail for lots of reasons. But what are the pillars to the business that are, as an architect might say, load-bearing and that would ruin the company if they alone failed (ie — they’re “too big to fail”)? "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"For many teams, those pillars are \u003ca href=\"https://mixpanel.com/blog/2018/02/01/product-teams-need-ux-research/\"\u003emaking customers happy\u003c/a\u003e, \u003ca href=\"https://mixpanel.com/blog/2018/08/27/develop-measure-user-adoption-strategy/\"\u003egenerating profit\u003c/a\u003e, and \u003ca href=\"https://mixpanel.com/blog/2018/08/01/behavioral-analytics-guide/\"\u003emeasuring progress\u003c/a\u003e toward those goals. A metric that simply makes money without satisfying customers will fail in the long run, as will a company that satisfies customers without being profitable. And a metric that doesn’t measure progress in a way that allows teams to act on its insights and change their behaviors isn’t useful. A North Star metric must reflect all three factors, tailored to each business. Some methods for feeling out a North Star metric:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eAsk \"What is essential to the business’s functioning?\" Prioritize a list.\u003c/li\u003e\u003cli\u003eAsk \"What \u003ca href=\"https://mixpanel.com/topics/important-user-engagement-metrics-apps/\"\u003eKPIs and metrics\u003c/a\u003e measure the top few, key factors?\"\u003c/li\u003e\u003cli\u003eAsk \"What metric encapsulates all of the above?\"\u003c/li\u003e\u003cli\u003eBuild a metric hierarchy with the North Star metric on top of the pyramid.\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Like a seed, North Star metrics need fertile ground to grow. Companies that select a North Star need the right culture and infrastructure. Without cross-silo relationships and a willingness to prioritize the company good above the team good, some employees may reject the North Star metric, especially if they must change their behavior significantly, or if, like many sales teams, their compensation structure presents a conflict of interest."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreQuote","name":"core/quote","attributes":{"__typename":"CoreQuoteAttributes","citation":"\u003cstrong\u003eAkio Bandle\u003c/strong\u003e - Sr. Product Manager at ZipRecruiter","value":"\u003cp\u003e“An effective north star metric is a product manager’s best friend. It provides cross-functional alignment on goals and tasks, and an objective barometer for success when a product ships. Even products that generate direct revenue require an alternative product metric that tells a more holistic story of what’s going on. When your north star metric is clear, product ideation becomes a lot easier. Instead of asking yourself 'What should I build next?' you should be asking 'What feature or product is most likely to move this metric the most?”\u003c/p\u003e"}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"“An effective north star metric is a product manager’s best friend. It provides cross-functional alignment on goals and tasks, and an objective barometer for success when a product ships. Even products that generate direct revenue require an alternative product metric that tells a more holistic story of what’s going on. When your north star metric is clear, product ideation becomes a lot easier. Instead of asking yourself 'What should I build next?' you should be asking 'What feature or product is most likely to move this metric the most?”"}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Measuring progress against your North Star metric over time","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Companies also need \u003ca href=\"https://mixpanel.com/topics/user-analytics-overview/\"\u003ethe right analytics tools\u003c/a\u003e to measure progress toward their North Star metric and sub-metrics. Without user-friendly analytics that teams can access at a whim, companies can’t tell whether they’re succeeding and can’t course-correct. "}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Most teams find \u003ca href=\"https://mixpanel.com/content/guide-to-product-analytics/intro/\"\u003eproduct analytics\u003c/a\u003e (or \u003ca href=\"https://mixpanel.com/topics/user-analytics-overview/\"\u003euser analytics)\u003c/a\u003e vital to measuring their North Star metric. Product analytics provide user-level insights that most analytics platforms—especially free ones—don’t capture. More specifically, user analytics can:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003e\u003ca href=\"https://mixpanel.com/topics/introduction-unified-user-profiles/\"\u003eTrack individual users across platforms\u003c/a\u003e\u003c/li\u003e\u003cli\u003eGenerate reports and dashboards\u003c/li\u003e\u003cli\u003e\u003ca href=\"https://mixpanel.com/automatic-insights/\"\u003eUse machine learning to detect anomalies in the dat\u003c/a\u003e\u003c/li\u003e\u003cli\u003eOffer a user-friendly interface so the whole team can access insights\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"With powerful analytics, any team can easily see both how their own metrics are fitting into their company’s North Star metric and whether or not they need to course-correct to better support the North Star metric."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreQuote","name":"core/quote","attributes":{"__typename":"CoreQuoteAttributes","citation":"\u003cstrong\u003eShreyas Doshi\u003c/strong\u003e - Lead PM at Stripe; Former Lead PM at Twitter, Google, Yahoo","value":"\u003cp\u003e“Great PMs understand that their specific product’s context is a more important factor for defining metrics than any industry best practices. Creating a north star metric has its benefits–chiefly, simplicity in measuring progress and communicating it within and outside the team responsible for the product.“\u003c/p\u003e"}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"“Great PMs understand that their specific product’s context is a more important factor for defining metrics than any industry best practices. Creating a north star metric has its benefits–chiefly, simplicity in measuring progress and communicating it within and outside the team responsible for the product.“"}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":""}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Example of using product analytics for a North Star metric","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Let’s use the cycling and running app Strava as an example, theory-crafting based on what a product designer and Strava user would do."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Strava is a SaaS company that offers a free plan but generates most of its revenue from monthly subscribers that share certain attributes:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eThey most frequently use the same features.\u003c/li\u003e\u003cli\u003eThe features that subscribers use the most are the features responsible for renewed subscriptions.\u003c/li\u003e\u003cli\u003eHence, these features keep the monthly revenue flowing.\u003c/li\u003e\u003cli\u003eAnd, these are the features users view as valuable enough to pay for. \u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Strava’s North Star metrics should thus tie directly into the features the paying customers use, and Strava can (and should) use product analytics to find the answers to these questions:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eHow often are paying customers using a certain feature?\u003c/li\u003e\u003cli\u003eHow often are paying customers sharing their use of that feature with non-paying customers?\u003c/li\u003e\u003cli\u003eWhat’s driving paying customers to keep using these features?\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Product teams can then experiment and see if their ideas can increase the use of a paid feature and also the number of free users trying that feature. They can use product analytics to inform the answers to these questions:"}},{"__typename":"CoreList","name":"core/list","attributes":{"__typename":"CoreListAttributes","values":"\u003cli\u003eHow can Strava get non-paying customers to try paid features?\u003c/li\u003e\u003cli\u003eOnce a free user starts a trial, how can Strava get users to renew?\u003c/li\u003e\u003cli\u003eWhat can Strava measure in the product as an indicator that will lead to new paying customers?\u003c/li\u003e"}},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreListItem","name":"core/list-item"},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Then, once Strava establishes its North Star metrics, it can use a platform like Mixpanel to monitor those metrics, with the focus being on whether the North Star metrics are improving and why."}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Can companies aim for more than one North Star?","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Companies typically have only one North Star metric. However, a single north star can be limiting, especially if your company has multiple core products with separate goals—ie, a music streaming service looking for both more music subscribers and paid podcasts. As such, we prefer the softer framing of a “focus metric” working in conjunction with other key performance indicators (KPIs)."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"For more on how to find your focus metric, click \u003ca href=\"https://mixpanel.com/content/guide-to-product-metrics/full-report/\"\u003ehere\u003c/a\u003e. "}},{"__typename":"CoreHeading","name":"core/heading","attributes":{"__typename":"CoreHeadingAttributes","content":"Ready to find your North Star?","level":2}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"North Star metrics can be an effective strategy for aligning all teams around a singular goal, provided they’re not taken too literally, are supported by a flexible culture, and measured with analytics tools that helps teams tell whether it’s still guiding the way."}},{"__typename":"CoreParagraph","name":"core/paragraph","attributes":{"__typename":"CoreParagraphAttributes","content":"Remember that your ultimate goal is growth and success, and sometimes you will need to pivot and hence rejigger or reframe your North Star metric (or focus metrics) to reflect your company’s new mission. In that sense, it’s always okay to backstep and rethink things, as the last thing you want is to be chasing the wrong star. "}}]},"seo":{"__typename":"SEOConfig","openGraph":{"__typename":"SEOOpenGraph","defaultImage":{"__typename":"MediaItem","mediaDetails":{"__typename":"MediaDetails","sizes":[{"__typename":"MediaSize","height":"157","name":"medium","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-300x157.png","width":"300"},{"__typename":"MediaSize","height":"150","name":"thumbnail","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-150x150.png","width":"150"},{"__typename":"MediaSize","height":"402","name":"medium_large","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-768x402.png","width":"768"},{"__typename":"MediaSize","height":"804","name":"1536x1536","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-1536x804.png","width":"1536"},{"__typename":"MediaSize","height":"1072","name":"2048x2048","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-2048x1072.png","width":"2048"},{"__typename":"MediaSize","height":"157","name":"genesis-block-theme-logo","sourceUrl":"https://thesignalprod.wpenginepowered.com/wp-content/uploads/2024/05/mixpanel-social-share-pattern-300x157.png","width":"300"}]}}}},"categories({\"first\":4})":{"__typename":"RootQueryToCategoryConnection","nodes":[{"__typename":"Category","databaseId":25,"name":"Analytics","slug":"analytics"},{"__typename":"Category","databaseId":24,"name":"Builders","slug":"builders"},{"__typename":"Category","databaseId":23,"name":"How to Build","slug":"how-to-build"},{"__typename":"Category","databaseId":22,"name":"Inside Mixpanel","slug":"inside-mixpanel"}]},"tags({\"first\":12})":{"__typename":"RootQueryToTagConnection","nodes":[{"__typename":"Tag","databaseId":49,"name":"business \u0026 ops","slug":"business-ops"},{"__typename":"Tag","databaseId":35,"name":"data","slug":"data"},{"__typename":"Tag","databaseId":41,"name":"design","slug":"design"},{"__typename":"Tag","databaseId":43,"name":"engineering","slug":"engineering"},{"__typename":"Tag","databaseId":44,"name":"enterprise","slug":"enterprise"},{"__typename":"Tag","databaseId":42,"name":"marketing","slug":"marketing"},{"__typename":"Tag","databaseId":50,"name":"mixpanel news","slug":"mixpanel-news"},{"__typename":"Tag","databaseId":29,"name":"product management","slug":"product-management"},{"__typename":"Tag","databaseId":45,"name":"revenue \u0026 funding","slug":"revenue-funding"},{"__typename":"Tag","databaseId":46,"name":"scaling up","slug":"scaling-up"},{"__typename":"Tag","databaseId":47,"name":"starting up","slug":"starting-up"}]}}}},"__N_SSG":true},"page":"/[...wordpressNode]","query":{"wordpressNode":["north-star-metric"]},"buildId":"RTLNSJXrYSUdwEdBCKCrX","assetPrefix":"/blog","isFallback":false,"isExperimentalCompile":false,"gsp":true,"scriptLoader":[]}</script><script> </script><noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-MRDR9SP" height="0" width="0" style="display:none;visibility:hidden" /></noscript></body></html>