SOP for Direct Signup ARR Metric investigation
Metric
DRI
Reports to review
- TOPIC: Total Direct Signup ARR
- .COM Direct Signup ARR
- Self-hosted Direct Signup ARR
- Acquisition Dashboard
Report | Description | Trends/what to out be on the lookout for |
---|---|---|
Acquisition Dashboard | This dashboard is a collection of reports and visuals that relate to acquisition as a whole it includes metrics for both free and paid registration. | When we see a change in Direct Signup ARR on this dashboard helps to determine if that decrease originated from the loss of a single large deal or several smaller deal and breaks that down for both .com and self-hosted. |
.COM Direct Signup ARR | This chart breaks down Direct Signup ARR by the .com segment | Direct Signup ARR includes upgrades within the first 24 hours. Additionally, 35% of upgrades occur within the first 24 hours. Because of that we also need to check the conversion dashboard dashboard when this metric decreases. |
Self-hosted Direct Signup ARR | ||
This chart breaks down Direct Signup ARR by the self-hosted segment | ||
Acquisition Dashboard | This dashboard breaks down user registration by channel | The thing to look at here is the total number of registrations for free and paid. Given that GitLab's strategy is to land and expand, we want to maintain a high (and increasing) rate of registrations regardless of their tier status (free, paid, trial) |
SOP to investigate when a metric drops/shows an abnormality in trend
If we notice a drop in Direct Signup ARR and want to start investigations, this is the standard operating procedure we should follow:
- 1st of every month review the reports above
- If the metric increases or decrease more than 2%, either way, we should do the following
- Reach out to the DRI for the metric - The DRI for Net Retention is @jstava
- The DRI will open an issue to investigate what caused the metric to change
- The DRI will mention all necessary counterparts from the wider GitLab team
- The DRI will conduct an analysis to identify any issues that may have caused the metric to change and outline opportunities to correct them
- Once the issues and opportunities have been documented the DRI will work with the counterparts to write up issues in the appropriate projects and assign them to the correct team members