FitPulse is a Series B mobile fitness subscription app with 6M monthly active users across iOS and Android. The company sells a freemium product with paid plans for guided workouts, personalized programs, and nutrition coaching, and relies heavily on paid acquisition, referral programs, and lifecycle marketing to grow subscriptions.
The growth marketing team currently uses multiple disconnected reports across acquisition, activation, and retention. As a result, weekly reviews focus on vanity metrics like impressions and installs, while important signals such as trial quality, payback, and retention are inconsistently tracked. Last quarter, paid spend increased 22%, installs increased 18%, but paid subscriber growth rose only 4%, suggesting the dashboard is not helping the team make good decisions.
The VP of Growth has asked you to define which KPIs should be included in a single executive growth marketing dashboard used by marketing, product, and finance. The dashboard must support fast decision-making for channel allocation, campaign optimization, and identifying funnel breakdowns without overwhelming stakeholders with too many metrics.