Aircall offers cloud-based business phone software to SMBs through a self-serve funnel: website signup, free trial, workspace setup, paid subscription, and ongoing product usage. Leadership wants a simple KPI set to monitor whether the self-serve SMB business is acquiring the right customers, converting them efficiently, and retaining revenue over time.
Last month, Aircall generated 24,000 self-serve website visitors, 3,600 trial signups, 2,100 workspaces that completed initial phone-number setup, and 720 new paid SMB accounts. The self-serve SMB base now includes 8,400 paying accounts, with $1.68M in monthly recurring revenue (MRR). During the same month, 510 accounts canceled and 190 downgraded seats or removed add-ons, creating $126K in gross MRR churn. Product analytics also show that only 58% of trial accounts completed a key activation event within 7 days: connecting at least one phone number, adding one teammate, and placing a first call.
The GM of self-serve asks: if you could monitor only three metrics each week to assess business health, which three would you choose, how would you define them precisely, and how would you use them to diagnose problems?
web_sessions: visitor_id, session_id, landing_page, channel, campaign, country, device, timestamptrial_accounts: account_id, signup_date, company_size, country, acquisition_channel, trial_start_dateworkspace_events: account_id, event_time, event_name, phone_number_connected, teammate_added, first_call_completedsubscriptions: account_id, plan_id, seats, trial_start_date, conversion_date, cancellation_date, mrrbilling_events: account_id, event_date, invoice_status, payment_failure_flag, expansion_mrr, contraction_mrr, churn_mrr