Can you share the metrics you track for your developer marketing programs? And what are the product metrics that the marketing team also needs to pay attention to?

To line list some metrics I’ve used in the past: number of live integrations in production, number of developer trial sign ups, conversion rate of developer trial sign up to live integration, speed to first integration, go-live success rate, number of integrations per customer, volume of endpoints per customer, etc. It really depends on what your goals are and what data points you have access to.

I think the biggest thing is that developer marketing programs and developer metrics need to map back to core business drivers. At a previous company, our goals were to grow the volume of customers using APIs and then to get those customers to build with multiple APIs, or even multiple endpoints within our most popular API–so we wanted to see how we could speed up time to go-live, measure endpoint volume and build a linear map of which APIs followed our most popular one in a customer’s build journey. Alternatively, if your focus is on hero use cases, then you may want to consider metrics that focus on depth across an integration while also considering developer experience metrics. So I’d suggest you look first to your product strategy and data access and choose which dimensions best support.  

Assuming your model is product led growth, you want to track site visits, sign ups, first day usage, week 2 usage, monthly usage, feature usage (especially what features are used first), and upsell. 

Technical evangelists should be tracked by views and viewer retention rates that eventually lead you to the funnel metrics that marketers track above ^.

It depends on the GTM motion of the company (marketing-led, sales-led, product-led, ecosystem-led). Let me share some examples for each scenario:

Marketing-led:

• Inbound leads generated from content, performance marketing, events

Sales-led:

• Conversion rate from MQL -> SAL, closed/won (competitive win rate), referrals

Product-led:

• Utilization, tour completion, product sign-ups, WAUs

Ecosystem-led:

• EQLs, partner-sourced/influenced leads (partner referrals)

If you're not sure where to start, test one of these metrics in your existing funnel and see how it goes!

We are tracking the following key metrics for our developer marketing and developer relations programs:

• Engagement: Developer NPS, support CSAT, event attendance to registration ratio

• Reach: Community growth, dev license requests, dev portal site interactions

• Usage: Product usage metrics, app installs, app marketplace site interactions

Ideally, marketing should pay attention to product retention rates, customer lifetime value, feature usage metrics (which can be specific to the feature or product in question), and any leading indicators of possible expansions or churn in the future.