MoonPay's B2C App Metric Tree
Break down revenue into its key components for a B2C app or platform. Inspired by MoonPay, a consumer-facing crypto exchange app.
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Problem
No single source of truth for key company metrics. Metrics housed in multiple dashboards.
Solution
Map metrics into a hierarchical tree in order to visualize how they interact with each other to drive growth.
Impact
Cross-functional alignment on metrics. Ability to pinpoint growth problems and opportunities. Easily tie changes back to revenue.
Your Revenue Dropped 8%. But You Have No Idea Why.
It's Monday morning. Your CFO pings leadership: "Revenue is down 8% from last month. What happened?"
Someone checks the product analytics. MAUs are actually up 3%. So... not a user acquisition problem?
Someone else checks the payment processor. Transaction volume looks normal. Not fewer transactions.
Your finance team digs into margin data. COGS are stable. Gross margin hasn't shifted.
Two hours and five different dashboards later, you still don't know. Is it a customer problem? A transaction problem? A margin issue? Did success rates drop? Did ARPU decline? Is it returning users or new user onboarding?
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