KPIs & measurement
The north star metric, KPIs per phase, the known baselines, and how to measure them.
North star
Important
The north star is the one main number that shows whether the digital product is working. For XSERIES it is the number of registered fans (waitlist + accounts). This is the only audience asset XSERIES owns itself, independent of IG, YouTube, or GOERS. This is goal Own audience.
Known baselines
Starting numbers before the digital product exists. The dark tile is the north star, which is still zero today.
KPIs per phase
Each KPI carries a label for the goal it measures. Read from left to right: the next phase is only judged once the KPIs of the previous phase have data. Sponsor KPIs run in all phases.
- Unique visitsAnalytics
- Clicks to GOERS · Measurable ticketsAnalytics + UTM to GOERS
- Waitlist sign-ups · Own audienceAnalytics
- Time on How to Play · Understand the rulesAnalytics
- CS questions about tickets · Buy ticketsGOERS CS data before and after
- Live hub users · Take part during matchesEvent analytics
- Predictions per user · Take part during matchesEvent analytics
- Live users who make a prediction · Take part during matchesEvent analytics (Predict & Back)
- MVP votes · Take part during matchesEvent analytics
- Clicks to YouTube membershipUTM
- Monthly active accounts · Own audienceAccount database
- 30/90-day retention · Connected outside the seasonAccount database
- Cards collected · Connected outside the seasonAccount database
- Fans per level and presale used · Measurable ticketsAccount database + GOERS
Initial targets (to be agreed with the client)
Targets should be set once ticket data and IG Insights are available. As a starting point for discussion: converting 5–10% of IG followers into registered fans within 6 months, or about 3K–6K fans out of 60.2K followers. Targets per goal are in Goals: business, user, tech.
Measurement setup
Three things must be in place from launch day. All of them support Owned data.
- On every link from the IG bio, stories, and YouTube descriptions
- Ticket clicks, checkout start (GOERS redirect), waitlist sign-up, predictions, votes
- A simple dashboard that can be shared with sponsors
Whether GOERS supports UTM or a pixel is still an open question (Tracking on GOERS).
Research basis
- Instagram @xseries___ has 60.2K followers: Social media numbers, from Instagram @xseries___
- GOS YouTube has 241K subscribers and is shared with Futsal Series: Social media numbers, from YouTube @gamesofsociety
- The top XS-2 highlight (Nova Titans vs Fury Squad) has 167K views: Social media numbers, from YouTube @gamesofsociety
- The number of tickets sold is not known yet: Ticket sales data
- XSERIES has no fan database of its own, so the baseline is zero: Digital touchpoints
- Ticket buyer questions are handled by GOERS customer service: XSERIES-3 tickets, from GOERS
- Whether GOERS supports UTM or a pixel is not confirmed yet: Tracking on GOERS
- All numeric targets on this page are the design team's proposal and have not been validated by the client: Open questions
How this page connects
Pages this one builds on, and other pages that use it.