Task 3 — KPI Framework

Task 3 · KPI Framework

Four core KPIs for the Monetisation (Ecommerce) and Revenue Platform (Subscription Engine) teams.

Note: MRR values in this dataset are synthetic (randomised figures). Actual DKK pricing: Starter €39/mo · Team €62/mo · Club €102/mo · Enterprise €194/mo (annual billing). Add-ons scale with tier: Veo Analytics €34–€83/mo.

KPI 1 · New Hardware Units + Attached Software MRR

Why: Cameras are the top of the subscription funnel. Every camera sold creates a subscriber. Tracking units alongside attached MRR reveals whether ecommerce converts hardware purchasers into the right subscription tier — a Starter attachment generates €39/mo recurring; a Club attachment generates €102/mo (2.6×).

Tracking improvement needed: Camera serial number / device ID to distinguish replacement units (existing subscribers) from new customers. Currently both look identical.

KPI 2 · Net New MRR — New Customers vs Legacy Accounts

Why: This is the core SaaS health metric. The dataset contains two distinct MRR sources: new customers (camera-containing orders — first purchase) and legacy accounts (existing clubs renewing or expanding). Separating them reveals whether MRR growth is driven by acquisition or the existing base — critical for prioritising investment.

⚠️ This KPI is currently a vanity metric. Without cancellation data, "New Sub MRR" can show growth while the business is shrinking. If Veo acquires €100K in new MRR but loses €120K in the same month, this chart looks healthy while revenue contracts. We cannot reliably measure ROI on marketing or ecommerce spend — or make a credible case for channel investment — until CancelSubscription / DowngradeProduct events with MRR deltas are fed into order_fct.

KPI 3 · Ecommerce Share of Orders and MRR (monthly)

Why: Directly measures whether the self-serve channel is gaining share — the strategic goal. Currently hovering at ~41–45% of known-channel orders and MRR, with no clear upward trend.

Tracking improvement needed: Resolve the 11.4% null order_is_ecommerce_order flag — joinable via session or event data. Add UTM / acquisition source to distinguish organic self-serve from sales-assisted ecommerce.

KPI 4 · Add-on Attach Rate — New Customers Only (monthly)

Why: Highest-margin lever with no acquisition cost. The metric is scoped to new customers only (camera-containing CreateSubscription orders) measuring whether a software add-on (Veo Live / Analytics / Player Spotlight) was attached at checkout.

The rate sits at ~48–50% — roughly half of all new customers leave the checkout without a software add-on.

Denominator bias: Starter-plan customers cannot purchase add-ons. Reporting 48–50% against a denominator that includes Starter customers understates performance and makes checkout optimisation impossible to measure correctly. The fix is plan tier per order — until then, see the Addressable Attach Rate proxy in Insight 3. (2) Checkout funnel events showing whether the add-on offer was shown, clicked, or dismissed are required before any A/B test result is meaningful.

KPI 5 (Bonus) · ARPU by Commitment Level

Why: Annual subscribers pay upfront and churn less. At Veo's actual pricing, the annual discount is significant (~37% vs monthly on Team). Tracking commitment level reveals whether the ecommerce checkout is driving long-term commitment or defaulting to monthly.

Tracking improvement needed: Fix the 75% null order_subscription_length for month-to-month subscriptions. A default value of '1 Month' for monthly billing orders would immediately make the largest subscriber cohort visible and make this KPI meaningful.

Missing Efficiency KPIs

The current framework is volume-heavy. As Veo scales, efficiency metrics matter as much as unit counts. Two KPIs that cannot be built from the current data but should be defined now:

CAC Payback Period by Channel — If Ecommerce is truly "self-serve," its customer acquisition cost should be materially lower than Direct (no account manager time). If it isn't, growing the self-serve channel may be hurting margins, not helping them. This requires marketing spend and headcount cost data joined to acquisition channel.

Hardware Margin % alongside Subscription Attach — The camera (€1,300) is the top-of-funnel product. If cameras are priced at or near cost to drive subscription attachment, the unit economics only work if the attached subscription is retained. Tracking hardware margin alongside attached MRR and cohort retention would reveal whether Veo is "buying" subscribers with loss-leader hardware — and whether the 13-month dataset has enough churn signal to evaluate payback.

Tracking Improvements Summary