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Success Criteria Template for Product Analytics

A structured template for defining success criteria before launching a product initiative. Set measurable targets, define leading and lagging...

Updated 2026-03-05
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Frequently Asked Questions

When should success criteria be defined?+
Before development starts. The ideal time is during the planning or PRD phase. Success criteria should be reviewed and approved as part of the "definition of ready" for the initiative. Defining them after launch introduces confirmation bias.
Who is responsible for defining success criteria?+
The PM defines the criteria. The data/analytics team validates that the metrics are measurable and the targets are reasonable. Engineering validates that the required instrumentation is feasible. It is a collaborative document, but the PM owns it.
What if we cannot measure the primary metric directly?+
Use a proxy metric. If you cannot measure revenue impact directly, measure a leading indicator that correlates with revenue (e.g., feature adoption, usage frequency, expansion signal). Document the assumption linking the proxy to the real outcome.
How many success metrics should an initiative have?+
One primary metric, 2-3 secondary metrics, 2-3 leading indicators, and 2-3 guardrails. More than that dilutes focus. If you have 10 metrics, you will find at least one that looks good, which defeats the purpose of rigorous measurement.
What if the initiative succeeds on secondary metrics but fails on the primary?+
The initiative did not succeed. Secondary metrics provide context, not a consolation prize. If secondary metrics are positive but the primary is not, investigate why. There may be a deeper issue that secondary metrics are masking. Revise the hypothesis and decide whether to iterate or move on.

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