After Campaigns GA, Storevine’s growth PM defined the requirements for the Campaigns adoption and revenue dashboard that will track the primary success metrics from the hypothesis and opportunity tree. The dashboard must serve three distinct audiences . the growth PM monitoring the experiment, Merchant Success preparing support resources, and the head of product tracking the churn reduction outcome . each at a different viewing frequency and with different primary questions.
Source Notes:
Recurly Research (recurly.com/resources/blog/churn-rate) . B2B SaaS churn benchmark data documents median SMB annual churn at 10 - 15%, providing the comparison context for monitoring whether Campaigns is reducing Storevine’s 22% [fictional] churn toward the 14% [fictional] target.
Amplitude documentation (amplitude.com/docs/analytics/charts) . the analytics platform used for Campaigns event tracking; its chart types and filter capabilities inform the visualization specifications in this requirements document.
DMA (Data & Marketing Association, dma.org.uk) email marketing ROI benchmarks . establishes that attributed revenue (revenue traceable to email sends) is the standard measurement target for email marketing programs, validating the decision to surface campaign-attributed revenue as a primary dashboard metric rather than a secondary one.
Prompt
/dashboard-requirements
Dashboard: Campaigns adoption and revenue . post-GA monitoring
Audience: Growth PM (daily), Merchant Success (weekly), Head of Product
(monthly board prep)
Key questions to answer:
1. Are non-adopter merchants sending their first campaign?
- Active Campaigns merchants (sent ≥1 campaign in last 30 days)
- Churn rate by Campaigns usage cohort
- Send failure rate and unsubscribe rate (guardrails)
Analytics platform: Amplitude (events) + Storevine order DB (revenue)
Need: full dashboard requirements doc with metric definitions,
visualizations, filters, data sources, and acceptance criteria.
Output
Dashboard Requirements: Campaigns Adoption and Revenue
Overview
Dashboard Name: Campaigns Adoption and Revenue
Requestor: Growth PM, Storevine
Date: April 28, 2026
Priority: High
Target Delivery: May 5, 2026 (T+7 days post-GA)
Purpose and Questions
Primary Questions This Dashboard Answers
Are non-adopter merchants sending their first campaign within 60 days of Campaigns activation . and is this rate meeting the 30% [fictional] target that validates the primary product hypothesis?
Is Campaigns generating measurable attributed revenue for merchants who use it . and at what per-campaign average?
Is merchant churn declining in cohorts that have adopted Campaigns, relative to cohorts that have not?
Decisions This Will Inform
Whether the guided first-campaign flow should be shipped as default based on the A/B test results (primary metric from this dashboard)
Whether Merchant Success needs to intervene with support resources or onboarding nudges for merchants who have not sent a first campaign after 30 days
Whether the Q4 2026 churn reduction target (22% → 14% [fictional]) is on track by monitoring the churn cohort split between Campaigns-active and Campaigns-inactive merchants
What This Dashboard Is NOT For
Monitoring individual merchant behavior or merchant-specific email performance (this is a cohort and trend dashboard, not a merchant admin tool)
Real-time campaign delivery monitoring (that belongs in the send failure rate alert in the operations monitoring dashboard)
Audience
Audience
Usage Frequency
Primary Questions
Growth PM
Daily
Is the first-send rate on track for the A/B test? Are there funnel drop-off patterns to investigate?
Merchant Success Lead
Weekly
Which merchant segments are underperforming on first-send rate? Where should support focus outreach?
Head of Product
Monthly
Is Campaigns contributing to churn reduction? Are adoption trends heading in the right direction for Q4 OKRs?
Usage Context
When will this be viewed? Growth PM reviews daily as part of the morning metrics check; Merchant Success Lead reviews weekly ahead of the team sync; Head of Product reviews monthly for OKR tracking and board preparation.
What device/format? Desktop browser (Amplitude dashboard); Head of Product review exported as a PDF for monthly board deck.
Key Metrics
Metric 1: First Campaign Send Rate (60-Day Cohort)
Attribute
Value
Business Definition
The percentage of eligible non-adopter merchants who send at least one Campaigns email within 60 days of their Campaigns account activation date
Calculation
(Merchants with at least one campaign_sent event within 60 days of activation) / (Total eligible non-adopter merchants activated in the same cohort period)
Data Source
Amplitude . first_send_completed event, filtered to email_tool_status = "none" at activation
Granularity
Weekly cohort (merchants who activated in the same 7-day window)
Current Baseline
12% [fictional] (pre-GA baseline from legacy Storevine email tools)
Target
30% [fictional] within 60 days of activation
Notes
Cohort-based . each cohort is tracked independently for 60 days from activation; do not report as a point-in-time snapshot of all merchants
Merchants with email_tool_status = "none" at activation . the primary target segment
First-send rate tracking and A/B test monitoring
Campaigns-active
Merchants with at least one campaign_sent event in the last 30 days
Churn cohort comparison
Campaigns-inactive
Merchants who have activated Campaigns but have not sent in 30 days
Identify re-engagement opportunity
Data Sources
Primary Sources
Source
Type
Owner
Latency
Quality Notes
Amplitude Campaigns events
Analytics event stream
Backend Engineer
Near real-time (60s batch)
attribution_recorded events may arrive up to 60 seconds after the webhook is received
Storevine order database
PostgreSQL (direct query)
Platform Squad
Daily snapshot
Used for revenue attribution join and churn cohort analysis; daily ETL to Amplitude
Data Pipeline Requirements
Refresh Frequency: Daily for churn cohort table; near real-time (60-second batch) for all Amplitude-sourced charts
Refresh Time: Daily snapshot ready by 6:00 AM UTC
Historical Data Needed: Last 12 months for churn cohort analysis; last 90 days for all other charts
Data Retention: 24 months in Amplitude; 36 months in the attribution events table
Data Quality Considerations
Attribution events recorded before the attribution webhook receiver was fully stable (first 72 hours of GA) may be incomplete; exclude this window from revenue attribution trend analysis until a reprocessing job runs against the SendGrid event log
merchant_customer_count_bucket is updated monthly; cohort analyses that span a bucket-change month may show a single merchant in two buckets . filter by the bucket value at activation, not the current value
Access and Permissions
Access Levels
Role/Group
Access Level
Restrictions
Growth PM
Full access
None
Merchant Success team
View only
Cannot export raw event data; can export chart images
Head of Product
View only
Monthly scheduled export delivered automatically
Engineering Lead
Full access
For debugging and data quality investigation
Sensitive Data
Data Element
Sensitivity
Handling
Individual campaign attributed revenue
Internal financial
Aggregated by category in the merchant-facing view; raw per-campaign values visible to Growth PM and Engineering Lead only
Alerts and Thresholds
Condition
Threshold
Action
Recipients
Send failure rate exceeds 2% [fictional]
>2% of sends return non-202 in any 15-minute window
Unsubscribe rate exceeds 1.5% [fictional] in any 7-day window
Rolling 7-day unsubscribe rate > 1.5%
Slack alert to #campaigns-build
Growth PM, Engineering Lead
Acceptance Criteria
All metrics match definitions when spot-checked against the Storevine order database and Amplitude event log for a sample of 10 merchants [fictional]
Global date range filter applies correctly to all charts including the cohort chart (which should filter by activation date, not event date)
Dashboard loads in under 5 seconds in the Amplitude interface
All access levels are verified: Merchant Success team cannot export raw event data; Head of Product receives the monthly scheduled export
Daily data refresh is confirmed by 7:00 AM UTC on the first three post-GA mornings
Open Questions
Should the churn cohort table be powered by Amplitude (using merchant_id survival curves) or by a scheduled SQL query against the Storevine subscription database? The SQL query gives cleaner churn definitions but adds a 24-hour latency; the Amplitude approach is real-time but requires a proxy event for churn (cancellation event) that may not yet be instrumented.
What is the right denominator for the first-send rate cohort chart . all non-adopter merchants who have activated Campaigns, or only those who have entered the Campaigns flow at least once? The hypothesis measures from “activation” but the meaningful measurement may be from “first flow entry” to avoid inflating the denominator with merchants who were assigned to Campaigns but never opened it.