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.
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)
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?
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
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.
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
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
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
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.