B2B Product Analytics: What to Track and Why

Why B2B Product Analytics Differs

B2B product analytics has unique considerations compared to B2C:

• Account vs. user focus: Success is measured at the account level, not just individual users
• Multiple personas: Admins, end users, and executives use products differently
• Longer time horizons: Adoption happens over months, not minutes
• Revenue correlation: Usage data predicts expansion and churn

Key Metrics to Track

Acquisition & Activation

• Time to first value (how long until key action)
• Activation rate (% completing key setup)
• Feature adoption in first 7 days

Engagement & Retention

• Daily/Weekly/Monthly active users (by account)
• Feature usage depth
• Session frequency and duration
• Cohort retention curves

Revenue Correlation

• Usage vs. expansion correlation
• Churn predictors (what behavior precedes churn)
• Power user identification

Analytics Tools for B2B SaaS

• Mixpanel: Best balance of power and usability
• Amplitude: Enterprise-grade with advanced analysis
• PostHog: Open-source option with feature flags
• Heap: Auto-capture for retroactive analysis

From Analytics to Action

Analytics data should drive automated action. Connect your analytics to Sequenzy to:

• Trigger emails when users hit activation milestones
• Send re-engagement campaigns when usage drops
• Deliver feature education based on actual usage
• Target expansion emails to power users