Phase 2 — Analytics Plan
Measure and optimize onboarding, search, trust, and checkout to drive completed rentals and repeat usage.
Objectives
- Identify friction points in onboarding, search, and checkout.
- Improve AI recommendations by understanding user preferences and behavior.
- Track retention and repeat rentals to validate trust and usefulness.
Key Segments
| Dimension | Examples |
|---|---|
| User type | Renter vs Owner |
| Demographics | Age, location (city/zip), hobby/interest |
| Behavior | First-time, frequent renters, high-value items, niche categories |
| Device & locality | Mobile vs desktop; neighborhood demand |
Hyper-local segmentation helps prioritize availability and improve matching.
Funnel Metrics
| Stage | What to track |
|---|---|
| Micro-conversions | Signup, listing creation, first message, wishlist/favorites |
| Conversion | Completed rental (goal), search→rental rate |
| Retention | Repeat rentals (30/90 days), churn for renters and owners |
| Acquisition | Channel mix, CPA, signup rate by source |
Baseline targets: 2–5% marketplace conversion; 25–40% repeat usage within 90 days.
Tools & Reporting
Measurement tools
- GA4 for traffic + behavior
- In-app dashboards for recommendation performance
Reporting cadence
- Weekly: micro-conversions, device usage, acquisition
- Monthly: conversion, retention, hyper-local demand
Action loop: use findings to iterate onboarding, search UX, and trust signals.