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What metrics actually matter for consumer IoT products?
There are a lot of key metrics defined for consumer mobile and web products. Consumer IoT products are a combination of digital and physical products.
The challenge: standard SaaS metrics (DAU, retention, churn) do not map cleanly to a product where the "app" is a physical device that someone uses in their home. A smart light that works perfectly might show zero "engagement" in the app — the user set it once and forgot about it. Is that success or failure?
What metrics should we look at in combination? Behavior metrics, conversion rates, something else entirely?
1 take
For consumer IoT products, the following combination might give insight: 1. Behavior — what percentage of users revisit the companion app after initial setup? For IoT, the app visit IS the engagement signal, but only when it is voluntary (not forced by a broken device). 2. Conversion rate — how long does it take from first product page visit to purchase? For IoT, the consideration cycle is longer because the price point is higher and the switching cost is real. 3. Setup completion rate — what percentage complete the full onboarding? This is where most IoT products lose users — the physical-digital bridge is fragile. But honestly, the deeper question is whether traditional digital metrics even apply. A smart thermostat that is "set and forget" has zero app engagement but maximum product-market fit.