Measuring website activity provides only half the story. See how to best track the developer’s journey and what funnel stages makes sense for API-first products
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If your business model involves selling to developers, you probably have already realized that much of the traditional processes and metrics applicable to traditional enterprise sales or consumer marketing don’t work. Specifically, selling to developers usually means attracting them to your platform and helping them succeed in building something, whether that’s a new app, integration, or automating an internal process. Getting developers to adopt your platform can be daunting and requires investment in product, onboarding and developer experience, and documentation. However, there are few tools product managers and developer relations leaders can leverage to measure and improve that experience.
Web and mobile analytics tools like Mixpanel and Amplitude can only measure activity on the website itself, yet most developer platforms price on what happens with the API, not via website activity. On the other hand, most API monitoring tools can only track infrastructure metrics like requests per minute and CPU utilization without any context of the user. To accurately measure your adoption and conversion funnel, you need to track usage across your entire platform from initial ad click and sign up, to what a new developer does with your API.
Most developer-first platforms have a B2D (business2developer) go to market strategy which is uniquely different from B2C companies which drive consumer adoption, but also different from B2B companies who maintain large sales forces to push their solution to other businesses.
