I managed user analytics tracking for Fluence using Google Analytics, Mixpanel, Optimizely, and others to measure ROI for marketing spends, lower CPA, and improve our conversion funnel. The reports kepts us close to the platform’s pulse and often gave way to new ideas for improving the product and discovering low-hanging fruit. For example, one report in early 2015 showed a significant drop in the final steps of our conversion funnel. After taking a closer look I decided to launch a series of user interviews focusing on a specific interaction change we had pushed the previous month. The interviews confirmed my hunch and gave us actionable data to create a better solution.