Lean Analytics Stages & OMTM

Use it when your growth strategy stalls and you need one clear metric to drive each phase.

What is it?

Lean Analytics Stages & OMTM is a data-driven framework from Alistair Croll & Benjamin Yoskovitz that helps startups and product teams cut through vanity metrics and zero in on the single metric that accelerates progress at each stage of growth.

The framework breaks the journey into five stages, Empathy, Stickiness, Virality, Revenue, and Scale, and prescribes a One Metric That Matters (OMTM) for each. You diagnose your current phase, select the OMTM that moves the needle, and prioritize experiments around it. This solves the common problem of scattered analytics and misaligned teams by providing a sharp, stage-specific focus.

Lean Analytics Stages & OMTM blends qualitative insights (like user interviews) with quantitative data (like retention curves) to guide startups through validated learning, fast iteration, and sustainable scaling.

Why it matters?

Focusing on one metric at a time eliminates noise, aligns your whole team around a clear goal, and accelerates validated learning. That laser focus reduces wasted effort, improves conversion and retention, and powers fast, sustainable growth, because every experiment you run directly moves your business forward.

How it works

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

Identify Your Stage

Map your product to one of the five stages, Empathy (user pain), Stickiness (engagement), Virality (growth loops), Revenue (monetization), or Scale (optimization), based on current goals and feedback.

Define the OMTM

For that stage, pick the single metric that has the biggest impact. For example, use Daily Active Users (DAU) in Stickiness or Customer Acquisition Cost (CAC) in Revenue.

Gather Data & Set Benchmarks

Pull your baseline from analytics tools and customer interviews. Know your starting point so every experiment has context.

Design Hypotheses & Experiments

Frame tests around moving your OMTM by 10–20%. Keep experiments small, measurable, and tied directly to the metric.

Analyze Results Quickly

After each cycle, review the impact on your OMTM. Dump what doesn't work and double down on what does.

Pivot or Progress

If you've hit your goal or the experiments plateau, decide whether to move to the next stage or redefine a new OMTM within the same phase.

Frequently asked questions

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

What exactly is the OMTM?

OMTM stands for One Metric That Matters. It's the single metric you choose to focus on at any given stage, so your entire team moves in lockstep toward the highest-impact goal.

What exactly is the OMTM?

OMTM stands for One Metric That Matters. It's the single metric you choose to focus on at any given stage, so your entire team moves in lockstep toward the highest-impact goal.

How do I know which stage I'm in?

Look at your biggest hurdle: Are you still validating pain points (Empathy)? Struggling to keep users coming back (Stickiness)? Depend on organic sharing (Virality)? Generating consistent revenue (Revenue)? Or refining operations at scale (Scale)? Match your primary challenge to the stage definitions.

How do I know which stage I'm in?

Can I track multiple metrics at once?

You can track secondary metrics for context, but only one OMTM gets your full team's sprint-level attention. Chasing multiple OMTMs dilutes focus and slows progress.

Can I track multiple metrics at once?

You can track secondary metrics for context, but only one OMTM gets your full team's sprint-level attention. Chasing multiple OMTMs dilutes focus and slows progress.

How often should I update my OMTM?

Review your OMTM every sprint or month. If your experiments consistently hit targets or stall, it's time to pick a new OMTM or advance to the next stage.

How often should I update my OMTM?

Review your OMTM every sprint or month. If your experiments consistently hit targets or stall, it's time to pick a new OMTM or advance to the next stage.

Is Lean Analytics only for early-stage startups?

No. While it shines in early validation, larger teams and established products can also use stage-specific OMTMs to break through plateaus and optimize growth loops with data-driven precision.

Is Lean Analytics only for early-stage startups?

No. While it shines in early validation, larger teams and established products can also use stage-specific OMTMs to break through plateaus and optimize growth loops with data-driven precision.

You've nailed your One Metric That Matters, now don't run your next experiment blind. Plug your OMTM into CrackGrowth to unearth hidden conversion blockers and design hyper-targeted growth loops.

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