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Metrics

Here's more details behind how I report the users, downloads, and survey response data.

In April 2018 I made a change in how I reported my user figures, and decided to be more transparent in how I calculate and report these figures. Net/net the headline number went down, and here’s why.

I started offering templates available for download in 2008, and they were originally free downloads directly from my professional site, which at the time was not called Foresight. That’s how I did it until 2011, when I started selling templates, first on a “pay what you want” scheme, and later with fixed prices as I added on additional products and began to learn from users and build products that solved for different user cases.

From 2008 to 2011, the download data is an estimate, based on a look at my webhost’s data in 2011 to see how many people accessed (downloaded) the Excel files; that said, there was a data gap for about a 6 month period where no data was reported, a glitch by my webhost. When I started reporting download figures on my site, I included that few thousand in my figures, as well as “safe” estimate of how many downloads I had gotten during that data gap, and that was about 5,000 users. Since then, I’ve kept incrementing the total downloads including that estimate.

From 2011 to today, I have solid download data for the vast majority of my downloads, excluding some downloads through partners. My user figures consolidate a few ways in which I offer products and services:

  • The paid and free product downloads directly on this site, which has gone through a couple different transaction systems but is currently run through Gumroad
  • Free downloads through partnerships with other companies, including tools like the Sales and Inventory forecasting tool on TradeGecko
  • Free downloads on Eloquens
  • My email course, which is run using Mailchimp
  • Online courses that I have offered through Teachable and Skillshare
  • In-person courses that I used to offer in New York City through Skillshare and General Assembly, 2012 and 2013

I have solid data on user downloads on all of these sources except for the partnerships, for which I do not always get reports on downloads. For a couple partnerships, I include an estimate based on numbers they have told me in the past, but they don’t actively track these numbers themselves so it is hard for me to get accuate data. My estimates of these user figures that are included in my user figures represent < 2% of the total downloads, and surely under-reports the actual downloads from these sources.

In April 2018 I also created a new process to deduplicate email records from these multiple sources. Previously, the numbers reflected total downloads of all tools, but would count the same person downloading multiple tools as multiple users; in this process I deduplicated the download data to remove 2,908 downloads from my user count.

I also deduplicated email addressed across my product download lists, online course lists, and Mailchimp lists, reducing it by another 1,053 people.

Coming out the end, in April 2018 I reduced my public user figure from 23,000 from 2008 onwards to 19,000 from 2008 onwards, which includes the estimated 5k. I’ll be continuing to update that number over time to reflect the user figures and impact that I’ve worked to have with the models. I know it’s odd to reduce your user figures, but it’s also something I felt comfortable doing and explaining.

The geographic data - the number of countries - is reported based on the data from E-Junkie and Gumroad, and is based on users entering in their address for payment verification and Gumroad’s data on location.

On the survey numbers, any public numbers reflect the responses to a post-purchase survey that goes out after purchase or download. I started this survey in 2017, current response rates are < 5% of downloads, but the lessons and numbers reported are still instructive to help understand the models.

Questions, ask anytime.

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