A tour of Moonpay's metric tree

Want to cut revenue mysteries down to size? We walk you through how we built a clean, collaborative metric tree that powers our data strategy and analytics—splitting revenue into customer-focused and transaction-focused sides so stakeholders can instantly see what’s driving change and where to dig in. This approach keeps dashboards descriptive, aligns teams around our North Star metric (revenue), and ensures everyone from product to finance can self-serve insights. Next, we break MTUs into new vs. returning, map out conversion steps, and highlight which segment is causing bumps—whether it’s conversion rates, regional dips, or partner issues. Our data storytelling framework has slashed investigation time, boosted stakeholder alignment, and driven real business impact by directing us straight to the root cause.