Behind the Build, Ep. 4
This episode covers our marketing funnel work: the site redesign, launching the tracking scanner as a lead magnet, and why we're betting on organic growth over paid acquisition.
Building the Funnel
Last episode I talked about the platform redesign and how we're shipping fast as a small AI-enabled team. This episode is about the other half of the equation: getting people in the door.
Marketing Site Rebuild
We completely rebuilt metricmosaic.io. Cleaner design, better messaging, and most importantly, a shift in strategy from "buy our product" to "here's something useful for free."
The old approach was competing on Shopify App Store ads. That's expensive, and we were going up against established players with bigger budgets. We needed a different angle.
The Tracking Scanner
We launched a free tool that scans any Shopify store for tracking issues and analytics best practices. Enter a URL, get a report. No signup required for basic results.
The idea came from our onboarding calls. We kept finding the same tracking issues: broken pixels, attribution gaps, data quality problems. Merchants didn't even know these issues existed until we pointed them out. So we built a tool that does that at scale.
- Instant value: Merchants get actionable insights before we ask for anything.
- Qualified leads: Anyone using the scanner already cares about their analytics setup.
- Natural entry point: Shows what we're capable of without a hard sell.
Early results have been strong. We had a reduction in CPL of more than 6x! Not only is the cost per lead is significantly lower than what we were paying for App Store ads, and the quality is better because these people self-selected by caring about their tracking setup.
Content and Community
We've also been building out our content presence:
- Blog posts: SEO-focused content around eCommerce analytics.
- Founder-led social: Direct engagement on LinkedIn and Instagram, talking to merchants where they already are.
- Puzzley: We introduced a mascot to make analytics feel less intimidating. Small thing, but it humanizes the product.
The thesis is simple: helpful tools and content compound over time. Ad spend doesn't.
Cold Outreach Gets Warmer
The scanner also changed how we do outreach. Instead of generic "want better analytics?" emails, we can now reach out with specific problems: "I noticed your store has tracking issues with X." It's a genuine conversation starter instead of a pitch.
We built infrastructure for personalized outreach at scale. Still early, but the response rates are night and day compared to less personalized cold emails we'd tried previously.
What's Next
Continuing to iterate on the scanner and build out more free tools. Expanding our content strategy. And on the product side, more story types and continued mobile refinements.
Try the scanner yourself at metricmosaic.io, or start a 14-day free trial if you're ready to dive deeper.
Shane
CEO & Co-Founder, MetricMosaic