Measuring Engagement Without Conversions: How We Evaluate MVPs at Inithouse

Short summary

Replace premature ROAS optimization with weighted engagement scoring at MVP stage: define 5-8 custom engagement events per product (summing to 1.0 PMF signal) in GA4's free tier, then track meaningful sessions (score > 0.5) as your PMF proxy. This framework works when conversion rates are statistically meaningless on low traffic. Graduate to traditional conversion optimization when meaningful sessions exceed 40% and weekly actives reach approximately 200.

• •Define 5-8 weighted engagement events per product that sum to 1.0 PMF signal instead of tracking conversions
• •Track meaningful session rate (>0.5) and distribution shape to detect engagement leaks and discovery problems
• •Graduate to conversion metrics when meaningful sessions exceed 40% and weekly actives exceed ~200

Generated with AI, which can make mistakes.