Revenue and sales reporting set up and regularly reviewed
In-product engagement tracking implemented with defined KPIs
Customer feedback loop established between support, reviews, and product roadmap
Financial performance analyzed with clear business metrics
App maintenance processes in place for changelogs, deprecations, and security advisories
Iteration cycle running — feedback → features → updates → growth

1. Set up Marketplace analytics and reporting

What to do

Monitor Marketplace Partner reports (installs, active licenses, trials, churn)
Use my.atlassian.com for license/billing visibility
Track revenue share and payouts
Reconcile payments with accounting
Access sales reports via REST API if needed

Why this matters

Revenue reports show which tiers, editions, and customer segments are driving your business, and where there are opportunities to improve retention and reduce churn.

Resources

2. Implement in-product engagement tracking

What to do

Implement privacy-aware analytics events for key features
Define engagement KPIs (active sites, DAU/MAU, feature adoption)
Set targets for engagement metrics
Create BI dashboards combining Marketplace, usage, and support data

Why this matters

Marketplace reports show who's paying, while engagement data shows who's actively using the app. Understanding the gap between the two helps identify churn risk early.

Resources

Marketing funnel insights

3. Monitor customer feedback and support

What to do

Monitor Marketplace reviews and ratings
Respond professionally to reviews
Track support KPIs (ticket volume, TTR/MTTR, top issues)
Feed insights into product roadmap
Track customer feedback themes

Why this matters

Reviews are public and permanent. Responding promptly and feeding patterns back into the roadmap turns support from a cost centre into a competitive advantage.

Resources

Feedback details

4. Analyze financial performance

What to do

Define financial KPIs (MRR/ARR, ARPC, trial-to-paid conversion, NRR)
Build a revenue model combining Marketplace reports with costs
Schedule monthly/quarterly business reviews
Identify high-value customer segments
Make data-driven investment decisions

Why this matters

Revenue alone doesn't tell you if your business is healthy. Tracking conversion rates, net revenue retention, and cost-to-serve tells you whether growth is sustainable or just expensive.

Resources

5. Maintain your app

What to do

Regularly monitor changelogs (subscribe to RSS feeds)
Review how to handle deprecated APIs or breaking changes
Monitor vulnerability reports
Stay informed on Atlassian security advisories
Monitor communication channels for urgent incidents (e.g., security, outages, status page)

Why this matters

Staying current with platform changes ensures your app remains reliable and compatible as Atlassian evolves. Early awareness of deprecations and breaking changes gives you time to adapt before customers are affected.

Resources

6. Iterate and improve

What to do

Use customer feedback to prioritize features
Plan and release regular updates
Reduce churn through support improvements and new features
Drive expansion revenue through upsells and edition upgrades
Consider archiving if the app is no longer viable

Why this matters

Frequent updates improve Marketplace rankings and reduce churn. They also signal to enterprise customers that your app is actively maintained, which builds confidence during the evaluation process.

Resources