Best Developer Relations metrics

Understand how to set OKRs and metrics that make a difference in your organization.

Jun 10, 2024

As someone who's been in the DevRel trenches for years, I know personally the struggles we face when setting campaigns, understanding how to pitch ideas to our leadership team, and reporting on the campaigns that make the cut.

Lack of resources? Check.

Trouble proving our impact? Yep.

The constant need for better collaboration and transparency? Absolutely.

But here's the deal - focusing on the right metrics can help us cut through the noise and drive real progress.

The reality for companies without DevRel

Companies without a strong DevRel presence risk getting left behind. A study by Stripe found that developers prioritize technical resources like documentation and sample code when evaluating tools and services. Not investing in these areas makes it harder to attract and retain developers. The Stack Overflow 2023 survey confirms this, showing that 98% of respondents have visited Stack Overflow, likely using it as a technical resource.

It's not just about lost revenue – companies that neglect developer relations risk falling behind in innovation and talent acquisition. The survey reveals that 30% of respondents consider themselves members of the Stack Overflow community, indicating developers value being part of an active community. Furthermore, 25% contribute to open-source projects, fostering participation in developer communities.

But, with all those stats, you also need to understand how to set goals and understand if your efforts are pushing any type of growth.

Set goals that move the needle

I'm a big believer in using OKRs (Objectives and Key Results) to set goals that are both ambitious and achievable.

Our objectives should be meaningful and aspirational, while our key results need to be specific, time-bound, and measurable. It's not about setting easy targets - sometimes… it's about pushing ourselves to make a dent.

Metrics that matter

So, what exactly should you be tracking?

Here are the key areas I focus on:

Awareness: Track landing page visits, blog post impressions, mentions, and social media engagement to gauge how effectively you're reaching your audience.
Outreach: Monitor developer feedback, event attendance, and developer program signups to ensure you're engaging with the right people.
Relationships: Measure community growth, engagement levels, and developer satisfaction to foster strong connections.
Adoption: Track new signups, product usage, and feature adoption to gauge whether developers are actually using your offerings.
Content: Measure the quality and impact of your documentation, tutorials, and other developer resources.
Product feedback: Collect and analyze developer feedback to ensure your product meets their needs.
Community health: Monitor community growth rate, participation levels, and engagement metrics for a thriving developer ecosystem.
Support: Track support metrics like response times and resolution rates to ensure you're helping developers succeed.

Join the Lead DevRel bi-weekly growth meeting on Discord to discuss ideas, campaigns, and potential metrics to your companies and communities!

Join the community

Align with company’s priorities

Tracking metrics in isolation is pointless.

To secure buy-in from your leadership and access to resources, you need to show how your initiatives move the needle on company goals. Here's how:

Understand priorities - Meet with stakeholders to grasp short-term and long-term objectives, like revenue targets or user acquisition.
Map DevRel initiatives - Identify how your efforts contribute to those priorities. For example, if user acquisition is key, your outreach and community-building could be major drivers.
Define clear OKRs - Set specific, measurable, and time-bound Objectives and Key Results that ladder up to company goals. For example, if the objective is product adoption, a key result could be a 20% increase in new signups from developer communities within six months.
Use data tools - Leverage tools like Orbit or Tearja Analytics to automate data collection and provide insights. But remember, tools are means to an end – focus on solutions that support your unique goals.
Communicate and iterate - Regularly share progress and impact with stakeholders. Adjust strategies and OKRs as needed based on feedback and changing priorities.

Healthy team dynamic

Avoid using KPIs to measure individual performance – that'll just breed stress and anxiety. Cut the anxiety train on DevRel, we’re already dealing with a LOT and, as a team, you need to support each other to see your DevRel program succeed.

The best way to use metrics is to identify areas where your team needs more support or resources. If someone's struggling with a KPI, work together to understand the root cause and provide the necessary assistance.

Let's do this

At the end of the day, mastering DevRel metrics is about focus, alignment, and continuous improvement. Set ambitious yet achievable goals, track the right metrics, and ensure everything ladders up to the big picture. It's not always easy, but the impact you can create is worth it.

Ready to dive in? Let's do this. If you have any questions or want to share your own experiences, hit me up on X @danizeres and on Lead DevRel's Discord community.

Let's keep the conversation going and build something great together!