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A space for my musings
Evolving Beyond MAU: How Buffer Shifted to a Behaviour-Based North Star (Part 2 of 2)
About this series This is a two-part series on rethinking North Star metrics at Buffer. In Part 1 we unpack why Monthly Active Users (MAU) stopped serving us , and in Part 2 we share how we redefined our North Star around Weekly Active Users (WAU). Together, these posts explore how metrics shape strategy, retention, and long-term growth. I've written these with help from my colleague Julian Winternheimer , who was instrumental throughout this process. This is Part 2 of a two-
Sep 23, 20258 min read
Evolving Beyond MAU: Rethinking the North Star at Buffer (Part 1 of 2)
About this series This is a two-part series on rethinking North Star metrics at Buffer. In Part 1 we unpack why Monthly Active Users (MAU) stopped serving us, and in Part 2 we share how we redefined our North Star around Weekly Active Users (WAU). Together, these posts explore how metrics shape strategy, retention, and long-term growth. I've written these with help from my colleague Julian Winternheimer , who was instrumental throughout this process. At Buffer, we’ve always
Sep 21, 20257 min read
From Client-Side Chaos to Server-Side Clarity: How Buffer Rebuilt Our Marketing Analytics Stack
"We couldn't answer simple questions like where our best users came from." That was the wake-up call that greeted me when I stepped into...
Jul 25, 20257 min read
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