Android business metrics: what Google's chief executive should see on one dashboard

You are asked to design a dashboard for the CEO of Google that covers the Android business. Which metrics would you put on it, and why does each one earn its place? ```hint Follow the value Android's open-source code is available to device makers at no charge. Work out how Android nonetheless creates value for Google, then pick the few numbers that show whether each of those sources of value is healthy. ``` ### Clarifying Questions - What decisions should the dashboard support: quarterly strategy and investment, or spotting problems week to week? - Which products count as "the Android business": phones and the Play Store only, or also tablets, TVs, cars, watches and Google's own Pixel devices? - Should it show only global totals, or let the CEO cut the numbers by region, price tier and device-maker partner? ### What a Strong Answer Covers - Who will use the dashboard and for which decisions, which keeps it to a short list of top-level numbers with drill-downs. - A model of how Android creates value for Google (reach for Google's services, store revenue, a healthy partner and developer ecosystem, competitive position), with metrics mapped to each part. - A balance of reach, engagement, monetization, ecosystem health and risk, including leading indicators as well as lagging ones. - For each metric, the comparison that makes it useful (trend, target, segment or competitor) and why it deserves the CEO's attention. - Definitions and caveats, such as devices versus people, devices that run Android without Google's services, and revenue that has to be attributed by a model. ### Follow-up Questions - The CEO will look at only five numbers. Which five do you keep, and what do you cut? - Active devices are growing but store revenue per device is falling. How would you find out why? - How would the dashboard change if regulators limited how Google's apps can be bundled with Android?