UX analytics review checklist: before, during, and after the analysis

This checklist covers the full analytics review cycle. Use it for both focused deep dives (a specific funnel or feature) and broad product health reviews.

Before the analysis

• Define specific questions the analysis should answer
• Identify the time period and user segments of interest
• Verify that tracking is working: check live event streams, confirm funnel event sequences
• Document baseline metrics for comparison

During the analysis

• Build and examine funnels for critical user flows
• Run path analysis / clickstream visualization for key flows
• Segment all metrics by device type, user tenure, plan tier, geography, and acquisition source
• Check for anomalies and cross-reference with the release log and marketing calendar
• Look for unused or underused features
• Compare current metrics to baselines and benchmarks

After the analysis

• Write findings using “What / So What / Now What” for each insight
• Generate hypotheses for unexpected findings — do not claim causation from analytics alone
• Recommend qualitative follow-ups (usability tests, interviews, surveys) for each major hypothesis
• Prioritize recommendations by business impact (affected users × metric gap)
• Set up dashboards and alerts for ongoing monitoring
• Schedule the next deep-dive analytics review