You went live on AWS Marketplace three months ago. Deals are starting to come in. Your head of sales says it's going well. Your VP of Marketing wants to know if marketplace is worth the investment. Your board wants to see the numbers at next month's review.

You open your AWS Seller Central dashboard, stare at a table of transaction IDs and dollar amounts, and realize you have no idea how to answer any of those questions in a way that is actually useful.

This is the marketplace analytics problem. The data exists. The metrics that matter are knowable. But most ISVs go live on cloud marketplaces without a measurement framework — and then spend the first year making GTM decisions based on gut feel rather than data.

This guide builds the framework you need.

The Metrics That Actually Matter

Before you build a dashboard, you need to decide what you are measuring and why. Marketplace analytics can be broken into four categories: pipeline metrics, conversion metrics, revenue metrics, and retention metrics. Let us work through each.

Pipeline Metrics: Where Deals Come From

Pipeline from Co-Sell

This is the single most important leading indicator for marketplace GTM performance. Co-sell pipeline is the total value of deals where a cloud provider field seller (AWS Partner Manager, Microsoft seller, GCP PSO) is actively engaged alongside your sales team.

Why does this matter? Because co-sell is the primary mechanism by which cloud marketplaces create net-new demand for ISVs.

A cloud seller who is motivated to help you close a deal — because it consumes their customer's committed spend and generates marketplace transaction revenue — is one of the most effective distribution levers in enterprise software sales. Measuring the pipeline generated through this channel tells you whether your co-sell motions are working.

Track co-sell pipeline separately from inbound marketplace pipeline (where a customer finds your listing independently and transacts). The two sources have different conversion rates, different deal sizes, and different cycle times — treating them as interchangeable will obscure your understanding of both.