Mistake #2: Trying to prove causation
Proving causation is where many community leaders get stuck, because without perfect data, it can feel risky to say “Community is driving this outcome.”
The truth is, you don’t need perfect causation to tell a strong ROI story. What you need is responsible, directional insight.
What works
One of the most effective approaches is simple:
Compare engaged users vs. non-engaged users. Engaged users are those who have logged in to your community, aka "Active Users" on Vanilla.
Look at the renewal rates, upsell rates, and support usage of customers who use your community vs. those who don’t.
This shifts your story from: “We think community is valuable”
To: “Customers who engage behave differently”
Try this this week
Pull one simple comparison:
-Engaged vs non-engaged users
-One metric only
Even directional insight is enough to start.
Next: why your reports might not be landing, even if your data is solid.