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What does Action Metrics do?


Make use of the raw data on your servers

Define metrics and build real-time dashboards

Based on the insight from metrics, take the right action

See your startup grow

About the Founder

Melinda Elmborg was a Venture Capital Investor at the French VC firm Daphni. To be able to actually help startups, she switched careers to become a startup coach. That's when she started Action Metrics.


After meeting hundreds of startups and their founders, she knows what works and what doesn't. Based on her learnings, she has developed the concept of the Insight-Driven Startup that guides startups to exponential growth



"Action Metrics was instrumental in our process of becoming a data-driven business. Following the project, we started to have more data-based discussions rather than opinion based discussions. It has helped us to alter the mindset and the mentality of the company culture, making the probability of our overall success higher."

Mikkel Steen, CEO Artboost

Lucky enough, we had the fortune to get a series of coaching sessions with Action Metrics. Melinda is the most experienced person I have met within the growth hacking and metrics field. She had a very structured and pragmatic way to analyze our needs and help us get on the track. In only a couple of weeks, we were educated in growth hacking, analyzed company-specific metrics, implement website and system tracking, draft on a metrics dashboard, hints on investment pitching, recruiting strategies and a plan on how to work with metrics and growth hacking in the future. This has been a mind-blowing experience! This is a MUST for all digital/SaaS-startups! Thank you Melinda

Tobias Rydell, CEO CE Check

Melinda is extremely competent at what she does, very supportive and hands-on and ensured that we as clients were fully equipped with the correct tools and information before the project was concluded. She delivered in a swift and timely manner and also provides us with a workshop with advice on how we could use the data for growth. Thank you very much!

Arbilina Nissan, CEO Dashl

"Melinda from Action Metrics has automated and centralized all our dashboards and allowed us to create new dashboards to better track our business. She worked with each member of the team to establish relevant indicators and train us to become self-reliant. Everyone had great pleasure when interacting with her, she was able to make the work pleasant even though it seemed difficult. She has not only a very technical approach to the tool but also a good business acumen that has allowed us to make a big progress in a short time. Thank you Melinda!"

Solange Arnaud, CEO Medoucine





If you're swimming in a sea of data but has no insight into your users, then this is the project for you! Your startup will be way more successful when you base business decisions on insight about your users. 

This project is the shortcut for startups who want to get real-time access to their unique metrics and craft their insight-driven mindset. You'll get access to Action Metrics' library of powerful templates and weekly 1-on-1 coaching to guarantee your success. 



You have launched a startup and getting plenty of visitors or users to your site, app or platform. But no one converts! If you recognize yourself in this description, The Conversion Project will help you get more loyal customers or active users

In this intensive online training program, you'll learn the methods to excel in user experience. Without ever needing an expensive UX-expert!



If you want to get your startup off the ground the right way, there is a formula. In this intensive implementation program with 1-on-1 coaching, you'll get the roadmap to creating a successful startup. 

This program is for aspiring founders who want to launch a digital product and be certain about the traction before investing their entire careers. Avoid the common mistakes, that has put many startups in danger, or even killed them. 




Your startup is gaining some traction and it is ready for scale. However, to know which marketing channels to invest for dear marketing budget in, you need to know which ones get the highest return on investment

In this intensive 5-week program you will get on the fast-track to data-driven marketing so you can be certain you're attracting the right audience. To guarantee your success this program includes both a library of templates, a video portal and 1-on-1 coaching with an expert

This service is for busy venture capital investors who want to stay in touch with their portfolio startups. With automated metrics reporting, you and the founders can save time. No more reporting emails that get lost in your inbox!

In this project, you as a VC get access to one dashboard for every one of your portfolio companies. In each dashboard, you find 3-5 of their most important metrics for growth. With this kind of instant access, you will better be able to support your startups to help them grow!