• Dashboards


  • Integrations

    Mixpanel, Google Analytics among others

  • Objective

    Encourage a culture of transparency and decision-making based on evidence

Silicon Valley startup Yummly was launched in 2010 by foodies on a mission to invent the ultimate kitchen tool. Whether it’s finding a recipe or going to the store, Yummly wants to make it easier for foodies to do what they love – cook, eat, and share. Today, with over 10 million monthly unique visitors, Yummly is succeeding in its mission and has become the fastest growing food site in the world.


Yummly have always been a metrics-driven company but often found themselves overwhelmed with too much information. They wanted to cut through the white noise so the team could focus on their top-level metrics.

Yummly have explicitly designed their culture around transparency and actively encourage staff to be transparent not just with metrics but also with mistakes, successes and learnings. They wanted to openly display their key metrics to help remove any opacity in the company.


Several startups the company look up to were using Geckoboard, making the search short and the choice simple.

Yummly have a flat organizational structure with teams that each focus on a specific part of the funnel, such as revenue, traffic growth, engagement, and activation and acquisition. Their dashboards were designed using key performance indicators (KPIs) for each of these stages in the funnel. With the help of these actionable metrics, the team was able to measure the general health of the company but also see where and how they were making an impact on the numbers.

When things change, the dashboards explain why and how the teams can affect this change. If some things are going badly, Geckoboard helps guide the way to a fix.

As part of the company’s culture of transparency, everyone in the company was given access to everyone else’s dashboards, including the remote workers.


At Yummly, part of the culture is to make decisions based on evidence. They refer to “evidence” vs. simply “metrics” because they use both quantitative and qualitative data like user interviews, ethnography, and customer feedback. Data has helped Yummly build a strong culture of transparency and highly focused teamwork.

As an example, through Geckoboard, they realized that users who came back within the first month are much more likely to become long-term users of Yummly. They also discovered that their most active users are most interested in getting personalised recipe recommendations, leading them to integrate this feature throughout various stages of the user experience.

By giving every team within the organisation the access to the metrics that are most important to their work specifically – whether it means data that measures revenue, traffic growth, engagement, or activation – everyone is able to contribute to the general health of the company.

Through simple visualizations on the wall of their targeted metrics, their data is always made readily available for the entire team to act upon.