I could (and probably will) write an entire post on tools. That said, it’s really going to depend on the product and how it’s delivered, but one thing I can recommend is to keep a custom repository of all the metrics data, even if it’s at a high level. It takes a while and some experimentation, but with your own set of data it’s easier to make and test hypotheses to see what changes move the needle for your customers. I’ve used everything from APIs and large databases to manually manipulated spreadsheets.