Weekly Cohort Funnel
Current week + last 2 weeks. Cohort matures over the 7-day trial — current week marked PENDING until full cycle closes.
| Stage | Count | Rate | Cost/event |
|---|---|---|---|
| New Visitors | 247 | — | — |
| Trial Attempts | 11 | 4.5% | $78 |
| Trials Activated | 5 | 45.5% | $173 |
| Paid Conversions | 1 | 20.0% | $866 |
| CC Declines | 2 | — | — |
| Stage | Count | Rate | Cost/event |
|---|---|---|---|
| New Visitors | 148 | — | — |
| Trial Attempts | 4 | 2.7% | $79 |
| Trials Activated | 1 | 25.0% | $316 |
| Paid Conversions | 0 | 0.0% | — |
| CC Declines | 3 | — | — |
| Stage | Count | Rate | Cost/event |
|---|---|---|---|
| New Visitors | 121 | — | — |
| Trial Attempts | 1 | 0.8% | $266 |
| Trials Activated | 0 | 0.0% | — |
| Paid Conversions | 0 | — | — |
| CC Declines | 0 | — | — |
Stages: visitors → trial attempts (CC entered) → trials activated → paid conversions. Rates show next-stage conversion. Cost-per-event = (30-day trailing ads spend) / (count). All-time benchmark rates (Apr-Jul 2025 peak): visitor→attempt 7.93%, attempt→trial 56.27%, trial→paid 28.38%, visitor→paid 1.27%.
Monthly Trajectory
Month-over-month rollup since marketing relaunch (2026-05-03). CAC trajectory + trial→paid rate trend.
| Month | Visitors | Attempts | Trials | Paid | Spend | CAC | Trial→Paid |
|---|---|---|---|---|---|---|---|
| May 2026 | 791 | 58 | 23 | 3 | $2,627 | $875 | 13.0% |
| Jun 2026 | 924 | 47 | 19 | 5 | $3,438 | $687 | 26.3% |
| Jul 2026 | 630 | 29 | 11 | 2 | $1,942 | $971 | 18.2% |
Cumulative averages (post-relaunch window)
Weekly Breakdown (since 5/3 relaunch)
Flat table view of every week since marketing relaunch — pair with the Funnel tab's cohort cards for at-a-glance scanning.
| Week | Visitors | Attempts | Trials | Paid | CC Declines | Spend | CAC | Trial→Paid |
|---|---|---|---|---|---|---|---|---|
| ✅ Apr 27–May 3 | 104 | 1 | 0 | 0 | 1 | $71 | — | — |
| ✅ May 4–May 10 | 235 | 19 | 8 | 0 | 0 | $591 | — | 0.0% |
| ✅ May 11–May 17 | 201 | 22 | 7 | 0 | 4 | $679 | — | 0.0% |
| ✅ May 18–May 24 | 172 | 4 | 3 | 0 | 5 | $541 | — | 0.0% |
| ✅ May 25–May 31 | 196 | 12 | 5 | 0 | 5 | $744 | — | 0.0% |
| ✅ Jun 1–Jun 7 | 269 | 11 | 3 | 0 | 1 | $813 | — | 0.0% |
| ✅ Jun 8–Jun 14 | 201 | 13 | 5 | 0 | 1 | $763 | — | 0.0% |
| ✅ Jun 15–Jun 21 | 224 | 10 | 4 | 0 | 3 | $868 | — | 0.0% |
| ✅ Jun 22–Jun 28 | 240 | 11 | 7 | 1 | 0 | $761 | $761 | 14.3% |
| ✅ Jun 29–Jul 5 | 219 | 15 | 5 | 1 | 4 | $724 | $724 | 20.0% |
| ✅ Jul 6–Jul 12 | 247 | 11 | 5 | 1 | 2 | $866 | $866 | 20.0% |
| ✅ Jul 13–Jul 19 | 148 | 4 | 1 | 0 | 3 | $316 | — | 0.0% |
| 🟡 Jul 20–Jul 26 | 121 | 1 | 0 | 0 | 0 | $266 | — | — |
Channel Performance
Acquisition channel breakdown from GA4 (last 30 days). Once attribution finishes baking + HubSpot fields populate, this expands to per-channel CAC + payback.
Where our paid customers came from (since 5/3 relaunch)
Source of truth: HubSpot per-contact attribution (utm_source + hs_analytics_source). REAL channel data, not GA4 event counts.
| Paid Date | Customer | Channel | Campaign | Amount |
|---|---|---|---|---|
| 2026-05-13 | Bernard Jr Hird S | Paid Search | 2026-q2_skiptrace_services | $65 |
| 2026-05-17 | Aryeh Levin | Offline (no web attribution) | INTEGRATION | $65 |
| 2026-05-18 | Nathan Alonzo | Paid Search | 2026-q2_intent_tools | $65 |
| 2026-06-15 | Matthew K McLeod | Organic Search | — | $32 |
| 2026-06-16 | miguel santibanez | UTM · google | 2026-Q2_SkipTrace_Services | $65 |
| 2026-06-17 | Don Smith | Organic Search | — | $65 |
| 2026-06-19 | Michael Balasa | UTM · google | 2026-Q2_Intent_Tools | $65 |
| 2026-06-28 | george baby | no match | — | $65 |
| 2026-07-02 | Maulik | no match | — | $65 |
| 2026-07-12 | Infinity Grounds | UTM · google | 2026-Q2_Intent_Tools | $65 |
All signups by channel (141 total since 5/3)
From HubSpot — every contact created since marketing relaunch, grouped by first-touch attribution source.
| Channel | Signups | Converted to Paid | Sample customers |
|---|---|---|---|
| UTM · google | 55 | 4 | Gary Washington, Jeffery Borges, Lawrence Jackson +52 |
| Direct | 29 | 0 | Jin Choi, Gabriel Thornton, esokurenko+user_test5 +26 |
| Paid Search · 2026-q2_intent_tools | 15 | 1 | andreia.ferreiramartins, teawalker89, asiahlemon +12 |
| Paid Search · 2026-q2_skiptrace_services | 13 | 1 | dlconnors, Paul Lipowicz, chrisrastores +10 |
| Organic Search | 12 | 1 | Marshall Rousseau, Don Smith, Matthew K McLeod +9 |
| Offline · INTEGRATION | 8 | 0 | moazsaad2091, kratos.7277, shantavialemons +5 |
| Paid Search · Auto-tagged PPC | 2 | 0 | Matthew, karenhellenberg |
| Organic Search · Google referrer | 2 | 0 | Zbre, Allison Pickens |
| Paid Search · 2026-q2_investorsoftware | 1 | 0 | Bryan Ihrke |
| Paid Search · 2026-q2_propstreamalt | 1 | 0 | rob |
| Referral · accounts.google.com | 1 | 0 | sufailchuppi63 |
| Offline · EMAIL_INTEGRATION | 1 | 0 | Bob B |
| UTM · chatgpt.com | 1 | 0 | Marco |
GA4 raw sessions/users/conversions (last 30d) — known inflated by bot traffic + cross-domain dupes
| Channel (GA4) | Sessions (30d) | Users | GA4 Conversions |
|---|---|---|---|
| Direct | 504 | 308 | 0.0 |
| Paid Search | 463 | 335 | 0.0 |
| Organic Search | 117 | 78 | 0.0 |
| Unassigned | 113 | 56 | 29.0 |
| Organic Social | 13 | 13 | 0.0 |
| Organic Video | 10 | 3 | 0.0 |
| AI Assistant | 7 | 3 | 0.0 |
| Cross-network | 6 | 6 | 0.0 |
| Referral | 3 | 2 | 0.0 |
| Organic Shopping | 1 | 1 | 0.0 |
⚠️ Don't trust these numbers for decisions. GA4 reports raw events including bot traffic (G11 deferred, ~25% non-US sessions), cross-domain duplicates (theinvestnest.com + app.theinvestnest.com may double-count), and the "Conversions" column counts ALL conversion events (trial + signup + purchase), not just paid customers. The HubSpot attribution tables ABOVE are the real picture.
Recent Signups + Activation
User-level activation view (was your Notes column, now first-class). Last 30 days, sorted newest first.
Recent signups (last 30 days) with activity from request_logs + has-paid-real-money cross-check against Stripe. Names from auth.first_name/last_name, fall back to email prefix if missing. The qualitative Notes column ("stopped at cc screen", etc.) lands via inbox-process skill + manual annotations layer. PostHog adds session replay when Cluster 3 ships.
| Signed Up | Name | Status | Events (30d) | Last Activity | |
|---|---|---|---|---|---|
| 2026-07-21 | jrwashington531 | jrwashington531@gmail.com | incomplete | — | — |
| 2026-07-17 | choiscorp | choiscorp@gmail.com | free | 22 | 2026-07-19 |
| 2026-07-17 | andreia.ferreiramartins | andreia.ferreiramartins@gmail.com | incomplete | — | — |
| 2026-07-16 | jborges5244 | jborges5244@gmail.com | incomplete | — | — |
| 2026-07-13 | gabe | gabe@psalm56ministries.com | incomplete | — | — |
| 2026-07-11 | fandldevelopmentllc | fandldevelopmentllc@gmail.com | free | 1,212 | 2026-07-12 |
| 2026-07-11 | solancoinvestmentsllc | solancoinvestmentsllc@gmail.com | incomplete | — | — |
| 2026-07-10 | homerunwholesale719 | homerunwholesale719@gmail.com | incomplete | — | — |
| 2026-07-08 | moazsaad2091 | moazsaad2091@gmail.com | incomplete | — | — |
| 2026-07-08 | dagapo29 | dagapo29@gmail.com | incomplete | — | — |
| 2026-07-07 | jen | jen@jenpineau.com | free | 566 | 2026-07-07 |
| 2026-07-07 | elevationrealestategroupllc | elevationrealestategroupllc@gmail.com | free | 97 | 2026-07-10 |
| 2026-07-06 | yurikmagana | yurikmagana@gmail.com | incomplete | — | — |
| 2026-07-06 | qleach | qleach@gmail.com | incomplete | — | — |
| 2026-07-06 | ohsherryberry | ohsherryberry@gmail.com | free | 9 | 2026-07-06 |
| 2026-07-06 | shawn | shawn@pathfinderacq.com | free | 3 | 2026-07-06 |
| 2026-07-05 | infinitygrounds | infinitygrounds@outlook.com | premium 💰 paid | 85 | 2026-07-21 |
| 2026-07-05 | michaelbacheldere2007 | michaelbacheldere2007@gmail.com | incomplete | — | — |
| 2026-07-05 | marketing.rapidresto | marketing.rapidresto@gmail.com | free | 155 | 2026-07-05 |
| 2026-07-04 | sediqua.francis | sediqua.francis@gmail.com | incomplete | — | — |
| 2026-07-04 | personal | personal@onecolin.dev | free | 19 | 2026-07-04 |
| 2026-07-03 | dlconnors | dlconnors@gmail.com | incomplete | — | — |
| 2026-07-03 | wjgrant522 | wjgrant522@gmail.com | incomplete | — | — |
| 2026-07-03 | tyler | tyler@austinpavement.com | free | — | — |
| 2026-07-03 | kratos.7277 | kratos.7277@gmail.com | incomplete | — | — |
| 2026-07-03 | hoboet3ch8 | hoboet3ch8@gmail.com | incomplete | — | — |
| 2026-07-03 | dimibrown | dimibrown@aol.com | incomplete | — | — |
| 2026-07-02 | teawalker89 | teawalker89@gmail.com | incomplete | — | — |
| 2026-07-01 | dtoplin | dtoplin@gmail.com | free | 166 | 2026-07-01 |
| 2026-06-30 | letty.amaya1111 | letty.amaya1111@gmail.com | incomplete | — | — |
| 2026-06-29 | delainathomas342 | delainathomas342@gmail.com | incomplete | — | — |
| 2026-06-27 | pgmllc.atx | pgmllc.atx@gmail.com | free | 359 | 2026-06-28 |
| 2026-06-26 | marion | marion@fortstewartrentals.com | free | 435 | 2026-06-28 |
System Health
GHA cron status + integration credential health. Catches the "cron silently failed" pattern that surfaced 2026-05-25.
🚨 Reconciliation anomalies (cross-source drift detection)
| Severity | Category | Description |
|---|---|---|
| warning | reconciliation | Stripe shows 3 true new paid customers in last 30d; Postgres auth.role=premium with signup in window = 1. Cross-system drift — investigate. |
| warning | attribution | GA4 reports 29 conversions in last 30d vs Stripe true new paid = 3 (ratio 9.7×). ✅ DIAGNOSED + IN-PLAN (NOT a new emergency) — see mrr-funnel-reference.md §2: GA4 'conversions' blends signup + an INFLATED client-side trial event (fires on the checkout button pre-card, not real activation — UI PR #143) + premium; only Stripe true-new-paid is real money. Fix = route Google Ads off the button-click signal (§15 W0.1, gated post-6/6). Re-alarm only if the ratio moves materially. |
Anomalies surfaced by data_truth.py reconcile() — automatic cross-check between Stripe, Postgres, HubSpot. Empty = system in sync.
GHA cron health (last 50 runs grouped by workflow)
| Workflow | Latest status | Last run (UTC) | Next scheduled (UTC) |
|---|---|---|---|
| Business State Audit — weekly L2 check | success | 2026-07-23 12:22 | 2026-07-28 11:00 |
| Capability Synthesis — weekly L1 aggregator | success | 2026-07-22 14:10 | 2026-07-26 12:00 |
| Capability Watch — daily 4-stage scan | success | 2026-07-26 09:02 | 2026-07-27 06:50 |
| Customer Health Audit — weekly L2 per-customer check | success | 2026-07-23 13:11 | 2026-07-28 11:45 |
| Daily Report — TIN business state pull | success | 2026-07-26 09:12 | 2026-07-27 07:00 |
| DevOps Watchdog — daily loop self-audit | success | 2026-07-25 14:27 | 2026-07-26 13:00 |
| Funnel Dashboard — daily regenerate + deploy to Cloudflare Pages | in_progress | 2026-07-26 10:52 | 2026-07-27 09:15 |
| Marketing Channel Audit — weekly L2 check | success | 2026-07-23 12:49 | 2026-07-28 11:15 |
| Memory Mirror — sync stores to git daily | success | 2026-07-25 11:13 | 2026-07-27 10:00 |
| Operator Heartbeat — silent-morning detector | success | 2026-07-25 12:08 | 2026-07-26 11:15 |
| X Capability Watch — daily X.com watchlist scan | success | 2026-07-26 09:28 | 2026-07-27 07:25 |
| docs-ci | failure | 2026-07-26 09:46 | — |
| dream-cycle | success | 2026-07-26 09:32 | 2026-07-27 07:30 |
Integration credentials (presence check — no values displayed per Standing Rule #6)
| Integration | Status |
|---|---|
| Stripe | ✅ Configured |
| ChartMogul | ✅ Configured |
| HubSpot | ✅ Configured |
| Intercom | ✅ Configured |
| Anthropic | ✅ Configured |
| Google Ads | ✅ Configured |
| GitHub | ✅ Configured |
| Postgres prod | ✅ Configured |
| Cloudflare | ✅ Configured |
| X / Twitter | ✅ Configured |