Weekly Cohort Funnel
Current week + last 2 weeks. Cohort matures over the 7-day trial — current week marked PENDING until full cycle closes.
2026-05-25 → 2026-05-31
✅ COMPLETE
| Stage | Count | Rate | Cost/event |
|---|---|---|---|
| New Visitors | 196 | — | — |
| Trial Attempts | 12 | 6.1% | $62 |
| Trials Activated | 5 | 41.7% | $148 |
| Paid Conversions | 0 | 0.0% | — |
| CC Declines | 5 | — | — |
❌ damian reichling — $65 (4 attempts)
❌ Don — $65 (4 attempts)
❌ Berny — $65 (4 attempts)
❌ Ron — $65 (4 attempts)
❌ Marco — $65 (3 attempts)
2026-06-01 → 2026-06-07
✅ COMPLETE
| Stage | Count | Rate | Cost/event |
|---|---|---|---|
| New Visitors | 269 | — | — |
| Trial Attempts | 11 | 4.1% | $73 |
| Trials Activated | 3 | 27.3% | $271 |
| Paid Conversions | 0 | 0.0% | — |
| CC Declines | 1 | — | — |
❌ Holly Brown — $65 (1 attempts)
2026-06-08 → 2026-06-14
🟡 PENDING
| Stage | Count | Rate | Cost/event |
|---|---|---|---|
| New Visitors | 184 | — | — |
| Trial Attempts | 15 | 8.2% | $44 |
| Trials Activated | 7 | 46.7% | $95 |
| Paid Conversions | 0 | 0.0% | — |
| CC Declines | 2 | — | — |
❌ Brandon — $65 (2 attempts)
❌ S Scott — $65 (1 attempts)
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 | 433 | 26 | 10 | 0 | $1,484 | — | 0.0% |
Cumulative averages (post-relaunch window)
Visitors: 1,224
Attempts: 84
Trials: 33
Paid: 3
Visitor→Attempt: 6.9%
Attempt→Trial: 39.3%
Trial→Paid: 9.1%
Visitor→Paid: 0.2%
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 | 1 | 4 | $679 | $679 | 14.3% |
| ✅ May 18–May 24 | 172 | 4 | 3 | 1 | 5 | $541 | $541 | 33.3% |
| ✅ May 25–May 31 | 196 | 12 | 5 | 0 | 5 | $744 | — | 0.0% |
| ✅ Jun 1–Jun 7 | 269 | 11 | 3 | 0 | 1 | $0 | — | 0.0% |
| 🟡 Jun 8–Jun 14 | 184 | 15 | 7 | 0 | 2 | $671 | — | 0.0% |
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 |
All signups by channel (88 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 |
|---|---|---|---|
| Direct | 23 | 0 | Sonya, Greg, KENNETH ROBBINS +20 |
| UTM · google | 17 | 0 | Rebecca P, Miguel Santibanez, Yesenia Flores +14 |
| Paid Search · 2026-q2_intent_tools | 13 | 1 | asiahlemon, shantavialemons, tia +10 |
| Organic Search | 12 | 0 | Marshall Rousseau, Don Smith, Matthew K McLeod +9 |
| Paid Search · 2026-q2_skiptrace_services | 11 | 1 | chrisrastores, Holly Brown, waqasbloch066 +8 |
| Offline · INTEGRATION | 6 | 0 | shantavialemons, tyoung0197, rene forbi +3 |
| Organic Search · Google referrer | 2 | 0 | Zbre, Allison Pickens |
| Paid Search · Auto-tagged PPC | 1 | 0 | karenhellenberg |
| 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 | 673 | 319 | 15.0 |
| Paid Search | 458 | 391 | 42.0 |
| Unassigned | 132 | 63 | 59.0 |
| Organic Search | 77 | 60 | 9.0 |
| Referral | 49 | 10 | 5.0 |
| 28 | 7 | 6.0 | |
| Organic Shopping | 16 | 2 | 0.0 |
| Cross-network | 11 | 11 | 0.0 |
| Organic Social | 8 | 8 | 0.0 |
| AI Assistant | 3 | 2 | 0.0 |
| Paid Other | 2 | 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 | |
|---|---|---|---|---|---|
| 2026-06-13 | zbrejai | zbrejai@gmail.com | incomplete | — | — |
| 2026-06-12 | rgunn96 | rgunn96@comcast.net | incomplete | — | — |
| 2026-06-11 | marshalluhly | marshalluhly@gmail.com | trial | 248 | 2026-06-13 |
| 2026-06-11 | esokurenko+user_test29 | esokurenko+user_test29@waverleysoftware.com | trial | 101 | 2026-06-11 |
| 2026-06-11 | esokurenko+user_test28 | esokurenko+user_test28@waverleysoftware.com | trial | 1,226 | 2026-06-11 |
| 2026-06-10 | actingken1 | actingken1@gmail.com | trial | 16 | 2026-06-12 |
| 2026-06-10 | samuelworkspace16 | samuelworkspace16@gmail.com | incomplete | — | — |
| 2026-06-10 | diocese_rockfish200 | diocese_rockfish200@simplelogin.com | trial | 6 | 2026-06-14 |
| 2026-06-10 | info | info@yournewlifeproperties.com | incomplete | — | — |
| 2026-06-09 | sdsm5238 | sdsm5238@yahoo.com | trial | 864 | 2026-06-12 |
| 2026-06-09 | asiahlemon | asiahlemon@gmail.com | incomplete | — | — |
| 2026-06-08 | innovativehomeconsultingllc | innovativehomeconsultingllc@gmail.com | trial | 1 | 2026-06-08 |
| 2026-06-08 | fairventuresfl | fairventuresfl@gmail.com | incomplete | — | — |
| 2026-06-08 | owenjunior008 | owenjunior008@gmail.com | incomplete | — | — |
| 2026-06-08 | karenhellenberg | karenhellenberg@gmail.com | incomplete | — | — |
| 2026-06-07 | lbull2021 | lbull2021@gmail.com | incomplete | — | — |
| 2026-06-07 | chrisrastores | chrisrastores@gmail.com | incomplete | — | — |
| 2026-06-06 | sufailchuppi63 | sufailchuppi63@gmail.com | incomplete | — | — |
| 2026-06-05 | maxxx.schlapfer | maxxx.schlapfer@gmail.com | incomplete | — | — |
| 2026-06-05 | hollybrownatx | hollybrownatx@gmail.com | free | — | — |
| 2026-06-03 | jenna | jenna@pro4mance.com | incomplete | — | — |
| 2026-06-02 | emarshall | emarshall@rfmdevco.com | incomplete | — | — |
| 2026-06-02 | shantavialemons | shantavialemons@gmail.com | incomplete | — | — |
| 2026-06-02 | nexthoodconcierge | nexthoodconcierge@gmail.com | free | 5 | 2026-06-02 |
| 2026-06-02 | shantavialemons | shantavialemons@hotmail.com | incomplete | — | — |
| 2026-06-02 | brethren_issue373 | brethren_issue373@simplelogin.com | free | 34 | 2026-06-08 |
| 2026-05-29 | melvin | melvin@allstarzandassociates.com | incomplete | — | — |
| 2026-05-29 | tia | tia@bluebonnethouses.com | incomplete | — | — |
| 2026-05-28 | hallr.crownstone | hallr.crownstone@gmail.com | free | — | — |
| 2026-05-28 | bdiasaline | bdiasaline@gmail.com | free | 1 | 2026-05-28 |
| 2026-05-28 | tyoung0197 | tyoung0197@gmail.com | incomplete | — | — |
| 2026-05-27 | rogerio.cardoso | rogerio.cardoso@nortonrealestate.com.br | free | 100 | 2026-05-27 |
| 2026-05-26 | ozeelnour95 | ozeelnour95@icloud.com | incomplete | — | — |
| 2026-05-26 | oropezafranjavier | oropezafranjavier@gmail.com | incomplete | — | — |
| 2026-05-26 | a71pickens | a71pickens@gmail.com | free | 606 | 2026-05-26 |
| 2026-05-26 | northsideproperties.co | northsideproperties.co@gmail.com | free | 3 | 2026-05-26 |
| 2026-05-25 | jilliansellsemeraldcoast | jilliansellsemeraldcoast@gmail.com | incomplete | — | — |
| 2026-05-25 | ahmedelromy100 | ahmedelromy100@gmail.com | incomplete | — | — |
| 2026-05-24 | one | one@mediaral.com | free | 1,679 | 2026-05-24 |
| 2026-05-20 | waqasbloch066 | waqasbloch066@gmail.com | incomplete | — | — |
| 2026-05-20 | coastland_trodden107 | coastland_trodden107@simplelogin.com | free | 102 | 2026-05-27 |
| 2026-05-18 | damianreichling06 | damianreichling06@gmail.com | free | 156 | 2026-05-19 |
| 2026-05-16 | rdewayne56 | rdewayne56@gmail.com | incomplete | — | — |
| 2026-05-16 | propertysolutions61 | propertysolutions61@yahoo.com | free | 27 | 2026-05-16 |
| 2026-05-16 | highmarketpropertygroup | highmarketpropertygroup@yahoo.com | incomplete | — | — |
| 2026-05-16 | adee0983 | adee0983@gmail.com | free | 2 | 2026-05-16 |
| 2026-05-16 | matthewfowler234 | matthewfowler234@gmail.com | incomplete | — | — |
| 2026-05-15 | pmasalesgroup | pmasalesgroup@gmail.com | incomplete | — | — |
| 2026-05-15 | 1140cjd | 1140cjd@gmail.com | free | 299 | 2026-05-15 |
| 2026-05-15 | jlg5423 | jlg5423@gmail.com | incomplete | — | — |
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 2 true new paid customers in last 30d; Postgres auth.role=premium with signup in window = 0. Cross-system drift — investigate. |
| warning | attribution | GA4 reports 136 conversions in last 30d vs Stripe true new paid = 2 (ratio 68.0×). ✅ 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 | 2026-06-11 14:33 | 2026-06-16 11:00 |
| Capability Synthesis — weekly L1 aggregator | success | 2026-06-10 15:53 | 2026-06-14 12:00 |
| Capability Watch — daily 4-stage scan | success | 2026-06-13 12:07 | 2026-06-15 10:30 |
| Customer Health Audit — weekly L2 per-customer check | success | 2026-06-11 15:04 | 2026-06-16 11:45 |
| Daily Report — TIN business state pull | success | 2026-06-14 11:25 | 2026-06-15 09:00 |
| DevOps Watchdog — daily loop self-audit | success | 2026-06-13 14:57 | 2026-06-14 13:00 |
| Funnel Dashboard — daily regenerate + deploy to Cloudflare Pages | in_progress | 2026-06-14 11:36 | 2026-06-15 09:15 |
| Marketing Channel Audit — weekly L2 check | success | 2026-06-11 14:55 | 2026-06-16 11:15 |
| Memory Mirror — sync stores to git daily | success | 2026-06-13 11:56 | 2026-06-15 10:00 |
| X Capability Watch — daily X.com watchlist scan | success | 2026-06-13 12:56 | 2026-06-15 11:15 |
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 |