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Goal: Minimize cost per signup, trial, and activation — see how each paid channel performs and track the trend over time to catch regressions early.

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Cost per Outcome — Evolution (Combined paid)

Cost per Outcome — by Period & Channel

Cost per Outcome — Full Period Summary

Ad Spend — Meta + Google Ads ▼

Signups per Period — by Source ▼

Campaigns — Meta & Google Ads ▼

Attribution: Meta = 7d click + 1d view  ·  Google Ads = last click  ·  Signups/Funnel = Metabase (facebook utm → Meta; google utm or _gcl_aw → Google Ads; youtube/trustpilot/etc utm → shown by name; no utm → Organic)

Goal: Find leaking buckets — which steps lose the most users, and does the drop vary by acquisition channel? Compare new (V2) vs legacy onboarding performance.

Onboarding v2 Funnel — 8 steps, unique by email

Product change on 27 Aug 2026: the paywall moved to after onboarding. Until 26 Aug, reaching the end of onboarding required entering a card, so "onboarding done" and "trial started" were the same moment. From 27 Aug a contact finishes onboarding and gets into the app with no card, and hits the paywall later, when they try to start the trial.

Step 8 (Trial) is comparable across that date: it means "passed the paywall" both before and after, keyed on the Stripe checkout session, which survives cancellation. Steps 1 to 6 and step 9 are unchanged too. Step 7 is not a trend line across 27 Aug: before that date it holds contacts stopped AT the Stripe checkout who never entered the app, and after it, contacts inside the app with no card. The two never overlap in time, so it is a clean handover on a known date rather than a mixture.

Practical consequence: any movement in Signup→Trial from the week of 31 Aug is driven by the paywall move, not by the ad campaigns that started that same week.

Source
Device

Onboarding v2 — Leaking Buckets by Channel ▼

Onboarding v2 — Leaking Buckets by Device ▼

Onboarding v2 — Channel Breakdown Table

Onboarding v2 — Conversion Rates Over Time

Onboarding v2 — Trial Behaviour

Legacy Onboarding Funnel — 9 steps, unique by email

Source
Device

Legacy — Leaking Buckets by Channel

Legacy — Leaking Buckets by Device

Legacy — Channel Breakdown Table

Trial Behaviour — 14-day window

Legacy vs Onboarding v2 — Signups · Trialing · Active

Goal: Track revenue health and retention — use MRR, ARPU, and LTV to set acquisition spend targets and evaluate channel ROI.

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Paying Customers ▼

Churn — subscription_status ≠ active, newest first ▼

Current Trials — V2, ordered by trial end date ▼

Goal: Understand how user behaviour varies by language — identify where each language drops off in the funnel and which languages have higher churn after activation.

All-time data  ·  Signups up to 14 days ago (recent cohorts excluded — they haven't had enough time to complete the trial cycle)  ·  Language = account owner's preferred locale set in Overloop

Funnel by Language

Conversion Rates — Visual Comparison

Cohort Analysis

Granularity
Metric

Annotation

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