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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 v2.1 Funnel — 9 steps, unique by email

Contacts whose first onboarding session started on or after 27 Aug 2026, 14:00, the release that moved the paywall to after onboarding. Measured the way we measure now: step 7 is finishing onboarding and getting into the app with no card, and step 8 is passing the paywall, keyed on the Stripe checkout session so it survives a cancellation.

Source
Device

Onboarding v2.1 — Leaking Buckets by Channel ▼

Onboarding v2.1 — Leaking Buckets by Device ▼

Onboarding v2.1 — Channel Breakdown Table

Onboarding v2.1 — Trial Behaviour

Onboarding v2 Funnel — 9 steps, unique by email

Contacts whose first onboarding session started before 27 Aug 2026, 14:00. Measured the way this version was measured at the time: until 26 Aug, reaching the end of onboarding required entering a card, so finishing onboarding WAS starting the trial. Step 8 is therefore "onboarding completed" and step 7 the contacts who reached the Stripe checkout and went no further. Today's paywall-based definition is not retro-fitted here, it lives on the Onboarding v2.1 tab.

Source
Device

Onboarding v2 — Leaking Buckets by Channel ▼

Onboarding v2 — Leaking Buckets by Device ▼

Onboarding v2 — Channel Breakdown Table

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 vs Onboarding v2.1 — Signups, Trialing, Active

Source
Device

Conversion Rates Over Time — across the v2.1 release

One continuous line on purpose, not split by cohort. The two cohorts are sequential in time, so splitting would cut one series in half at 27 Aug rather than give two comparable ones. Step 8 (Trial) is keyed on the Stripe checkout session, which means the same thing on both sides of the release, so the trend is readable straight through it. The annotation marks the release.

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

Click any date on the chart to add or edit an annotation