Overview
Decision: fix onboarding step 3 before increasing paid acquisition.
Retention is turning from recovery into momentum: D3 and D7 are above target,
paid conversion improved without higher spend, and the biggest risk is now
an activation drop in the third onboarding step.
North Star Metrics
| Metric | Latest cohort | Target | Gap |
|---|---|---|---|
| D1 retention | 42.8% Jun 16 cohort |
50% | -7.2pp |
| D3 retention | 31.6% Jun 14 cohort |
30% | +1.6pp |
| D7 retention | 22.4% Jun 10 cohort |
18% | +4.4pp |
Trend read: D1 improved for the third mature cohort in a row, while D3 and D7 are now above target. The concern is no longer broad retention weakness; it is whether the onboarding step-3 drop will cap next week's paid traffic.
Monetization & ROAS
+11%Bookings week over week
4.7%Paid conversion, up from 4.3%
1.36xObfuscated ROAS proxy
FlatSpend while efficiency improved
- Annual-plan visitors and returning trial users are the strongest buying segments. Source: Revenue:mix-dashboard.
- Add-on purchases are still below last week's baseline, so the mix is healthier but not fully recovered.
- The obfuscated ROAS proxy improved from 1.21x to 1.36x while spend stayed flat. Source: Growth:growth-digest.
Attention Today
Do First
- Fix onboarding step 3 before increasing paid acquisition. Source: Product:onboarding-funnel.
- Ship the purchase-confirmation patch to reduce accidental upgrade contacts. Source: Workstream:review-queue.
- Use the growth sync to decide whether the annual-plan offer expands beyond the returning-user segment.
Watch
- Account restore confusion is the clearest support theme, but the recovery path works once users find it.
- Discovery mentions are up after a creator post, but the signal is awareness rather than durable acquisition.
- No sanitized blocker requires executive escalation today.
Open Work
| Workstream | Status | Next action |
|---|---|---|
| Workstream:review-2471 | QA approved, product review pending | Ask for focused review on copy and confirm-flow edge cases |
| Workstream:review-2480 | Checks green, naming decision pending | Confirm event taxonomy before merge |
| Onboarding step 3 | Regression isolated | Assign owner and patch before scaling acquisition |
Customer And Discovery Signals
Customer Signals
- Account restore confusion is the clearest support theme. Users can recover accounts, but the route is too hidden after reinstall.
- Positive feedback mentions faster setup and clearer pricing.
- No raw message text is included in this sanitized example.
Discovery Radar
- Search and community mentions are up modestly after yesterday's creator post.
- Competitor pricing discussion suggests useful language: predictable value and no surprise charges.
Evidence And Source Notes
Analytics:retention-dashboardCaptured cohort metrics and trend read.
Growth:growth-digestBookings, spend direction, and obfuscated ROAS proxy.
Revenue:mix-dashboardAnnual-plan and add-on purchase mix.
Product:onboarding-funnelActivation drop isolated to step 3.
Workstream:review-queueModified PR and workstream status.
Customer:community-digestSummarized support and customer themes.
Generation Health
Source and publish health
- Preflight source quality: all sanitized sources readable.
- Analytics connector: succeeded; retention_status=succeeded; monetization_status=succeeded.
- Community source: redacted digest, no raw messages.
- Monetary source: sanitized growth digest; ROAS included for visual clarity.
- Quality gate: sanitized report passed privacy and provenance checks.