Conversion & Monetization Funnel Analytics
Lattice HR Tech — PLG HR Platform, $47M ARR — Q4 Product-Attributed MRR Analysis
Goal: F2P 11.5% | Lag <6d
Current: F2P 9.1% | Lag 8.2d
F2P Conversion (30d)
9.1%
+0.8pp vs Q3
Intent Signal Rate
24.0%
+3.2pp
Intent-to-Conv Lag
8.2d
+1.1d
Friction Index
0.29
-0.07
Monetization Funnel
Free → Paid → Expansion stages (Q4 cohort)
Intent Signals vs Conversions
Daily limit-hit events and conversion events (90-day)
Plan Mix Distribution Post-Conversion
Breakdown by plan tier (Q4 conversions)
Intent-to-Conversion Lag vs ARPU
Scatter: lag days vs first-month ARPU
Trigger Type × Conversion Rate Heatmap
Conversion % by intent trigger and plan tier
Starter
Team
Enterprise
Usage Cap
19.2%
12.4%
8.1%
Pricing Page
6.2%
9.8%
11.3%
Feature Lock
14.7%
16.9%
7.4%
In-App Prompt
10.1%
18.3%
13.6%
High-Intent Accounts — No Conversion (Last 14 Days)
Triggered usage caps or pricing page views but did not convert
| Acme Design Co |
Usage Cap |
3 |
7 |
2 |
Checkout Abandoned |
| BuildRight Inc |
Feature Lock |
5 |
4 |
3 |
Payment Method Issue |
| Cascade Labs |
Pricing Page |
2 |
2 |
5 |
None Detected |
| DataFlow Systems |
Usage Cap |
8 |
9 |
1 |
Discount Request Pending |
| EdgeTech Studios |
In-App Prompt |
6 |
3 |
4 |
Checkout Abandoned |
| FusionWorks |
Feature Lock |
4 |
6 |
2 |
None Detected |
| GridPoint Analytics |
Usage Cap |
7 |
8 |
3 |
Security Review Blocker |
| Helix Ventures |
Pricing Page |
1 |
1 |
6 |
Payment Method Issue |
Product-Attributed MRR Bridge (Q4)
New conversions, expansions, downgrades, churn