Product-Led Growth & Activation
7d
14d
30d
90d
All Sources
Organic Search
Paid
Referral
Direct
Partner
No Experiment
EXP-041
EXP-042
EXP-043
Signup-to-Activation
38.4%
+2.1pp WoW
Median TTV
3.2 hrs
−0.8 hrs MoM
Trial-to-Paid
9.1%
+0.6pp MoM
Free-to-Paid ARPU
$68
+$4 MoM
Viral Coefficient
0.42
+0.05 MoM
Revenue per Signup
$2.84
+$0.31 MoM
Activation Funnel — User Journey
Biggest funnel leak: 29% drop between Onboarding Started → Core Action 1
Retention Matrix (Weekly Cohorts)
Cohort
W0
W1
W2
W3
W4
W5
W6
W7
W8
Week -11
100%
34%
28%
24%
19%
16%
14%
13%
12%
Week -10
100%
36%
29%
25%
20%
17%
15%
14%
13%
Week -9
100%
37%
30%
26%
21%
18%
16%
15%
14%
Week -8
100%
35%
28%
24%
19%
17%
15%
13%
12%
Week -7
100%
42%
35%
30%
24%
21%
18%
16%
15%
Week -6
100%
41%
34%
29%
23%
20%
17%
15%
14%
Week -5
100%
40%
33%
28%
22%
19%
16%
14%
13%
Week -4
100%
39%
32%
27%
21%
18%
15%
13%
12%
Week -3
100%
40%
33%
28%
22%
19%
16%
14%
13%
Week -2
100%
41%
34%
29%
23%
20%
17%
15%
14%
Week -1
100%
42%
35%
30%
24%
21%
18%
16%
15%
Week 0
100%
Week -7: New onboarding flow launched — retention improved 8pp
Time-to-Value Distribution
Feature Adoption Depth (First 14 Days)
PQL Score Accuracy
Precision
0.74
Recall
0.68
F1 Score
0.71
Model Version
v2.4.1
Trial-to-Paid Conversion by Acquisition Source