Customer Journey & Funnel Conversion Analytics

Helio Labs — B2B SaaS Developer Tooling

Blended Trial-to-Paid
3.2%
+0.4% MoM
Activation Rate (Q4)
41.8%
+12.6% vs Q1
Avg CAC Payback
8.2mo
+0.6mo MoM
Monthly Trial Signups
12.4K
+8.1% MoM
LTV:CAC (12mo)
2.8x
+0.2x QoQ
Median Onboarding Days
4.1d
+0.3d MoM

Multi-Stage Funnel by Channel

Cohort Revenue Curve (% of Month-0 ARR)

Free-to-Paid Latency

Onboarding Step Completion

Time-in-Stage by Funnel Step

Channel Conversion Rate Detail

Channel Visitor→Signup Signup→Trial Trial→Paid Blended Conv. Monthly Volume LTV:CAC
Branded Search18.2%81.4%11.7%11.7%1,8404.2x
Referral12.4%87.9%9.3%9.3%9805.1x
Organic Search8.1%79.2%7.4%7.4%4,2203.8x
LinkedIn Ads6.2%68.3%4.1%4.1%2,6102.3x
PLG Self-Serve21.8%31.2%1.9%1.9%1,9701.8x
Paid Social4.8%52.1%0.8%0.8%7801.1x

Drop-off Attribution

Multi-Touch Attribution

Funnel Velocity by Segment

Enterprise (100+)
127 acct/wk
Mid-Market (20-99)
341 acct/wk
SMB (5-19)
892 acct/wk
Self-Serve (1-4)
1,640 acct/wk

Activation Rate by Acquisition Cohort (%)

Q1 '23
Q2 '23
Q3 '23
Q4 '23
Q1 '24
Q2 '24
Organic
28.4
31.2
36.8
42.1
44.9
46.2
Branded
37.2
41.8
47.3
52.1
54.8
56.4
Paid Social
14.2
16.8
19.4
21.7
23.1
24.9
LinkedIn
32.1
35.7
39.2
43.8
45.6
47.2
Referral
41.3
46.1
51.2
55.9
58.4
61.2

LTV:CAC by Cohort & Channel

CohortOrganicBrandedPaid SocLinkedIn
Q1 '234.2x5.8x0.9x2.7x
Q2 '234.1x5.4x1.0x2.8x
Q3 '233.9x5.1x1.1x2.6x
Q4 '233.4x4.3x0.8x2.1x
Q1 '243.8x4.9x1.2x2.4x
Q2 '244.0x5.2x1.3x2.5x

Segment × Stage Conversion Heatmap (%)

Visit→Signup
Signup→Trial
Trial→Active
Active→Paid
Paid→Retained
Blended
Enterprise (100+)
42.1
91.2
87.4
52.8
94.1
17.8
Mid-Market (20-99)
34.2
83.7
78.2
44.1
89.3
9.4
SMB (5-19)
29.8
74.1
69.7
38.2
84.8
5.2
Startup (1-4)
21.4
61.8
58.3
31.7
79.2
2.3
Individual Dev
18.2
49.7
42.1
24.8
71.4
0.8