Funnel

A funnel measures how many shops progress through a sequence of usage events, in order. Pick two to six steps, for example installed → onboarding_complete → subscribed, choose an app and time window, and run it.

For each step you get the number of shops that reached it, their percentage of the shops that entered the funnel, and the conversion from the previous step. The biggest drop between two steps is where your onboarding or activation work should go.

How ordering works

A shop counts at a step only if its first occurrence of that event happened at or after its first occurrence of the previous step. A shop that did step two before step one counts for step one only; sequence matters, not just presence.

Choosing steps

Steps are just event names your apps have sent, so instrument the moments that define activation for your product first: the install, the first unit of value (first sync, first order processed, first report), and the subscription. Three well-chosen steps beat six noisy ones.