Funnels and Retention: Turning Events into Insights

Funnels tell you where momentum breaks

Funnels are not just for marketing. They are the simplest way to see where users lose momentum inside your product.

Start with one funnel that maps your core workflow. Keep it short and focused:

1. signup_completed
2. first_project_created
3. invite_sent
4. report_shared

Every step should be a meaningful commitment from the user, not just a click.

Retention shows if the product sticks

Retention answers a different question: Do users keep coming back?

Pick a retention event that represents value. For example:

• report_viewed
• alert_resolved
• weekly_summary_opened

Then measure it weekly. A 7-day retention view is enough to see whether changes are moving in the right direction.

Cohorts make the story clearer

Slice retention by cohorts to understand why users churn:

• Plan type (free vs paid)
• Team size
• Device type
• Region

If one cohort drops faster than the others, you have a product clue, not a data problem.

Pair funnels with qualitative notes

Numbers show what changed. Notes explain why.

Add annotations for launches, pricing changes, and onboarding tweaks. When you look back, you will know which changes mattered.

Keep it lightweight

You do not need a dozen funnels. Pick two:

• Activation funnel: proves users see initial value
• Expansion funnel: shows if users scale usage

Review those weekly. Add new funnels only when a new workflow becomes critical.

Final checklist

• [ ] Funnels map meaningful commitments
• [ ] Retention event reflects real value
• [ ] Cohorts explain differences in behavior
• [ ] Notes document product changes

Funnels and retention are more useful together than alone. Start small and build a rhythm of review.