We lock funnel step definitions with product before pulling numbers. Ambiguous steps such as “activated” or “engaged” get written criteria so engineering and leadership share one reading.
The study covers primary conversion path, one secondary path, and retention by acquisition week. Limitations go in the appendix — sample size, attribution windows, and known instrumentation holes.
Useful before a pricing change, onboarding redesign, or board narrative that needs defensible cohort language.
Includes
- Agreed definitions sheet
- Funnel drop-off brief
- Cohort retention tables
- Limitation appendix
- Stakeholder readout