Purchase Funnel Report

Last 7 complete UTC days from purchase funnel and conversion marts

Published

May 15, 2026

Generated at 2026-05-15T10:34:16+00:00 UTC from marts.fct_purchase_funnel_daily and marts.fct_purchase_start_conversions on R2. Data shown covers purchase starts from 2026-05-08 through the day before 2026-05-15.

Executive Read

Summary: The previous same-window RevenueCat-transaction-to-purchase-start ratio should be treated only as context, not as a true funnel conversion rate. The stricter profile-linked model shows 53 of 25,591 eligible starts converted within 24 hours (0.2%), and 284 converted within the observed 7-day window (1.1%). Only 294 of 8,064 production RevenueCat transactions could be last-touch linked back to a prior same-profile purchase start, so the main finding is an attribution, identity, or timing gap that needs instrumentation follow-up.

Purchase intent
328,079
30.3% profile attributed
prior Mixpanel baseline partial
Started rate
30.4%
99,838 purchase starts
prior Mixpanel baseline partial
Linked conversion 24h
0.2%
53 converted starts from 25,591 eligible
prior conversion baseline partial
Observed linked conversion 7d
1.1%
284 converted starts; recent cohorts still maturing
prior conversion baseline partial
Gross revenue
$27,814.15
$3.45 per production transaction
-21.0% vs prior 7d
Revenue attribution
30.0%
$19,456.38 gross revenue is not profile attributed
+1.1 pp vs prior 7d
Start attribution coverage
25.5%
25,591 starts are profile-linked and eligible
prior conversion baseline partial

Current coverage: 7 of 7 Mixpanel event days and 7 of 7 RevenueCat transaction days. Prior-period deltas use 3 of 7 Mixpanel event days and 7 of 7 RevenueCat transaction days, so Mixpanel-volume deltas are directional until the prior comparison window is fully covered.

What To Watch

Linked conversion
0.2% of eligible purchase starts linked to a production RevenueCat transaction within 24 hours.
Observed 7-day linked conversion is 1.1%.
Eligibility bottleneck
25.5% of purchase starts are eligible for profile-linked conversion.
The rest cannot be linked until Mixpanel purchase-start attribution improves.
Attribution gap
30.0% of gross revenue is currently profile attributed.
Unattributed gross revenue: $19,456.38.
Same-window context
There were 8,064 production RevenueCat transactions in the same 7-day window.
Only 294 were last-touch linked back to a purchase start within 7 days.
Peak demand day
2026-05-09 had the highest purchase-intent volume.
59,480 purchase-intent events.
Peak revenue day
2026-05-08 produced the most gross revenue.
$4,995.82 across 1,296 production transactions.
Highest abandon rate
2026-05-09 had the highest abandoned-to-started rate.
81.0% abandoned-to-started.

Funnel Snapshot

Purchase intent 328,079
Baseline Mixpanel purchase-intent events
Purchase starts 100,174
30.4% of purchase-intent events
Conversion-eligible starts 25,591
25.5% of purchase starts have profile attribution
Linked conversion within 24h 53
0.2% of conversion-eligible starts
Observed linked conversion within 7d 284
1.1% of conversion-eligible starts

Daily Detail

Date Started Eligible starts Linked 24h 24h rate Linked 7d 7d rate Linked gross 7d Same-window RC tx Same-window gross
2026-05-14 12,423 3,871 2 0.1% 2 0.1% $0.00 535 $2,166.83
2026-05-13 12,964 3,538 5 0.1% 5 0.1% $0.00 1,226 $4,344.40
2026-05-12 11,379 2,730 6 0.2% 7 0.3% $17.27 1,182 $3,850.37
2026-05-11 12,482 3,171 7 0.2% 19 0.6% $410.04 1,175 $3,954.23
2026-05-10 17,865 4,546 13 0.3% 76 1.7% $485.33 1,325 $4,045.50
2026-05-09 18,455 4,314 11 0.3% 95 2.2% $191.28 1,325 $4,456.99
2026-05-08 14,270 3,421 9 0.3% 80 2.3% $214.38 1,296 $4,995.82

Notes

  • Purchase funnel metrics come from fct_purchase_funnel_daily, which rolls up materialized Mixpanel event facts and RevenueCat transaction facts by UTC activity date.
  • The report excludes the current partial UTC day.
  • Revenue and RevenueCat transaction cards use production transactions only.
  • Profile attribution rates count rows attributed through the profile identity bridge without ambiguous profile matches.
  • Linked conversion uses fct_purchase_start_conversions: each production RevenueCat transaction is last-touch assigned to the most recent prior profile-attributed Mixpanel purchase_started event for the same profile within 7 days. One transaction can only convert one purchase-start event.
  • 7-day linked conversion is observed to date and is lower for recent start cohorts until the full 7-day window has elapsed.