Purchase Funnel Report

Last 7 complete UTC days from purchase funnel and conversion marts

Published

May 29, 2026

Generated at 2026-05-29T08:20:45+00:00 UTC from marts.fct_purchase_funnel_daily and marts.fct_purchase_start_conversions on R2. Data shown covers purchase starts from 2026-05-22 through the day before 2026-05-29.

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 970 of 25,035 eligible starts converted within 24 hours (3.9%), and 979 converted within the observed 7-day window (3.9%). Only 1,109 of 6,754 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
264,900
38.7% profile attributed
prior Mixpanel baseline partial
Started rate
27.5%
72,771 purchase starts
prior Mixpanel baseline partial
Linked conversion 24h
3.9%
970 converted starts from 25,035 eligible
prior conversion baseline partial
Observed linked conversion 7d
3.9%
979 converted starts; recent cohorts still maturing
prior conversion baseline partial
Gross revenue
$24,064.98
$3.56 per production transaction
-24.7% vs prior 7d
Revenue attribution
28.4%
$17,242.55 gross revenue is not profile attributed
-3.8 pp vs prior 7d
Start attribution coverage
34.4%
25,035 starts are profile-linked and eligible
prior conversion baseline partial

Current coverage: 6 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
3.9% of eligible purchase starts linked to a production RevenueCat transaction within 24 hours.
Observed 7-day linked conversion is 3.9%.
Eligibility bottleneck
34.4% of purchase starts are eligible for profile-linked conversion.
The rest cannot be linked until Mixpanel purchase-start attribution improves.
Attribution gap
28.4% of gross revenue is currently profile attributed.
Unattributed gross revenue: $17,242.55.
Same-window context
There were 6,754 production RevenueCat transactions in the same 7-day window.
Only 1,109 were last-touch linked back to a purchase start within 7 days.
Peak demand day
2026-05-23 had the highest purchase-intent volume.
50,079 purchase-intent events.
Peak revenue day
2026-05-27 produced the most gross revenue.
$4,299.25 across 1,051 production transactions.
Highest abandon rate
2026-05-25 had the highest abandoned-to-started rate.
77.9% abandoned-to-started.

Funnel Snapshot

Purchase intent 264,900
Baseline Mixpanel purchase-intent events
Purchase starts 72,771
27.5% of purchase-intent events
Conversion-eligible starts 25,035
34.4% of purchase starts have profile attribution
Linked conversion within 24h 970
3.9% of conversion-eligible starts
Observed linked conversion within 7d 979
3.9% 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
2026-05-28 11,020 3,822 55 1.4% 55 1.4% $130.05 446 $2,079.07
2026-05-27 11,361 4,302 190 4.4% 190 4.4% $141.20 1,051 $4,299.25
2026-05-26 11,119 3,906 168 4.3% 169 4.3% $170.70 1,041 $3,730.23
2026-05-25 11,892 3,979 185 4.6% 186 4.7% $177.14 1,101 $3,426.49
2026-05-24 13,586 4,567 221 4.8% 222 4.9% $326.16 1,123 $2,970.99
2026-05-23 13,793 4,459 151 3.4% 157 3.5% $276.21 995 $3,277.96
2026-05-22 0 0 0 n/a 0 n/a $0.00 997 $4,281.00

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.