Unique devices that loaded the app.
Devices that landed with a usable plan (hero prefill or wizard finish).
Active Pro subscribers — $12/mo or $99/yr.
First-touch channel per device. Paid = you're spending money (utm_medium=paid). Tagged = a link you control (utm_source is set). Direct = typed URL or bookmark. Organic = came from a search or referrer.
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Daily ad spend (manually entered into the ad_spend table)
joined with first-touch attribution. CAC = spend ÷ Pro users.
Signup cost = spend ÷ signups. Blank = no conversions yet (early days).
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Wizard sub-funnel only. Most new users skip the wizard entirely — the cinder.fi marketing hero prefills every field via URL params and the user lands on Home with a plan ready. This 6-step funnel (Income → Birth → Accounts → Partner → Budget → Name) measures the residual direct-to-app cohort. Use the "Activation by entry path" panel below for the dominant funnel.
plan_ready fires the moment a device first has a usable plan, regardless
of how the user got there. hero_prefill = arrived from the cinder.fi
hero with URL params. wizard = completed the in-app wizard.
sign_in_mid_wizard = signed in while the wizard was open (forces
activation). wizard_legacy = historical wizard_complete
events from before plan_ready was added — visible until the backfill window
ages out.
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Every device, every step. Orange = users who continued. Red = users who dropped off. Hover a flow to see the device count.
Every device seen in this window. Click any row to open their full event timeline. Click a column header to sort by it — try sorting by Events to find your most engaged visitors. Signed-in users show their tier (free or Pro); others are Anonymous.
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Last screen users were on before closing the tab. Bounce = left in under 10 seconds.
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Whenever we show a "Save your plan" prompt, we tag it with the feature that triggered it. This matches each signup to the prompt the user saw within the prior hour.
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How much of the app each signed-in user has actually run. Sourced from the per-user engagement flags (profiles.ui_state.engagement) synced across devices. Shows activation (% who've used ≥1 feature) and per-feature adoption — the leading indicator for which free users are likely to upgrade.
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Each visitor is randomly assigned one of the hero button variants. Completion rate = wizard completions ÷ clicks — the north-star metric for copy quality. Variants with >5pp gap from the leader are candidates for removal.
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How visitors move from the marketing site into the app. Homepage visit and Direct to app are independent entry paths — their device counts don't add up. % of peak is relative to the largest stage (app_load).
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Pages on cinder.fi (and legacy cinderfi.com) ranked by views. Guides and calculators drive organic traffic; high device counts with low repeat views = top-of-funnel landing pages.
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Inline calculators on guide pages. Interacted = changed an input. Clicked CTA = tapped through to the app after interacting. Low interaction rate = widget not prominent enough; low CTA rate = result not compelling enough.
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Up to 500 events, newest first. Props truncated to fit.