Flow between stages
Stream width ∝ members
- Sign-up → 1st purchase: 124800
- Sign-up → Drop-off: 22413
- 1st purchase → Repeat: 86200
- 1st purchase → Lapsed 30d: 38600
- Repeat → Loyal: 38400
- Repeat → Lapsed 60d: 47800
Insights
Customer journeys
From first impression to lifetime champion — every drop-off matters.
Lifecycle funnel
Last 90 days · all markets
Awareness
320,000100% step conv.
100.0% of top
Sign-up
147,21346% step conv.
46.0% of top
1st purchase
124,80085% step conv.
39.0% of top
Repeat (2+)
86,20069% step conv.
26.9% of top
Loyal (5+)
38,40045% step conv.
12.0% of top
Champion
14,80039% step conv.
4.6% of top
Biggest drop-offs
Sign-up → 1st purchase
15.2%22,413 membersRepeat → Loyal
55.4%47,800 lapsed 60dPush opt-in skip
31%iOS onboarding
Cohort retention
% of cohort active in month N · sign-up cohort by row
0%100%
| Cohort | M0 | M1 | M2 | M3 | M4 | M5 | M6 | M7 |
|---|---|---|---|---|---|---|---|---|
| Jul ’25 | 99 | 88 | 80 | 69 | 61 | 54 | 43 | 35 |
| Aug ’25 | 98 | 89 | 79 | 72 | 60 | 54 | 45 | |
| Sep ’25 | 98 | 88 | 81 | 72 | 63 | 51 | ||
| Oct ’25 | 97 | 90 | 80 | 70 | 62 | |||
| Nov ’25 | 97 | 88 | 79 | 71 | ||||
| Dec ’25 | 100 | 90 | 81 | |||||
| Jan ’25 | 96 | 89 | ||||||
| Feb ’25 | 99 |