Funnels & Time-to-Value

Why it matters

Funnels are not just conversion rates — they reveal drop-offs, time delays, and segment-specific friction. TTV turns funnels into an onboarding performance metric.

Template

The 3 core funnels

1. Signup funnel

• page_viewed → signup_started → signup_completed

2. Onboarding funnel

• onboarding_started → onboarding_step_completed (xN) → onboarding_completed

3. Activation funnel

• signup_completed → workspace_created → primary_object_created → key_feature_used → activation_completed

Conversion windows

• Signup: 30–60 minutes
• Activation: 24h (or 7d for longer setups)
• Retention: 7d / 28d cohorts

Segmentation (must-have)

• source / utm_campaign
• plan (free/trial/pro)
• role (owner/admin/member)
• country, device_type

Common mistakes

• Using page/screen views instead of value events.
• No conversion windows (indefinite funnels).
• Too many steps (funnel becomes a world map, not a diagnostic tool).

Example output

Activation funnel + TTV breakdown showing where users lose time (integrations, setup, inviting teammates).