Funnel & cohorts
Cohort compare
The same behavioral metrics, side by side across billing outcomes — what did the users who converted do that the ones who churned didn't?
Dashboard → Overview → Cohort compare. Users are grouped by their churn state — in trial, converted, cancelled, expired, billing issue — and each cohort is measured on the same axes:
users
count
Cohort size.
avg_events
number
Average events per user — overall engagement.
avg_value_events
number
Average occurrences of the value moment per user.
value_success_rate
percent
Of their value-moment attempts, how many succeeded.
reached_value_pct
percent
Share of the cohort that reached the value moment at all.
The comparison is the point: when converted users average four value moments in trial and expired users average one, you know what the trial has to make happen — and the win-back push knows who to talk to.