Where to focus this week
Company health, stage-aware trade constraints, and decisions requiring attention
Launched Trade Scorecard
| Trade | Stage | Current constraint | Decision metric | Current read | Data confidence | Status |
|---|
4 pre-launch trades — intentionally excluded from revenue
Active Learners — Current Proxy
Acquisition
From store visit to paid subscriber, organized by operating decision
1 · Storefront conversion
Are store visitors becoming new users?
First-party listing performance for the selected trade and date range, before paid-channel attribution.
Store conversion trend
Apple: Product Page Views → First-Time Downloads.
Google: Store Listing Visitors → Store Listing Acquisitions.
Counts are official but the definitions differ, so conversion is shown separately by store. Apple downloads can exceed page views when a download happens without opening the product page.
2 · Referral invitations
Are shared invitations becoming attributed customers?
Canonical referral records and bounded analytics mirrors for the selected trade and date range.
Referral funnel by period
3 · Paid traffic and subscriber outcomes
Are paid channels acquiring valuable users efficiently?
Channel spend and post-click outcomes stay separate from all-store listing conversion.
Google Ads
Post-click funnel
Channel diagnosticsSpend, CPI, ROAS, tap efficiency
Spend trend
Cost per install
Reported ROAS
Tap-to-install rate
Tap-through rate
Apple Search Ads
Post-click funnel
Channel diagnosticsSpend, CPI, ROAS, tap efficiency
Spend trend
Cost per install
Reported ROAS
Tap-to-install rate
Tap-through rate
Learning & Retention
Activation, study depth, retention, and learning signals
Accounts Created
Weekly Active Users
Tests Started vs Completed
Tests per WAU
Retention & Depth
DAU / WAU Stickiness
Week-1 Activation Rate
Retention Cohorts
Subscriber Engagement
Cancellation Rate
Engagement Distribution (% of WAUs)
Revenue
MRR, subscriber growth, and unit economics
Blended MRR by Tier
Net Subscriber Growth
Subscribers by Tier
Paid Conversion Rate
Churn Rate by Tier
Churned by Tier
Management P&L
Time-of-sale contribution margins. Revenue = RevenueCat bookings when sold (not cash deposits); platform fee = verified 15%; ad spend matched to the period spent.
Net Revenue = in-period bookings net of platform fees — not MRR.
Revenue here is total bookings, not ad-attributed, so it does not reconcile to pulse ROAS.
pLTV uses current per-trade production churn and renewable subscribers only; the LTV:CAC tiles are part-modeled, the P&L above is all cash-actual.
App Store
Ratings, reviews, and customer health
Rating Trend
Review Volume
Metrics Glossary
How every number on this dashboard is calculated