analytics: make each weekly funnel stage separately measurable (FRE-366)

Gap 1 — click and served share one label: trackDownload now takes a
stage ("click" | "served") carried on a new VisitorAnalytics.stage
column; the Nook door and the tRPC proxy record clicks, the DMG file
route records served. summariseDownloads() and the /analytics downloads
block are untouched — the stage is a separate column, so the path
grouping cannot change.

Gap 2 — checkout start records nothing: the checkout route records a
created Stripe session through the shared trackRequest writer (same
referrer, campaign, country dimensions as every door) under its own
path, and STAGES.checkout reads it instead of the /checkout page proxy.

Gap 3 — loopback addresses, no host dimension: every writer now
resolves the client address through resolveClientIp, which trusts
x-forwarded-for only when the direct peer is the loopback production
proxy (trust boundary stated in request-client.ts), and records the
host on each row through the same site-context extractor routing uses.
stage and host reach the table through VISITOR_ANALYTICS_ADDED_COLUMNS;
the weekly job applies the same bootstrap before reading so it renders
seven stages against a database no deploy has migrated yet.

The weekly read splits downloadClick/dmgServed, scopes visits to
nook.freno.me, and computes its caveats from the window: pre-instrumentation
rows are stated and excluded, and the loopback warning now fires only
when rows recorded since the instrumentation still carry it.

marketing/metrics/weekly.md

@@ -1,6 +1,6 @@
 # Weekly funnel snapshot
 
-Window: **2026-10-22 16:00:00 → 2026-10-29 16:00:00 UTC** (7 days). Previous: 2026-10-15 16:00:00 → 2026-10-22 16:00:00 UTC.
+Window: **2026-10-22 17:01:33 → 2026-10-29 17:01:33 UTC** (7 days). Previous: 2026-10-15 17:01:33 → 2026-10-22 17:01:33 UTC.
 
 Generated by `bun --env-file=.env scripts/weekly-metrics.ts`; regenerated weekly, never hand-edited. The analysis is the CMO's.
 
@@ -8,10 +8,11 @@ Generated by `bun --env-file=.env scripts/weekly-metrics.ts`; regenerated weekly
 
 | Stage | This week | Last week | Change |
 |---|---:|---:|---:|
-| visit (page views) | 61 | 56 | +5 |
-| download click → DMG served (one label) † | 156 | 0 | +156 |
+| visit (nook.freno.me page views) | 0 | 0 | 0 |
+| download click | 0 | 0 | 0 |
+| DMG served | 0 | 0 | 0 |
 | trial started | 2 | 0 | +2 |
-| checkout page visit † | 0 | 0 | 0 |
+| checkout started (Stripe session) | 0 | 0 | 0 |
 | purchase (licence issued) | 0 | 0 | 0 |
 | activation | 0 | 0 | 0 |
 
@@ -21,31 +22,22 @@ Top 10 by volume, untagged excluded — the same grouping `getAnalyticsSummary.t
 
 | Source | Medium | Campaign | Rows |
 |---|---|---|---:|
-| hn | post | launch | 2 |
-| direct | — | deploycheck-direct | 1 |
-| hn | — | flushproof | 1 |
-| hn | post | deploycheck-ref | 1 |
-| r_macapps | — | week2 | 1 |
 | x | — | — | 1 |
 
-7 of 356 rows in the window carry campaign tags; the rest are untagged and therefore unattributed.
+1 of 291 rows in the window carry campaign tags; the rest are untagged and therefore unattributed.
 
 ## The one thing that moved
 
-**download click → DMG served (one label): 0 → 156 (+156).**
+**trial started: 0 → 2 (+2).**
 
 ## Before acting on these numbers
 
-- **356 of 356 rows in the window came from a loopback address** (127.0.0.1 / ::1); every one of the 12035 addressed rows the table has ever held is loopback (13 carry no address). Either this host is the only audience, or the app sits behind a local proxy and `getRequestIP` records the proxy, not the visitor. Either way the address identifies nobody — "unique visitors" collapses to one host and per-channel reach cannot be read from it.
-- **The download stage is one label, not two.** The landing-door route and the file route that serves the DMG both write `/api/downloads/thenook`, so "download click → DMG served" cannot be split: one served click writes two rows, a click that fails to resolve writes one, and a Sparkle update writes one. Of this window's 156 download rows, 156 are loopback and 117 are not browser user agents (curl, Sparkle, link-preview crawlers).
-- **Checkout start is not recorded.** `POST /api/the-nook/checkout` — the call that actually creates the Stripe session — writes nothing to analytics; the only trace is the /checkout page view reported above, which is a page, not a started checkout.
-- **There is no host dimension.** `VisitorAnalytics` records a path, not the site, so the Nook's landing page (`/` on nook.freno.me) is the same row as freno.me's root. "visit" above is site-wide page views, not Nook visits.
+- **291 of 291 rows in the window predate the FRE-366 instrumentation.** They carry no host, and their recorded address is the production proxy's loopback (127.0.0.1 / ::1) — the writers then recorded the direct peer, not the visitor. They are excluded from every host-scoped stage above (visits, and the download click/served split), and "unique visitors" over them still collapses to one host. Rows recorded since carry the real client address and the site they addressed.
+- **Download rows are automation-heavy.** Of this window's 137 download rows, 0 are clicks and 0 are served files; the remaining 137 predate the click/served stage label and cannot be split, so they count in neither stage. 112 of all 137 are not browser user agents (curl, Sparkle, link-preview crawlers).
 - **No conversion rate before the cohort matures.** Trial→paid belongs to the mature Day 28–35 read (FRE-197); a ratio from a partial cohort is not a metric.
 
-† Proxy or merged label — see *Before acting on these numbers* above.
-
 ## Sources
 
 - `VisitorAnalytics` (freno.me Turso DB) — visits, downloads, campaigns.
 - `trials`, `licenses`, `activations` (the-nook Turso DB) — the paid funnel.
-- Generated 2026-10-29T16:00:00Z.
+- Generated 2026-10-29T17:01:33Z.