# 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.

Generated by `bun --env-file=.env scripts/weekly-metrics.ts`; regenerated weekly, never hand-edited. The analysis is the CMO's.

## Funnel

| Stage | This week | Last week | Change |
|---|---:|---:|---:|
| visit (page views) | 61 | 56 | +5 |
| download click → DMG served (one label) † | 156 | 0 | +156 |
| trial started | 2 | 0 | +2 |
| checkout page visit † | 0 | 0 | 0 |
| purchase (licence issued) | 0 | 0 | 0 |
| activation | 0 | 0 | 0 |

## Campaigns

Top 10 by volume, untagged excluded — the same grouping `getAnalyticsSummary.topCampaigns` returns.

| 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.

## The one thing that moved

**download click → DMG served (one label): 0 → 156 (+156).**

## 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.
- **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.