# Weekly funnel snapshot

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.

## Funnel

| Stage | This week | Last week | Change |
|---|---:|---:|---:|
| 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 started (Stripe session) | 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 |
|---|---|---|---:|
| x | — | — | 1 |

1 of 291 rows in the window carry campaign tags; the rest are untagged and therefore unattributed.

## The one thing that moved

**trial started: 0 → 2 (+2).**

## Before acting on these numbers

- **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.

## Sources

- `VisitorAnalytics` (freno.me Turso DB) — visits, downloads, campaigns.
- `trials`, `licenses`, `activations` (the-nook Turso DB) — the paid funnel.
- Generated 2026-10-29T17:01:33Z.