Product Analytics: your events, activation, funnels, retention.
In Founder mode, open BUILD in the founder sidebar and choose Product Analytics — the last page in BUILD, after Launch Preparation. It answers what is really happening after people start using your product. It is not website analytics: the center is what people do inside the product. Press Explore Product Analytics, or Set up product events to start with the data. It belongs to the startup chosen in your workspace menu.
Open the Setup & events tab. Create a write key, then send events from your product with one request — the page shows a JavaScript and a cURL snippet to copy. Send your own id for each person, never an email or a name; an id that looks like an email is hashed on arrival and properties like email, phone or password are left out. You can add version, channel (where the person came from) and properties. Press Send a test event to check it works — test events never count. You can also import a CSV (event, user_id, timestamp), or with only a few users write down what each person did by hand.
Under What counts, write what first value means for your users in your own words, then name the event for each: signup, activation (the action that shows a new user got the core value), the core action, conversion, return and referral. Mark conversion or referral as Doesn’t apply yet if they don’t. If Launch Preparation already names a core event, it carries over. Analytics health then tells you, in words, whether each key event is arriving and whether any events were refused and why.
The Overview shows only the measures that apply to your product — users, new users, activation, core action, returning users, coming back later, conversion and revenue where relevant. Each says where it came from (your events, numbers you recorded, or a connected tool) and how it changed since the period before, in words. Choose the period (today, 7, 30 or 90 days, or custom) and, if your events carry versions, one version at the top. With fewer than 20 people, the page shows counts rather than percentages and leads with who used it and what they did.
On Journey & funnels, see how people arrive by channel (arrived, signed up, reached first value), how many reach activation, and your core journey from arrival to conversion — edit the steps to match your product. The biggest drop is marked with Investigate this drop-off. Add funnels for any other path. The numbers show where people stop, not why.
On Engagement & features, see what people do most, rarely and never, and add the features that matter to see how many tried each, how often and how many finished it. On Retention, see how many came back after 1, 7 and 30 days, a cohort grid by week, and who stopped using the product and after which action. On Cohorts & versions, compare groups by week joined, channel, version or a property you choose, and record each release with what changed and what you expect — before and after numbers show beside it, as timing rather than proof.
Conversion & revenue shows each step to converting beside your own previous period, and revenue from a connected payment tool or numbers you recorded. Finance stays the record for actual money.
On Learning, put what the numbers say beside what users say (from your product feedback and Customer Discovery reports). Write insights that keep what happened apart from what might explain it — each starts as a hypothesis. Plan investigations: talk to users, watch someone use it, or walk the flow yourself; Investigate with Customer Discovery opens the research form filled in, and you can track it in the Command Center. When you know what to try, Plan a change makes it a Product & MVP experiment, where you record the result.
Use Ask your companion or Explain this beside a chart to open the companion with your numbers filled in, ready to edit. It answers in five parts — what happened, what we know, what might explain it, what we don’t know, what to investigate. It won’t claim a cause, give a score, call a number good or bad, or declare product-market fit.
Open Understand what users do in the app (sign-in required).