“The Event Taxonomy Atelier forced us to retire three ‘signup’ events that had been quietly double-counting since 2022. Finance noticed before marketing did.”
Letters
Not all of these are glowing, on purpose.
We keep the mild reservations in public because App Analytics work goes badly when a studio only frames praise. Mean of 4.2 from 58 written letters. Nobody was paid for a quote.
“Cohort Retention Studio is careful work. Week 4 assumed more SQL fluency than the prospectus implied; I spent a Sunday on JOIN hygiene that a primer would have saved. The decaying-cohort notebook, however, is still open on my desk.”
“Funnel Integrity Intensive lasted four days and still felt unfinished, which I now understand was the point. We had been celebrating a step that fired on a screen nobody reached after 3-D Secure.”
★★★★☆
“Verified learner · Attribution Ledger. The reading list is stern. I wanted more live walkthrough of our MMP. The ‘we do not know’ chapter is the one I quoted in a budget meeting.”
Platform-style note, autumn sitting
Case notes · 01
When D7 was a returning shopper in disguise
A grocery delivery app in the north of England arrived with a D7 that looked adult. In Cohort Retention Studio we split first-time shoppers from people who had already completed an order in a previous year. The “healthy” curve belonged almost entirely to the second group.
Mobile Session Diagnostics notes from the same month showed crash-free sessions remaining high while the order-confirm event fired on a layout users never reached after a payment retry. The product team had been staffing a retention project; they needed a payments instrumentation fix and a cohort definition that excluded known customers from the new-user cut.
The house ledger from that Residencies window is still used in our seminars. We do not name the retailer here.
Case notes · 02
A publisher, three sign-up events, one finance meeting
Helena’s team inherited an Event Taxonomy that had grown by accretion: web sign-up, app sign-up, and a “registration_complete” that fired when the welcome email queued. Event Taxonomy Atelier spent two weeks collapsing those into a single server-side fact with a source property.
The interesting part was not the rename. It was the week they presented the old funnel to finance and had to explain why new-subscriber volume would drop in the report while the underlying business had not. That conversation is now a set piece: App Analytics is sometimes the work of making a number smaller on purpose.
