Instagram had its best day of the week and lifted the marketing site to 72 unique visitors, up from 60, and 5 real florists signed up. But the top of the funnel is not turning into proposals: no first proposal was sent and no trial converted for the third day running, and this week's conversions are 2 against 6 the week before.
"Signed-in florists active" counts identified people who viewed the dashboard. The app host also serves public client pages (enquiry forms, proposals, week-of pages): 177 people opened those yesterday, 216 on Wednesday. Internal staff are never identified and sit inside the 40 anonymous dashboard visitors, which the data cannot split further.
Marketing traffic is an evening story: hourly visitor counts after 14:00 SAST add up to 62 against 19 before it, which is the North American morning. Four of the five signups landed in that band too.
| Time | Where | Device | Route |
|---|---|---|---|
| 10:16 | United States, Bremerton | Desktop | Came through the site |
| 16:17 | United States, Minneapolis | Mobile | Came through the site, first seen 30 Sep |
| 18:14 | South Africa, Cape Town | Mobile | Came through the site |
| 21:47 | United States, Portland | Desktop | Came through the site, first seen 25 Sep |
| 22:27 | United States, Ashburn | Desktop | Came through the site |
| Time | Where | Device | Route |
|---|---|---|---|
| 03:47 | United States, Charlotte | Desktop | Team invitation |
| 08:49 | South Africa, Hermanus | Mobile | Came through the site |
| 20:27 | Canada, Kelowna | Desktop | Came through the site, 23 marketing pageviews first |
| 20:33 | United States, New York | Desktop | Came through the site |
| 21:06 | Canada, Montreal | Mobile | Came through the site |
| 23:10 | United States, Providence | Desktop | Came through the site |
All 11 accounts were checked against the production user table: every one has a real florist or personal email domain, none is a BloomBoard, test or plus-address account. One more signup arrived at 02:13 SAST this morning and belongs to Friday's report.
Week total 289 people, 622 pageviews (prior week 292 people, 696 pageviews). Thursday was the best day of the week.
Week total 1,414 people, 9,071 pageviews (prior week 1,184 people, 6,217 pageviews). Pageviews are up 46% week on week.
Week total 35 (prior week 33). The weekend lull ended Monday; Mon to Thu averaged 6.75 a day.
Unique people per step, production only. The first two steps hold steady; the drop is between "first event" and "first proposal sent" (4 this week, 8 last week) and in conversions (2 vs 6). Checkout was started by 5 florists this week (19 attempts) against 7 last week (10 attempts), so more retries per person and fewer completions. The last conversion was Tuesday 13 October; the last first-proposal was Monday 12 October. Yesterday: 4 first events, 3 first arrangements, 0 first proposals previewed, 0 sent.
Instagram = l.instagram.com and instagram.com. Wednesday for comparison: direct 30, Instagram and link-in-bio 16, Google 15.
Includes l.instagram.com, instagram.com, stan.store and manychat. Thursday's 25 is the best day of the week; Monday 12 was the previous high at 17.
Wednesday: United States 29, Australia 9, South Africa 7, Canada 5, France 4. The United Kingdom rose from 1 to 7.
South Africa is large because clients of South African florists open enquiry and proposal pages here, and internal staff are in this count. Wednesday: South Africa 184, United States 61, Australia 20, Canada 6.
| Page | People | Pageviews | Wed people |
|---|---|---|---|
| / (home) | 68 | 89 | 58 |
| /features/proposals | 6 | 8 | 5 |
| /features/recipes | 4 | 5 | 5 |
| /florist-software | 4 | 4 | 3 |
| /faq, /contact, /wedding-florist-software, /switching, /stemcounter-alternative | 1 each | 1 each | 1 to 2 |
The home page took 68 of the 72 visitors; no feature page drew more than 6. The contact page had one visitor and no submission.
Of the 35 production signups this week, 30 (86%) are the same PostHog person as their earlier marketing-site visit, so the full path from first visit to signup is readable. All 11 signups on Wednesday and Thursday are stitched.
The 5 unstitched: 2 arrived by team invitation (expected, they never saw the site), 2 went straight to the app from South Africa, and 1 came through the emailed trial link and lost its marketing history (see right).
Same-day movement on Thursday: of 72 marketing visitors, 20 also reached the app and 5 signed up. Wednesday: 60, 21 and 6.
Over the last 14 days, 18 people requested a trial link on the site. Only 1 of them shows a later signup on the same person. Both signups tagged "from trial link email" (2 Oct and 11 Oct) have zero marketing pageviews on their person, so the marketing id carried in the link is not being merged. These florists look like they appeared from nowhere, and the trial-link path cannot be measured end to end.
Also from the 18 requesters: 5 reached the app without signing up and 12 never reached it. Of Thursday's two requests, the United States one (06:36) reached the app and the Ireland one (12:03) did not. The 3 Oct requester who did sign up carries no email tag, so the one stitched case went through the site rather than the link.
The project has no feature flags and no experiments. Every pageview yesterday carried an empty flag set, so nothing is being split-tested and no rollout can explain a change in the numbers.
118 rage clicks from 13 florists on Thursday (Wednesday: 56 from 18). Three florists account for 88 of them, all on event pages and in the template studio.
Inspection of the heaviest session shows the clicks are on the recipe builder's quantity "+" and "−" steppers (142 and 15 clicks) and the stem-count chevrons, while adding ingredients and estimates. That is fast repeat tapping on a stepper, not a stuck control. Treat as deep usage by a 9 Oct signup, not a bug; a stepper that accepts typed numbers would stop the noise.
| What happened | Thu events | Thu people | Wed events | Wed people |
|---|---|---|---|---|
| Tutorial chapters completed | 105 | 7 | 56 | 5 |
| Tutorials started | 45 | 8 | 36 | 6 |
| Tutorials completed | 9 | 3 | 4 | 2 |
| Assistant turns | 46 | 7 | 46 | 9 |
| Proposal story chapters reached (client side) | 52 | 4 | 55 | 4 |
| Terms studio documents opened | 20 | 6 | 32 | 8 |
| Finance view visited | 14 | 5 | 1 | 1 |
| Plan gate viewed | 18 | 6 | 26 | 8 |
| Credits spent | 9 | 4 | 15 | 7 |
| Client enquiries started / submitted | 5 / 0 | 5 / 0 | 3 / 0 | 3 / 0 |
| Briefs created | 4 | 2 | 0 | 0 |
Tutorials are doing real work: chapter completions nearly doubled day on day with 7 florists watching. Client enquiries were started 5 times but none submitted yesterday; the week's 14 submissions all fell on other days (8 on Tuesday).
| Day (SAST) | Mkt people | Mkt views | Instagram + bio | App people | App views | Signups | First event | First proposal sent | Converted |
|---|---|---|---|---|---|---|---|---|---|
| Thu 08 Oct | 80 | 152 | – | 268 | 1149 | 1 | 1 | 3 | 0 |
| Fri 09 Oct | 32 | 62 | 6 | 264 | 1164 | 1 | 2 | 2 | 0 |
| Sat 10 Oct | 46 | 81 | 9 | 246 | 663 | 3 | 3 | 0 | 0 |
| Sun 11 Oct | 38 | 65 | 2 | 215 | 917 | 4 | 1 | 0 | 1 |
| Mon 12 Oct | 62 | 99 | 17 | 222 | 2049 | 8 | 4 | 2 | 0 |
| Tue 13 Oct | 50 | 91 | 6 | 227 | 1512 | 8 | 6 | 0 | 1 |
| Wed 14 Oct | 60 | 113 | 13 | 276 | 1601 | 6 | 1 | 0 | 0 |
| Thu 15 Oct | 72 | 111 | 25 | 226 | 1165 | 5 | 4 | 0 | 0 |