Day compared: Fri 9 Oct 00:00 to 23:59 SAST vs Thu 8 Oct
Week: Sat 3 Oct to Fri 9 Oct, vs Fri 26 Sep to Thu 2 Oct
Source: PostHog project BloomBoard, cross-checked with the production database
What matters today
Signups stayed at one for a second day. Friday brought 1 production signup (United States, 16:34 SAST) after 1 on Thursday, down from 8 on Wednesday and 10 on Monday. The week still closed at 31, ahead of the prior week's 25.
Marketing traffic fell by more than half. 32 unique visitors to bloomboard.io on Friday against 80 on Thursday, the lowest day of the week. Thursday's peak came from an Instagram push (23 Instagram visitors between 15:00 and 20:00 SAST); Friday had 6 from Instagram and no spike.
Florist activity in the app softened too. 56 florists used the dashboard on Friday against 87 on Thursday. Activation still moved: 2 first events created and 2 first proposals sent.
One studio's public enquiry form is now the largest traffic source on app.bloomboard.io. 209 people opened it on Friday, 118 of them from Facebook on South African phones, and a paid Facebook campaign tag appeared on the link for the first time. These visitors are excluded from the florist numbers above.
Every real signup was tracked. The database shows 2 new accounts on Friday; the second is an internal bloomboard.io account, which is never identified in analytics by design.
Friday at a glance vs Thursday 8 October, SAST
Marketing unique visitors
32
Thu 8 Oct: 80 -48 (-60%)
bloomboard.io. 62 pageviews vs 152. Week: 288 unique visitors vs 290 the prior week.
Production signups
1
Thu 8 Oct: 1 0 (0%)
signup_completed on app.bloomboard.io. Week 31 vs 25 the prior week.
Florists active in the app
56
Thu 8 Oct: 87 -31 (-36%)
Unique people on app.bloomboard.io excluding public enquiry pages. 949 dashboard pageviews vs 963.
Public enquiry form visitors
209
Thu 8 Oct: 183 +26 (+14%)
People who opened a studio's shareable enquiry form. Separate from florist traffic.
Client enquiries submitted
3
Thu 8 Oct: 2 +1 (+50%)
Across all studios' enquiry forms. 7 started, 3 submitted, 2 accepted by florists.
First events created
2
Thu 8 Oct: 1 +1 (+100%)
New florists who created their first event.
First proposals sent
2
Thu 8 Oct: 3 -1 (-33%)
Week: 11 vs 1 the prior week.
Trials converted
0
Thu 8 Oct: 0 no change
Week: 6 vs 2 the prior week. 0 checkouts started on Friday.
Marketing visitors by hour unique visitors to bloomboard.io, SAST
Thu 8 Oct (80 unique)Fri 9 Oct (32 unique)Dashed lines mark the day's signup
Thursday's 15:00 to 21:00 SAST block (US morning) carried 46 unique visitors, most of them from Instagram. Friday never exceeded 3 unique visitors in any hour. Friday's signup came from a visitor who first opened the homepage on Tuesday 7 Oct at 20:07, reached the register page at 20:22, left, and returned on Friday at 16:33 to finish.
Seven-day view Sat 3 Oct to Fri 9 Oct, SAST
Metric
Sat 3
Sun 4
Mon 5
Tue 6
Wed 7
Thu 8
Fri 9
Week
Marketing unique visitors
40
24
72
44
53
80
32
345
Marketing pageviews
76
47
147
104
100
152
62
688
Instagram visitors (all link in bio)
4
3
19
7
13
23
6
75
Trial links requested (marketing)
1
1
2
1
1
2
0
8
Contact form submitted (marketing)
0
1
0
0
0
1
0
2
Production signups
6
0
10
5
8
1
1
31
Florists active in the app
33
30
80
64
71
87
56
421
First events created
4
1
6
2
7
1
2
23
First proposals sent
0
2
1
2
1
3
2
11
Checkouts started
0
0
4
3
3
0
0
10
Trials converted
0
0
1
2
3
0
0
6
Public enquiry form visitors
157
191
39
74
171
183
209
1024
Client enquiries submitted
1
1
0
3
6
2
3
16
Week totals for visitor rows add the daily figures, so a person who came on two days counts twice. Unique over the whole week: 288 marketing visitors, 250 florists in the app, 1,232 people on app.bloomboard.io including enquiry pages.
Signups per day
Mon 10, Wed 8, then 1 and 1. The two quiet days line up with the quietest marketing days of the week.
Marketing unique visitors per day
Thu 80 was the week's high; Fri 32 the low. Prior week: 290 unique visitors over seven days.
Signup timeline production signups, SAST, country from IP
Sat 3 Oct6
00:48 United States00:50 United States01:23 United States09:08 United States20:14 United States22:50 United States
Sun 4 Oct0
none
Mon 5 Oct10
08:09 South Africa08:53 Australia16:16 United Kingdom18:16 United Kingdom18:52 United States18:54 Canada18:58 United States20:04 United States20:15 United States23:12 United States
Tue 6 Oct5
02:15 Australia14:56 United Kingdom17:30 United States21:24 Canada22:54 United States (joined a studio by invitation)
Wed 7 Oct8
01:54 Australia02:26 Australia14:22 United States (Instagram link in bio)14:42 United States15:42 United States17:58 South Africa18:32 United States20:41 United Kingdom
Thu 8 Oct1
04:20 United States
Fri 9 Oct1
16:34 United States
Countries this week: United States 19, Australia 4, United Kingdom 4, Canada 2, South Africa 2. Both of the newest signups (Thu 04:20 and Fri 16:34) landed on the events page after registering and have not yet completed the setup wizard or created a first event.
Where marketing visitors came from unique visitors, Fri vs Thu
Friday 9 October (32 unique)
Google search
13
Direct / untagged
11
Instagram (link in bio)
6
stan.store
3
Internal (bloomboard.io)
3
Thursday 8 October (80 unique)
Google search
30
Direct / untagged
23
Instagram (link in bio)
23
Internal (bloomboard.io)
10
stan.store
4
Google app (Android)
1
Instagram aggregates l.instagram.com and direct visits tagged with the Instagram source. A visitor can appear under two sources in one day. Across the week Instagram sent 75 visitor-days, Google 118, direct 132, stan.store 17, luma.com 10. Wednesday's Instagram link-in-bio produced one signup (Wed 14:22 SAST).
Countries unique visitors, Fri vs Thu
Marketing site, Friday
United States
19
South Africa
5
Australia
2
New Zealand, Italy, Vietnam, France, UK, Spain
1 each
Marketing site, Thursday
United States
50
South Africa
10
Australia
7
United Kingdom
4
Canada, Singapore
2 each
Germany, Indonesia, India, Ireland, Hong Kong
1 each
App, Friday (all people incl. enquiry pages)
South Africa
213
United States
33
Australia
13
NZ, UK, Netherlands, Spain, Türkiye, Sweden
1 each
App, Thursday
South Africa
193
United States
50
Australia
12
United Kingdom
8
Netherlands
2
Canada, Singapore, Indonesia, Ireland
1 each
South Africa dominates the app only because of the public enquiry form traffic described below. Florists active in the app are mostly in the US, Australia and the UK.
Public enquiry form traffic app.bloomboard.io/e/… pages
One studio's shareable enquiry form was opened by 177 people on Friday (181 opens) and 154 on Thursday, and it accounts for 209 of Friday's 265 unique people on app.bloomboard.io. The visitors are almost all on South African phones: 118 arrived from m.facebook.com, 40 typed or tapped a direct link, 6 came from Instagram. On Friday a second version of the link appeared carrying a paid Facebook campaign tag (utm_medium=paid, utm_source=fb), so the studio is now advertising the form.
Across all studios on Friday: 7 enquiries started, 3 submitted, 2 accepted by a florist, 0 declined. For the week: 16 enquiries submitted vs 8 the prior week, 15 accepted, 5 declined.
Enquiry page tokens are masked in analytics, so the studio is not named here. Look up the enquiry form with the most opens in the database if you want to know who is running the campaign. Florist metrics in this report exclude these pages.
Top marketing pages unique visitors
Friday
/ (home)
29
/features/proposals
4
/features/recipes
3
/switching
2
/florist-software
2
/changelog, /contact, /partners/kit, /faq
1 each
Thursday
/ (home)
74
/features/proposals
12
/faq
7
/florist-software
7
/switching
4
/vs/details-flowers
3
/features/recipes
3
Forms and trial requests
Contact form (marketing)
0
Thu 8 Oct: 1 -1 (-100%)
Week: 2 (Sun 4 and Thu 8). Prior week: 2.
Trial links requested (marketing)
0
Thu 8 Oct: 2 -2 (-100%)
Week: 8. The emailed trial link is what stitches a marketing visitor to their app account.
Client enquiries submitted
3
Thu 8 Oct: 2 +1 (+50%)
Week: 16 vs 8 the prior week.
Client enquiries accepted by florists
2
Thu 8 Oct: 3 -1 (-33%)
Week: 15 accepted, 5 declined.
Activation this week events fired Sat 3 to Fri 9 Oct, not a cohort of one signup week
31signups
30setup wizard completed
23first event created
13first proposal previewed
11first proposal sent
10checkouts started
6trials converted
Prior week: 25 signups, 14 first events, 1 first proposal sent, 2 trials converted. First proposals and conversions both improved markedly week on week. Friday's own activation: 1 wizard completed, 2 first events, 1 first proposal previewed, 2 first proposals sent, 0 checkouts, 0 conversions. 1 trial expired this week (Sat 3).
Week vs prior week
Metric
Fri 26 Sep to Thu 2 Oct
Sat 3 to Fri 9 Oct
Change
Marketing unique visitors
290
288
-2 (-1%)
Marketing pageviews
675
688
+13 (+2%)
Production signups (analytics)
25
31
+6 (+24%)
New accounts (database, all)
27
32
+5 (+19%)
First events created
14
23
+9 (+64%)
First proposals sent
1
11
+10 (+1000%)
Trials converted
2
6
+4 (+200%)
Client enquiries submitted
8
16
+8 (+100%)
Contact forms (marketing)
2
2
0 (0%)
Unique people on app.bloomboard.io (incl. enquiry pages)
1,171
1,232
+61 (+5%)
Feature flags and experiments nothing running
PostHog holds no feature flags and no experiments for this project, and no event on Thursday or Friday carried an active flag. Feature gating runs inside BloomBoard's own backend, so there is no flag exposure or experiment result to report. If an experiment is wanted on the marketing site or the signup flow, it would need to be created in PostHog first.
Marketing-to-app identity stitch 16% gap this week
Signups whose person also has bloomboard.io history
Sat 3
5 of 6
Mon 5
10 of 10
Tue 6
4 of 5
Wed 7
6 of 8
Thu 8
0 of 1
Fri 9
1 of 1
26 of 31 signups (84%) are linked to a prior marketing visit on the same person. Friday's signup is linked; Thursday's is not.
The 5 unlinked signups
Tue 22:54: joined an existing studio by invitation. No marketing visit expected.
Wed 14:22: Instagram link in bio straight to the register page. No marketing visit expected.
Sat 00:48 (direct), Wed 14:42 and Thu 04:20 (both arrived from bloomboard.io): the browser came from the marketing site, but the marketing device id was not merged into the account. A click straight from the site to the register page is not stitched; only the emailed trial link carries the marketing id (decision of 2 Oct 2026).
Database cross-check
Production database: 32 accounts created this week, 2 on Friday. Analytics: 31 signups, 1 on Friday. The one difference is an internal bloomboard.io account created Fri 19:50 SAST, which is never identified in analytics by design. No real signup went untracked.
Data notes
All times and day boundaries are Africa/Johannesburg (SAST). Weekdays checked: Sat 3, Sun 4, Mon 5, Tue 6, Wed 7, Thu 8, Fri 9 October 2026.
Marketing figures are pageviews on host bloomboard.io. App figures are pageviews on app.bloomboard.io. Custom events are filtered to app_environment = production. Localhost traffic is excluded by the project's test-account filter.
Internal bloomboard.io users are never identified in analytics, so they appear as anonymous device ids and cannot be isolated beyond the database cross-check above.
Bot check: 0 pageviews on either host on Thursday or Friday were flagged as automated traffic.
"Florists active in the app" counts unique people with at least one pageview outside the public enquiry pages (/e/…). Signed-in florists and anonymous visitors to login or register are both included.
A new in-app event, the What's New panel being closed, appeared for the first time on Friday (14 people). It is from the latest release and is not an anomaly.
Browser exceptions are not captured in PostHog; use Sentry for errors.