Automation adoption is up +0.63pp YoY to 11.92%. The strongest growth is in exactly the right segments: Year 4-5 tenure (+1.99pp), >$1k MRR (+2.45pp, now at 33%), and $300-1k MRR (+1.98pp, now at 24%). These high-value cohorts already exceed the 20% target individually — proof that the product works when users are ready.
Where the gap lives: The <$50 MRR long tail (76K users at only 7%) and new users (Month 1-12 at 5-11%) represent the bulk of the 8.08pp gap. Current organic pace is +0.02pp/week — growth experiments can accelerate this, but closing the full gap to 20% requires big swings to land.
Result: Growing in all the right places. High-value segments already at target. Mass market is the remaining challenge.
At 26.26%, we're 4.74pp from the 31% Q3/Q4 target. The headline shows a slight YoY decline (-0.96pp), but higher MRR segments are already at 39-40% — showing the product works at scale where customers are most engaged.
Results by cohort: $300-1k MRR (+0.67pp), Premium package (+0.41pp), Legacy Monthly (+0.42pp), and Year 1-2 tenure (+0.75pp) are all positive — even while the topline dips. The <$50 MRR segment (76K users at 18%) is the largest addressable pool for growth experiments. Big swings unlock Diana's 70% stretch.
Result: Most achievable OKR. Known root cause for decline. Multiple segments trending up despite headline.
Topline fell from 11.36% → 11.22%, erasing 4 weeks of gains. The decline was broad across mid-tenure and low-MRR cohorts:
Biggest drops: Year 2-3 tenure -1.21pp | Year 1-2 -0.90pp | Month 1-3 -0.50pp | <$50 MRR -0.28pp (hit 6.88%, lowest in window)
Still growing: Year 3-4 +0.36pp | Year 4-5 +0.25pp | $300-1k MRR +0.09pp
One week doesn't make a trend, but this is the broadest pullback in the window. Could be billing cycle, seasonal, or early friction signal in the mid-market. Worth monitoring next week.
Unlike automation, events flowing showed no decline in the last week. The metric remained stable at ~27.2%, confirming that the automation dip is not a platform-wide issue but specific to automation activation in mid-tenure / low-MRR segments.
Signal: Events data infrastructure is resilient. The automation pullback is isolated — different root cause, different lever.
Month 1-3 tenure is the only cohort declining on both time horizons — down -1.81pp YoY on the 6-week average and -0.50pp in the most recent week alone. This is the segment where growth experiments and big swings have the highest potential impact.
This is the bellwether cohort. If new user activation doesn't improve, cumulative metrics will continue to erode.
Weekly trends by cohort with FY25 comparison. Solid lines = FY26, dashed = FY25.
6-week average rate (FY26 vs FY25) and YoY delta across all dimensions. Green = positive YoY.
| BY TENURE | ||||||
|---|---|---|---|---|---|---|
| Tenure | FY26 Avg Users | FY26 Auto Users | FY26 Rate | FY25 Rate | YoY Δ (pp) | Trend |
| Month 1-3 | 10,938 | 634 | 5.78% | 7.59% | -1.81 | 📉 Declining |
| Month 4-12 | 17,890 | 1,992 | 11.14% | 12.17% | -1.03 | 📉 Declining |
| Year 1-2 | 21,120 | 2,714 | 12.85% | 12.25% | +0.60 | 📈 Growing |
| Year 2-3 | 14,368 | 1,845 | 12.85% | 13.52% | -0.66 | 📉 Slight decline |
| Year 3-4 | 11,614 | 1,551 | 13.36% | 12.68% | +0.68 | 📈 Growing |
| Year 4-5 ⭐ | 11,506 | 1,523 | 13.24% | 11.25% | +1.99 | 📈 Breakout |
| Year 5+ | 93,070 | 11,255 | 12.10% | 10.85% | +1.25 | 📈 Strong |
| BY MRR BUCKET | ||||||
|---|---|---|---|---|---|---|
| MRR Bucket | FY26 Avg Users | FY26 Auto Users | FY26 Rate | FY25 Rate | YoY Δ (pp) | Trend |
| <$50 | 76,258 | 5,330 | 6.99% | 7.15% | -0.16 | ➡️ Flat |
| $50-100 | 37,215 | 3,739 | 10.04% | 9.55% | +0.50 | 📈 Growing |
| $100-300 | 48,719 | 7,903 | 16.22% | 15.03% | +1.19 | 📈 Strong |
| $300-1k ⭐ | 15,904 | 3,841 | 24.15% | 22.17% | +1.98 | 📈 Accelerating |
| >$1k ⭐ | 2,085 | 693 | 33.20% | 30.75% | +2.45 | 📈 Fastest growth |
| BY PACKAGE | ||||
|---|---|---|---|---|
| Package | FY26 Rate | FY25 Rate | YoY Δ (pp) | Trend |
| Essential | 7.62% | 7.15% | +0.47 | 📈 Growing |
| Standard | 15.32% | 15.79% | -0.47 | 📉 Slight decline |
| Premium | 29.27% | 28.39% | +0.89 | 📈 Growing |
| Legacy Monthly ⭐ | 10.99% | 9.24% | +1.75 | 📈 Strong re-engagement |
| BY CHANNEL | ||||
|---|---|---|---|---|
| Channel | FY26 Rate | FY25 Rate | YoY Δ (pp) | Trend |
| Self Serve Digital | 9.88% | 9.21% | +0.66 | 📈 Growing — largest base (139K users) |
| Sales | 12.16% | 12.35% | -0.19 | ➡️ Flat |
| Service Partners | 19.91% | 19.22% | +0.69 | 📈 Growing — highest non-Tech rate |
| Tech Partners | 20.68% | 20.73% | -0.05 | ➡️ Flat |
Topline and cohort trends with FY25 comparison. Solid lines = FY26, dashed = FY25.
| BY TENURE | ||||||
|---|---|---|---|---|---|---|
| Tenure | FY26 Avg Users | FY26 Events Users | FY26 Rate | FY25 Rate | YoY Δ (pp) | |
| Month 1-3 | 10,938 | 1,853 | 16.95% | 19.47% | -2.52 | |
| Month 4-12 | 17,890 | 3,823 | 21.37% | 23.64% | -2.27 | |
| Year 1-2 ⭐ | 21,120 | 5,046 | 23.89% | 23.14% | +0.75 | |
| Year 2-3 | 14,368 | 3,386 | 23.59% | 27.01% | -3.42 | |
| Year 3-4 | 11,614 | 3,018 | 25.99% | 29.17% | -3.18 | |
| Year 4-5 | 11,506 | 3,294 | 28.63% | 30.37% | -1.74 | |
| Year 5+ | 93,070 | 26,966 | 28.99% | 29.26% | -0.28 | |
| BY MRR BUCKET | ||||||
|---|---|---|---|---|---|---|
| MRR Bucket | FY26 Avg Users | FY26 Events Users | FY26 Rate | FY25 Rate | YoY Δ (pp) | |
| <$50 | 76,258 | 14,015 | 18.38% | 20.17% | -1.79 | |
| $50-100 | 37,215 | 9,842 | 26.43% | 27.32% | -0.89 | |
| $100-300 | 48,719 | 16,435 | 33.73% | 34.40% | -0.67 | |
| $300-1k ⭐ | 15,904 | 6,235 | 39.21% | 38.54% | +0.67 | |
| >$1k | 2,085 | 825 | 39.56% | 39.91% | -0.35 | |
| BY PACKAGE | ||||
|---|---|---|---|---|
| Package | FY26 Rate | FY25 Rate | YoY Δ (pp) | Trend |
| Essential | 25.27% | 26.25% | -0.98 | 📉 Declining |
| Standard | 26.09% | 27.68% | -1.59 | 📉 Largest decline |
| Premium ⭐ | 29.43% | 29.02% | +0.41 | 📈 Growing |
| Legacy Monthly ⭐ | 28.41% | 27.99% | +0.42 | 📈 Growing |
| BY CHANNEL | ||||
|---|---|---|---|---|
| Channel | FY26 Rate | FY25 Rate | YoY Δ (pp) | Trend |
| Self Serve Digital | 20.38% | 20.88% | -0.51 | 📉 Slight decline — 139K user base |
| Sales | 21.51% | 22.98% | -1.47 | 📉 Declining |
| Service Partners | 33.37% | 34.87% | -1.50 | 📉 Declining |
| Tech Partners ⚠️ | 56.21% | 60.99% | -4.78 | 📉 Largest decline — Shopify sync issue |
Cohorts where automation AND events flowing are both improving — the strongest signal of deepening engagement.
The $300-1k MRR segment (15,900 users) is the only cohort where BOTH automation (+1.98pp) AND events flowing (+0.67pp) are improving YoY. These are our Complex Sellers and Cross-Channel Builders — the ICP we're building for. They represent the strongest signal that product investments are translating to measurable deepening of engagement.
Additional "both positive" segments: Premium package (Auto +0.89pp, Events +0.41pp) and Legacy Monthly (Auto +1.75pp, Events +0.42pp). Year 1-2 tenure shows both metrics improving (Auto +0.60pp, Events +0.75pp).
| Point | Automation (11.92%) | Events Flowing (26.26%) |
|---|---|---|
| 🎯 OKR Target | 20% (stretch: 50-60%) | 31% (Diana stretch: 70%) |
| 📏 Gap to Target | 8.08pp — 59.6% of the way there | 4.74pp — 84.7% of the way there |
| 📐 Trajectory | At current pace → ~12.3% by end Q4 Needs 20x acceleration to hit 20% |
At current pace → ~25.5% by end Q4 Needs Shopify fix + lower MRR activation |
| 1. YoY Direction | ✅ +0.63pp — growing | ⚠️ -0.96pp topline (eComm sync issue) |
| 2. Where it's strongest | Year 4-5 tenure (+1.99pp) >$1k MRR (+2.45pp) Legacy Monthly (+1.75pp) |
$300-1k MRR (+0.67pp) Premium pkg (+0.41pp) Year 1-2 tenure (+0.75pp) |
| 3. Where it's weakest | Month 1-3 (-1.81pp) Month 4-12 (-1.03pp) Standard pkg (-0.47pp) |
Tech Partners (-4.78pp) Year 2-3 (-3.42pp) Year 3-4 (-3.18pp) |
| 4. Root cause of concern | New user onboarding friction — newer cohorts discovering automations at lower rate | Shopify API sync issue impacting eComm data flowing for Tech Partner channel |
| 5. Hidden positive | High-value customers adopting fastest (MRR-correlated) — validates product-market fit | $300-1k MRR only segment growing (+0.67pp). Higher MRR at 39-40% — product works at scale. |
| 6. Path to target | Growth experiments: <$50 MRR (76K users at 7%) + new users (5-11%) — incremental gains → ~14-15% Big swings: Step-function product bets needed to unlock the remaining 5-6pp to 20% |
Growth experiments: Shopify sync fix (+2-3pp) + lower MRR activation (76K users at 18%) → path to 31% Big swings: Required for Diana's 70% stretch — new data sources + zero-friction setup |
| 7. Net assessment | ⚠️ Growing in the right segments. Experiments get us to ~15%. Big swings needed for 20%. | 🔵 Closest OKR to close. Experiments can reach 31%. Big swings unlock the stretch. |