Freemium Funnel Instrumentation
Event taxonomy, anonymous-to-known stitching, and a working funnel that survives a messy free plan.
Open the syllabusStudio notes from Nettlestead Green
Free users leave a trail. Most teams photograph the wrong stretch of path.
Webmatrixpoint is a small training studio for people who ship freemium software and then stare at charts that refuse to explain the upgrade. We teach Analytics for Freemium Products as a craft: naming events, sitting with quiet cohorts, and refusing vanity DAU as a substitute for a story.
“The activation lesson in Funnel Instrumentation finally gave us language for people who never hit the paywall. We still argue about Mixpanel vs PostHog in Slack; the class did not settle that.”
Priya N., growth lead, B2B design tool — from Voices
On the bench this season
Five programmes, one flagship
Each listing is a real syllabus, not a teaser. The flagship goes deep on instrumentation; the others are shorter, sharper cuts.
Quiet Cohort Retention
How to read returning free users when they do almost nothing visible except not churn.
Listed with the rest
Paywall Timing Studio
Experiments on when a gate appears, without treating every decline as a pricing failure.
Listed with the restWhat we actually teach
A method, not a vendor tour
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01
Name the moment before you name the event
Teams arrive with 200 properties and no shared sentence for “the product worked.” We start with language, then instrumentation.
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02
Separate curiosity from conversion
Free-tier browsing is not a failed upgrade. The curriculum trains you to keep both stories in the same warehouse without mixing the morals.
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03
Publish a limitation with every chart
If unsigned sessions drop out at day two, that belongs in the footnote, not in a buried methodology slide.
Office hours are recorded; live seats stay small on purpose.
From the notes
Recent writing
Why activation metrics go quiet on free plans
A worked example from a notes app that counted “created a document” and then wondered where the upgrades went.
Mapping an aha moment without leaning on DAU
A shorter definition, a longer observation window, and a rule for when to stop watching unsigned traffic.
Reading paywall abandonment without a war room
Declines have textures. Some are timing, some are copy, some are simply “not today.”
Write from wherever you work
Live sessions run from the studio address below; most learners join on a video link. If you want a seat, start on the curriculum or send a plain email. There is no countdown and no manufactured scarcity — intakes close when the table is full.