The brand journey
Five stages, in money order. Every step shows the copy, the events that fire, and links to the strategy doc, the dev spec, the PostHog insight, and the webhook.
Acquisition → Activation
Top of funnel through first campaign. MKT events join on email; INT events join on Firebase UID — never crossed.
Landing → account created
First-touch attribution lives here. After this, the person is tracked by Firebase UID, not by source.
Trial started
Card on file, 7-day trial begins. Becomes the cohort root for E1 close sequence.
Wizard → first campaign
3 questions, then the first campaign is created. The aha moment.
Success → first creator invited
The cohort key for boost framing is captured here, once.
Funding the campaign
The 'Add $X to launch' wallet top-up. Was the last un-instrumented money step.
Campaign Readiness modal
'Add $500.00 to launch. Pending deposits count. Unused funds stay withdrawable.'
Top-up → live (or the leak)
The drop-off here was money walking out with no event. Now it has props.
Pain + engagement
Server-swept nightly (cron 15:00 UTC). Surfaces render from that state. Move the offer to the felt-pain moment.
Launch nudge
'Want a head start? Boost this role so more creators see it on day one.'
Slow applicants
'More creators haven\'t seen \'{job}\' yet.' Banner + one-time email.
No hire
'Still no hire on \'{job}\'? Let\'s widen the pool.' Stronger 'at bats' copy.
Empty pipeline
'Keep looking, or boost the role and let the right creators apply to you.'
It's working · get more
'It\'s working. Get even more creators applying.' / 'Nice hire. Boost your next role.'
Self-initiated
Peak-intent entry. Prominent CTA, not a buried icon.
Boost conversion
SKU ladder + running total → checkout → applied. trigger + sub_trigger on every event.
Boost modal · SKU ladder
Anchor first (Maximum Visibility ~$800), then Top of Feed $250 · Staff Pick $150 · Priority Push $500. Cohort subhead + pre-selected combo.
Checkout → applied → receipt
'You\'re boosted. Your role goes in front of more creators shortly.'
Retention & recovery
The bigger, faster money. Mostly lifecycle (email/iMessage), Preclose-owned, fired to MKT (email-keyed). The map's previously-missing half.
Churn & upsell trigger inventory
29 detection points today (T1–T15 engine triggers, C1–C6 Boost surfaces, 8 Intercom conversation signals). The full inventory maps signal → truth check → action path → measurement.
Trial close sequence
'3 hires in already. Lock your team in before the trial ends.' Value recap, then the ask.
Payment recovery / dunning
'Your card didn\'t go through. Fix it in one tap to keep your roles live.'
Annual at win moments
'First hire\'s in. Lock the year and save 30%.' Offer rides the success moment, not a random day.
Plan upgrade at the cap
'You\'re at your plan\'s role limit. Move to Growth to post more roles at once.'
Cancel → matched save
Price → 'drop to a smaller plan' or a time-boxed discount. Non-usage → 'pause 60 days, keep your data.' The offer has to match the reason.
Canceled cohort win-back
'Roles still open? {n} new creators joined since you left.' Cohort-specific, never a blast.