How the Q2 2026 Rating Captain Local signup cohort behaves in-app, why they leave, and which communications move them, with the levers to engage them more.
The single strongest predictor of conversion in this cohort is whether a user performs at least three in-app actions (Quick Scan, AI reply, AI post, keyword refresh). Engaged users convert at 42.9%; users who take no real action convert at 1.0%. Only 13% of signups reach the engaged state today.
Stages are overlapping definitions, not strict subsets. Counts are distinct users.
Distinct cohort users per feature (server-side action tables). Activity is concentrated in ~150 users.
Distinct users taking a tracked in-app action each week after signup. Measures deep engagement, not logins. X: weeks since signup. Y: active users.
Engagement collapses after week 0: 147 users act in week 0, only 22 in week 1 and single digits after. The trial is the entire window.
Converters and even cancellers are highly active (~89% took an action); the 964 never-converted are mostly inert (9.9%). Conversion is an activity problem, not a pricing-first problem.
Share of each group that added a card / subscription. Behaviour dwarfs every demographic split.
26 unique survey responses from Q2 signups (deduped). Most churn is silent (the 964 who never converted), so read this as the voice of those who paid then left.
“I only have 2 paying local clients and the cost is not justifiable.”
“Co-worker permissions are limited.”
“Proszę o kontakt mam problem.”
“zamknięcie działalności (business closed).”
Lifecycle automations (triggered by app state) vs. broadcast newsletters. Conversion is the Stripe card event.
The PL trial flow is the standout: 48.5% open / 30.6% click-to-open. The Trial-Expired flows are opened but barely clicked (~0% CTO) — the winback copy isn't converting attention into action.
Email engagement is only weakly predictive (clickers 9.8% vs never-openers 5.4%). A useful nudge, not a substitute for in-app activation. Correlational, not causal.
807 of 1,030 signups matched to a CRM deal. Most never move past "Contact"; 700 deals are lost.
Cohort: 1,030 RC Local owner accounts created 1 Apr–30 Jun 2026 (coworkers and deleted accounts excluded). In-app activity is from server-side action tables (user_usages, profile audits, posts, media) — it undercounts pure dashboard viewing, which lives only in client analytics (GTM / Microsoft Clarity) and the sessions table (swept too fast to use). Conversion = a Stripe subscription / card-on-file row. Email data is per-subscriber from the MailerLite API (694 of 1,030 cohort emails matched a subscriber). Pipedrive deals matched via users.pipedrive_id. Internal master-password logins do not fire the normal login path, so they don't inflate these tables. Conversion-by-email figures are correlational, not causal.