=== Report 1: Storefront-to-order funnel for top merchants, Q4 2025 (written by Grace) === Engineer's note: Each funnel stage (visits, carts, orders, paid orders) is counted independently per tenant over Q4 2025, as requested — there is no row-level link between web_sessions, carts and orders to trace individual shoppers through the funnel, so the percentages are stage-level conversion ratios, not tracked-visitor conversion rates. REPORT: Storefront-to-order funnel for top merchants, Q4 2025 QUESTION: Where do shoppers drop off between landing on the storefront and placing a paid order, and does the shape differ across our biggest merchants? tenant_name | visits | carts_created | orders_placed | orders_paid | visit_to_cart_pct | cart_to_order_pct | order_to_paid_pct | overall_visit_to_paid_pct --------------------+--------+---------------+---------------+-------------+-------------------+-------------------+-------------------+-------------------------- Brennquell Kaffee | 672 | 1287 | 1172 | 1147 | 191.5 | 91.1 | 97.9 | 170.7 Spice Route Box | 138 | 239 | 201 | 198 | 173.2 | 84.1 | 98.5 | 143.5 Grind Collective | 245 | 365 | 351 | 346 | 149.0 | 96.2 | 98.6 | 141.2 Honeycomb Larder | 148 | 192 | 188 | 186 | 129.7 | 97.9 | 98.9 | 125.7 Kibblewick | 222 | 330 | 200 | 196 | 148.6 | 60.6 | 98.0 | 88.3 Studio Vrij | 432 | 651 | 241 | 227 | 150.7 | 37.0 | 94.2 | 52.5 Petalcourt Beauty | 485 | 669 | 256 | 243 | 137.9 | 38.3 | 94.9 | 50.1 Marrowby & Vane | 1316 | 1818 | 662 | 632 | 138.1 | 36.4 | 95.5 | 48.0 Cragsley Outfitters | 2978 | 3922 | 1443 | 1385 | 131.7 | 36.8 | 96.0 | 46.5 Ampfeld Elektronik | 691 | 720 | 195 | 187 | 104.2 | 27.1 | 95.9 | 27.1 (10 rows) === Report 2: Checkout funnel by device type and arrival channel (written by Felix) === Engineer's note: Device/channel are approximated by matching each cart's user_id to their most recent same-day web_sessions row (fallback 'unknown' if none); please flag in the printed notes if 'unknown' dominates the rows, since that would mean the user-to-session match is too sparse to trust for this cohort. Channel buckets to top-6 utm_source values (by cart count) + 'other', with 'direct' and 'unknown' as separate buckets. REPORT: Checkout funnel by device type and arrival channel QUESTION: Once a cart is created, is the drop-off to a paid order a single cliff or a slow bleed across stages, and does it differ by device or by how the shopper arrived? device_type | channel | carts_started | carts_with_items | orders_placed | orders_paid | cart_to_item_pct | item_to_order_pct | order_to_paid_pct | overall_cart_to_paid_pct ------------+------------+---------------+------------------+---------------+-------------+------------------+-------------------+-------------------+------------------------- unknown | unknown | 16987 | 16987 | 6105 | 5853 | 100.0 | 35.9 | 95.9 | 34.5 mobile | direct | 167 | 167 | 102 | 98 | 100.0 | 61.1 | 96.1 | 58.7 desktop | direct | 84 | 84 | 49 | 46 | 100.0 | 58.3 | 93.9 | 54.8 mobile | google | 36 | 36 | 25 | 25 | 100.0 | 69.4 | 100.0 | 69.4 mobile | instagram | 22 | 22 | 12 | 10 | 100.0 | 54.5 | 83.3 | 45.5 mobile | referral | 21 | 21 | 10 | 10 | 100.0 | 47.6 | 100.0 | 47.6 desktop | google | 19 | 19 | 10 | 9 | 100.0 | 52.6 | 90.0 | 47.4 desktop | referral | 16 | 16 | 8 | 8 | 100.0 | 50.0 | 100.0 | 50.0 desktop | instagram | 13 | 13 | 6 | 6 | 100.0 | 46.2 | 100.0 | 46.2 tablet | direct | 10 | 10 | 6 | 6 | 100.0 | 60.0 | 100.0 | 60.0 desktop | newsletter | 5 | 5 | 2 | 2 | 100.0 | 40.0 | 100.0 | 40.0 mobile | newsletter | 3 | 3 | 2 | 2 | 100.0 | 66.7 | 100.0 | 66.7 tablet | google | 2 | 2 | 2 | 1 | 100.0 | 100.0 | 50.0 | 50.0 tablet | instagram | 2 | 2 | 1 | 1 | 100.0 | 50.0 | 100.0 | 50.0 mobile | facebook | 1 | 1 | 1 | 1 | 100.0 | 100.0 | 100.0 | 100.0 tablet | referral | 1 | 1 | 0 | 0 | 100.0 | 0.0 | NULL | 0.0 (16 rows) === Report 3: Repeat purchase rate and time-to-repeat by first-order cohort month (written by Ines) === Engineer's note: A "user" here is identified by (tenant_id, user_id) since user_id is only unique per tenant; the first/second paid order per user is determined by placed_at order (ties broken by order id). Days-to-second-order is a whole-day calendar difference between placed_at dates; median is computed only over users who did place a second order. REPORT: Repeat purchase rate and time-to-repeat by first-order cohort month QUESTION: Of shoppers who place a first order, how many come back and how long does it take? cohort_month | first_time_buyers | repeat_within_30_pct | repeat_within_60_pct | repeat_within_90_pct | repeat_buyers | median_days_to_second_order -------------+-------------------+----------------------+----------------------+----------------------+---------------+---------------------------- 2023-01 | 422 | 27.5 | 48.1 | 55.7 | 349 | 49 2023-02 | 312 | 26.6 | 40.1 | 50.6 | 257 | 65 2023-03 | 281 | 20.3 | 39.5 | 52.7 | 223 | 61 2023-04 | 265 | 23.8 | 34.7 | 42.6 | 214 | 74 2023-05 | 265 | 24.5 | 37.0 | 44.2 | 209 | 68 2023-06 | 201 | 20.9 | 38.3 | 43.8 | 156 | 62 2023-07 | 190 | 20.5 | 34.7 | 50.5 | 154 | 74 2023-08 | 214 | 16.4 | 31.3 | 46.3 | 169 | 72 2023-09 | 208 | 20.7 | 38.9 | 56.3 | 160 | 60 2023-10 | 238 | 28.2 | 51.7 | 61.8 | 193 | 44 2023-11 | 396 | 32.6 | 48.0 | 54.3 | 316 | 44 2023-12 | 340 | 28.5 | 43.5 | 48.2 | 274 | 51 2024-01 | 218 | 19.7 | 36.2 | 45.4 | 171 | 68 2024-02 | 175 | 21.1 | 34.9 | 47.4 | 138 | 67 2024-03 | 210 | 20.0 | 38.6 | 44.3 | 170 | 65 2024-04 | 194 | 31.4 | 42.3 | 52.1 | 155 | 56 2024-05 | 227 | 19.8 | 35.2 | 41.4 | 171 | 74 2024-06 | 211 | 20.9 | 37.4 | 47.4 | 171 | 66 2024-07 | 201 | 15.9 | 33.8 | 43.8 | 158 | 78 2024-08 | 204 | 22.1 | 35.8 | 45.1 | 169 | 75 2024-09 | 203 | 22.2 | 39.9 | 57.6 | 164 | 61 2024-10 | 236 | 22.0 | 50.8 | 58.5 | 188 | 48 2024-11 | 335 | 35.8 | 49.9 | 53.7 | 265 | 35 2024-12 | 457 | 24.7 | 40.0 | 47.7 | 348 | 55 2025-01 | 248 | 20.2 | 34.7 | 47.2 | 183 | 64 2025-02 | 171 | 21.1 | 32.7 | 42.1 | 122 | 67 2025-03 | 227 | 22.5 | 35.7 | 44.1 | 158 | 57 2025-04 | 195 | 21.0 | 33.3 | 41.0 | 131 | 61 2025-05 | 279 | 19.7 | 35.5 | 46.2 | 192 | 57 2025-06 | 192 | 17.7 | 32.3 | 39.6 | 126 | 61 2025-07 | 241 | 17.8 | 34.9 | 42.3 | 147 | 55 2025-08 | 226 | 14.2 | 30.1 | 40.3 | 126 | 54 2025-09 | 258 | 20.2 | 36.0 | 46.9 | 135 | 40 2025-10 | 307 | 23.8 | 45.6 | 51.1 | 157 | 32 (34 rows)