Funnel Monitoring Workflow

Proposed owner: Funnel Agent

What It Does

Sam monitors the FuturHealth conversion funnel at 3 scheduled windows per day (10am, 2pm, 6pm PT) and reports key metrics to Slack. This is Sam's most critical and most time-sensitive workflow.

The Funnel Architecture

FuturHealth's primary funnel centers on the Wegovy Pill ($198/month) offer.

Funnel flow:

1. Landing page (start.fh.co/medication-wegovy-pillform-discount)
2. Quiz funnel (start.fh.co/questionnaire/wegovy-pill) — 24 steps
3. Results page (4 possible paths based on quiz answers)
4. Checkout (checkout.fh.co)
5. Upsell (2-month bundle at $396)

4 Post-Quiz Paths (based on eligibility):

Path	Traffic Share	CVR (as of 3/9)	Status
WEGO-PILL	66.4%	7.8% results→purchase	🟢 Primary money path
SEMA	18.2%	1.4% results→purchase	🔴 Low (format mismatch — injection vs pill)
MICRO	5.5%	7.2% results→purchase	🟢 Solid
NUTRITION	9.7%	4.0% results→purchase	🟡 Lower value

Overall landing→purchase CVR: ~0.6–1.0% depending on day/test

PostHog Data Source

Sam uses PostHog insight uC2ZuA1y ("Wegovy Pillform $198 Funnel") as the canonical source of truth. This is maintained by Elias (analytics/growth).

Rule (from POSTHOG-RULES.md): Do NOT pull events outside this insight. Do NOT use conv_order_page_viewed or other events not in the established funnel.

API pattern:

# Fetch the canonical funnel insight
GET https://us.posthog.com/api/projects/98417/insights/?short_id=uC2ZuA1y
Authorization: Bearer $POSTHOG_PERSONAL_API_KEY

Key funnel events (in order):

1. conv_lead — person enters funnel
2. conv_results — reaches results page
3. conv_add_to_cart (ATC)
4. conv_order_page — reaches order page
5. conv_purchase — completes purchase

Active Tests Being Tracked

As of March 17–18, 2026:

Test	What It Is	Metric to Watch
Order Bump	2-month upsell on results page	AOV, purchases, upsell rate vs baseline
SMS Disclaimer	Phone collection after quiz	Lead view → lead CVR (baseline 74.7%)
SEMA Route	SEMA path routing (reverted from MICRO 3/17)	Compare CVR pre/during/post
Mounjaro Routing	Type 2 Diabetes → smd-mounjaro path	CVR, volume (new 3/17)
Express Pay	Bypass /order page on results	CVR vs upsell rate tradeoff (new 3/17)

Attribution Context

PostHog person.properties.affid is the source of truth for attribution:

affid	Source
1000	Meta
1001	Google
1003	TikTok
1033	Braze
(none)	Direct/organic/sales team

Important: affid lives on person.properties, NOT on event properties.

Key Funnel Numbers (Reference)

Metric	Value
Landing → ATC	~21% start quiz, 80% bounce
Mobile conversion	19.9% quiz start (better)
Desktop conversion	8.7% quiz start (worse)
WEGO-PILL: results→ATC	23.2% (76.8% drop)
WEGO-PILL: order→purchase	33.5%
First rebill rate	58.8% (trending up, as of March 2026)
AOV (with upsell)	~$290–300 (not accurately tracked in PostHog yet)

What Gets Reported

At each 3×/day window, Sam posts to sam-chat (plain text, no code blocks per John's preference):

• Overall funnel CVR (landing → purchase), target 1.5%
• Active test metrics (order bump, SMS, express pay, routing)
• DM John only if significant change (>5% shift)

Why This Belongs in a Dedicated Agent

Problem with current setup:

• Heartbeat session loads MEMORY.md (419 lines) + HEARTBEAT.md + checks Slack channels + runs PostHog queries — all in one turn
• Context window fills with unrelated creative/Braze context from prior sessions
• CVR numbers can drift based on which session segment has context

Dedicated Funnel Agent benefits:

• Lightweight context: only needs funnel knowledge, no creative or Braze data
• Can run its own persistent memory of test baselines and historical CVR
• Can use a faster/cheaper model for routine checks
• No interference from creative or prospect tasks

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See also: Proposed Funnel Agent | Reporting Cadence | PostHog Integration