Funnel App Framework for Mobile Teams

1. Write the funnel contract

Name the audience, entry condition, required steps, success event, conversion window, and exclusions before opening a report. Record the exact GA4 event names and parameter filters so product, engineering, and growth teams are discussing the same behavior.

2. Validate each step

• Confirm that events fire once at the intended moment and include the expected identifiers.
• Check whether users can skip, repeat, or complete steps in a different order.
• Separate new users from returning users when the flow behaves differently.
• Document app-version or consent changes that can alter observed event volume.

3. Turn a leak into a test

Segment the largest credible loss, review qualitative evidence, and state a falsifiable hypothesis. Define the primary metric and guardrails before shipping. Compare equivalent time windows and cohorts; do not treat a dashboard movement as proof that the change caused it.