Concepts
Analytics
Funnels, trends, retention and cohort comparison over the same event stream your SDK writes to. No separate warehouse, no nightly model: the number you read is the events you sent.
Null is not zero
This area has no published API yet.
Segments, analytics, experiments, messages, imports and retention are reached through the console's own API, which exists to serve one first-party client and changes whenever that client does. Rather than print a shape we would have to break, this page describes what is structurally true. The public reference lands when the interface is stable enough to promise.
Every surface in Loop distinguishes a measured zero from an unmeasured one. A funnel step with no conversions shows 0%. A window we could not read shows as unread: flat, grey, and labelled. They are different facts and a chart that draws them the same way is lying quietly.
Funnels, and the two windows
A funnel has a date range and a conversion window. The range decides whose journeys are counted; the window decides how long someone has to finish before they count as dropped. Changing either changes the answer, so both travel with the number wherever it is shown.
The rate you are reading is a floor, and it sags at the fresh end.
Someone who entered the funnel an hour ago has not had their full conversion window yet. They are counted as entered and not yet converted, which drags today's rate below where it will settle. Compare like-aged cohorts, not today against last month.
Drill-through
Any funnel step opens into the people behind it: the actual distinct ids, not a number. That list is one click from becoming a segment, which is the shortest path in the product from noticing a problem to acting on it.
Retention and cohorts
Retention is drawn per weekly cohort so a good week and a bad week cannot average into a shrug. Cohort comparison puts two definitions side by side over the same measure.
The tail of a curve is a different population from its head.
Week 8 of a retention chart only contains cohorts old enough to have a week 8. If the last four weeks brought your best users, the tail is made of people who arrived before them, and it will understate where you are now.
Saving what you built
A funnel, a trend or a retention chart can be saved to a board: the question, its windows and its breakdown together. A board is how the same number gets read the same way twice, which matters more than it sounds when two people disagree about whether something moved.