Observatory

Mobile Funnel Analytics, as this studio uses the phrase

Elsewhere the term means a vendor category. Here it is a reading practice: isolate a mobile path, keep denominators honest, and refuse to let channel reports impersonate product truth.

Analysts reviewing screens in a bright workspace

What sits inside the map

A Switch Nodehub funnel always has a named start, a named end, and a time window. “Users who installed this week and reached first paid order within seven days” is a funnel. “Conversion rate” on a dashboard tile is not. We insist on device class when the path includes OTP or camera permissions, because a flagship iPhone and a budget Android do not share the same friction.

Thai and wider SEA paths add surfaces that generic playbooks skip: LINE deep links, cash-on-delivery confirmation screens, bank app hops for PromptPay, and m-web checkouts that still assume a desktop viewport. Mobile Funnel Analytics at this studio means those surfaces are first-class steps, not footnotes.

Four layers we actually teach

  1. Instrumentation honesty

    If the event name lies, the funnel lies. We spend unglamorous time on dictionaries: what “checkout_started” includes, whether guest checkout is a separate stream, and who owns the schema when product ships a new screen on Friday.

  2. Drop-off archaeology

    We time steps, screenshot error states, and separate technical failure from abandonment. An OTP timeout is not the same story as a shopper who read the return policy and left.

  3. Cohort weather

    Songkran, Chinese New Year, payday Friday, and 11.11 are calendar weather. Cohort Retention Mapping keeps them labelled so nobody writes a churn memoir in April.

  4. Readout discipline

    One page, one decision, sample size visible. If a chart cannot survive a CMO asking “compared with what?”, it stays in the draft folder.

Where the observatory stops

We do not teach full SKAdNetwork deep-dives, incrementality experiments at media-network scale, or how to configure a specific SaaS pixel. Those are real crafts; they are not this syllabus. We also do not ingest your live advertising accounts into classroom tools. If that limitation is a deal-breaker, say so on Contact before you look at Courses.

See the programmes