FunnelForensics

FunnelForensics is a web app (traditional + AI) that helps teams diagnose why key metrics changed by automatically assembling a defensible “case file” for each spike or drop. It connects to common sources (GA4, Segment, Stripe, HubSpot, Snowflake/BigQuery) and builds a timeline of releases, campaigns, pricing changes, tracking changes, and data pipeline incidents. When a KPI moves, it runs decomposition (channel, cohort, geo, device, plan tier), checks for instrumentation breakage, and surfaces the smallest set of segments that explain most of the delta. The AI layer generates a plain-English narrative with citations to the underlying queries and events, plus a checklist of validation steps so analysts can confirm or reject hypotheses. It’s not a magic root-cause oracle; it’s a structured diagnostic workflow that reduces time-to-explanation and prevents “loudest opinion wins” postmortems.