Guardrails for the desktop rollout, on one timeline: the chrome redesign against the old chrome, then the scrolling stack against one card at a time. Navigation depth and Made With Milkshake reach, with significance tests.

How the newest Look is landing: share of picks against the rest of the catalogue, who is choosing it, what it displaced, and how much of that is the shelf it sits on.

Signups, total accounts and paying users, with the 30-day trend and period-over-period change.

Accounts back to the first ever signup: the running total and daily signups, annotated with app releases.

Who actually opens the app, from Google Analytics back to 2020. Weekly and monthly returning users, stickiness, platform split and version adoption.

Every app release with what shipped in it — the source of the numbered markers on the charts, and the caveats about what the dates mean.

Active plans by tier and period, pending upgrades and downgrades, realised plan-change history, and tenure.

Sales volume, gross merchandise value and Milkshake’s cut, restated in the platform settlement currency.