Flagship course
Cohort Signal Lab
Eleven weeks of critique on live-shaped exports. You will leave able to defend a trial-to-paid number in front of someone who signs the P&L — including when that number looks worse than the dashboard implied.
Modules
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Receipt anatomy across App Store and Play
Product types, pending, family share, and what a “purchase date” actually stamps. You annotate a redacted export before any BI tool opens.
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Cohort construction without vanity windows
Choose a clock and write it down. Day-0 is not day-of-install if the trial started later.
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Trial-to-paid leakage
Map the four silent exits: never entered payment, entered and failed, entered and refunded, entered and charged in a different SKU.
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Introductory offer distortion
Separate offer convertors from standard convertors. Mixing them is how “attach” becomes a press release.
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Refund and chargeback as product telemetry
Timestamp refunds against paywall and permission changes. Build a three-reason taxonomy.
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SKU matrix and price-point isolation
A short pass of the Experiment Studio checklist so Lab alumni do not contaminate a test the week after class.
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Dashboard critique workshop
Bring a screenshot (or ours). We strike metrics that cannot be rebuilt from the store file. This is not a Tableau class.
Instructor
Kritsada Phan
Lead instructor. Former monetization lead for a Bangkok-based consumer subscription catalog shipping on both stores. Kritsada designed the Lab’s metric-contract template after watching too many quarterly decks invent a conversion rate that finance could not rebuild. Guest sessions on attribution windows are co-taught with Mara Ellison.
Questions we actually get
Do you cover server-to-server notification engineering?
No — and this is a real limitation. The Lab reads the notifications you already store; we do not teach you to implement App Store Server Notifications or Play RTDN pipelines. If your export is missing fields because engineering never persisted them, we will say so, but we will not write the listener. Attribution Atelier also stops short of implementation.
Can I join without sharing my employer’s numbers?
Yes. We assign a public catalog with enough mess to be useful. You will still write a metric contract as if finance were in the room.
Is the evening Bangkok time mandatory?
Critique attendance is expected twice a week. Recordings exist for travel weeks. Signal Desk is the self-paced alternative if your timezone cannot meet the room.
What tools do you require?
A spreadsheet you already trust and the store exports you can obtain. We do not require a specific BI licence. SQL helps; it is not a gate.
From people who sat this Lab
The introductory-offer module embarrassed our board slide. We had been reporting a blended convert that made the new annual look inevitable. After Lab we publish two lines. Marketing complained for a week. Finance stopped asking follow-up emails.
★★★★☆Kritsada is precise to the point of stubborn. I wanted a prettier template for Play ladders; the Lab insisted I write the window first. Correct, still annoying on a Thursday night.
Short version from Chiang Mai: we finally stopped treating grace as paid.