# Exo Analyze

https://exo.now/docs/platform/exo-analyze

> Exo-owned product analytics — one funnel from visit to margin, with PostHog as a swappable adapter.



Source: ADR 0006, accepted (owner-approved) on 2026-09-27. It is on `main` and not yet on
`staging`: [read it on main](https://github.com/Interspace-Ventures/exo/blob/main/docs/adr/0006-exo-analyze-product-analytics.md).
Roadmap: [product-analytics](../../../roadmap/items/product-analytics.md).

## Why [#why]

RevenueCat and Stripe only report payments. Without visits, sign-up conversion, and cost to serve,
Exo cannot compute per-App unit economics or margin. Letting each App wire its own analytics
platform would repeat the integration per App and scatter the data.

## Decision [#decision]

* **Ingestion and schema live in Exo's Convex backend**, partitioned per App and per environment.
  Apps send events to one Exo endpoint through a thin SDK (web and Expo).
* **Exo stores the funnel end to end:**

  ```text
  visits → sign-ups (Exo Key) → paid (RevenueCat / Stripe webhooks)
         → cost to serve (exoAiBrokerJobs + exo-verify + infra)
  ```

  That join gives per-App acquisition, conversion, revenue per user, and margin.
* **PostHog sits behind Exo as a swappable adapter** for dashboards and session replay. Plausible
  and GA4 remain possible adapters.
* **Apps never integrate an analytics platform directly.**

## Unit economics [#unit-economics]

* Today's event volume fits PostHog's free tier (\~1M events/month). The incremental cost is Convex
  storage and function usage for the event table, expected to be a few dollars per month.
* Each App's dashboard reports **cost per active user** and **gross margin per paying user**.
* Beyond the free tier, Exo can sample or aggregate before forwarding to the adapter, while keeping
  full-fidelity funnel counts in Convex.

## Alternatives considered [#alternatives-considered]

| Option                             | Why not                                                                                          |
| ---------------------------------- | ------------------------------------------------------------------------------------------------ |
| Per-App PostHog, Plausible, or GA4 | No cross-App funnel, no join to Exo Key or Exo Router cost, and vendor lock-in in every codebase |
| PostHog as system of record        | Ties the revenue and cost-to-serve joins to a vendor schema                                      |
| RevenueCat and Stripe only         | The status quo: payments without the top of the funnel or cost                                   |

## Consequences [#consequences]

* Exo ships and versions the analytics SDK, and Exo Deploy bakes it into the mobile template.
* Event schema changes are platform decisions, reviewed like any other Exo contract.
* Privacy and consent handling (cookie banners, data deletion) is centralized in Exo.

## Status [#status]

Accepted; planned. Event schema, SDK, and endpoint: **TBD**.