Business Context

FlickPay is a consumer fintech app for peer-to-peer payments and bill splitting. The CEO and leadership team want a weekly product growth report that quickly explains whether growth is healthy, where the funnel is weakening, and which user segments need attention.

Metric Scenario

Last week, weekly active users increased from 820,000 to 861,000 (+5.0%), but completed payment volume grew only from $96.4M to $97.1M (+0.7%). New user signups rose from 118,000 to 141,000 (+19.5%), while 7-day activation fell from 46% to 39%, and week-4 retention for recent cohorts declined from 31% to 27%. Leadership is asking whether growth is being driven by acquisition quality, improved engagement from existing users, or short-term top-of-funnel spikes that may not sustain revenue.

Requirements

1. Define the core weekly product growth report structure for leadership, including the primary KPI, supporting metrics, and guardrails.
2. Specify which metrics should be shown as week-over-week, cohort-based, and funnel-based views.
3. Explain how you would decompose changes in growth into acquisition, activation, engagement, retention, and monetization drivers.
4. Identify 3-5 metrics that should trigger commentary or escalation when they move materially.
5. Recommend how to present the report so executives can distinguish signal from noise in under 10 minutes.

Data Available

• user_signups: user_id, signup_date, acquisition_channel, country, device_type
• app_events: user_id, event_time, event_name, session_id, feature_name
• payments: payment_id, sender_user_id, amount, status, created_at, payment_type
• user_retention_cohorts: cohort_week, user_id, retained_wk1, retained_wk4, retained_wk8
• marketing_spend: date, channel, campaign_id, spend, impressions, clicks