Business Context

Aircall launched a new self-serve onboarding flow for trial accounts in the web app, replacing a shorter setup with a guided checklist covering workspace creation, number provisioning, CRM integration, teammate invite, and first outbound call. Revenue from converted trials typically lags onboarding by 30-60 days, but the Growth team needs to know within 2 weeks whether the new flow is working.

Metric Scenario

In the 14 days before launch, Aircall averaged 4,800 new trial workspaces per week. Baseline funnel performance was: 92% created a workspace, 71% added at least one phone number, 38% connected a CRM or helpdesk integration, 44% invited a teammate, 57% completed a first call within 3 days, 29% were active on Day 7, and 11% converted to paid within 45 days. After launch, weekly trial starts stayed flat at ~4,900, but median onboarding time increased from 9 to 14 minutes. Product and Sales leadership want a metric framework that identifies leading indicators of future paid conversion without waiting for revenue.

Requirements

1. Define the primary leading indicators you would use to judge whether the new Aircall onboarding flow is successful before paid conversion matures.
2. Explain how each leading indicator should be calculated and why it is predictive of downstream revenue.
3. Propose a KPI hierarchy: primary metric, supporting metrics, and guardrails.
4. Describe how you would decompose the metrics to diagnose whether the flow helps or hurts different user segments.
5. State what result pattern would make you recommend rolling out, iterating, or rolling back the onboarding flow.

Data Available

• trial_workspaces
• onboarding_events
• phone_numbers
• integration_connections
• team_invites
• call_activity
• workspace_daily_activity
• subscriptions