Key Findings
The Christmas in July campaign launched on July 14 with a top banner and popup offer. Here's what the first 8 days show:
- Upgrades are up 21% (daily avg 109.8 vs 90.7 pre-campaign), despite fewer pricing page visits
- Conversion quality improved significantly: plan-click-to-upgrade rate jumped from 49.6% to 86.4%
- 76.8K banner views and 18.5K popup views in 8 days, showing strong campaign reach
- Discount usage is declining (46.7% drop in daily avg), possibly a coupon/code adoption issue
- DAU is up 5.9% since campaign launch (12,263 vs 11,578 pre-campaign daily avg)
Daily Upgrades
110
↑ 21% vs pre-campaign
878 total since Jul 14
Banner Views
76.8K
Campaign-specific
~9,596/day avg
Popup Views
18.5K
Campaign-specific
Declining daily: 3.6K→1.3K
Plan Click → Upgrade
86.4%
↑ from 49.6%
Higher intent buyers
Avg DAU
12,263
↑ 5.9% vs pre-campaign
vs 11,578 pre-campaign
Discounts Used
105
↓ 46.7% daily avg
13.1/day vs 24.6 pre-campaign
Campaign Reach: Banner & Popup Performance
The campaign went live on Jul 14 with a top banner and popup. Banner views peaked on Jul 15 at 11K, while popup views show a natural decay pattern after the initial surge.
Top Banner Views and Popup Views per day. Vertical line marks campaign launch (Jul 14).
Upgrade Trend: Pre vs Post Campaign
Daily upgrades show a clear lift after campaign launch. Pre-campaign averaged 90.7/day; post-campaign averages 109.8/day, a 21% increase.
Daily upgrade events. Orange background marks the campaign period (Jul 14+).
Conversion Funnel (Jul 1-21)
Full funnel from banner impression to upgrade. The biggest drop is at the first step (impression → CTA click at 4.8%), but once users engage, conversion is strong.
| Funnel Step |
Users |
Cumulative % |
Step-to-Step % |
| Banner Impression |
20,043 |
100% |
- |
| Banner CTA Click |
961 |
4.8% |
4.8% |
| Pricing Page |
476 |
2.4% |
49.5% |
| Plan Clicked |
67 |
0.33% |
14.1% |
| Upgrade |
31 |
0.15% |
46.3% |
Conversion Rate Shift: Pre vs Post Campaign
| Metric |
Pre-Campaign |
Post-Campaign |
Change |
| Pricing → Plan Click |
12.5% |
9.7% |
-2.8pp |
| Pricing → Upgrade |
6.2% |
8.4% |
+2.2pp |
| Plan Click → Upgrade |
49.6% |
86.4% |
+36.8pp |
The plan-click-to-upgrade jump from 49.6% to 86.4% is the headline. Fewer people are clicking plans, but those who do are converting at nearly double the rate. The campaign may be attracting higher-intent buyers or reducing friction in checkout.
Pricing Page & Plan Clicks Trend
Pricing page visits and plan clicks have declined slightly since campaign launch, but this coincides with higher upgrade conversion, suggesting traffic quality improved.
Discount Usage Trend
Discount events have been declining through July, dropping from ~27/day in early July to ~10/day post-campaign. This may indicate the campaign offer is structured differently (e.g., automatic discount vs coupon code) or that users aren't finding/applying the discount.
Store Promo Banner (Ongoing)
The existing store promo banner (separate from the Christmas in July top banner) has been steady throughout July. CTA click rate sits at 0.74%, roughly consistent with pre-campaign performance.
| Metric |
Jul 1-21 Total |
Jun Total |
Jul Daily Avg |
Jun Daily Avg |
Change |
| Banner Impressions |
145,604 |
215,991 |
6,934 |
7,200 |
-3.7% |
| CTA Clicks |
1,084 |
1,652 |
51.6 |
55.1 |
-6.3% |
| Dismissals |
2,247 |
3,186 |
107 |
106 |
+0.8% |
| CTR (Click / Impression) |
|
0.74% |
0.76% |
-0.02pp |
DAU & Engagement
| Metric |
Jul 1-21 |
June |
Change |
| Avg DAU |
11,839 |
10,596 |
+11.7% |
| Post-Campaign Avg DAU |
12,263 |
- |
+5.9% vs pre-campaign |
| Signups |
11,105 |
17,140 |
-35.2% |
| Sign-ins |
20,329 |
- |
- |
Observations & Recommendations
-
+
The campaign is driving upgrades. Despite only 8 days of data, daily upgrades are up 21%. The 86.4% plan-click-to-upgrade rate suggests the offer is compelling enough that users who engage are converting.
-
+
Popup fatigue is setting in fast. Popup views dropped from 3,645 on day 1 to 1,264 by day 8, a 65% decline. Consider refreshing the popup creative or reducing frequency to maintain effectiveness.
-
+
Discount usage is declining, not climbing. If the campaign includes a discount/coupon, fewer users are applying it each day (from ~27/day to ~10/day). This could mean the code is hard to find, auto-applied (and not triggering the event), or the offer structure differs from the Discount event definition.
-
+
The Christmas-specific Amplitude events are empty. Events like "Christmas Banner Close", "Christmas Popup CTA", and "Christmas offer landing page" show zero data. Either the campaign is using different event names than what was set up, or the instrumentation is missing. Worth verifying with the engineering team.
-
i
Pricing page → plan click rate dropped from 12.5% to 9.7%. More top-of-funnel traffic from the banner is reaching pricing without intent to click through. The net effect is positive (more total upgrades), but there may be an opportunity to better qualify traffic from the banner.
-
+
Revenue data is not flowing into Amplitude. The revenue API returned $0 for July. If Stripe/payment data should be in Amplitude, the integration may need attention. Otherwise, cross-reference with Stripe directly for revenue attribution.
Data source: Amplitude Event Segmentation & Funnel APIs. Period: Jul 1-21, 2026 with June 2026 as comparison baseline.
Note: Jul 21 is a partial day. DAU and some event counts may be incomplete for that date. The Christmas-specific events tracked in the Amplitude dashboard (Christmas Banner, Christmas Popup, Christmas In-App, etc.) returned zero data via the API, which may indicate instrumentation gaps or different event naming. This analysis uses the active marketing funnel events that do contain data.
