CRM Goals tracker
Passengers · LATAM · Product Marketing team
Wireframe
Data updated
illustrative · not real figures
1/1/2026
5/31/2026
macroregion ▾
(Multiple) ▾
filters static in this mock
Goal / target Treatment / actual Control (GCG)

Activation · new users

conversion uplift vs control (GCG)
Activation
CR to 1st ride · 28d
−0.2pp
uplift (treatment − control)
● Control ahead — no positive CRM uplift
JanApr
control 44.0% · treatment 43.8% · goal 43.6%
Habit formation
CR to 4th ride · 28d
+0.2pp
uplift (treatment − control)
● Small positive — noisy, not yet stable
JanApr
treatment 32.15% · control 31.94% · goal 32.12%

Retention & volume

retained base → the orders it produces
Retention · rides
Retention 3M
−0.1pp
uplift vs GCG
● Flat · only 2 mature cohorts — underpowered
JanFeb
control 36.0% · treatment 35.9% · matures with 3-month lag
Volume · sessions
MAU
9.6M
active users (1+ session/mo) · May
● +0.3% uplift vs GCG (souls)
JanMay
goal 9.9M · MoM +5%
Incremental · vs GCG
Orders — by segment
All
New
Core
Churn
+0.8%
detectable +
95% CI [+0.2%, +1.4%] · MDE ±0.6%
Reactivation pulls dormant souls back — the defensible CRM contribution to orders.

Safety perception

comms reach & contact frequency · supports BHT
Reach
Safety comms coverage
71%
of MAU reached · May
● Below goal (75%) — closing
JanMay
goal 75% · baseline (Y25) 100% target
Frequency
Avg safety contacts / user
2.4
contacts per reached user · May
● Above baseline (2.0) — watch for fatigue
baseline 2.0 JanMay
BHT safety-contact score 66% (Y25 baseline)

CRM health

diagnostics — read alongside OKRs, not as one
Attribution & comms health descriptive · not OKR
Attribution vs incrementality — monthly
watch divergence: attributed up + incremental flat = ratio dip (see Mar)
Attributed orders (72h) Incremental vs GCG 6.0% = ratio
8M4M0 5.8% 6.0% 4.1% ▼ 6.7% 5.9% JanFeb MarApr May
Attributed orders
(last-click, 72h)
6.8M
gameable · channel tuning
Incremental orders
(vs GCG)
0.4M
causal · headline truth
Incrementality ratio
(incr ÷ attributed)
6%
▼ inflation high
Push opt-out rate
(test vs baseline)
0.21%
▲ +0.04pp WoW
Comms frequency
(per user / week)
3.6
fatigue risk on Core
How to read the ratio. Last-click claims 6.8M orders; only 0.4M survive the GCG holdout → ratio 6%, i.e. ~94% of attributed orders would have happened anyway. The ratio is the anti-abuse guardrail: spamming pushes near organic orders inflates attributed but not incremental, so the ratio drops — the gaming shows up here instead of hiding in a headline number.
Wireframe — illustrative data only. Blocks: (1) Activation — CR to 1st / 4th ride, headline = uplift vs control. (2) Retention & volume — Retention 3M, then MAU & Orders; orders kept as a guardrail (segment chips show where lift is real). (3) Safety — comms coverage & contact frequency, supporting the BHT score. (4) CRM health — attribution trend + comms diagnostics, read beside the OKRs, never as one. Geo filter drives every panel.