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Sources differ on the timing.", "time": { "start": "2019-01-01T00:00:00Z", "end": "2019-01-31T23:59:59Z", "precision": "month", "label": "January 2019" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71c7-bdc2-9a31610d24de", "01a10e6f-5d83-7224-8139-20ee25ab304b", "01a10e6f-5d70-71b7-84ee-09a05c7c4eb0", "01a10e6f-5d83-71d2-b1d5-6d5390d28763" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b78-7161-9082-3ea9349fd7b1", "event_type": "pricing_change", "title": "Paid subscriptions launched", "summary": "Plausible launched paid subscriptions in May 2019 with 60 beta users; the first paying subscriber arrived on May 14, 2019. Plans were billed by traffic starting at $6/mo.", "time": { "start": "2019-05-01T00:00:00Z", "end": "2019-05-31T23:59:59Z", "precision": "month", "label": "May 2019" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71c9-8076-ff6c23b105c1", "01a10e6f-5d80-73be-bf1b-9e149c50684f", "01a10e6f-5d71-703f-99e4-658d1088fee5" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b78-7165-ad9a-72113a4dc00c", "event_type": "strategy_change", "title": "Plausible open-sourced under MIT license", "summary": "Plausible made all code powering plausible.io available on GitHub under the MIT license in September 2019.", "time": { "start": "2019-09-01T00:00:00Z", "end": "2019-09-30T23:59:59Z", "precision": "month", "label": "September 2019" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71cf-976d-537022fab07b", "01a10e6f-5d7b-7152-8728-5ed784aa7338", 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"launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b78-7170-94e9-8f9219b9fa86", "event_type": "product", "title": "Cookie-free tracking by default", "summary": "On March 24, 2020 Plausible rolled out an update making it cookie-free by default.", "time": { "start": "2020-03-24T00:00:00Z", "end": "2020-03-24T23:59:59Z", "precision": "day", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d75-731b-933a-cf089af8ae86", "01a10e6f-5d7a-7213-8c8c-b9abc895d8fe" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b78-7173-9c4d-964e61d3de7d", "event_type": "pricing_change", "title": "Annual plans at 33% discount", "summary": "Plausible released annual plans 33% cheaper than paying monthly in April 2020.", "time": { "start": "2020-04-01T00:00:00Z", "end": "2020-04-30T23:59:59Z", "precision": "month", "label": "April 2020" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d7a-7227-b28f-8d365133600d", "01a10e6f-5d76-7240-b55f-67504ac17c66" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b78-7176-9375-af1c937f5afd", "event_type": "press", "title": "Opensource.com feature drives record trial day", "summary": "A post on Opensource.com, obtained via cold outreach, brought 94 trial signups on May 2, 2020.", "time": { "start": "2020-05-02T00:00:00Z", "end": "2020-05-02T23:59:59Z", "precision": "day", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71d5-8657-235c54f0183b", "01a10e6f-5d76-7248-9ce4-5574c846597a" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b78-7179-b495-f7a0ef5690f8", "event_type": "product", "title": "Migration from PostgreSQL to ClickHouse", "summary": "Plausible migrated its stats engine to ClickHouse, cutting dashboard graph load from 5-6s to about 500ms; the company says this enabled its growth.", "time": { "start": "2020-05-01T00:00:00Z", "end": "2020-06-30T23:59:59Z", "precision": "range", "label": "May–June 2020" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d7b-711c-b014-171c9a2ed48a", "01a10e6f-5d73-71d7-a828-f01d426fdb42", "01a10e6f-5d7f-7201-a9fe-6d7cdeb6b01a" ], "metric_snapshot_ids": [], "outcome_ids": [ "01a10e71-7b83-72d1-ab46-b01dc4eb8816" ], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b78-717d-9617-6cd85fa17ee9", "event_type": "release", "title": "Self-hosted beta released with Docker", "summary": "Plausible launched a Docker-based self-hosted beta in June 2020, with Docker support contributed by a community contributor.", "time": { "start": "2020-06-01T00:00:00Z", "end": "2020-06-30T23:59:59Z", "precision": "month", "label": "June 2020" }, "surface_ids": [ "01a10e6c-10c5-7388-b3ad-07b08c10c454" ], "claim_ids": [ "01a10e6f-5d7c-7089-99c2-bf7f39bbb738", "01a10e6f-5d7b-7124-95f5-9943a3266a38", "01a10e6f-5d7b-7156-973e-0880c96518e0" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b78-7181-afe6-1418b1f5eab7", "event_type": "pricing_change", "title": "Public pricing tiers for larger sites", "summary": "Plausible introduced public tiers from $6/mo for 10k to $150/mo for 10m pageviews, choosing transparent pricing over custom enterprise quotes.", "time": { "start": "2020-06-01T00:00:00Z", "end": "2020-06-30T23:59:59Z", "precision": "month", "label": "June 2020" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d7c-708f-9c26-58f9b4ff6b54", "01a10e6f-5d7c-7091-b434-d38249881432" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b79-71a9-b7eb-39773797c14b", "event_type": "community", "title": "GitHub Sponsors page and community forum", "summary": "Plausible launched a GitHub Sponsors page and a Discourse forum in July 2020, partly to support self-hosted users.", "time": { "start": "2020-07-01T00:00:00Z", "end": "2020-07-31T23:59:59Z", "precision": "month", "label": "July 2020" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d7e-7254-8a89-3aee7ba51782" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b79-71ab-ab54-98815948dc77", "event_type": "product_hunt_launch", "title": "Product Hunt launch", "summary": "Plausible launched on Product Hunt in August 2020 without pre-announcing or soliciting upvotes, finishing #2 of the day.", "time": { "start": "2020-08-01T00:00:00Z", "end": "2020-08-31T23:59:59Z", "precision": "month", "label": "August 2020" }, "surface_ids": [ "01a10e6d-4149-72b4-a8b6-4733f573101f" ], "claim_ids": [ "01a10e6f-5d7e-7260-a39c-8ac821baef91", "01a10e6f-5d72-7127-9432-a3c8a9118c53", "01a10e6f-5d7e-7262-97ae-49296d52747d", "01a10e6f-5d7e-7266-a1a9-611597c96f51", "01a10e6f-5d7e-7272-b102-c2ee355120db" ], "metric_snapshot_ids": [], "outcome_ids": [ "01a10e71-7b83-72d8-b257-ae04a0e5a214" ], "tactic_occurrence_ids": [ "01a10e71-7b83-72bd-bec9-592ffefa2069" ], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b79-71b3-9190-33ea2ab2c031", "event_type": "strategy_change", "title": "License changed from MIT to AGPL", "summary": "Plausible relicensed from MIT to AGPL in October 2020 to prevent corporations from building proprietary products from its code; the company says this helped make it sustainable.", "time": { "start": "2020-10-01T00:00:00Z", "end": "2020-10-31T23:59:59Z", "precision": "month", "label": "October 2020" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71db-9c94-8c7008f87fa3", "01a10e6f-5d74-71b6-94e5-0a390fedd8f3", "01a10e6f-5d7f-71d5-a4b2-0d73712de45f", "01a10e6f-5d74-71bc-9ea4-cb1500a6b180" ], "metric_snapshot_ids": [], "outcome_ids": [ "01a10e71-7b83-72d6-a69a-2af93e57eb33" ], "tactic_occurrence_ids": [ "01a10e71-7b83-72b5-9db7-83ed341e65c1" ], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-7023-b25f-b2cbfaae3c79", "event_type": "press", "title": "Top of Runa Capital fastest-growing OSS list", "summary": "Plausible topped Runa Capital's list of fastest-growing open source companies for Q3 2020, picked up by TechCrunch.", "time": { "start": "2020-10-01T00:00:00Z", "end": "2020-10-31T23:59:59Z", "precision": "month", "label": "October 2020" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d81-7306-90e2-af1e65aa4c7f", "01a10e6f-5d83-7214-bb3e-04aa72bceb50", "01a10e6f-5d80-73d0-b683-8d0b15213b5f" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-702b-9f7f-a354cef3bd64", "event_type": "community", "title": "5% revenue donation fund launched", "summary": "Plausible launched a fund giving 5% of revenue at the start of 2021, allocating $3,345 in the first quarter.", "time": { "start": "2021-01-01T00:00:00Z", "end": "2021-12-31T23:59:59Z", "precision": "year", "label": "start of 2021" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d82-7333-9ee3-bd95ba7225ea", "01a10e6f-5d84-726f-b5ae-a0204eb65da3" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-702e-b810-3d56b3871212", "event_type": "metric_milestone", "title": "$500k ARR reached", "summary": "Plausible reached $500k ARR ($42,624 MRR) in October 2021.", "time": { "start": "2021-10-01T00:00:00Z", "end": "2021-10-31T23:59:59Z", "precision": "month", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71df-b2f8-ff9ffe03ece1" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-7030-bfc1-1d48a8d80a5f", "event_type": "other", "title": "Interest rises after Austrian DPA ruling", "summary": "Plausible saw increased interest after the Austrian DPA ruled Google Analytics violates GDPR in January 2022.", "time": { "start": "2022-01-01T00:00:00Z", "end": "2022-01-31T23:59:59Z", "precision": "month", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71e1-ae0c-712b8352641c" ], "metric_snapshot_ids": [], "outcome_ids": [ "01a10e71-7b83-72de-8095-0d310858bcf4" ], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-7032-bd9d-18536a46d8f9", "event_type": "product", "title": "Google Analytics import tool", "summary": "Plausible introduced a Google Analytics import tool in April 2022, ahead of the Universal Analytics sunset.", "time": { "start": "2022-04-01T00:00:00Z", "end": "2022-04-30T23:59:59Z", "precision": "month", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71e5-bf72-683bb4991e52", "01a10e6f-5d72-711b-9efe-776dd02cc8e4" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [ "01a10e71-7b83-72b8-a65b-c0fc8b43b0ef" ], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-7035-a70c-af77c729577f", "event_type": "metric_milestone", "title": "$1M ARR reached", "summary": "Plausible reached $1 million ARR ($83,637 MRR) on June 2, 2022 with 7,000+ paying subscribers.", "time": { "start": "2022-06-02T00:00:00Z", "end": "2022-06-02T23:59:59Z", "precision": "day", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d73-71bf-80a5-0e55668a82b4", "01a10e6f-5d83-7218-8554-20c006efaa7c", "01a10e6f-5d77-70e1-adb7-2e7a0cb044e2" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-7039-b069-514f2d28c251", "event_type": "pricing_change", "title": "Business plan with premium features", "summary": "Plausible introduced a Business plan with funnels and ecommerce revenue as premium features, keeping existing subscribers on current pricing.", "time": { "start": null, "end": null, "precision": "unknown", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d71-7051-960a-449efb269e4f", "01a10e6f-5d71-704b-9b4a-e24a71e8f10f" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-703c-b9ea-7fd8653ed09f", "event_type": "milestone", "title": "Fifth anniversary", "summary": "Plausible reached its 5th anniversary in January 2024, calling that January its best month yet for MRR growth.", "time": { "start": "2024-01-01T00:00:00Z", "end": "2024-01-31T23:59:59Z", "precision": "month", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d82-7371-9ae1-5e2bef23cdd7", "01a10e6f-5d72-7113-90a2-04a50e7ff275", "01a10e6f-5d71-7053-94a5-f381b09da7bb" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-7040-bc71-2e4b0942556e", "event_type": "product", "title": "Homepage simplification", "summary": "In late January 2026 Plausible spent a few days editing its homepage, moving the feature grid up and cutting prose sections from six to three.", "time": { "start": "2026-01-01T00:00:00Z", "end": "2026-01-31T23:59:59Z", "precision": "month", "label": "late January 2026" }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d81-72d6-b663-5666a5e09b2b", "01a10e6f-5d81-72da-9cbf-9a67c96a1d6d", "01a10e6f-5d81-72dc-a04e-a06ed7f66e9a" ], "metric_snapshot_ids": [], "outcome_ids": [], "tactic_occurrence_ids": [ "01a10e71-7b83-72ac-a106-c881bb82f473" ], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false }, { "id": "01a10e71-7b7a-7044-ab41-cc7ae9892dac", "event_type": "metric_milestone", "title": "Record month for new paying subscribers", "summary": "April 2026 was Plausible's best month for new paying subscribers, new MRR and new customers in its history.", "time": { "start": "2026-04-01T00:00:00Z", "end": "2026-04-30T23:59:59Z", "precision": "month", "label": null }, "surface_ids": [], "claim_ids": [ "01a10e6f-5d81-72d4-99e9-b04482d1b9a7", "01a10e6f-5d81-72ec-ab44-d04d5a671623", "01a10e6f-5d81-72e8-9602-660eaaa47184" ], "metric_snapshot_ids": [], "outcome_ids": [ "01a10e71-7b83-72e1-a104-06d267ea000c" ], "tactic_occurrence_ids": [], "launch_episode_id": null, "review_state": "machine_inferred", "is_negative_sensitive": false } ], "launch_episodes": [ { "id": "01a10e71-7b86-7321-8337-2092637e5a1f", "title": "Hacker News attention, Feb 2019", "time": { "start": "2019-02-17T00:00:00Z", "end": "2019-02-17T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25ce-717c-b755-9f514ffcc91c" ], "claim_ids": [ "01a10e6c-25ce-717a-984d-0cb8c82c4122" ], "summary": "1 related public event(s): hacker news post. State before: About 0 stars the day before; repository 75 days old; first launch episode Pigtail found.", "review_state": "machine_inferred" }, { "id": "01a10e71-7b86-7329-b22c-a026c54b7d31", "title": "Hacker News attention, Apr 2020", "time": { "start": "2020-04-08T00:00:00Z", "end": "2020-04-08T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25cf-7127-8315-5e1b90d828e7" ], "claim_ids": [ "01a10e6c-25cf-7125-8318-81e6b51f2e2d" ], "summary": "1 related public event(s): hacker news post. State before: About 181 stars the day before; repository 491 days old; 1 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b86-7331-929d-f3c61f7185dd", "title": "Hacker News attention, Jul 2020", "time": { "start": "2020-07-27T00:00:00Z", "end": "2020-07-27T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25cf-7131-96de-33f2cf33e793" ], "claim_ids": [ "01a10e6c-25cf-712f-a0c9-7a15fa662c04" ], "summary": "1 related public event(s): hacker news post. State before: About 1,500 stars the day before; repository 601 days old; 2 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b87-733b-a91a-a0825ece3d13", "title": "Hacker News launch, Oct 2020", "time": { "start": "2020-10-05T00:00:00Z", "end": "2020-10-06T23:59:59Z", "precision": "range", "label": null }, "event_ids": [ "01a10e6c-2054-735f-b6df-f23a0a6f3dee", "01a10e6c-25cf-712c-ab12-e4d3e44ac14d" ], "claim_ids": [ "01a10e6c-2054-735d-b148-50804e3bdd70", "01a10e6c-25cf-712a-b971-22bd1c68cd02" ], "summary": "2 related public event(s): release, show hn. State before: About 2,743 stars the day before; repository 671 days old; 3 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b87-7343-bfb0-e9567a567849", "title": "Hacker News attention, Oct 2020", "time": { "start": "2020-10-13T00:00:00Z", "end": "2020-10-14T23:59:59Z", "precision": "range", "label": null }, "event_ids": [ "01a10e6c-25cf-713b-802e-9a4085bf650a", "01a10e6c-2054-7362-b2ce-c58430ff7d10" ], "claim_ids": [ "01a10e6c-25cf-7139-8f0e-1b9316ff324e", "01a10e6c-2054-7360-adfc-8b64bc8b3785" ], "summary": "2 related public event(s): hacker news post, release. State before: About 3,538 stars the day before; repository 679 days old; 4 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b88-706a-bfb7-fcabd63c4317", "title": "Hacker News attention, Dec 2020", "time": { "start": "2020-12-17T00:00:00Z", "end": "2020-12-17T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25d1-7064-a23d-c1e083aae4c3" ], "claim_ids": [ "01a10e6c-25d1-7062-9104-94fed9290819" ], "summary": "1 related public event(s): hacker news post. State before: About 4,260 stars the day before; repository 2.0 years old; 5 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b88-7072-aabb-c169468a9bbe", "title": "Hacker News attention, Mar 2021", "time": { "start": "2021-03-07T00:00:00Z", "end": "2021-03-07T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25d1-705f-8a2c-540cfc3dce17" ], "claim_ids": [ "01a10e6c-25d1-705d-8471-b54ac5d742b6" ], "summary": "1 related public event(s): hacker news post. State before: About 5,334 stars the day before; repository 2.3 years old; 6 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b88-707a-aafe-be48a90cf36e", "title": "Hacker News attention, Apr 2021", "time": { "start": "2021-04-16T00:00:00Z", "end": "2021-04-16T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25d1-7069-9b63-a019a212abf5" ], "claim_ids": [ "01a10e6c-25d1-7067-9723-e7808234bbfa" ], "summary": "1 related public event(s): hacker news post. State before: About 6,794 stars the day before; repository 2.4 years old; 7 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b89-71fe-b425-50f3664e6c94", "title": "Hacker News attention, May 2021", "time": { "start": "2021-05-18T00:00:00Z", "end": "2021-05-18T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25ce-7181-92ea-b0ef81f8bf27" ], "claim_ids": [ "01a10e6c-25ce-717f-ad29-67ab368cf3f7" ], "summary": "1 related public event(s): hacker news post. State before: About 7,187 stars the day before; repository 2.5 years old; 8 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b89-7206-ac14-2446ddba993f", "title": "Hacker News attention, Aug 2021", "time": { "start": "2021-08-31T00:00:00Z", "end": "2021-08-31T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25ce-7177-acf5-a17c38360b3a" ], "claim_ids": [ "01a10e6c-25ce-7175-b097-88f2190c954f" ], "summary": "1 related public event(s): hacker news post. State before: About 7,981 stars the day before; repository 2.7 years old; 9 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b89-720e-bfe4-112b232b2bab", "title": "Hacker News attention, Nov 2021", "time": { "start": "2021-11-05T00:00:00Z", "end": "2021-11-05T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25d0-71a3-b9e3-cf3d7f73c2b2" ], "claim_ids": [ "01a10e6c-25d0-71a1-8f93-e280296b35b1" ], "summary": "1 related public event(s): hacker news post. State before: About 8,589 stars the day before; repository 2.9 years old; 10 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b8a-700f-80ba-e099a0b32f87", "title": "Hacker News attention, Jun 2022", "time": { "start": "2022-06-24T00:00:00Z", "end": "2022-06-24T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25cf-711d-a1ab-7a6716ca3c12" ], "claim_ids": [ "01a10e6c-25cf-711b-afff-5102a61d673b" ], "summary": "1 related public event(s): hacker news post. State before: About 10,937 stars the day before; repository 3.6 years old; 11 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b8a-7017-8346-3d3eb73563b6", "title": "Hacker News attention, Aug 2022", "time": { "start": "2022-08-24T00:00:00Z", "end": "2022-08-24T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25cf-7136-9384-eae786a52efe" ], "claim_ids": [ "01a10e6c-25cf-7134-8ab9-66fe12728436" ], "summary": "1 related public event(s): hacker news post. State before: About 11,660 stars the day before; repository 3.7 years old; 12 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b8a-701f-a1aa-0b79df467b71", "title": "Hacker News attention, Mar 2023", "time": { "start": "2023-03-12T00:00:00Z", "end": "2023-03-12T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6d-3274-7375-a1fa-fa1e4a95f025" ], "claim_ids": [ "01a10e6d-3274-7373-b588-fe260691010a" ], "summary": "1 related public event(s): hacker news post. State before: About 13,567 stars the day before; repository 4.3 years old; 13 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b8b-714b-a29c-976d6013eb03", "title": "Hacker News attention, Jul 2024", "time": { "start": "2024-07-08T00:00:00Z", "end": "2024-07-10T23:59:59Z", "precision": "range", "label": null }, "event_ids": [ "01a10e6c-25d1-706e-9e7e-5dec29dce2b9", "01a10e6c-25d1-7073-ad83-cbb0f1dd5792" ], "claim_ids": [ "01a10e6c-25d1-706c-919f-b853bbfbcd94", "01a10e6c-25d1-7071-aa4f-8531575d09c5" ], "summary": "2 related public event(s): hacker news post. State before: About 18,512 stars the day before; repository 5.6 years old; 14 earlier launch episode(s).", "review_state": "machine_inferred" }, { "id": "01a10e71-7b8b-7153-9251-2c7e89b06ee2", "title": "Hacker News attention, Mar 2025", "time": { "start": "2025-03-24T00:00:00Z", "end": "2025-03-24T23:59:59Z", "precision": "day", "label": null }, "event_ids": [ "01a10e6c-25cf-7122-bb6c-5dc46bbf11cf" ], "claim_ids": [ "01a10e6c-25cf-7120-9032-12bbe87299d6" ], "summary": "1 related public event(s): hacker news post. State before: About 21,416 stars the day before; repository 6.3 years old; 15 earlier launch episode(s).", "review_state": "machine_inferred" } ], "growth_episodes": [ { "id": "01a10e6c-1e7c-7360-9d50-f2e5fb2aa1cf", "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "title": "Sharp star growth, Sep 2019", "time": { "start": "2019-09-03T00:00:00Z", "end": "2019-09-09T23:59:59Z", "precision": "range", "label": null }, "start_metric_id": "01a10e6c-1e73-725a-ab03-dd4637331abe", "end_metric_id": "01a10e6c-1e73-725b-8baa-27656b626f9c", "delta_numeric": 61.0, "related_event_ids": [], "summary": "+61 stars in 7 day(s); peak day Sep 03 with +21. Afterwards (days 31–90) the project averaged 0.4 stars/day, up from almost none before. No high-confidence public event found.", "causal_attribution": "unknown", "claim_ids": [ "01a10e6c-1e7c-735e-8ebb-5cb2ff0fe096" ] }, { "id": "01a10e6c-1e7c-7364-9c45-36b13ada1ba5", "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "title": "Sharp star growth, Apr 2020", "time": { "start": "2020-04-08T00:00:00Z", "end": "2020-04-20T23:59:59Z", "precision": "range", "label": null }, "start_metric_id": "01a10e6c-1e7c-7363-ac22-a022a9468f0d", "end_metric_id": "01a10e6c-1e73-727b-8f4c-03049a525057", "delta_numeric": 315.0, "related_event_ids": [ "01a10e6c-25cf-7127-8315-5e1b90d828e7" ], "summary": "+315 stars in 13 day(s); peak day Apr 09 with +76. Afterwards (days 31–90) it averaged 11.1 stars/day, which stayed well above the 0.6/day before the episode. 1 public event(s) observed within this window (timing only).", "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e7c-7361-bf14-8303a70dc26c", "01a10e6c-25cf-7125-8318-81e6b51f2e2d" ] }, { "id": "01a10e6c-1e7c-7369-8762-86c074c0d273", "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "title": "Elevated star growth, Jun 2020", "time": { "start": "2020-06-18T00:00:00Z", "end": "2020-06-19T23:59:59Z", "precision": "range", "label": null }, "start_metric_id": "01a10e6c-1e7c-7367-b073-4641e3f150f5", "end_metric_id": "01a10e6c-1e7c-7368-ab04-c7fc14025e29", "delta_numeric": 128.0, "related_event_ids": [], "summary": "+128 stars in 2 day(s); peak day Jun 18 with +89. Afterwards (days 31–90) it averaged 20.1 stars/day, which stayed well above the 6.2/day before the episode. No high-confidence public event found.", "causal_attribution": "unknown", "claim_ids": [ "01a10e6c-1e7c-7365-acdd-935aa7a8094d" ] }, { "id": "01a10e6c-1e7d-728b-ba11-90689cc44444", "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "title": "Elevated star growth, Jul 2020", "time": { "start": "2020-07-27T00:00:00Z", "end": "2020-07-29T23:59:59Z", "precision": "range", "label": null }, "start_metric_id": "01a10e6c-1e7d-7289-911c-712a0f86fe5c", "end_metric_id": "01a10e6c-1e7d-728a-8041-1ff46332f12d", "delta_numeric": 133.0, "related_event_ids": [ "01a10e6c-25cf-7131-96de-33f2cf33e793" ], "summary": "+133 stars in 3 day(s); peak day Jul 27 with +66. Afterwards (days 31–90) it averaged 23.6 stars/day, which stayed well above the 12.3/day before the episode. 1 public event(s) observed within this window (timing only).", "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e7c-736a-aa29-71e41b335fb6", "01a10e6c-25cf-712f-a0c9-7a15fa662c04" ] }, { "id": "01a10e6c-1e7d-728f-a035-88a169ee98f9", "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "title": "Elevated star growth, Aug 2020", "time": { "start": "2020-08-04T00:00:00Z", "end": "2020-08-05T23:59:59Z", "precision": "range", "label": null }, "start_metric_id": "01a10e6c-1e74-7276-b5e8-bacad9ab82e2", "end_metric_id": "01a10e6c-1e7d-728e-b965-4ea67a18c057", "delta_numeric": 297.0, "related_event_ids": [], "summary": "+297 stars in 2 day(s); peak day Aug 04 with +155. Afterwards (days 31–90) it averaged 23.6 stars/day, which returned close to the 18.8/day before the episode. No high-confidence public event found.", "causal_attribution": "unknown", "claim_ids": [ "01a10e6c-1e7d-728c-8a56-b6de06f7c895" ] }, { "id": "01a10e6c-1e7d-7293-af43-6b207164256a", "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "title": "Sharp star growth, Oct 2020", "time": { "start": "2020-10-06T00:00:00Z", "end": "2020-10-15T23:59:59Z", "precision": "range", "label": null }, "start_metric_id": "01a10e6c-1e74-727f-a6ed-328b225b3a10", "end_metric_id": "01a10e6c-1e7d-7292-943b-053b4b0e3790", "delta_numeric": 910.0, "related_event_ids": [ "01a10e6c-2054-735f-b6df-f23a0a6f3dee", "01a10e6c-2054-7362-b2ce-c58430ff7d10", "01a10e6c-25cf-712c-ab12-e4d3e44ac14d", "01a10e6c-25cf-713b-802e-9a4085bf650a" ], "summary": "+910 stars in 10 day(s); peak day Oct 07 with +319. Afterwards (days 31–90) it averaged 10.9 stars/day, which returned close to the 8.3/day before the episode. 4 public event(s) observed within this window (timing only).", "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e7d-7290-9d76-07cc2185dab9", "01a10e6c-2054-735d-b148-50804e3bdd70", "01a10e6c-2054-7360-adfc-8b64bc8b3785", "01a10e6c-25cf-712a-b971-22bd1c68cd02", "01a10e6c-25cf-7139-8f0e-1b9316ff324e" ] }, { "id": "01a10e6c-1e7d-7298-a919-e97349c089a7", "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "title": "Sharp star growth, Mar 2021", "time": { "start": "2021-03-07T00:00:00Z", "end": "2021-03-10T23:59:59Z", "precision": "range", "label": null }, "start_metric_id": "01a10e6c-1e7d-7296-9f4d-0d6aef976f94", "end_metric_id": "01a10e6c-1e7d-7297-9eb1-77cf7a2963ed", "delta_numeric": 947.0, "related_event_ids": [ "01a10e6c-25d1-705f-8a2c-540cfc3dce17" ], "summary": "+947 stars in 4 day(s); peak day Mar 07 with +399. Afterwards (days 31–90) it averaged 10.9 stars/day, which returned close to the 13.6/day before the episode. 1 public event(s) observed within this window (timing only).", "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e7d-7294-97eb-ac64c292b045", "01a10e6c-25d1-705d-8471-b54ac5d742b6" ] }, { "id": "01a10e6c-1e7e-7030-b3a6-f18adf13509a", "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "title": "Sharp star growth, May 2026", "time": { "start": "2026-05-16T00:00:00Z", "end": "2026-06-05T23:59:59Z", "precision": "range", "label": null }, "start_metric_id": "01a10e6c-1e7e-702e-9558-ae744066fa60", "end_metric_id": "01a10e6c-1e7e-702f-8426-e8d1e33add3d", "delta_numeric": 1990.0, "related_event_ids": [ "01a10e6c-2054-736b-ad3b-76334a513a2d", "01a10e6c-25d1-707d-a288-caf824f0eb49" ], "summary": "+1,990 stars in 21 day(s); peak day May 17 with +564. Afterwards (days 31–90) it averaged 22.9 stars/day, which stayed well above the 9.7/day before the episode. 2 public event(s) observed within this window (timing only).", "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e7d-7299-962c-7248b2298d11", "01a10e6c-2054-7369-9b17-1a81bae9eab9", "01a10e6c-25d1-707b-87f9-26d0aa50e8ba" ] } ], "metric_snapshots": [ { "id": "01a10e6c-10c6-729a-93ad-d5f5193aa52b", "metric_key": "github_forks", "label": "GitHub forks", "value_numeric": 1881.0, "value_text": null, "unit": "count", "currency": null, "time": { "start": "2026-10-05T00:00:00Z", "end": "2026-10-05T23:59:59Z", "precision": "day", "label": null }, "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "claim_ids": [ "01a10e6c-10c6-7298-8146-353daa45fd9f" ], "review_state": "machine_extracted", "public_attribution": null }, { "id": "01a10e6c-1e72-7011-98bb-01d1cf1e0980", "metric_key": "github_stars", "label": "GitHub stars", "value_numeric": 1.0, "value_text": null, "unit": "count", "currency": null, "time": { "start": "2019-05-20T00:00:00Z", "end": "2019-05-20T23:59:59Z", "precision": "day", "label": null }, "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293" ], "review_state": "machine_extracted", "public_attribution": null }, { "id": "01a10e6c-1e73-724c-9cd7-c0d31289cc40", "metric_key": "github_stars", "label": "GitHub stars", "value_numeric": 1.0, "value_text": null, "unit": "count", "currency": null, "time": { "start": "2019-05-27T00:00:00Z", "end": "2019-05-27T23:59:59Z", "precision": "day", "label": null }, "repository_id": "01a10e6c-10c5-738b-a7ae-ac2af694417b", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293" ], "review_state": "machine_extracted", "public_attribution": null }, { "id": "01a10e6c-1e73-724d-8b53-fad0224083c7", "metric_key": "github_stars", "label": "GitHub stars", "value_numeric": 1.0, "value_text": null, "unit": "count", "currency": null, "time": { "start": 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Twitter became the second-highest traffic source at 10K.", "outcome_ids": [], "claim_ids": [ "01a10e6f-5d76-724e-9a14-848af6e0fb81", "01a10e6f-5d76-7268-a559-ca8f9171efac" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72b1-8373-90aa7a2bacac", "tactic_id": "01a10e71-7b83-72b0-8538-61863607405d", "event_id": null, "strategy_phase_id": "01a10e71-7b82-704a-a6dc-130e7eaad168", "time": { "start": "2020-01-01T00:00:00Z", "end": "2020-12-31T23:59:59Z", "precision": "year", "label": "2020" }, "implementation": "30-day no-card trial with a live demo on the homepage. 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It finished #2 of the day.", "outcome_ids": [], "claim_ids": [ "01a10e6f-5d72-713d-9164-8d26a82303a6", "01a10e6f-5d7e-7266-a1a9-611597c96f51", "01a10e6f-5d7e-7272-b102-c2ee355120db", "01a10e6f-5d72-7129-84db-c2f7db9dfcb5" ], "review_state": "machine_inferred" } ], "growth_engines": [ { "id": "01a10e71-7b83-72bf-9ba8-f19aee61b07c", "name": "Content-driven organic search", "description": "Blog and product content ranks in Google and drives most trial signups.", "mechanism": "Educational and comparison posts attract searchers already looking for a Google Analytics alternative.", "status": "candidate", "claim_ids": [ "01a10e6f-5d76-726a-9bc2-c46aa602fd25", "01a10e6f-5d76-7250-8a6e-f7bceaad2cde", "01a10e6f-5d76-7246-9dff-4269cd11b9ea", "01a10e6f-5d76-7260-a2fb-837bb8702bdd", "01a10e6f-5d76-7262-ab4d-1f75135ecbb4", "01a10e6f-5d7f-7205-b2af-99d1074bd2a7", "01a10e6f-5d82-7363-b9c7-3bb6a5a0544b", "01a10e6f-5d72-7135-8495-96f3d6665307" ] }, { "id": "01a10e71-7b83-72c1-b8d1-4e5913346fde", "name": "Word of mouth from users and open-source visibility", "description": "Customers and open-source users recommend Plausible, with no paid acquisition.", "mechanism": "Being open source and value-aligned leads people to write about and recommend the product.", "status": "candidate", "claim_ids": [ "01a10e6f-5d73-71c3-93c8-02c57c3bd6b2", "01a10e6f-5d80-73da-8874-e2df0a407567", "01a10e6f-5d77-70e9-9a6e-ef19d2190ea0", "01a10e6f-5d7f-71f1-94c1-f92a1e726688", "01a10e6f-5d80-73fc-a4fa-74fe7b3382f4", "01a10e6f-5d81-7316-aff3-2c4d3783b208" ] }, { "id": "01a10e71-7b83-72c3-814c-0a330f35ee98", "name": "Recurring Hacker News front-page spikes", "description": "Repeated HN front-page appearances bring traffic, trials and GitHub stars.", "mechanism": "Opinionated posts and open-source announcements hit HN, then spill over to GitHub Trending.", "status": "candidate", "claim_ids": [ "01a10e6f-5d76-724c-bf1c-4425d2150b1e", "01a10e6f-5d84-7263-8689-34aaf85aef17", "01a10e6f-5d81-7300-899d-73ba64f2dc01", "01a10e6f-5d81-7304-a09f-2a69f8e2b239", "01a10e6f-5d84-7289-b370-a4cc50a16fa7", "01a10e6f-5d84-728b-b89d-c2c3f49f8393", "01a10e6f-5d7f-71cd-89f0-4387c7195437" ] } ], "growth_engine_occurrences": [ { "id": "01a10e71-7b83-72c0-857e-55304602fb8f", "growth_engine_id": "01a10e71-7b83-72bf-9ba8-f19aee61b07c", "strategy_phase_ids": [ "01a10e71-7b82-704a-a6dc-130e7eaad168" ], "time": { "start": "2020-03-01T00:00:00Z", "end": "2020-03-31T23:59:59Z", "precision": "month", "label": null }, "state": "active", "strength": "Google described by the company as its number one source of trial signups by far", "tactic_occurrence_ids": [], "outcome_ids": [], "claim_ids": [ "01a10e6f-5d76-726a-9bc2-c46aa602fd25", "01a10e6f-5d76-7250-8a6e-f7bceaad2cde", "01a10e6f-5d76-7246-9dff-4269cd11b9ea", "01a10e6f-5d76-7260-a2fb-837bb8702bdd", "01a10e6f-5d76-7262-ab4d-1f75135ecbb4", "01a10e6f-5d7f-7205-b2af-99d1074bd2a7", "01a10e6f-5d82-7363-b9c7-3bb6a5a0544b", "01a10e6f-5d72-7135-8495-96f3d6665307" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72c2-a53c-caef148274b8", "growth_engine_id": "01a10e71-7b83-72c1-b8d1-4e5913346fde", "strategy_phase_ids": [], "time": { "start": null, "end": null, "precision": "unknown", "label": null }, "state": "active", "strength": "company says it is how people hear about it", "tactic_occurrence_ids": [], "outcome_ids": [], "claim_ids": [ "01a10e6f-5d73-71c3-93c8-02c57c3bd6b2", "01a10e6f-5d80-73da-8874-e2df0a407567", "01a10e6f-5d77-70e9-9a6e-ef19d2190ea0", "01a10e6f-5d7f-71f1-94c1-f92a1e726688", "01a10e6f-5d80-73fc-a4fa-74fe7b3382f4", "01a10e6f-5d81-7316-aff3-2c4d3783b208" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72c4-a672-e8449df5e021", "growth_engine_id": "01a10e71-7b83-72c3-814c-0a330f35ee98", "strategy_phase_ids": [ "01a10e71-7b82-704b-b959-2e07ae8e995c" ], "time": { "start": "2020-04-01T00:00:00Z", "end": "2020-04-30T23:59:59Z", "precision": "month", "label": null }, "state": "unknown", "strength": "HN was the top referral source with 43.6K visits; HN appearances six or seven times in a year", "tactic_occurrence_ids": [], "outcome_ids": [], "claim_ids": [ "01a10e6f-5d76-724c-bf1c-4425d2150b1e", "01a10e6f-5d84-7263-8689-34aaf85aef17", "01a10e6f-5d81-7300-899d-73ba64f2dc01", "01a10e6f-5d81-7304-a09f-2a69f8e2b239", "01a10e6f-5d84-7289-b370-a4cc50a16fa7", "01a10e6f-5d84-728b-b89d-c2c3f49f8393", "01a10e6f-5d7f-71cd-89f0-4387c7195437" ], "review_state": "machine_inferred" } ], "outcomes": [ { "id": "01a10e71-7b83-72c5-98ab-0b7e1f7abe70", "summary": "The April 2020 anti-Google-Analytics post produced record traffic and signups: 62.8k visitors in April and 272 signups, plus 166 trials in its first week, more than the prior four months combined.", "event_id": "01a10e6c-25cf-7127-8315-5e1b90d828e7", "tactic_occurrence_id": null, "metric_snapshot_ids": [], "causal_attribution": "company_attributed", "claim_ids": [ "01a10e6f-5d7a-722d-991f-88438e46fded", "01a10e6f-5d7a-7229-a6f3-3eebea4759f6", "01a10e6f-5d7a-722b-8441-6cbc5fe22c95", "01a10e6f-5d80-73ca-83dc-7f75e27ffa68", "01a10e6f-5d7a-7223-94c5-c6e3ed08cc02", "01a10e6f-5d83-71dc-b7a1-9cfb863893d7" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72cc-beb9-b54031334804", "summary": "Plausible says repositioning its homepage as a Google Analytics alternative in April 2020 started its growth. MRR went from $400 in April 2020 to over $10,000 nine months later.", "event_id": null, "tactic_occurrence_id": null, "metric_snapshot_ids": [], "causal_attribution": "company_attributed", "claim_ids": [ "01a10e6f-5d81-72ee-9ae3-efd829a092ee", "01a10e6f-5d76-7276-b217-4ca066a7f7b8", "01a10e6f-5d76-726c-9c19-7d2af463af94", "01a10e6f-5d80-73c2-b708-163433fca2d8" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72d1-ab46-b01dc4eb8816", "summary": "The switch to ClickHouse cut graph load time from 5–6s to about 500ms and let Plausible onboard larger sites. The company says this enabled its growth.", "event_id": "01a10e71-7b78-7179-b495-f7a0ef5690f8", "tactic_occurrence_id": null, "metric_snapshot_ids": [], "causal_attribution": "company_attributed", "claim_ids": [ "01a10e6f-5d7b-711c-b014-171c9a2ed48a", "01a10e6f-5d7b-711e-9d31-04db81891a0b", "01a10e6f-5d7f-7201-a9fe-6d7cdeb6b01a", "01a10e6f-5d7c-7093-9a19-a2bbf3cf94c9" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72d6-a69a-2af93e57eb33", "summary": "Plausible says the AGPL change helped it build a sustainable open source project.", "event_id": "01a10e71-7b79-71b3-9190-33ea2ab2c031", "tactic_occurrence_id": null, "metric_snapshot_ids": [], "causal_attribution": "company_attributed", "claim_ids": [ "01a10e6f-5d74-71bc-9ea4-cb1500a6b180" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72d8-b257-ae04a0e5a214", "summary": "Product Hunt delivered modest results, and sources report different figures: 1,000+ visitors and 15 trials; 1,490 visitors and 22 trials in the first 24 hours; 2,560 visitors and 36 trials after almost a week; 2.8k visitors and 50 signups. Plausible considers Product Hunt not a sustainable long-term channel.", "event_id": "01a10e71-7b79-71ab-ab54-98815948dc77", "tactic_occurrence_id": null, "metric_snapshot_ids": [], "causal_attribution": "company_attributed", "claim_ids": [ "01a10e6f-5d73-71d9-9f64-a8067b226f7c", "01a10e6f-5d72-712d-9c1a-06a91c6ea71a", "01a10e6f-5d72-712f-b494-7490ae56e004", "01a10e6f-5d7e-7264-a906-b6d6d27155b4", "01a10e6f-5d7e-7270-b693-5aae0923c8ea" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72de-8095-0d310858bcf4", "summary": "March 2022 was the best month for net MRR growth ($8,247), coming after the Universal Analytics sunset announcement and the Austrian DPA ruling. The link is based on timing.", "event_id": "01a10e71-7b7a-7030-bfc1-1d48a8d80a5f", "tactic_occurrence_id": null, "metric_snapshot_ids": [], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6f-5d73-71e3-a018-f2d36ce182a5", "01a10e6f-5d73-71e1-ae0c-712b8352641c" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72e1-a104-06d267ea000c", "summary": "From January to April 2026, after the homepage edit, trial signups from non-logged-in visitors rose 84% while traffic rose about 2%. April 2026 was the record month for new paying subscribers (1,156).", "event_id": "01a10e71-7b7a-7044-ab41-cc7ae9892dac", "tactic_occurrence_id": null, "metric_snapshot_ids": [], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6f-5d81-72e0-8203-47626f976f2b", "01a10e6f-5d81-72e2-b310-13f931eb21cb", "01a10e6f-5d81-72e4-8113-af707191654f", "01a10e6f-5d81-72e8-9602-660eaaa47184", "01a10e6f-5d81-72d4-99e9-b04482d1b9a7", "01a10e6f-5d81-72d6-b663-5666a5e09b2b" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72e8-8ed2-d37e7e3450b9", "summary": "Donations were negligible compared with subscriptions: six $5 donations in about six months.", "event_id": null, "tactic_occurrence_id": null, "metric_snapshot_ids": [], "causal_attribution": "unknown", "claim_ids": [ "01a10e6f-5d73-71dd-8d23-8bc513ff5dff", "01a10e6f-5d7f-71e9-a78c-96758f35a154", "01a10e6f-5d7f-71bf-870e-207d86b9e8d6" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b86-7328-b3c0-fa5aff290b1d", "summary": "Stars went from 0 the day before to 0 (+24h: +0, +48h: +0, +7d: +0, +30d: +0, +90d: +0). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25ce-717c-b755-9f514ffcc91c", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b86-7322-892e-f8820f50999e", "01a10e71-7b86-7323-8412-53bea5f16b97", "01a10e71-7b86-7324-b9c1-a9e327db819b", "01a10e71-7b86-7325-82d4-3556a7b047b4", "01a10e71-7b86-7326-9be7-a997df86542e", "01a10e71-7b86-7327-9371-0cdbdfbd3aa8" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25ce-717a-984d-0cb8c82c4122" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b86-7330-a981-ca080fead210", "summary": "Stars went from 181 the day before to 1,232 (+24h: +147, +48h: +210, +7d: +261, +30d: +472, +90d: +1,051). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25cf-7127-8315-5e1b90d828e7", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b86-732a-b16d-ee88433603cb", "01a10e71-7b86-732b-b61c-3324d5c6e18e", "01a10e71-7b86-732c-89c9-0f345bada245", "01a10e71-7b86-732d-a286-79fa2b9533ae", "01a10e71-7b86-732e-8dce-5cf50897ae01", "01a10e71-7b86-732f-80cd-770d86a96ebc" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25cf-7125-8318-81e6b51f2e2d" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b87-733a-9752-7f213a15a999", "summary": "Stars went from 1,500 the day before to 3,826 (+24h: +104, +48h: +133, +7d: +241, +30d: +862, +90d: +2,326). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25cf-7131-96de-33f2cf33e793", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b86-7332-a2e1-badb6a75e0a3", "01a10e71-7b87-7335-ae4c-831e049bbdf8", "01a10e71-7b87-7336-bf04-fe670081d3f0", "01a10e71-7b87-7337-974e-3aace8809cc7", "01a10e71-7b87-7338-a12f-eef5147ede49", "01a10e71-7b87-7339-a05c-b792abc23774" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25cf-712f-a0c9-7a15fa662c04" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b87-7342-b0df-397e20240138", "summary": "Stars went from 2,743 the day before to 4,510 (+24h: +183, +48h: +502, +7d: +795, +30d: +1,188, +90d: +1,767). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-2054-735f-b6df-f23a0a6f3dee", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b87-733c-ad9e-670c12dd2b71", "01a10e71-7b87-733d-8e4a-008b475aaf27", "01a10e71-7b87-733e-b5ee-6b8a95e08af2", "01a10e71-7b87-733f-8e75-74ddd5d73753", "01a10e71-7b87-7340-8328-26bace58332e", "01a10e71-7b87-7341-b664-88631553c49a" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-2054-735d-b148-50804e3bdd70" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b87-734a-9594-5005445e7fca", "summary": "Stars went from 3,538 the day before to 4,628 (+24h: +98, +48h: +123, +7d: +199, +30d: +453, +90d: +1,090). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25cf-713b-802e-9a4085bf650a", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b87-7344-a59b-9847b2c7fb0b", "01a10e71-7b87-7345-bba7-198a3edc1eca", "01a10e71-7b87-7346-9ce5-e51a1d9f680f", "01a10e71-7b87-7347-b438-d97ab317364b", "01a10e71-7b87-7348-86ed-93d595db5378", "01a10e71-7b87-7349-8ff5-6f01ec13f6d5" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25cf-7139-8f0e-1b9316ff324e" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b88-7071-92d5-f697f46ebf90", "summary": "Stars went from 4,260 the day before to 6,387 (+24h: +64, +48h: +77, +7d: +137, +30d: +431, +90d: +2,127). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25d1-7064-a23d-c1e083aae4c3", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b88-706b-a2ba-899d98b0da8b", "01a10e71-7b88-706c-865e-50b67392c586", "01a10e71-7b88-706d-a490-4c0176123c20", "01a10e71-7b88-706e-8237-7c30fe6d050e", "01a10e71-7b88-706f-a9c9-f3b8c9526e63", "01a10e71-7b88-7070-92c7-56693bf5985c" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25d1-7062-9104-94fed9290819" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b88-7079-835e-a61cece77097", "summary": "Stars went from 5,334 the day before to 7,356 (+24h: +522, +48h: +888, +7d: +1,014, +30d: +1,323, +90d: +2,022). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25d1-705f-8a2c-540cfc3dce17", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b88-7073-9897-915d121cea50", "01a10e71-7b88-7074-af1c-1bedfbfb1898", "01a10e71-7b88-7075-a733-cc728803e093", "01a10e71-7b88-7076-b8f3-33d0264e49e4", "01a10e71-7b88-7077-a8b8-880651ed1130", "01a10e71-7b88-7078-90a5-e09687ff3b60" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25d1-705d-8471-b54ac5d742b6" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b89-71fd-9d6c-218d7c7d3004", "summary": "Stars went from 6,794 the day before to 7,667 (+24h: +23, +48h: +34, +7d: +96, +30d: +377, +90d: +873). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25d1-7069-9b63-a019a212abf5", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b88-707b-b558-db489cc9ab3c", "01a10e71-7b88-707c-8a81-5fe30dead7d3", "01a10e71-7b88-707d-b46d-f3fb7dc93864", "01a10e71-7b89-71fa-bc83-0fda2e80d78e", "01a10e71-7b89-71fb-99f5-0811b40cddab", "01a10e71-7b89-71fc-bfa8-82a48925f48c" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25d1-7067-9723-e7808234bbfa" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b89-7205-acaf-1a50cf1977bc", "summary": "Stars went from 7,187 the day before to 7,861 (+24h: +21, +48h: +27, +7d: +87, +30d: +248, +90d: +674). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25ce-7181-92ea-b0ef81f8bf27", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b89-71ff-b1e7-619942f2db28", "01a10e71-7b89-7200-90ef-2e16b48511f8", "01a10e71-7b89-7201-83c2-bb8ec7057a9c", "01a10e71-7b89-7202-9a5a-429c70a0a6fb", "01a10e71-7b89-7203-853a-3f55f84a4e29", "01a10e71-7b89-7204-b223-4af3d283ec27" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25ce-717f-ad29-67ab368cf3f7" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b89-720d-ac5d-32cc5da01a40", "summary": "Stars went from 7,981 the day before to 8,820 (+24h: +26, +48h: +39, +7d: +88, +30d: +316, +90d: +839). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25ce-7177-acf5-a17c38360b3a", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b89-7207-b24d-0d280b666355", "01a10e71-7b89-7208-960c-51b94084ddc1", "01a10e71-7b89-7209-856d-bc1722df1c59", "01a10e71-7b89-720a-96a5-b5452a51bb69", "01a10e71-7b89-720b-af9d-14295ecbef17", "01a10e71-7b89-720c-a019-8b26ec8c5b5a" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25ce-7175-b097-88f2190c954f" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b8a-700e-bf27-79b18bc7e3c9", "summary": "Stars went from 8,589 the day before to 9,524 (+24h: +24, +48h: +36, +7d: +80, +30d: +263, +90d: +935). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25d0-71a3-b9e3-cf3d7f73c2b2", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b89-720f-a6aa-2158c3070553", "01a10e71-7b8a-7009-aead-8b66072f7f03", "01a10e71-7b8a-700a-bb69-a7a80008f454", "01a10e71-7b8a-700b-9482-ccbb4d28e4a5", "01a10e71-7b8a-700c-aa04-15e292cac649", "01a10e71-7b8a-700d-a081-da0e832fd88f" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25d0-71a1-8f93-e280296b35b1" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b8a-7016-a1d3-2ebedc1e4865", "summary": "Stars went from 10,937 the day before to 11,970 (+24h: +80, +48h: +94, +7d: +164, +30d: +379, +90d: +1,033). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25cf-711d-a1ab-7a6716ca3c12", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b8a-7010-8c6e-af29be6506f2", "01a10e71-7b8a-7011-bde5-6c556916a991", "01a10e71-7b8a-7012-a4c5-c11eabab9e5d", "01a10e71-7b8a-7013-9ae7-6620c146588b", "01a10e71-7b8a-7014-89ba-333e67e61912", "01a10e71-7b8a-7015-8b8e-5877e3ec89df" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25cf-711b-afff-5102a61d673b" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b8a-701e-b3fe-4e42d502fdb3", "summary": "Stars went from 11,660 the day before to 12,507 (+24h: +29, +48h: +41, +7d: +84, +30d: +324, +90d: +847). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25cf-7136-9384-eae786a52efe", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b8a-7018-b02b-9d9ecbdc0c83", "01a10e71-7b8a-7019-9932-11fc96d3653d", "01a10e71-7b8a-701a-b17c-00d3ab5cb8d7", "01a10e71-7b8a-701b-a96b-d88e3d713579", "01a10e71-7b8a-701c-a98e-35c06ceeab3c", "01a10e71-7b8a-701d-a9c1-5adb5fad7414" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25cf-7134-8ab9-66fe12728436" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b8b-714a-8296-5ceee29f99cf", "summary": "Stars went from 13,567 the day before to 14,466 (+24h: +15, +48h: +23, +7d: +70, +30d: +285, +90d: +899). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6d-3274-7375-a1fa-fa1e4a95f025", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b8b-7144-b117-b9222518bb22", "01a10e71-7b8b-7145-9452-175e40ec88d2", "01a10e71-7b8b-7146-8db8-39523f82d4a6", "01a10e71-7b8b-7147-9614-5cf62a0000d9", "01a10e71-7b8b-7148-9629-7490e3e86d50", "01a10e71-7b8b-7149-a8cc-0597ef86a6d1" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6d-3274-7373-b588-fe260691010a" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b8b-7152-bca8-86f6946a4411", "summary": "Stars went from 18,512 the day before to 19,484 (+24h: +32, +48h: +52, +7d: +119, +30d: +324, +90d: +972). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25d1-706e-9e7e-5dec29dce2b9", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b8b-714c-8a2a-4a19054538af", "01a10e71-7b8b-714d-b4b1-13b1614ca39a", "01a10e71-7b8b-714e-8f9f-c914b4918702", "01a10e71-7b8b-714f-bd62-2aed7c61f840", "01a10e71-7b8b-7150-9d83-057bfc658ca4", "01a10e71-7b8b-7151-b788-b5c22cde396a" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25d1-706c-919f-b853bbfbcd94" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b8b-715a-aafc-cdcd4de34da8", "summary": "Stars went from 21,416 the day before to 22,346 (+24h: +28, +48h: +45, +7d: +86, +30d: +377, +90d: +930). Observed after the launch; not proof that the launch caused the change.", "event_id": "01a10e6c-25cf-7122-bb6c-5dc46bbf11cf", "tactic_occurrence_id": null, "metric_snapshot_ids": [ "01a10e71-7b8b-7154-89db-c93f0177c1a5", "01a10e71-7b8b-7155-8242-1daa9d889b90", "01a10e71-7b8b-7156-93c1-f692d26d0e71", "01a10e71-7b8b-7157-8e69-8623928e6ab1", "01a10e71-7b8b-7158-87db-a988b218b05c", "01a10e71-7b8b-7159-9157-1b71ee1bcf5c" ], "causal_attribution": "weakly_associated", "claim_ids": [ "01a10e6c-1e71-7315-b910-01f504f2d293", "01a10e6c-25cf-7120-9032-12bbe87299d6" ], "review_state": "machine_inferred" } ], "prerequisites": [ { "id": "01a10e71-7b83-72a8-bf9f-46a5248cf21b", "name": "A clear position against a widely used incumbent", "description": "A clear position against a widely used incumbent", "applies_to_refs": [ { "type": "tactic", "id": "01a10e71-7b83-72a5-bfca-1cd10f8c5d60" } ], "claim_ids": [ "01a10e6f-5d7a-721b-95ca-08a3c087f1c8", "01a10e6f-5d7a-722f-9302-84c83014aae3", "01a10e6f-5d84-728d-a9dc-30ac74315c47", "01a10e6f-5d76-7244-b3e9-3317e13f2ba5", "01a10e6f-5d73-71d3-b456-26f1902e95ba", "01a10e6f-5d81-72fe-b498-5143a963247e", "01a10e6f-5d80-73c6-baf2-13f7e5284d83", "01a10e6f-5d84-7261-b2da-c1f8fb848d4f", "01a10e6f-5d7d-73af-a252-3ffc7db2002b", "01a10e6f-5d7d-73b1-a702-8a714cac1d3b" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72ad-ab1b-3cbb7105a946", "name": "Homepage is a major entry page", "description": "Homepage is a major entry page", "applies_to_refs": [ { "type": "tactic", "id": "01a10e71-7b83-72ab-bd14-684d837015fb" } ], "claim_ids": [ "01a10e6f-5d81-72d6-b663-5666a5e09b2b", "01a10e6f-5d81-72da-9cbf-9a67c96a1d6d", "01a10e6f-5d81-72d8-9954-0c967ff0f407", "01a10e6f-5d81-72dc-a04e-a06ed7f66e9a", "01a10e6f-5d81-72de-8e5f-e59a51b06480" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72b6-bb06-a82993fbf09b", "name": "Corporate interest in reselling the code", "description": "Corporate interest in reselling the code", "applies_to_refs": [ { "type": "tactic", "id": "01a10e71-7b83-72b4-adc0-d2e08ec5aa73" } ], "claim_ids": [ "01a10e6f-5d74-71b6-94e5-0a390fedd8f3", "01a10e6f-5d7f-71d5-a4b2-0d73712de45f", "01a10e6f-5d74-71bc-9ea4-cb1500a6b180", "01a10e6f-5d74-71c2-932f-1663684bc384", "01a10e6f-5d73-71db-9c94-8c7008f87fa3", "01a10e6f-5d7f-71bb-989a-03a7d0b72847", "01a10e6f-5d81-730a-9d6c-ec213924e243", "01a10e6c-25cf-7139-8f0e-1b9316ff324e" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72b9-a160-b8e01cd0c851", "name": "A known deprecation of the incumbent product", "description": "A known deprecation of the incumbent product", "applies_to_refs": [ { "type": "tactic", "id": "01a10e71-7b83-72b7-8fb9-4163669b8557" } ], "claim_ids": [ "01a10e6f-5d72-711b-9efe-776dd02cc8e4", "01a10e6f-5d79-73a1-816d-9fb4926b8c88", "01a10e6f-5d73-71e5-bf72-683bb4991e52", "01a10e6f-5d72-711d-86ec-7fc1a07c3cef" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72be-b0ab-88327c8d1233", "name": "An existing audience", "description": "An existing audience", "applies_to_refs": [ { "type": "tactic", "id": "01a10e71-7b83-72bc-a892-e0011a55f942" } ], "claim_ids": [ "01a10e6f-5d72-713d-9164-8d26a82303a6", "01a10e6f-5d7e-7266-a1a9-611597c96f51", "01a10e6f-5d7e-7272-b102-c2ee355120db", "01a10e6f-5d72-7129-84db-c2f7db9dfcb5" ], "review_state": "machine_inferred" } ], "constraints": [ { "id": "01a10e71-7b83-72ec-85ad-3b2094dd1de3", "name": "Solo-founder capacity", "description": "A solo founder ruled out freemium because of support costs and initially deferred self-hosting to protect development speed.", "applies_to_refs": [], "claim_ids": [ "01a10e6f-5d70-71bb-8955-4c0ff80d8fe9", "01a10e6f-5d78-73ba-bc15-c035b7c695df", "01a10e6f-5d78-73e4-b404-17fe56439c9d" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72ee-be3d-e42bd5beb342", "name": "Small transactions and churn", "description": "Plausible's monthly recaps report that small average transactions meant about 25% of revenue went to transaction fees, and that higher-than-normal cancellations left revenue flat in January 2020; two customers who cancelled said they could no longer justify the price.", "applies_to_refs": [], "claim_ids": [ "01a10e6f-5d79-738b-81ff-49fd58e6bd7a", "01a10e6f-5d79-7373-810b-0af3f0546362", "01a10e6f-5d79-7375-98f3-3565cf87a451" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72ef-beb4-6ba976940d34", "name": "Database scaling limits", "description": "The PostgreSQL stats engine became sluggish: demo graphs took 6s and larger prospects could not be served.", "applies_to_refs": [], "claim_ids": [ "01a10e6f-5d7a-7235-81d2-ad26a4d41c7c", "01a10e6f-5d7a-7233-ab35-1f44a09d8db9", "01a10e6f-5d84-727b-97e9-aabbab2ec8c2" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72f0-8d79-631d766b13e9", "name": "No paid acquisition tradeoffs", "description": "Plausible says some publishers declined to include it in posts because it had no affiliate program, and it accepts slower growth and less hype than VC-backed competitors as a tradeoff.", "applies_to_refs": [], "claim_ids": [ "01a10e6f-5d7e-727e-bb9f-7a0f41cf4fd8", "01a10e6f-5d77-70d1-a6ad-eed2ef4df38d" ], "review_state": "machine_inferred" }, { "id": "01a10e71-7b83-72f1-946a-31b38eabcb0d", "name": "Switching inertia and self-hosted support burden", "description": "Getting people to switch from Google Analytics was the biggest challenge. 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Pigtail keeps both and does not average them.", "claim_ids": [ "01a10e6f-5d73-71c9-8076-ff6c23b105c1", "01a10e6f-5d78-73ca-b60c-7f2ce278b9df" ], "related_refs": [ { "type": "metric_snapshot", "id": "01a10e71-7b7b-7259-a0cd-369ee506a7fe" }, { "type": "metric_snapshot", "id": "01a10e71-7b7b-725b-8246-a3e4ade3eaa7" } ], "status": "unresolved" } ], "gaps": [ { "id": "01a10e71-7b84-7014-a8c8-3a99ddecdada", "gap_type": "open_question", "summary": "Exact MRR/ARR after reaching roughly $100k MRR, when public sharing stopped", "severity": "minor", "related_refs": [], "surface_key": null }, { "id": "01a10e71-7b84-7015-b66d-9958a2c44b45", "gap_type": "open_question", "summary": "Paying subscriber counts by year between 2022 and 2026", "severity": "minor", "related_refs": [], "surface_key": null }, { "id": "01a10e71-7b84-7016-b9d3-4d2316e2227a", "gap_type": "open_question", "summary": "Dated launch of funnels, revenue goals and the Business plan", "severity": "minor", "related_refs": [], "surface_key": null }, { "id": "01a10e71-7b84-7017-99e9-86e0c5509708", "gap_type": "open_question", "summary": "Number of active self-hosted Community Edition installations", "severity": "minor", "related_refs": [], "surface_key": null }, { "id": "01a10e71-7b84-7018-a7c1-ed051504d309", "gap_type": "open_question", "summary": "Churn and trial conversion trends after 2021", "severity": "minor", "related_refs": [], "surface_key": null }, { "id": "01a10e71-7b84-7019-82be-d5ef2ede812f", "gap_type": "open_question", "summary": "Impact of Community Edition/open core change on growth", "severity": "minor", "related_refs": [], "surface_key": null }, { "id": "01a10e71-7b85-73d1-b2ea-f4ae7b33bf79", "gap_type": "unexplained_growth_episode", "summary": "No high-confidence public event found for the star growth of Sep 03, 2019 (+61 stars).", "severity": "material", "related_refs": [ { "type": "growth_episode", "id": "01a10e6c-1e7c-7360-9d50-f2e5fb2aa1cf" } ], "surface_key": null }, { "id": "01a10e71-7b86-7319-9822-5faf8768a001", "gap_type": "unexplained_growth_episode", "summary": "No high-confidence public event found for the star growth of Jun 18, 2020 (+128 stars).", "severity": "material", "related_refs": [ { "type": "growth_episode", "id": "01a10e6c-1e7c-7369-8762-86c074c0d273" } ], "surface_key": null }, { "id": "01a10e71-7b86-731c-9bb6-e1ad094f3bc4", "gap_type": "unexplained_growth_episode", "summary": "No high-confidence public event found for the star growth of Aug 04, 2020 (+297 stars).", "severity": "material", "related_refs": [ { "type": "growth_episode", "id": "01a10e6c-1e7d-728f-a035-88a169ee98f9" } ], "surface_key": null }, { "id": "01a10e71-d246-7256-925d-2b81af6e59d6", "gap_type": "link_only_surface", "summary": "1 Product Hunt page(s) were found but not read (link-only policy).", "severity": "minor", "related_refs": [], "surface_key": "product_hunt" }, { "id": "01a10e71-d246-7257-9d2e-4f1e1b58f8f2", "gap_type": "unsupported_causality", "summary": "Several outcomes are shown only as observed after an event; no source measured their cause.", "severity": "minor", "related_refs": [], "surface_key": null }, { "id": "01a10e71-d246-7258-ba23-5dfc3452f84f", "gap_type": "source_inaccessible", "summary": "1 source(s) could not be fetched or parsed (blocked, missing or unreadable); their content is not used.", "severity": "minor", "related_refs": [], "surface_key": null } ], "narrative": { "thirty_second": { "text": "Plausible is an open source, cookie-free web analytics tool that a solo developer started in December 2018 and later ran with a marketing co-founder. The company says it has never paid for ads, affiliates or sponsorships. Its growth has come mainly from opinionated blog posts that reached the Hacker News front page, comparison and educational content that ranks in Google, and word of mouth. Revenue comes only from subscriptions to the hosted version, priced by pageviews with a 30-day free trial. It reached $1M ARR in June 2022, and later reported more than 21,000 paying subscribers and over 29,000 GitHub stars.", "claim_ids": [ "01a10e6f-5d77-70d7-a51c-82e33d5f7faa", "01a10e6f-5d73-71c5-b2be-6eac3d0728e2", "01a10e6f-5d81-72fc-9525-85dca3d4aa37", "01a10e6f-5d76-723a-b551-a82fea0e8149", "01a10e6f-5d77-70e9-9a6e-ef19d2190ea0", "01a10e6f-5d83-71dc-b7a1-9cfb863893d7", "01a10e6f-5d76-7250-8a6e-f7bceaad2cde", "01a10e6f-5d76-726a-9bc2-c46aa602fd25", "01a10e6f-5d80-73da-8874-e2df0a407567", "01a10e6f-5d85-719c-a17c-b2817e073500", "01a10e6f-5d7b-714c-bee3-b616db6ea4cd", "01a10e6f-5d7a-721f-aea9-05f58eafee84", "01a10e6f-5d73-71bf-80a5-0e55668a82b4", "01a10e6f-5d77-70e3-91a8-ccbe59123579", "01a10e6c-10c6-7298-8146-353daa45fd9f" ], "inference_strength": "strong_inference" }, "origin": { "text": "Uku Täht began building Plausible around December 2018. While working on a startup, he was asked to install Google Analytics. He did not trust it, and he found existing alternatives such as Simple Analytics and Fathom too barebones. He set out to build a simpler Google Analytics alternative with better privacy, offering '80% of the benefit with 20% of the complexity'. He planned never to store IP addresses or sell data, and considered open-sourcing the code so people could verify those claims.", "claim_ids": [ "01a10e6f-5d77-70d7-a51c-82e33d5f7faa", "01a10e6f-5d81-72f4-a004-c15c9fcdb620", "01a10e6f-5d77-70f3-bc52-92719afa97f9", "01a10e6f-5d81-72f6-bd9f-e4386b787532", "01a10e6f-5d82-7375-b20e-faf530bdc116", "01a10e6f-5d77-70f5-83f3-fcd73287bf67", "01a10e6f-5d70-71b5-8b7a-670420154fa9", "01a10e6f-5d77-70f7-94f1-78168d4a1b1d", "01a10e6f-5d77-70f9-a6a8-e0b7c9555557" ], "inference_strength": "explicit" }, "first_users": { "text": "Before writing much code, Uku published a blog post describing the tool he wanted and recruited beta users through Twitter and email. About 20–30 people showed interest. The beta was announced on Twitter and Indie Hackers, not through a big launch; sources place it in January or February 2019. All early users came from these build-in-public updates, and early users were mostly developers and personal bloggers. Paid plans opened in May 2019 to about 60 beta users, who got a third off. That month ended at $64 MRR.", "claim_ids": [ "01a10e6f-5d7b-712e-9200-b3356fc9b448", "01a10e6f-5d77-70fd-8b3d-4d3c2b4dff48", "01a10e6f-5d83-71d2-b1d5-6d5390d28763", "01a10e6f-5d73-71c7-bdc2-9a31610d24de", "01a10e6f-5d70-71b7-84ee-09a05c7c4eb0", "01a10e6f-5d80-73d6-b511-205bf1e36a61", "01a10e6f-5d82-735b-b9fa-dfaca55c61fe", "01a10e6f-5d81-7312-8156-207d09e3f0ab", "01a10e6f-5d73-71c9-8076-ff6c23b105c1", "01a10e6f-5d71-7043-9727-1963b98e4f38", "01a10e6f-5d70-71b9-b72f-5793aae73a27" ], "inference_strength": "explicit" }, "flywheel": { "text": "The claims point to a loop in which content and open source feed each other. Marko's posts against Google Analytics, and his posts about open source, repeatedly reached the Hacker News front page. Those posts drove traffic and trials, and spilled over to GitHub, where Plausible appeared on the Trending list. Open source code and aligned values led people to write about and recommend Plausible. Educational and comparison posts built steady Google search traffic, which became the top source of trial signups. Paying customers then spread the word. Several GitHub star spikes happened around the same days as Plausible-related Hacker News posts, for example April 8, 2020, July 27, 2020, October 6–13, 2020 and March 7, 2021. That overlap is timing only.", "claim_ids": [ "01a10e6f-5d83-71dc-b7a1-9cfb863893d7", "01a10e6f-5d84-7263-8689-34aaf85aef17", "01a10e6f-5d84-728d-a9dc-30ac74315c47", "01a10e6f-5d81-7304-a09f-2a69f8e2b239", "01a10e6f-5d84-7289-b370-a4cc50a16fa7", "01a10e6f-5d84-728b-b89d-c2c3f49f8393", "01a10e6f-5d7f-71f1-94c1-f92a1e726688", "01a10e6f-5d7f-7205-b2af-99d1074bd2a7", "01a10e6f-5d76-7250-8a6e-f7bceaad2cde", "01a10e6f-5d80-73da-8874-e2df0a407567", "01a10e6c-1e7c-7361-bf14-8303a70dc26c", "01a10e6c-25cf-7125-8318-81e6b51f2e2d", "01a10e6c-1e7c-736a-aa29-71e41b335fb6", "01a10e6c-25cf-712f-a0c9-7a15fa662c04", "01a10e6c-1e7d-7290-9d76-07cc2185dab9", "01a10e6c-25cf-712a-b971-22bd1c68cd02", "01a10e6c-25cf-7139-8f0e-1b9316ff324e", "01a10e6c-1e7d-7294-97eb-ac64c292b045", "01a10e6c-25d1-705d-8471-b54ac5d742b6" ], "inference_strength": "moderate_inference" }, "did_differently": { "text": "Several choices stand out. Plausible positioned itself directly as 'the alternative to Google Analytics', which the company says started its growth. It made cookie-free tracking the default, so customers do not need consent banners. It refused paid advertising, affiliate programs and sales calls, even when some publishers declined to list it for having no affiliate program. It published traffic and revenue numbers openly. It relicensed from MIT to AGPL in 2020 after larger companies sought to resell its self-hosted version, and later moved some premium features to the cloud-only offering. Whether these choices drove growth more than broader privacy trends is not settled; Marko Saric also credits the general privacy trend.", "claim_ids": [ "01a10e6f-5d81-72ee-9ae3-efd829a092ee", "01a10e6f-5d83-71f6-833d-7ccecc344347", "01a10e6f-5d75-731b-933a-cf089af8ae86", "01a10e6f-5d79-739d-b3aa-ac92734731fc", "01a10e6f-5d7e-727a-91b9-f05509bfa3f3", "01a10e6f-5d7e-727c-b3e8-0e59718de5b2", "01a10e6f-5d7e-727e-bb9f-7a0f41cf4fd8", "01a10e6f-5d80-73ba-9770-463b0142ba75", "01a10e6f-5d77-70bd-adb3-40f261c8cdee", "01a10e6f-5d81-730a-9d6c-ec213924e243", "01a10e6f-5d74-71b6-94e5-0a390fedd8f3", "01a10e6f-5d74-71c6-b72a-9f8f5f5a13ae", "01a10e6f-5d83-71f4-a5f9-c6036a14f6c5" ], "inference_strength": "moderate_inference" }, "key_takeaways": [ { "text": "A single positioning change and one essay coincided with a sharp change in traction. After 324 days to reach $400 MRR, Plausible got 272 trial signups in April 2020, more than the previous nine months combined. Uku Täht attributes this to the 'stop using Google Analytics' post and the repositioning that accompanied it.", "claim_ids": [ "01a10e6f-5d80-73c0-af58-d875f2b40e02", "01a10e6f-5d7a-722b-8441-6cbc5fe22c95", "01a10e6f-5d7a-722d-991f-88438e46fded", "01a10e6f-5d81-72ee-9ae3-efd829a092ee", "01a10e6f-5d82-7361-b498-5ca191286367" ], "inference_strength": "strong_inference" }, { "text": "Hacker News traffic came in spikes, while search was steadier and converted better. In August 2020, Google organic search had the highest trial conversion rate, at 3.52%. The company calls Google its top source of trials and treats Product Hunt as unsustainable for long-term acquisition.", "claim_ids": [ "01a10e6f-5d72-7135-8495-96f3d6665307", "01a10e6f-5d76-7250-8a6e-f7bceaad2cde", "01a10e6f-5d7e-7270-b693-5aae0923c8ea", "01a10e6f-5d7b-7118-9768-b25f5ae56fb4", "01a10e6f-5d7e-7250-9191-59a5e6daed89" ], "inference_strength": "strong_inference" }, { "text": "Open source appears to have served as both a trust signal and a distribution channel in a privacy niche. Self-hosting releases and the license-change announcement drew Hacker News attention and GitHub visitors. However, donations from self-hosted users stayed small, at six $5 donations in about six months.", "claim_ids": [ "01a10e6f-5d82-7359-b2a1-a1e4e956d6ac", "01a10e6f-5d80-7408-9fcf-9bca99145ea5", "01a10e6f-5d84-7269-8b93-88470349d238", "01a10e6f-5d84-726b-b37b-39e32736a5b5", "01a10e6f-5d7f-71e9-a78c-96758f35a154", "01a10e6f-5d74-71be-8531-ff158782cf50" ], "inference_strength": "moderate_inference" }, { "text": "Plausible built product features around changes at the incumbent, such as a Google Analytics import tool and funnels timed to the Universal Analytics sunset. March 2022, the month Google announced the sunset, was Plausible's best month for net MRR growth up to then. Interest also rose after the Austrian DPA ruling against Google Analytics.", "claim_ids": [ "01a10e6f-5d72-711b-9efe-776dd02cc8e4", "01a10e6f-5d72-711d-86ec-7fc1a07c3cef", "01a10e6f-5d73-71e5-bf72-683bb4991e52", "01a10e6f-5d73-71e3-a018-f2d36ce182a5", "01a10e6f-5d73-71e1-ae0c-712b8352641c" ], "inference_strength": "moderate_inference" }, { "text": "Conversion work still mattered late in the company's life. According to the company, a few days of homepage edits in January 2026 were followed by an 84% rise in trial signups from non-logged-in visitors by April 2026, while traffic rose about 2%. The company reports that April 2026 was its best month for new paying subscribers.", "claim_ids": [ "01a10e6f-5d81-72d6-b663-5666a5e09b2b", "01a10e6f-5d81-72e0-8203-47626f976f2b", "01a10e6f-5d81-72d4-99e9-b04482d1b9a7", "01a10e6f-5d81-72ec-ab44-d04d5a671623" ], "inference_strength": "explicit" }, { "text": "Bootstrapping meant slower early economics: the company says January 2021 was the first month revenue covered its costs, and it acknowledges slower growth than VC-backed rivals as a tradeoff.", "claim_ids": [ "01a10e6f-5d77-70d1-a6ad-eed2ef4df38d", "01a10e6f-5d76-7272-8bbb-6bbfcd203266" ], "inference_strength": "explicit" } ] } }