Extensions
Extensions are an optional second pipeline after the CUSTOMER stage that tracks what happens next — specifically, do your customers upgrade to higher-tier plans?
Your main funnel answers: "how do I turn strangers into paying customers?"
Your extension answers: "how do I turn paying customers into more-paying customers?"
For conceptual background, see Concepts → Splitting & Extensions. This page is the feature reference.
The extension stages
Three stages that mirror the main funnel (minus Awareness):
| Stage | What it measures |
|---|---|
| Ext Consideration | Customers still active on your product in the window (fired a pageview or event) |
| Ext Trial | Ext-Consideration customers who started a higher-tier trial |
| Ext Customer | Customers paying at a higher tier than their anchor |
On the canvas, they render to the right of the main CUSTOMER stage with double-line edges.
AWARENESS → CONSIDERATION → TRIAL → CUSTOMER ══▶ Ext CONSIDERATION ══▶ Ext TRIAL ══▶ Ext CUSTOMER
The anchor product
When you enable extensions on a funnel, you pick an anchor product. This is the entry-level tier — the product whose customers you're hoping to upgrade.
Common choices:
- Free tier → anchor = "free plan" (if you track freemium via a Stripe $0 subscription).
- Entry paid tier → anchor = "Hobby" or "Basic" or whatever your cheapest paid plan is called.
- Single tier with add-ons → anchor = "base plan" (and extensions track seats / usage add-ons).
The cohort FunnelFizz tracks for extensions is:
Customers who have ever subscribed to the anchor product, are currently active in any form (main CUSTOMER stage), and match the funnel's split conditions.
The churn trichotomy (main funnel)
Before we dig into extensions, the related mechanic on the main funnel: the CUSTOMER stage splits paying customers into three buckets:
| Bucket | Definition |
|---|---|
| Retained | Still has an active/trialing subscription at the anchor product |
| Upgraded | Has an active/trialing subscription priced higher than anchor (but not anchor itself) |
| Churned | No active/trialing subscription anywhere in the workspace |
This replaces the old "canceled = churned" model with something that understands upgrades aren't losses.
How extensions compute
Ext Consideration
Query: customers in the anchor cohort who fired a pageview or event in the reporting window.
Meaning: "active customers who are engaged with my product." If they don't log in at all, they can't upgrade — so this is the pool of upgrade candidates.
Ext Trial
Query: customers in the anchor cohort with a Stripe subscription in status = "trialing"
AND monthly amount > anchor's monthly amount.
Meaning: "customers who are trying a more expensive tier."
Ext Customer
Query: customers in the anchor cohort with a Stripe subscription in status = "active" AND
monthly amount > anchor's monthly amount.
Meaning: "customers who are paying more than they used to."
Enabling extensions on a funnel
- Open your funnel.
- Settings → Extensions → Enable.
- Pick your anchor product from the dropdown (auto-populated from your Stripe products).
- Save.
Three new stages appear on the canvas to the right of CUSTOMER. Metrics populate as data exists. If no one has upgraded yet, all three show 0 — which is itself valuable information ("our upgrade rate is zero, that's where our growth lever is").
Conversion rates on extensions
Between each extension stage, you get a conversion rate:
- CUSTOMER → Ext Consideration: the % of your customers who are actually active in product.
- Ext Consideration → Ext Trial: the % of active customers who started a higher-tier trial.
- Ext Trial → Ext Customer: the % of trial upgrades that became paid.
Together these tell you where your upsell funnel is leaking. If CUSTOMER → Ext Consideration is low, you have an activation/retention problem. If Ext Consideration → Ext Trial is low, your in-product upgrade prompts aren't working. If Ext Trial → Ext Customer is low, the higher tier isn't delivering value during trial.
Splits on extensions
You can split extension stages just like main funnel stages. Common ones:
- By anchor product — if you have multiple entry tiers, split to see which upgrades most often.
- By channel — do Reddit-sourced customers upgrade at a different rate than email-sourced?
- By cohort month — are customers who signed up in March upgrading faster than April customers?
When NOT to use extensions
- Single-tier products. If you sell one product at one price, there's nothing to upgrade to — extensions would always be zero.
- Usage-based pricing with no tier structure. If everyone's on the same plan and just pays more as they use more, use a different dashboard to track usage (extensions aren't designed for that — they assume discrete tier jumps).
- One-time purchases. Extensions assume subscriptions. For e-commerce with repeat purchases, use the main funnel's repeat-buyer metrics instead.
Canvas visual cues
Extension stages are visually distinct:
- Double-line edges between extension stages (vs single-line on the main funnel) help you spot them at a glance.
- Tint color matches the parent funnel for visual cohesion.
- The label format is "Ext [StageName]" to clearly distinguish from main stages.
Combining extensions + churn recovery automations
A powerful pattern:
- Enable extensions with your entry tier as the anchor.
- Look at the Churned bucket of the main CUSTOMER stage.
- Set up a churn recovery automation targeting the Churned slice with a win-back offer at a discounted tier.
- If they come back on the discounted tier, the main funnel Retained count climbs; if they upgrade later, the Ext Customer count climbs.
You get compound observability: did we save churn? Did those saves eventually upgrade?
Roadmap
- Multi-anchor support. Today you pick one anchor. Multi-tier products will benefit from tracking "Hobby → Pro" and "Pro → Enterprise" as separate extension pipelines.
- Expansion revenue attribution. Pull in seat expansions / usage overages from Stripe so non-tier-upgrade expansion shows up too.
That's all the feature pages! Next: Tutorials →.