Field note
The silent gap between paywall view and first purchase
Many catalogues record the plan screen and the success receipt, and nothing about the payment sheet that sits between them.
A learning app we reviewed had paywall_viewed and purchase_success. The store sheet, the failed 3-D Secure attempt, and the “use gift code” branch were invisible. Growth blamed copy. Engineering blamed the store. Neither could see the abandoned sheet.
We asked for a recording of a failed purchase on a Malaysian card. The sheet sat for eleven seconds, then the user backed out. No event. The findings pack added purchase_sheet_opened and purchase_sheet_dismissed to the “please send” list.
If your first-purchase funnel has two steps, suspect a missing sheet rather than a mysterious audience.