Financial calculator analytics

PostHog events for the public /financial-calculators pages, and how to read the calculator funnel from them: visit, use, signup, connected account, paid. Event names live in lib/financial-calculators/analytics.ts (CALCULATOR_EVENTS). Treat them as append-only. Renaming one silently breaks every saved insight that uses it.

Why this exists

Before CFO-9803 the calculators had no events of their own. A deep dive (Aug 7 to Oct 16, 2026) had to rebuild the funnel from pageview order and autocapture, and could not tell which of the two “Try for free” buttons a signup used, whether a visitor ran the calculator, or which calculator a paying customer came from.

Events

Every calculator event carries slug (directory on the directory page). Events are sent through useCalculatorAnalytics, which applies the same analytics gate as the rest of the site, so nothing is sent from localhost.

Event	When	Properties
`calculator_directory_viewed`	Directory page load	`calculator_count`
`calculator_directory_searched`	Directory search, once typing has settled for 800 ms	`query`, `result_count`
`calculator_directory_card_clicked`	A calculator link on the directory	`slug`, `category`, `position`, `list` (`search_grid` or `category_list`), `searched`
`calculator_viewed`	Calculator page load	`slug`, `category`, `has_shared_scenario`, plus person properties below
`calculator_input_changed`	First edit of each field per page view	`slug`, `field`, `edited_field_count`
`calculator_calculated`	Calculate with valid inputs	`slug`, `source` (`form`, or `chat` from Ask Silvia), `run_number`, `inputs`, `changed_fields`, `uses_default_inputs`, `result_label`, `result_value`, `result_format`
`calculator_validation_failed`	Calculate with invalid inputs	`slug`, `fields`
`calculator_reset`	Reset	`slug`
`calculator_scenario_link_copied`	Copy scenario link	`slug`, `outcome` (`copied`, `fallback`, `invalid`)
`calculator_cta_clicked`	A “Try for free” signup button	`slug`, `placement` (`result` beside the result, `footer` at the bottom of the page)
`calculator_related_clicked`	A related-calculator card	`slug`, `target_slug`, `position`
`calculator_navigation_clicked`	Breadcrumbs, “View all”, “All financial calculators”	`slug`, `target`
`calculator_source_link_clicked`	A primary-reference link	`slug`, `href`
`calculator_faq_opened`	A FAQ question opened	`slug`, `question`, `position`
`calculator_scroll_depth_reached`	25, 50, 75 and 100% of the page	`slug`, `depth`

calculator_calculated and calculator_cta_clicked are also sent by the Ask Silvia chat (CFO-9796), with chat_variant added. Filter on source or chat_variant to separate them. inputs holds the numbers and option values the visitor entered. Calculators ask for no names or contact details, so nothing in it identifies a person.

Person properties

calculator_viewed stamps these on the person. PostHog merges the anonymous visitor into the signed-up user, so the properties follow them through signup, account connection and payment.

Property	Set with	Meaning
`first_calculator_slug`, `first_calculator_category`, `first_calculator_viewed_at`	`$set_once`	The first calculator this person ever opened
`last_calculator_slug`, `last_calculator_viewed_at`	`$set`	The most recent one

The signup buttons link to /sign-up?calculator=<slug>&calculator_placement=<result|footer>. signup_page_viewed then carries calculator_slug and calculator_placement, so a calculator button arrival is distinct from one through the top nav. Anyone can edit that URL, so only a slug-shaped calculator and a calculator_placement of result or footer are reported. Anything else is dropped.

Reading the funnel

The full funnel, as a PostHog funnel insight:

calculator_viewed
calculator_calculated (filter source = form to exclude chat)
calculator_cta_clicked
signup_page_viewed
user_signed_up
plaid_account_connected or snaptrade_account_connected or manual_account_created
subscription_started

Break down by slug on step 1 to compare calculators. Signup, connection and payment by first calculator (person property), in HogQL:

SELECT
  person.properties.first_calculator_slug AS first_calculator,
  uniqIf(person_id, event = 'calculator_viewed') AS visitors,
  uniqIf(person_id, event = 'user_signed_up') AS signed_up,
  uniqIf(person_id, event IN ('plaid_account_connected',
                              'snaptrade_account_connected',
                              'manual_account_created')) AS connected,
  uniqIf(person_id, event = 'subscription_started') AS paid
FROM events
WHERE timestamp >= now() - INTERVAL 30 DAY
  AND person.properties.first_calculator_slug IS NOT NULL
  AND event IN ('calculator_viewed', 'user_signed_up', 'plaid_account_connected',
                'snaptrade_account_connected', 'manual_account_created',
                'subscription_started')
GROUP BY first_calculator
ORDER BY visitors DESC

This counts the downstream events in the window regardless of order. For “after the first calculator view”, compare timestamps against first_calculator_viewed_at.

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FINANCIAL CALCULATOR ANALYTICS

Financial calculator analytics

Why this exists

Events

Person properties

Reading the funnel

​Financial calculator analytics

​Why this exists

​Events

​Person properties

​Signup page

​Reading the funnel

Financial calculator analytics

Why this exists

Events

Person properties

Signup page

Reading the funnel