How Bizee Went from Zero-Conversion Funnels to a Full Analytics Foundation in 6 Weeks

• Root Cause of Zero-Conversion Funnels Diagnosed in Week One

A 13-step funnel was returning zero conversions — not because of a tool limitation, but because low-traffic intermediate events were mathematically collapsing it. A 4-step critical-path funnel was recommended immediately, revealing 56 conversions that had been invisible.

• Complete Analytics Foundation Built in 6 Weeks

A 24-event tracking plan across four business funnels, identity resolution, Session Replay, Feature Experimentation, and a full Business Formation Dashboard — all delivered from a broken starting point.

• Identity Resolution Solved for a Non-Standard Auth Model

Bizee's phone-number login model was causing anonymous sessions to fragment from known users. Adasight produced a two-solution identity resolution document and proactively confirmed Aliasing API access with Bizee's Amplitude account manager before the client had to ask.

• Experimentation Capability Unlocked

The engineering team had the right questions but no setup. A dedicated Feature Flags workshop covered experiment design, mutual exclusion, SDK integration, sticky bucketing, and staged rollouts — with recording and PDF shared async with the full team.

• Full Team Enabled Across Three Training Sessions

Three structured sessions — Amplitude Introduction & Dashboard Workshop, Data Governance & Tracking Plan, and Amplitude AI & Session Replay — attended by 10+ developers and leadership, giving the team the knowledge to work independently going forward.

‍

‍

Bizee is a business formation platform helping entrepreneurs incorporate and manage their companies. When they came to Adasight, Amplitude was already live, but it wasn't working. Events were firing, the team was actively trying to use the tool, and a 13-step formation funnel was returning zero conversions. The assumption was that Amplitude had technical restrictions. The real cause was something more fundamental.

‍

Without a tracking plan, events had been fired ad hoc with no agreed naming conventions, properties, or ownership. There was no shared answer to the three questions that mattered most: how users moved through the formation funnel, how existing customers engaged with annual reports, and which partnership offers were actually converting.

Underneath everything was a broken identity model. Bizee's users log in via phone number, not email, an atypical authentication structure that was causing anonymous sessions to fragment from known users in Amplitude, making user-level analysis unreliable before any reporting could begin.

And while Bizee's engineering team were already asking the right questions about feature flags and experiments, there was no Feature Experimentation setup, no SDK integration, and no process for running controlled tests. Getting there required fixing the foundation first.

‍

‍

Kickoff & Use Case Alignment

The engagement started by defining three core analytics use cases: post-formation journey, annual report engagement, and partnership offer conversion. These became the anchor for every decision that followed.

Preliminary Technical Sessions

Two live audit sessions were run with Bizee's full engineering team in an office-hours format. The sessions diagnosed why the 13-step funnel was returning zero conversions, identified a critical event sequencing issue between front-end and back-end events, and recommended a 4-step critical-path funnel as the immediate conversion tracker — revealing 56 conversions the original funnel had been hiding.

Identity Resolution & Technical Audit

Adasight produced a two-solution identity resolution document covering the Aliasing API and a fallback approach, specifically designed for Bizee's phone-number auth model. A full technical audit of the existing Amplitude implementation was completed alongside this, with Adasight proactively confirming Aliasing API access with Bizee's Amplitude account manager before the client had to ask.

Tracking Plan

A 24-event taxonomy was delivered across four funnels: post-formation, annual report, login, and business management. A Title Case naming standard was agreed, a Loom walkthrough recorded for renaming existing events, and Bizee was advised to pause old events to protect MTU allocation.

Training Sessions

Three structured sessions were delivered: Amplitude Introduction & Dashboard Workshop; Data Governance & Tracking Plan, attended by 10+ developers and leadership; and Amplitude AI & Session Replay. Each session was designed to build the team's ability to work independently in Amplitude going forward.

Experimentation Workshop

A dedicated Feature Flags workshop covered experiment design, mutual exclusion, SDK integration, sticky bucketing, and staged rollouts. A recording and PDF were shared async with the full team so anyone who couldn't attend live had full access to the material.

Implementation QA & Session Replay

A full event volume audit was conducted. A step-number property gap on server-side Form Step events was diagnosed and resolved. Session Replay was configured with PII masking, and rage click and dead click tracking were enabled.

Dashboard Delivery & Handover

A dashboard workshop introduced the team to the new setup, followed by a full Business Formation Dashboard presentation at engagement close. The dashboard covered conversion funnels, add-on performance, package analysis, payment analytics, and login failure breakdown.

‍

Bizee entered the engagement with Amplitude live but effectively unusable, funnels returning zero, no tracking plan, a fragmented identity model, and no experimentation capability. Six weeks later, the picture was entirely different.

The root cause of the zero-conversion funnels was diagnosed in the first week. A 4-step critical-path funnel replaced the broken 13-step version and immediately surfaced 56 conversions that had been invisible. A 24-event tracking plan was delivered across four business funnels, giving the team a shared source of truth for what to measure and how.

Identity resolution was implemented for Bizee's phone-number auth model, Session Replay was configured with PII masking and rage and dead click tracking, and Feature Experimentation was set up with full SDK integration. The engagement closed with a complete Business Formation Dashboard covering conversion funnels, add-on performance, package analysis, payment analytics, and login failure breakdown — alongside a full handover package including the Growth Analytics Workbook, tracking plans, dashboards, and QA documentation.

Looking to fix a broken Amplitude setup or build your analytics foundation from scratch? Book a call with Adasight and we'll help you get it right.

‍