Product Analytics · H1 2026 · Members only

Member engagement & conversion

Engagement depth, retention, and reservation conversion for January–June 2026.

Jan – Jun 2026Source · Mixpanel + FirebaseStaff activity excluded

Full analytics instrumentation was rolled out over the past year, so this report covers the fully-tracked Jan–Jun 2026 window.
All app metrics exclude staff/provider activity — 745,753 team_member events (~12%) removed. Definitions on the next slide.

Definitions

What each metric means

Active member

A patient account (user_type = member) with at least one in-app event in the month. Staff/provider excluded. One caregiver may hold more than one account (e.g., a parent and child).

Returning member

A member active in 2 or more distinct months of the window.

Month-over-month basis

Trends use chat only — the one event tracked across all six months. Other events were switched on through Q1 2026, so total-event counts can't be trended.

Chat session

One chat screen opened until the member navigates away. Staff/agent sessions are excluded.

Usage / time on screen

Active foreground seconds on a screen; the timer stops when the app is backgrounded. Sub-10s glances excluded.

Reservation stages

Started = step 1 (opens flow). Intake submitted = step 4 (name/email/phone). Completed = step 6 (booking confirmed).

Every figure in this deck uses these definitions. Started is not the same as completed; member is not the same as staff.

Retention

A stable base that keeps coming back

Share of active members who are returning

—

Jan

62%

Feb

73%

Mar

81%

Apr

86%

May

86%

Jun

The active base is steady at ~11,000 members a month. What stands out is loyalty: 71% of members return in a later month, rising to 86% by June, and 2,082 members were active every single month.

Measured on chat (Channel Session Ended) — the one event tracked across all of Jan–Jun, so it's the reliable basis for month-over-month comparison. 22,806 members chatted in the window; 34% were active in 4+ months. Early months naturally read lower while history accumulates.

In-app

Usage by screen

True usage by screen — quick glances excluded

Screen	Members	≥15s (true use)	≥30s	≥60s	≥5 min
Newsletter	19,817	16,359	12,918	9,462	4,113
Home	23,784	15,295	11,514	8,622	4,042
Reservation flow	15,320	10,389	8,892	6,951	2,549
Lab	6,922	3,929	3,370	2,687	1,103
Studio	7,408	2,973	2,278	1,595	530
Immunization	4,472	2,383	1,516	825	206
Yoga	3,388	1,015	788	525	152

Unique members (patient account) by deepest single visit. "Members" = opened the screen at all; "true use" = a visit of 15s or longer (sub-5s U-turns never count toward a tier). Home is the launch hub — most visits are quick navigation. Screens were instrumented at different points (Newsletter/Reservation/Lab Mar, Home/Studio Apr, Immunization May), so each reflects its tracked window. Learn: 935 members.

Core surface

Chat · members only

Chat usage — 1.72M member sessions

Member chat session length

0–30s

85%

30–60s

8%

60–90s

3%

90s+

4%

22,806

unique members chatting

41

median sessions / member

1.72M

member sessions (staff removed)

62,980

sessions over 90s

Members generate about 287,000 chat sessions per month; 85% are under 30 seconds. Staff/agent chat activity (745,000 events) is tracked separately and excluded here.

Channel Session Ended, member-side only, Jan–Jun. A session = one opened→closed chat channel. Top chat topics pending a message-category export.

Feature

Lab

Lab usage — top panels and depth

Most-clicked Lab categories (members)

Annual Physical

12,757

Cholesterol & Heart

6,003

Blood & Genetics

5,567

Vitamins & Minerals

5,536

Kidney Health

4,585

Thyroid & Endocrine

4,365

6,922

unique members used Lab

3,929

true usage (≥15s visit)

2,687

had a 60s+ session

1,748

used PhenoAge · 88% got a result

6,922 members opened Lab and 3,929 spent real time there (≥15s); 2,687 had a session over a minute. The most-clicked items are specific test panels.

Button Click events on Lab screens, members only, Jan–Jun. Category = the lab panel a member opened. 77,110 Lab-tab opens preceded these.

Content

Newsletter

Newsletter readers, by time spent

Members by deepest read (single visit)

Opened (any)

19,817

Read ≥ 15s (true)

16,359

Read ≥ 30s

12,918

Read ≥ 60s

9,462

Read ≥ 5 min

4,113

The Newsletter Duration timer runs while the newsletter (on the Home tab) is open, and stops when the app is backgrounded. Sub-5-second U-turns are excluded. 4,113 members stayed five minutes or more.

Newsletter Duration, members only, Mar–Jun (event added in Q1). The newsletter lives on the Home tab. Component-level click data exists (top-of-page components get the most clicks); deeper per-article tracking would need a release.

On the web

Reservations

Web reservations — the new-patient funnel

Started → intake → completed

Flow started2,486

Intake submitted22%546

Completed14%351

This is the new-patient channel — existing members book in the app. Bookings are pediatrics-heavy: new-patient well visits, sick visits, newborns and telehealth. Intake (step 4) = name/email/phone; completed (step 6) = confirmed. Studio classes book through a separate Webflow flow, and HRT is low-volume, so the funnel is shown in aggregate.

reservations.bakerhealth.com production, completed Apr 28 – Jun 30 2026. Consistent with the team's web-reservation funnel analysis; per-type completion rates aren't broken out because the completed-event type field isn't reliable.

Summary & next data

Summary

Retention

Stable and loyal

Steady ~11,000 active members / month
71% return in a later month (86% by June)
22,806 members chatted; 1.72M sessions
Median member: 41 chat sessions

Conversion & features

Usage and bookings

2,486 new-patient reservations started, 351 completed (14%)
6,922 Lab users; 1,748 used PhenoAge
Lab interest: Annual Physical, Cholesterol, Genetics
4,113 members read newsletters 5 min+

What's next

In development

AI chat assistant — Phases 1 & 2 target automating ~25–29% of member chats
Newsletter link-level tracking
Cohort retention reporting

Sources: Mixpanel raw events (app + web reservations), Jan–Jun 2026, staff excluded; Firebase for engagement totals. Definitions on slide 2.