Pug,
explained.
What it does, who uses it and how it makes money. Told through two made-up companies.
Press or click to beginScroll down to begin
Events, just now
Hilltop · Kavya, web developer
Kavya adds Pug to the website in an afternoon.
- She pastes a few lines of Pug’s code into the site.
- Pug starts noting visits, clicks and scrolls by itself.
- She adds the two moments Hilltop cares about most: “added to cart” and “paid”.
- She opens Pug’s live view and watches real visitors arrive.
Live view14 people on the site now- Looking at Dark Roast, 250 gPune · Android phonenow
- Paid ₹1,298Kochi · iPhone12s
- Searched “cold brew”Delhi · Laptop31s
- Added Filter Blend to cartIndore · Android phone48s
- Arrived from an Instagram adJaipur · iPhone1m
- Opened the home pageBengaluru · Laptop1m
Hilltop · Rohan, marketing
Instagram ads brought half the visitors and a sixth of the orders.
Pug records where every visitor came from. Rohan puts visitors and orders side by side for each source, and the gap jumps out. He moves half the Instagram budget to Google ads and the newsletter.
Where visitors came fromHilltop · Ananya, founder
Three in four shoppers quit right after seeing the delivery charge.
A funnel lines up the steps to buying and counts how many people reach each one. Ananya tries free delivery on orders over ₹799. The next month, 150 people pay instead of 100.
Funnel: checkoutHilltop · One month later
Orders are up 60% with the same ad budget.
Ananya pins the charts she checks most onto one page, called a dashboard. It updates by itself, so the whole team works from the same numbers.
Dashboard: weekly check-inOrders per day
Sunrise · Vikram, product manager
After their first class, half of new members simply close the app.
A user-flow chart shows the paths people take, step by step. It shows Vikram that the daily reminder, which brings people back, is hidden in Settings, where only 1 in 7 new members find it. He moves it onto the screen that appears when a class ends.
User flow: after the first class- Finished first class5,000
- Closed the app2,500 · 50%
- Browsed more classes1,600 · 32%
- Started another class1,000
- Opened Settings900 · 18%
- Set a daily reminder700 · 1 in 7
Sunrise · Neha, growth
Since the change, more new members are still practicing two months later.
A retention chart follows everyone who joined around the same time and shows how many keep coming back, week after week. Since Vikram’s change, 31 in 100 new members still practice after eight weeks, up from 19.
Retention: still practicingSunrise · Priya, CEO
Priya skips the charts and asks in plain English.
Pug plugs into AI assistants such as Claude and ChatGPT. The assistant looks up Sunrise’s real numbers in Pug and can even build a dashboard. It sees only what Priya is allowed to see.
How many people finished a class yesterday? Is that more than last Tuesday?
Looked up “class finished” in Pug
4,812 people finished a class yesterday, 12% more than last Tuesday (4,296). Most of the rise came from members who joined this month.
Make a dashboard of this for Friday’s team meeting.
Done. It has four charts: classes finished, new members, members still practicing after 8 weeks and the top 10 classes.
Sunrise · Farhan, support
A member in Berlin asks Sunrise to delete everything about her.
Pug keeps one profile per person, with everything she did on her phone and laptop in one timeline. Farhan files one delete request with Pug. Her events and profile are erased for good, and Pug confirms when it is done.
Profile- Finished “Morning Flow”
- Opened her daily reminder
- Switched to the yearly plan
- Finished “Hip Opener”
In one sentence
Pug shows companies what people do in their apps and websites, so they can fix what’s broken and do more of what works.
The real thing: Pug’s overview page for the demo shop.