diff --git a/.gitignore b/.gitignore
index 1fd0c02..486af9a 100644
--- a/.gitignore
+++ b/.gitignore
@@ -5,3 +5,4 @@
 
 # Agent E2E run reports (the specs are tracked; the generated run logs are not)
 agent-tests/_runs/
+.playwright-mcp
\ No newline at end of file
diff --git a/frontend/components/FeatureLocked.vue b/frontend/components/FeatureLocked.vue
index bd7540c..989ea88 100644
--- a/frontend/components/FeatureLocked.vue
+++ b/frontend/components/FeatureLocked.vue
@@ -63,9 +63,9 @@
 
     // Primary CTA pre-selects the required tier on the pricing page; secondary lists all.
     function goUpgrade() {
-        router.push(`/settings/subscription?suggest=${props.requiredTier}`);
+        router.push(`/settings/subscription?suggest=${props.requiredTier}&from=cap-hit-banner`);
     }
     function goToPlans() {
-        router.push('/settings/subscription');
+        router.push('/settings/subscription?from=cap-hit-banner');
     }
 </script>
diff --git a/frontend/components/TextChatCounter.vue b/frontend/components/TextChatCounter.vue
index 81f929f..8cc1274 100644
--- a/frontend/components/TextChatCounter.vue
+++ b/frontend/components/TextChatCounter.vue
@@ -41,6 +41,6 @@
 
     // At the cap, point the user at Learner's unlimited text chat.
     function findOutMore() {
-        router.push('/settings/subscription?suggest=learner');
+        router.push('/settings/subscription?suggest=learner&from=cap-hit-banner');
     }
 </script>
diff --git a/frontend/components/VoiceCapBanner.vue b/frontend/components/VoiceCapBanner.vue
index dfffbd9..e865c21 100644
--- a/frontend/components/VoiceCapBanner.vue
+++ b/frontend/components/VoiceCapBanner.vue
@@ -55,6 +55,6 @@
 
     // Learner's "Upgrade plan" highlights Coach; Coach has no tier above (button hidden).
     function goUpgrade() {
-        router.push('/settings/subscription?from=voice-banner&suggest=coach');
+        router.push('/settings/subscription?from=cap-hit-banner&suggest=coach');
     }
 </script>
diff --git a/frontend/components/freemium_alerts/LimitationModal.vue b/frontend/components/freemium_alerts/LimitationModal.vue
index 52eb584..b40586d 100644
--- a/frontend/components/freemium_alerts/LimitationModal.vue
+++ b/frontend/components/freemium_alerts/LimitationModal.vue
@@ -119,7 +119,7 @@ function handlePrimaryAction(toggleModal?: (value: boolean) => void) {
 
     // Default behavior: redirect to subscription page (can be overridden by parent)
     if (props.autoRedirectOnUpgrade) {
-        router.push('/settings/subscription');
+        router.push('/settings/subscription?from=cap-hit-banner');
         analytic.track('upgrade-cta_clicked');
     }
 }
diff --git a/frontend/components/freemium_alerts/UsageCapBanner.vue b/frontend/components/freemium_alerts/UsageCapBanner.vue
index d8f3868..63d0a49 100644
--- a/frontend/components/freemium_alerts/UsageCapBanner.vue
+++ b/frontend/components/freemium_alerts/UsageCapBanner.vue
@@ -37,6 +37,6 @@ const state = computed<'hidden' | 'warning' | 'paused'>(() => {
 });
 
 function goToPlans() {
-    router.push('/settings/subscription');
+    router.push('/settings/subscription?from=cap-hit-banner');
 }
 </script>
diff --git a/frontend/constants/analyticsEvents.ts b/frontend/constants/analyticsEvents.ts
index 790f931..02a1445 100644
--- a/frontend/constants/analyticsEvents.ts
+++ b/frontend/constants/analyticsEvents.ts
@@ -5,8 +5,11 @@
 export const ANALYTICS_EVENTS = {
     CAP_HIT: 'cap_hit', // props: { cap: 'save_words' | 'ai_taste' }
     CHECKOUT_OPENED: 'checkout_opened', // props: { tier, cadence, currency } — checkout panel opened
+    PRICING_PAGE_VIEWED: 'pricing-page_viewed', // props: { from_surface } — subscription page opened
     FLASHCARD_REVIEW_STARTED: 'flashcard_review_started', // props: { deck_type }
     USER_LOGGED_IN: 'user_logged-in', // explicit login only, not session restore
+    ACCOUNT_CREATED: 'account_created', // server-fired (auth: first OAuth exchange for a new account)
+    PHRASE_SAVED_FIRST_TIME: 'phrase_saved_first-time', // server-fired (first-ever phrase save)
     TRIAL_STARTED: 'trial_started', // server-fired (Stripe webhook: subscription created as trialing)
     SUBSCRIPTION_STARTED: 'subscription_started', // server-fired (trial converted, or direct paid start)
     SUBSCRIPTION_CANCELED: 'subscription_canceled', // server-fired, props: { was_trialing }
diff --git a/frontend/pages/settings/subscription.vue b/frontend/pages/settings/subscription.vue
index 8d72377..c46a1b9 100644
--- a/frontend/pages/settings/subscription.vue
+++ b/frontend/pages/settings/subscription.vue
@@ -505,6 +505,18 @@ async function probeLocalCurrency() {
 }
 
 onMounted(async () => {
+    // Trial-to-paid funnel entry. The auto page-view can't carry attribution, so
+    // fire an explicit event with the surface the user arrived from (?from=...);
+    // default to 'settings' for direct/nav visits. Analytics is best-effort: when
+    // Mixpanel is not initialised (e.g. no token in CI/e2e), track() can throw —
+    // it must never abort the mount and block the plan cards from loading.
+    try {
+        analytic.track(ANALYTICS_EVENTS.PRICING_PAGE_VIEWED, {
+            from_surface: (route.query.from as string) || 'settings',
+        });
+    } catch (e) {
+        console.error('Failed to track pricing-page_viewed:', e);
+    }
     await fetchPlans();
     probeLocalCurrency();
     // Returning from a portal plan change (?plan_changed=1): the
diff --git a/server/src/modules/auth/router.ts b/server/src/modules/auth/router.ts
index 3de1064..a8c36ae 100644
--- a/server/src/modules/auth/router.ts
+++ b/server/src/modules/auth/router.ts
@@ -3,6 +3,7 @@ import { reply, userManager } from "@modular-rest/server";
 import { google } from "googleapis";
 import { updateUserProfile } from "../profile/service";
 import { LeitnerService } from "../leitner_box/service";
+import { trackServerEvent, SERVER_ANALYTICS_EVENTS } from "../../utils/analytics";
 
 const name = "auth";
 const auth = new Router();
@@ -122,6 +123,13 @@ auth.get("/google/code-login", async (ctx) => {
   if (!registeredUser) {
     try {
       userId = await userManager.registerUser({ email });
+      // Activation funnel entry: first successful OAuth exchange for a brand-new
+      // account. Server-truth so it fires once, on the genuine new-user branch.
+      trackServerEvent(SERVER_ANALYTICS_EVENTS.ACCOUNT_CREATED, userId as string, {
+        signup_provider: "google",
+        oauth_timezone: timeZone || undefined,
+        referrer: redirectUrl || undefined,
+      });
     } catch (error) {
       ctx.throw(
         500,
@@ -187,7 +195,14 @@ auth.get("/google/access-token-login", async (ctx) => {
 
   if (!registeredUser) {
     try {
-      await userManager.registerUser({ email: googleEmail });
+      const newUserId = await userManager.registerUser({ email: googleEmail });
+      // Activation funnel entry for accounts created via the extension's Google
+      // token. No timezone/referrer on this path, so only the provider is known.
+      trackServerEvent(
+        SERVER_ANALYTICS_EVENTS.ACCOUNT_CREATED,
+        newUserId as string,
+        { signup_provider: "google" }
+      );
     } catch (error) {
       ctx.throw(
         500,
diff --git a/server/src/modules/gateway/__tests__/stripe.adapter.test.ts b/server/src/modules/gateway/__tests__/stripe.adapter.test.ts
index 0aa660a..8670075 100644
--- a/server/src/modules/gateway/__tests__/stripe.adapter.test.ts
+++ b/server/src/modules/gateway/__tests__/stripe.adapter.test.ts
@@ -70,6 +70,7 @@ function createdEvent() {
         customer: "cus_1",
         id: "sub_1",
         status: "trialing",
+        currency: "gbp",
         trial_end: 1234,
         items: {
           data: [
@@ -92,6 +93,7 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
     jest.spyOn(console, "error").mockImplementation(() => {});
     (getCollection as any).mockReturnValue({
       findOne: jest.fn(async () => ({ user_id: "u1" })), // stripe_customer -> userId
+      find: jest.fn(async () => []), // payment records for lifetime-value (default: none)
     });
     adapter = new StripeAdapter("sk_test_dummy");
   });
@@ -131,6 +133,7 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
     expect(trackServerEvent).toHaveBeenCalledWith("trial_started", "u1", {
       cadence: "monthly",
       tier: "learner",
+      currency: "gbp",
     });
   });
 
@@ -144,7 +147,7 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
     expect(trackServerEvent).toHaveBeenCalledWith(
       "subscription_canceled",
       "u1",
-      { was_trialing: false }
+      { was_trialing: false, lifetime_value_cents: 0 }
     );
   });
 
@@ -164,6 +167,7 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
           customer: "cus_1",
           id: "sub_1",
           status: "active",
+          currency: "gbp",
           cancel_at_period_end: false,
           trial_end: null,
           items: {
@@ -184,7 +188,13 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
     expect(trackServerEvent).toHaveBeenCalledWith(
       "subscription_started",
       "u1",
-      { cadence: "monthly", tier: "learner", via_trial: true }
+      {
+        cadence: "monthly",
+        tier: "learner",
+        currency: "gbp",
+        subscription_id: "sub_1",
+        via_trial: true,
+      }
     );
   });
 
@@ -238,6 +248,8 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
     expect(trackServerEvent).toHaveBeenCalledWith("subscription_started", "u1", {
       cadence: "monthly",
       tier: "learner",
+      currency: "gbp",
+      subscription_id: "sub_1",
       via_trial: false,
     });
   });
@@ -277,6 +289,7 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
           customer: "cus_1",
           id: "sub_1",
           status: "active",
+          currency: "gbp",
           cancel_at_period_end: false,
           trial_end: null,
           items: {
@@ -296,6 +309,8 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
     expect(trackServerEvent).toHaveBeenCalledWith("subscription_started", "u1", {
       cadence: "monthly",
       tier: "learner",
+      currency: "gbp",
+      subscription_id: "sub_1",
       via_trial: false,
     });
   });
@@ -313,6 +328,39 @@ describe("StripeAdapter.handleWebhook (metadata-driven grants)", () => {
     await adapter.handleWebhook(event);
     expect(trackServerEvent).toHaveBeenCalledWith("subscription_canceled", "u1", {
       was_trialing: true,
+      lifetime_value_cents: 0,
+    });
+  });
+
+  it("enriches subscription_canceled with tier, lifetime value (cents), and reason", async () => {
+    (cancelSubscriptionByProviderAndSubscriptionId as any).mockResolvedValueOnce({
+      success: true,
+      message: "ok",
+      wasTrialing: false,
+      tier: "learner",
+    });
+    // Two succeeded payments at 4.49 + 4.49 (major units) -> 898 cents.
+    (getCollection as any).mockReturnValue({
+      findOne: jest.fn(async () => ({ user_id: "u1" })),
+      find: jest.fn(async () => [{ amount: 4.49 }, { amount: 4.49 }]),
+    });
+    const event = {
+      type: "customer.subscription.deleted",
+      data: {
+        object: {
+          customer: "cus_1",
+          id: "sub_1",
+          status: "canceled",
+          cancellation_details: { reason: "cancellation_requested" },
+        },
+      },
+    };
+    await adapter.handleWebhook(event);
+    expect(trackServerEvent).toHaveBeenCalledWith("subscription_canceled", "u1", {
+      was_trialing: false,
+      tier: "learner",
+      lifetime_value_cents: 898,
+      cancel_reason: "cancellation_requested",
     });
   });
 
diff --git a/server/src/modules/gateway/adapters/stripe.adapter.ts b/server/src/modules/gateway/adapters/stripe.adapter.ts
index f474e4e..2cbb67c 100644
--- a/server/src/modules/gateway/adapters/stripe.adapter.ts
+++ b/server/src/modules/gateway/adapters/stripe.adapter.ts
@@ -518,12 +518,19 @@ export class StripeAdapter implements PaymentAdapter {
               trackServerEvent(SERVER_ANALYTICS_EVENTS.TRIAL_STARTED, userId, {
                 cadence,
                 tier: entitlements.tierId,
+                currency: subscription.currency,
               });
             } else if (subscription.status === "active") {
               trackServerEvent(
                 SERVER_ANALYTICS_EVENTS.SUBSCRIPTION_STARTED,
                 userId,
-                { cadence, tier: entitlements.tierId, via_trial: false }
+                {
+                  cadence,
+                  tier: entitlements.tierId,
+                  currency: subscription.currency,
+                  subscription_id: subscription.id,
+                  via_trial: false,
+                }
               );
             }
           }
@@ -538,7 +545,7 @@ export class StripeAdapter implements PaymentAdapter {
           const subscription = event.data.object as Stripe.Subscription;
 
           try {
-            const { success, message, wasTrialing } =
+            const { success, message, wasTrialing, tier } =
               await cancelSubscriptionByProviderAndSubscriptionId({
                 provider: this.provider,
                 subscriptionId: subscription.id,
@@ -554,10 +561,42 @@ export class StripeAdapter implements PaymentAdapter {
               subscription.customer as string
             );
             if (userId && success) {
+              // Lifetime value = sum of the succeeded payments recorded for this
+              // subscription. Stored `amount` is in major units (see verifyPayment),
+              // so ×100 → integer cents. Best-effort: a lookup failure must not
+              // block the churn event.
+              let lifetimeValueCents = 0;
+              try {
+                const paymentCollection = getCollection(
+                  DATABASE,
+                  PAYMENT_COLLECTION
+                );
+                const payments = (await paymentCollection.find({
+                  "provider_data.subscription_id": subscription.id,
+                  status: "succeeded",
+                })) as any[];
+                const total = (payments || []).reduce(
+                  (sum, p) => sum + (Number(p.amount) || 0),
+                  0
+                );
+                lifetimeValueCents = Math.round(total * 100);
+              } catch (ltvErr) {
+                console.error(
+                  "[analytics] failed to compute lifetime value for cancel",
+                  ltvErr
+                );
+              }
+
               trackServerEvent(
                 SERVER_ANALYTICS_EVENTS.SUBSCRIPTION_CANCELED,
                 userId,
-                { was_trialing: !!wasTrialing }
+                {
+                  was_trialing: !!wasTrialing,
+                  tier,
+                  lifetime_value_cents: lifetimeValueCents,
+                  cancel_reason:
+                    subscription.cancellation_details?.reason || undefined,
+                }
               );
             }
 
@@ -640,6 +679,8 @@ export class StripeAdapter implements PaymentAdapter {
                 {
                   cadence,
                   tier: entitlements.tierId,
+                  currency: subscription.currency,
+                  subscription_id: subscription.id,
                   via_trial: previousStatus === "trialing",
                 }
               );
diff --git a/server/src/modules/phrase_bundle/__tests__/createPhrase.test.ts b/server/src/modules/phrase_bundle/__tests__/createPhrase.test.ts
index 6a544fc..c3c3eb4 100644
--- a/server/src/modules/phrase_bundle/__tests__/createPhrase.test.ts
+++ b/server/src/modules/phrase_bundle/__tests__/createPhrase.test.ts
@@ -34,6 +34,14 @@ jest.mock("../../subscription/enforcement", () => ({
 
 jest.mock("../triggers", () => ({ phraseBundleTriggers: [] }));
 
+jest.mock("../../../utils/analytics", () => ({
+  trackServerEvent: jest.fn(),
+  SERVER_ANALYTICS_EVENTS: {
+    PHRASE_SAVED_FIRST_TIME: "phrase_saved_first-time",
+  },
+}));
+
+const { trackServerEvent } = require("../../../utils/analytics");
 const { functions } = require("../functions");
 const createPhrase = functions.find((f: any) => f.name === "createPhrase");
 
@@ -83,4 +91,43 @@ describe("createPhrase persistence", () => {
     expect(doc.chunks).toBeUndefined();
     expect(doc.sourceUrl).toBeUndefined();
   });
+
+  it("fires phrase_saved_first-time on the user's first-ever save", async () => {
+    // countDocuments is called first for bundle verification, then for the
+    // prior-phrase count. Both zero here -> genuine first save.
+    countDocuments.mockResolvedValueOnce(0).mockResolvedValueOnce(0);
+
+    await createPhrase.callback({
+      phrase: "we had to decide quickly",
+      translation: "...",
+      translation_language: "fa",
+      bundleIds: [],
+      refId: "user-1",
+      type: "linguistic",
+      language_info: { source: "en", target: "fa" },
+      sourceUrl: "https://www.youtube.com/watch?v=abc123",
+    });
+
+    expect(trackServerEvent).toHaveBeenCalledWith(
+      "phrase_saved_first-time",
+      "user-1",
+      { source_platform: "youtube", language_pair: "en-fa" }
+    );
+  });
+
+  it("does NOT fire phrase_saved_first-time when the user already has phrases", async () => {
+    // Bundle-verify count 0, then a non-zero prior-phrase count -> not the first save.
+    countDocuments.mockResolvedValueOnce(0).mockResolvedValueOnce(7);
+
+    await createPhrase.callback({
+      phrase: "hello",
+      translation: "...",
+      translation_language: "fa",
+      bundleIds: [],
+      refId: "user-1",
+      type: "normal",
+    });
+
+    expect(trackServerEvent).not.toHaveBeenCalled();
+  });
 });
diff --git a/server/src/modules/phrase_bundle/functions.ts b/server/src/modules/phrase_bundle/functions.ts
index 60a0da7..5e59dde 100644
--- a/server/src/modules/phrase_bundle/functions.ts
+++ b/server/src/modules/phrase_bundle/functions.ts
@@ -15,8 +15,27 @@ import { PhraseSchema } from "./db";
 import { normaliseSourceUrl } from "../translation/url-normalise";
 import { openRouter } from "../../utils/openrouter";
 import { TRANSLATION_MODELS } from "../../utils/openrouter-models";
+import { trackServerEvent, SERVER_ANALYTICS_EVENTS } from "../../utils/analytics";
 import { z } from "zod";
 
+/**
+ * Map a saved-from page URL to the coarse `source_platform` bucket the activation
+ * funnel filters on. Unknown/absent hosts collapse to `other`.
+ */
+function sourcePlatformFromUrl(sourceUrl?: string): string {
+  if (!sourceUrl) return "other";
+  let host = "";
+  try {
+    host = new URL(sourceUrl).hostname.toLowerCase();
+  } catch {
+    return "other";
+  }
+  if (host.includes("youtube.")) return "youtube";
+  if (host.includes("netflix.")) return "netflix";
+  if (host.includes("wikipedia.")) return "wikipedia";
+  return "other";
+}
+
 interface RemoveBundleParams {
   _id: string;
   refId: string;
@@ -189,6 +208,10 @@ const createPhrase = defineFunction({
       // Use existing phrase
       phraseId = existingPhrase._id;
     } else {
+      // Detect the user's first-ever save BEFORE inserting: zero prior phrase
+      // docs for this owner means this new save is their activation moment.
+      const priorPhraseCount = await phraseCollection.countDocuments({ refId });
+
       // Enforce the saved-words cap BEFORE creating a new phrase (free: 200 per
       // window; paid tiers: unlimited). Reusing an existing phrase doc above does
       // not count against the cap, so the check only guards genuinely new saves.
@@ -230,6 +253,23 @@ const createPhrase = defineFunction({
       phraseId = insertedPhrases[0]._id;
       isNewPhrase = true;
 
+      // Activation funnel: fire once, only when this is the user's first-ever
+      // phrase. Both the extension and the dashboard save through this RPC, so
+      // this is the single server-truth point for the "first save" milestone.
+      if (priorPhraseCount === 0) {
+        const languagePair = language_info?.source
+          ? `${language_info.source}-${language_info.target}`
+          : translation_language?.trim() || undefined;
+        trackServerEvent(
+          SERVER_ANALYTICS_EVENTS.PHRASE_SAVED_FIRST_TIME,
+          refId,
+          {
+            source_platform: sourcePlatformFromUrl(sourceUrl),
+            language_pair: languagePair,
+          }
+        );
+      }
+
       // Update freemium allocation only for new phrases
       const user_id = refId;
       const isFreemium = await isUserOnFreemium(user_id);
diff --git a/server/src/modules/subscription/service.ts b/server/src/modules/subscription/service.ts
index 11b1c37..ae9129c 100644
--- a/server/src/modules/subscription/service.ts
+++ b/server/src/modules/subscription/service.ts
@@ -820,12 +820,15 @@ export async function cancelSubscriptionByProviderAndSubscriptionId(props: {
       success: true,
       message: "Subscription canceled successfully",
       wasTrialing,
+      // Surface the canceled tier for the subscription_canceled analytics event.
+      tier: existing?.tier,
     };
   } catch (error: any) {
     return {
       success: false,
       message: error.message || "Failed to cancel subscription",
       wasTrialing: false,
+      tier: undefined,
     };
   }
 }
diff --git a/server/src/utils/analytics.ts b/server/src/utils/analytics.ts
index 425380d..2e12913 100644
--- a/server/src/utils/analytics.ts
+++ b/server/src/utils/analytics.ts
@@ -18,6 +18,9 @@ if (token) {
 // Mirrors frontend/constants/analyticsEvents.ts for the server-fired events.
 // Naming follows docs/metrics/event-naming.md: [object]_[action], `-` inside a part.
 export const SERVER_ANALYTICS_EVENTS = {
+  // Activation funnel (server-truth signals the client can't see reliably).
+  ACCOUNT_CREATED: "account_created", // first successful OAuth exchange for a new account
+  PHRASE_SAVED_FIRST_TIME: "phrase_saved_first-time", // user's first-ever phrase save (any surface)
   // Stripe webhook lifecycle (the roadmap's slim instrumentation set).
   TRIAL_STARTED: "trial_started", // subscription created with status "trialing"
   SUBSCRIPTION_STARTED: "subscription_started", // trial converted, or direct paid start — props: { via_trial }