Introducing Mora
How Tributi built a full view of their customer journey with Mora before tax season
Problem
Top-of-funnel visibility, bottom-of-funnel blindspot
Tributi’s analytics stack started where most companies’ do: Google Analytics. It gave them a clear picture of how users were finding the platform including traffic sources, landing page performance, ad attribution. But the story ended at signup.
What happened after a user created an account whether they completed their tax return, where they dropped off in the flow, which segments converted to paid plans, etc. It all lived in a separate world. Internal databases held the answers, but connecting those to acquisition data in GA meant manual exports, fragile spreadsheets, and a lot of guesswork.
“We had visibility into how people found us, but almost no visibility into what happened after they signed up. We were making decisions about our most important season with an incomplete picture.”
Liceth Guerrero
Why Mora
Tributi needed three things before tax season
Connecting the full journey. Mora integrated Google Analytics, PostHog, and Tributi’s internal databases into one analytics layer. The team could trace a user from first ad click through signup, onboarding, plan selection, and completed tax filing in one view.
Standardizing metrics Mora worked with the Tributi team to agree on definitions for their core metrics. Instead of each team pulling different numbers from different sources, everyone works from the same view.
“Mora didn’t ask us to throw away what we had. They connected everything we were already using and gave us the full picture we’d been missing.”
Liceth Guerrero
Results
Here's what happened
Tributi went live on Mora in under 30 days, ahead of their August tax season deadline.
Full journey visibility
From Google Analytics acquisition data through PostHog product events to internal revenue data, Tributi can now track the full lifecycle of every user cohort in a single view.
Standardized metric definitions across the team
Core KPIs like conversion rate, activation, and revenue per user now have a single, agreed-upon definition that everyone works from.
Ready for peak season with confidence
The team entered their highest-revenue quarter with a clear view of the customer journey and the ability to act on what they saw in real time.
70% faster time to insight
Questions that used to take days of manual reconciliation now get answered in minutes through a unified analytics layer.
From fragmented data to full-funnel clarity
Tributi had data in Google Analytics, PostHog, and internal databases, but no single view of the journey. GA shows where users come from. PostHog shows what they do. The database shows what they pay. Mora tied those together so the team could follow users from first touch to revenue.
Company
Tributi
Industry
Fintech
About
Tributi is a YC-backed fintech that makes tax filing simple for individuals in Colombia, trusted by employees at companies like Sura, Scotiabank Colpatria, Globant, and Bavaria.
Use Case
Unified customer journey analytics across GA, PostHog, and internal data.
Time to Value
Less than 30 days