We built the tool we kept rebuilding.

Nocturna started in 2023 as an internal script. Between us we had set up the same analytics stack at six companies, and every time the work was identical: a tagging plan, a warehouse, a dashboard nobody opened after the third week.

So we cut the parts that only existed to be configured. What remained answers the four questions product teams actually review — is anyone arriving, are they activating, are they staying, and where do they stop.

We are a small team, profitable, and we intend to stay both. There is no roadmap page here because we would rather ship than publish one.