01 / Positioning
LLM Gateway / marketing field notes
Four products. Four reasons to arrive.
Share discovery. Keep each audience’s promise, proof and next action distinct.
01
Gateway
Govern AI infrastructure
02
DevPass
Ship with coding agents
03
Lounge
Create with AI
04
Airside
Supply inference
02 / The foundation
LLM Gateway / marketing field notes
A substantial archive. Not a growth metric.
245 editorial files + 143 product documentation pages.
98Blog posts
109Changelog entries
23Setup guides
5Migration guides
4Use-case articles
6DevPass comparisons
Artifact counts are not customer outcomes.
03 / The connected path
LLM Gateway / marketing field notes
A release becomes useful when the path is complete.
Content, demos, guides, calls to action and lifecycle touchpoints.
01Release
02Explain
03Prove
04Set up
05Activate
A useful next action belongs to every asset.
04 / Measurement boundaries
LLM Gateway / marketing field notes
Three sources. Three different clocks.
No financial data. No invented precision. No combined cross-source funnel.
PostHog
May 2025 to today
People per month · plus one full-week comparison
Search Console
Native 7-day view
Weekly buckets · rounded headlines
Admin Audience
All-time totals
Accounts and organizations, not a monthly cohort
05 / Seventeen months
LLM Gateway / marketing field notes
Two jumps. Only the second one held.
People per month across every product site · May 25 to Sep 26 (partial)
May 25
Launch
Aug 25
Nov 25
Feb 26
May 26
DevPass + blog
Aug 26
Sep 26
1,522 people in June 2025. 37,011 in the first 27 days of September 2026.
06 / Where people come from
LLM Gateway / marketing field notes
Google compounds. Social does not.
People per quarter by pageview referrer · Q3 2025 vs Q3 2026 to date
Q3 2025Q3 2026People · same scale for every row
Google
2,985 → 40,071
Direct / unavailable
8,059 → 44,612
Social & communities
5,812 → 6,222
Other search
33 → 5,618
AI assistants
60 → 849
GitHub
267 → 612
07 / What content grew
LLM Gateway / marketing field notes
Catalogue pages and tools grew. Comparisons stalled.
People per month on llmgateway.io by page type · Feb 2026 vs Sep 2026 (27 days)
Feb 2026Sep 2026People · same scale for every row
Model pages
1,909 → 9,276
Blog
480 → 5,426
Data tools
22 → 5,396
Provider pages
441 → 2,441
Guides
141 → 1,254
Compare & migration
709 → 611
08 / AI assistants
LLM Gateway / marketing field notes
Small, but the fastest-rising source.
People per month referred by ChatGPT, Gemini, Claude, Perplexity, Copilot and Grok
May 25
Aug 25
Nov 25
Feb 26
May 26
Aug 26
Sep 26
Another 2,237 people arrived on links tagged utm_source=chatgpt.com, which the referrer count misses.
09 / Campaigns
LLM Gateway / marketing field notes
Newsletters worked once each.
People with a utm_source tag on any pageview · whole period
chatgpt.com
2,237
tldrfounders
2,092
convertkit
1,366
tldrwebdev
516
theneurondaily.com
366
openalternative.co
333
chatgpt.com is added by ChatGPT itself, not a campaign. Newsletter mentions brought one burst each.
10 / Measurement gaps
LLM Gateway / marketing field notes
Fix the signals before the funnel.
Why no conversion rates appear in this deck.
Sign-up event
About 16% covered
PostHog user_signed_up against admin all-time sign-ups
Self-reported source
52% say “Other”
The options leave out Google, AI assistants and newsletters
Click tracking
Since 30 Mar 2026
Earlier funnels cannot be rebuilt from PostHog
11 / The latest week
LLM Gateway / marketing field notes
The latest week: attention held, activity dipped.
20 Sept–26 Sept vs 13 Sept–19 Sept 2026 UTC
Production pageviews61,649-22.5%Previous: 79,576
Tracked visitor IDs11,343-3.1%Previous: 11,710
CTA click events802-35.1%Previous: 1,236
Recorded signup IDs100-21.3%Previous: 127
Pageviews are not sessions. Identifiers are not people. Event populations differ.
12 / Where the weekly dip sits
LLM Gateway / marketing field notes
Investigate DevPass before adding more assets.
80.8% of the observed pageview decline is in DevPass. That does not explain why.
PreviousCurrentPageviews · same scale for every product
Gateway
36,282 → 33,167-8.6%
devpass
39,509 → 25,018-36.7%
docs
2,282 → 2,107-7.7%
lounge
1,503 → 1,357-9.7%
13 / Search demand
LLM Gateway / marketing field notes
Demand is visible. Search lift is not established.
Search Console’s supplied 7-day preset · weekly aggregation · Web (text).
4.02KClicks · rounded
220KImpressions · rounded
1.8%Reported CTR
7Reported average position
Visible query sampleClicks
llm gateway496
devpass232
llmgateway151
atria api61
Native search window, not the PostHog UTC interval. No ranking improvement claimed.
14 / Audience context
LLM Gateway / marketing field notes
Account totals are not weekly acquisition.
Admin Audience · all time · non-financial fields only.
All-time sign-ups23,308Admin Audience · all time
Verified users20,225Admin Audience · all time
Organizations30,542Admin Audience · all time
Verification is not activation. Organizations are not unique people.
15 / The delivery lesson
LLM Gateway / marketing field notes
The same evidence must reach every artifact.
One approved snapshot. Aligned numbers, windows, caveats and privacy rules.
01Evidence
02Report
03Slides
04Voice
05Video
A report edit does not update a rendered video. Rebuild, verify and reopen.
16 / Next decisions
LLM Gateway / marketing field notes
Feed search. Fix signals. Then experiment.
Priorities from seventeen months of observations, not an invented growth story.
First
Catalogue pages
Models, providers, rankings and tools, refreshed as models ship
Then
Honest signals
Sign-up event on every auth path · better source options · one AI channel
Finally
Comparable tests
Matched cohorts, stable windows and guardrails
17 / The upgraded skill
LLM Gateway / marketing field notes
Ground the promise. Keep the whole story current.
Reusable methods go into SoulStack. Private account evidence stays local.
Product truth.Observed activity.Verified delivery.
Generalize the method. Keep private evidence out of the public PR.