The post-mortem flow
Every shipped post gets a structured post-mortem. Here's how to read it and what to do with it.
When you move a post to Published, paste the live URL. 48 hours later, distro runs a post-mortem: a structured analysis of how it performed and what the data says about next steps.
What gets analyzed
- Platform metrics (views, engagement rate, clicks, bookmarks where available)
- Comparison to your app's median for this platform
- Comparison to the evaluation prediction — did it beat or miss the composite score?
- A virality score (0–100) relative to your baseline
The report sections
Three parts:
- Summary — 2–3 sentences on what happened. "Tuesday's LinkedIn post did 3.4× your median — hook landed harder than expected."
- Learnings — bullet list of specific things to repeat or avoid. "Numeric hooks on LinkedIn Tuesday mornings consistently outperform." "Over-specifying the CTA suppresses engagement."
- Next actions — 2–3 experiments worth running. "Test a second numeric-hook LinkedIn post next Tuesday." These flow back into your Inbox as pre-seeded ideas.
Why 48 hours
Engagement on most platforms settles by 48 hours. Running the analysis earlier produces reports that change when numbers settle; running later delays the learning loop. We chose 48h as the compromise.
When the engagement is zero
Posts that flop get post-mortems too. Often they're more useful than winners — a flop with a strong composite evaluation score tells you something about the evaluation (or the platform) that a 3× winner doesn't. The report handles this case with a different framing ("why it didn't land").