App Retention, Onboarding and Engagement

Activation flows, lifecycle messaging, win-back, churn diagnosis by cohort, and the product changes that move day-7 and day-30 numbers rather than vanity engagement.

Retention sets the LTV side of the model, which means it decides how much you can afford to pay for a user in the first place. These pieces are written for teams who have acquisition working and have found that the ceiling sits further down the funnel. Most of them name the cohort and the window a number was read in, because a retention claim means little without both. For the service, see retention and engagement.