You cannot fix retention you cannot see. Six events, set up before launch, answer almost every question you will have in month three.
Analytics added after launch cannot answer questions about the past. The cheapest version of this work happens before anyone installs the app.
The six events
App opened. Onboarding step completed, with the step index. Activation reached — your one time-to-value moment. Core action performed. Purchase started and purchase completed as separate events, because the gap between them is where the money leaks. Crash-free session rate, which is a health metric, not a vanity one.
Six events, properly named, beat sixty that nobody trusts.
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