Why Day-7 churn is a misleading KPI
A convenient number that hides users who were never going to stay past onboarding, and rewards products that delay the first disappointment.
Journal
Field notes from the desk, not recaps of vendor blogs.
Pieces here began as arguments in the Churn Lab or as homework critiques. They are written in English for teams who already live in event logs.
Building a churn feature store for mobile
Which events deserve a column, how leakage sneaks in through “last purchase,” and why widget opens keep surviving the cut.
Reading silent uninstall signals
Background refresh death, notification permission rot, and widget neglect as earlier tells than a store rating.
Cohort charts from Thai mobile gaming
Payday cycles, guild mute, and why a Bangkok mid-core title taught us to stop treating IAP recency as loyalty.
When push notifications accelerate churn
Re-engagement that steeper the hazard. A short argument for deleting the journey that looks healthiest in the ESP.