RETENTION DECISION
Q2 churn concentrates in week-one drop-off.
Early churn is concentrated in one activation path. Fix the first session before spending more on acquisition.
VERDICT
Prioritise activation clarity for the next six weeks.
OWNER
Growth & Product
REVIEW DATE
01 SEPTEMBER
Source 01 · Cohort retention analysis: 62% of first-month churn follows an incomplete first session.