The Activation Trap
Why activated users still churn
The metric gets hit. The value never lands.
Stage 01
Acquire
User signs up. Completes the first action. Looks engaged in the dashboard.
01
The Trap
Activate
Product defines activation. User hits the metric. Value was never real — just motion.
02
Outcome
Ghost
Churns 30 days later. Activated users disappearing from the cohort on schedule.
03
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