Cohort Decay Is Your Signal
At a high enough volume of users, you will start to see the effect of the adjacent user show up in your cohorts. Sitting at the edge of each user state is a quantitative metric that indicates conversion from one state to the next. For example, free to paid conversion or signed up to activated. (View Highlight)
Elena: “When you start investing into new channels (especially paid) it is typically a signal to the product org that adjacent users are coming. New channels bring in users that will be different on some vector. Lower intent, less solution aware, less brand aware, pain point not completely formulated, or something else.” (View Highlight)
