Case study · Retention

The missing entry point

Retention for an AI product fell from about 25% to 5%. One removed path back into the product explained almost all of it.

25% → 5%Retention after the drop
1 causeAds were turned off and the entry point was never replaced
+20 ptsRetention recovered by the new entry point alone

The problem

Retention dropped from roughly 25% to 5%, and the team didn't know why.

What I found

The product had turned off its ads. The ads were also an entry point back into the product, and nothing replaced it. Users who would have returned no longer had a path back in.

What we did

We added a new entry point in place of the one the ads had provided.

The result

That entry point alone recovered nearly all of the lost retention, a 20-point improvement over the post-drop baseline.

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