Objectives library
The outcomes you're trying to drive. Select objectives to factor into your audience strategy.
Success criteria
- ·Activation rate among new users in the first 14 days.
- ·Reduction in drop-off at the named friction step.
- ·Increase in repeat-usage cohorts week over week.
Common risks
- ·Inflating top-of-funnel without retained behavior.
- ·Optimizing for the wrong activation event.
- ·Adoption framed without a defined target segment.
Recommended framing
- ·Lead with the friction step you're removing, not the feature you're shipping.
- ·Name the segment whose adoption you're moving — not 'all users'.
- ·Show the cohort curve, not the cumulative count.