Brewly has launched a new consumer habit-tracking app for hydration and wellness. The product is 8 weeks old, with 420,000 installs, 260,000 account sign-ups, and 110,000 users who completed at least one logged activity. Leadership wants an early read on whether the launch is on track, but long-term retention and monetization data are still immature.
In week 8, Brewly reports: Day-1 retention of 38%, Day-7 retention of 19%, 4-week retention of 9% for the earliest cohorts, free-to-paid conversion of 2.4% among users older than 30 days, and monthly churn of 11% among paid users. At the same time, onboarding completion improved from 54% to 68%, notification opt-in rose from 41% to 57%, average 7-day log count increased from 3.1 to 4.6, and the share of new users creating a reminder in their first session increased from 22% to 39% after a recent onboarding redesign.
The VP of Product asks which metrics should be treated as leading indicators versus lagging indicators, which should be used to manage the product weekly, and how much confidence to place in the recent improvements.
app_installsuser_signup_eventsonboarding_eventsactivity_logsnotification_settingssubscription_eventsdaily_user_retention_cohorts